Does the headline help position your content?

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The "For Dummies" series of guide books is a good example of positioning texts through the title. If the book "Red Wine for Dummies" falls into the hands of a gourmet and advanced connoisseur of this type of drink, he will not be interested in it. However, for those who want to get general information about wines, it will be very useful, and the right title will help them quickly find it.

How to get into Yandex search suggestions and maintain your position

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The positioning of a product should be considered at the stage of its creation (including the choice of the title). This approach is fully embodied in the title of the book "Preventing pharmaceuticals email list Ulcers with Natural Remedies".

Are you trying to arouse curiosity in your audience with your headline?
In books on writing and literary analysis, a person's interest in a text is defined as a set of emotions and feelings generated by the text in the reader's mind. Its emergence is usually preceded by surprise and a feeling of some kind of breaking of stereotypes. This happens because the reader expected one thing, and the author gives him much more. There are special techniques for such perception, the main ones of which are listed below.

Metaphors . They not only add color to the text, but also create memorable images that help you better understand the essence of what you are reading. A metaphor is the use of a word (phrase) in a figurative sense. Titles that use them sound original and sometimes provocative: “How I Ate a Dog” by E. Grishkovets, “I Burn Paris” by B. Yasensky (these literary works do not actually talk about arson or eating animals). It is not enough to write such a title, you will also need to play with it in the book (article, post, etc.), otherwise the reader will feel deceived and will not trust your other titles.

Alliteration is another well-known artistic device that helps to remember. This phonetic device, actively used by poets, is based on the repetition of the same (or similar) consonants in speech. It is quite appropriate not only in poems, but also in titles (for example: "Tender is the Night", "The Master and Margarita").

Contradictions arouse the reader's curiosity. An unexpected twist makes the title memorable. Thus, the title of the fairy tale "How Ivan the Fool Outwitted the Devil" contains a contrast and intrigues: if the character is a fool, then how did he manage to outwit the devil himself?

Unusual phrases also belong here. For example, in the title of T. Ferris' book "The Four-Hour Workweek". The idea that four hours a week is enough for full-fledged work does not fit into the mind, and the reader becomes interested in what the author could have come up with. And the title of the book by E. Godratt and D. Cox "The Goal: The Process of Continuous Improvement" reflects a very unusual idea that the goal may not be a point at the end of the path, but the path itself. An even more striking example of an original, shocking title is "The Man Who Was Thursday" by G. Chesterton.