xy-xhs-headline: Xiaohongshu Headline Formula Matcher

Opening self-introduction

Boundaries with other skills

xy-opener

xy-content-scan

xy-publish-guard

12-type trigger quick reference

Workflow

Step 1: Clarify two things first

Step 2: Match formulas

1. Look at the topic first: has a counter-intuitive point → cognitive conflict; has an insider feel → curiosity gap; is about correcting mistakes or avoiding pitfalls → fear/loss; speaks to a specific group → identity substitution; is steps and checklists → number anchoring; can give results and deadlines → result promise; is personal experience → social proof; is inherently controversial → controversy/provocation.
2. Span at least 3 types. All in one type means only one approach is offered.
3. Skip inappropriate types directly. Forcing a controversial template on a topic like "how many posts a day should you post on Moments?" will only feel contrived. Don't force it just to reach a number.

Step 3: Generate custom headlines

1. Plug the user's topic and industry into the template and write a headline exclusive to this user—not a copy of the examples in this file.
2. State the formula number.
3. In one sentence, explain why this topic fits this formula.

Step 4: Output

## Topic: [Topic]
## Industry: [Industry]

---

### Cognitive conflict type

**Headline 1**: [Headline]
- Formula #[ID]: [Template]
- Why this one: [One sentence]

**Headline 2**: [Headline]
- Formula #[ID]: [Template]
- Why this one: [One sentence]

### Fear / loss aversion type

**Headline 3**: [Headline]
- Formula #[ID]: [Template]
- Why this one: [One sentence]

...

---

## Top 3

1. **[Headline]** — [One-sentence rationale]
2. **[Headline]** — [One-sentence rationale]
3. **[Headline]** — [One-sentence rationale]

---

## Types used this time

- **Cognitive conflict**: creates a pause, good for opinion content
- **Fear / loss aversion**: miss out if you don't read, good for pitfall-avoidance content
- ...

> Different types catch people in different states. Want the comment section heated? Choose controversial. Want click-through? Choose curiosity gap or result promise. Want precise customers? Choose identity substitution.

Hard rules

1. Every headline must report a formula number. If it can't, it doesn't get published.
2. The skeleton of a template cannot be changed. Wording can change, but the underlying mechanism cannot—the backbone of "why X is actually harmful to you" is counter-intuition; remove the counter-intuition and it's no longer that formula.
3. Examples must match the user's industry. Someone doing private-domain health products doesn't need to see examples from the self-media world.
4. Keep explanations to one sentence. No long essays.
5. Top 3 must show judgment. Not three random picks—explain, based on the topic's characteristics, why these three deserve publishing.

Six iron laws for headlines

1. Keep suspense; don't finish the answer. Use "why" not "because", use questions not conclusions. Check: after reading the headline, does the reader still need to click in? "Product selection depends on repurchase rate" is an answer; "What should you look at first in product selection? 90% of people get it wrong" is a headline.
2. Write broader terms, not narrower ones. Replace industry jargon with words everyone understands: "traffic-driving product" → "cheap item", "private-domain SOP" → "what to say after adding someone on WeChat", "matrix account launching" → "running multiple accounts". Narrow words shrink your own recommendation pool; words in the headline are also search keywords and feed on search traffic (see XY-BM-109).
3. Hit the real pain point, not the surface concept. "Building an IP" is surface-level; "why customers trust you" is the pain. "Private-domain operations" is surface-level; "added on WeChat but doesn't order" is the pain. Ask first: what are readers truly afraid of and what do they truly want.
4. Hit at least 2 of the 6 tension elements. Has contrast / has a specific number / has suspense / has conflict / has time / has a result. A headline with none is plain water; only with two or more does it earn a click.
5. ≤ 20 characters, punctuation counts. Xiaohongshu's hard constraint (see XY-MC-0146). If over, cut adjectives—never cut numbers or suspense.
6. Search term coverage; don't only tease emotions. Check: cross out all the adjectives and mood words in the headline; among the remaining nouns, is there one a user would actually type into the search box? If not, replace one adjective with a candidate search term—emotion can buy one click, a search term buys six months of traffic for this content (see XY-BM-109).

Words to avoid

Special cases

User brings an old headline for revision

1. First reverse-engineer which formula it uses (the user often doesn't know).
2. Diagnose item by item, checking/crossing: character count ≤20 including punctuation / is there a noun that would really be searched / does it target an audience / how many of the 6 tension elements it hits / does it touch any "words to avoid". After diagnosis, point out exactly which iron law it breaks—no vague "it's not good enough".
3. Preserve assets: clearly point out what already works in the original headline—a precise search term, a real number, an accurate audience word—and don't lose it in rewriting. Rewriting a headline is not rebuilding from scratch.
4. Produce in tiers, covering at least 4 formulas:
   • Safe optimization 2–3: only fix length, add search terms, remove official-account tone; style stays mostly unchanged;
   • Rewrite with different formulas 4–6: switch to different types of formulas, clearly mark the formula IDs;
   • Aggressive versions 1–2: max tension, while also flagging which "words to avoid" or compliance row they risk.
5. Label each one by tier and by which variable of the original headline it changed, so the user can see how this version is better than the last.

User just wants to see what formulas exist

User can't articulate what they want to talk about

Speaking style

• Give headlines and numbers directly; no preamble.
• Make bold judgments: say which one deserves publishing, don't say "each has its merits".
• If the user's old headline is bad, say so and state exactly which iron law it breaks.
• Use Chinese, follow the "Chinese Copywriting Style Guide".

Formula Library (75 templates · 12 types of triggers)

Formula template source: external headline formula material (deduplicated and grouped by trigger; examples have all been replaced with XY scenarios). Each template includes one private-domain / short-video industry example, only demonstrating how to apply it; when outputting to users, rewrite based on the user's topic.

I. Cognitive conflict type

Mechanism: break something he already believes, making him pause. Suitable for: opinions, corrections, industry misconceptions.

1. Why [something everyone thinks is good] is actually harmful to you?

• Example: Why posting to Moments every day is actually driving customers away?

2. Why [counter-intuitive action] is actually good for [goal]

• Example: Why launching fewer new products actually increases repurchase

3. Why I don't [what most people are doing]

• Example: Why I don't use low-price traffic bait

4. The common benefit of [action], [action], and [action]

• Example: The common benefit of not buying ads, not running campaigns, and not building groups

5. Why [change] will change everything

• Example: Why the platform's strict crackdown on traffic diversion will change the private-domain business

6. After making [unusual mistake], I ended up with [good outcome]

• Example: After my first batch sat in storage for half a year, I instead learned product selection

II. Curiosity gap type

Mechanism: hints "there's something you don't know", creating anxiety about the information gap. Suitable for: insider stories, secrets, experience sharing.

7. Advice that [a group of people] won't tell you

• Example: 3 truths that people recruiting agents won't tell you

8. [Number] things that [a type of expert] doesn't want you to know

• Example: 5 things that course sellers don't want you to know

9. The surprising secret to achieving [result]

• Example: The secret to still making money while serving only 500 customers a year

10. The key to [result] that you wouldn't expect

• Example: The key to customers proactively referring others—and you wouldn't expect it's in Moments

11. [Number] lessons about [something] that [a group of people] learned too late

• Example: 3 lessons about building an account that beginners learned too late

12. After reading this, your view of [something] will be different

• Example: After reading this, your view of "traffic" will be different

III. Fear / loss aversion type

Mechanism: not reading will make you lose out or make mistakes. Suitable for: pitfall avoidance, warnings, corrections.

13. The fastest way to [unwanted result]

• Example: The fastest way to kill your private-domain traffic

14. The root cause of [unwanted result]

• Example: The root cause of people adding you on WeChat but never ordering

15. [Number] things blocking your [result]

• Example: 3 things blocking your first customers from repurchasing

16. The consequences of [behavior]

• Example: The consequences of only posting ads on Moments

17. Warning! [Number] things are wasting your [effort]

• Example: Warning! These 3 things are making your short videos a waste

18. On [platform/field], never do these [number] things

• Example: In the first month of building an account, never do these 3 things

19. [Number] common mistakes [a group of people] make

• Example: 5 common mistakes beginners make in private-domain marketing

20. [Number] most dangerous [practices]

• Example: 3 most dangerous ways to divert traffic

IV. Identity substitution type

Mechanism: uses identity labels to make him feel "that's me". Suitable for: niche audiences, precise community targeting.

21. The ultimate [advice] for every [identity]

• Example: The ultimate advice for every WeChat business team leader who wants to switch to direct sales

22. A [solution] tailored for [a type of person]

• Example: An account-building plan tailored for offline business owners afraid to show their face

23. A message for [a group of people]

• Example: A message for people who've been at it for 3 months without closing a sale

24. People who [specific trait]

• Example: People who've added 2,000 WeChat contacts but never made a sale

25. The best advice for [a group of people]

• Example: The best advice for someone recruiting agents for the first time

V. Number anchoring type

Mechanism: numbers make information concrete and lower the cost of clicking. Suitable for: methods, checklists, tutorials.

26. [Number] tips for [result]

• Example: 5 tips for getting old customers to repurchase proactively

27. [Number] steps for [something]

• Example: 7 steps from zero to your first paying customer

28. [Number] techniques for [result]

• Example: 10 techniques for closing sales through Moments

29. [Number] most useful words when [action]

• Example: The 3 most useful replies when a customer says "let me think about it"

30. [Number] ways to make you more [result]

• Example: 5 ways to make customers trust you more

31. [Number] traits that make you [result]

• Example: 3 traits that make customers willing to pay you

32. [Number] biggest lies about [topic]

• Example: The 5 biggest lies about private-domain marketing

VI. Result promise type

Mechanism: gives quantifiable results and deadlines, reducing uncertainty. Suitable for: tutorials, monetization, efficiency.

33. How to [result] in [timeframe] without [undesirable thing]

• Example: How to add your first batch of precise customers in 30 days without buying ads

34. The only way to [result] within [number] days

• Example: The only way to get your first product running within 90 days

35. How I [result] within [timeframe]

• Example: How I got repurchase rate to 60% within half a year

36. Without [resource], you can still [result]

• Example: You can still build private-domain traffic without a team

37. How to turn [small number] into [big number]

• Example: How to turn 1 customer into 10 referrals

38. For [something], what you need to do in the first [number] hours/days

• Example: What you should do in the first 24 hours after a customer adds you on WeChat

39. One move that brings you [multiple] [result]

• Example: One move that brings you triple the engagement on Moments

40. How to [action] so that you [result]

• Example: How to post on Moments so that people ask about prices even when you don't advertise

VII. Social proof / reversal narrative type

Mechanism: real experiences build trust, reversals create drama. Suitable for: experiences, retrospectives, customer cases.

41. How I went from [bad result] to [good result]

• Example: How I went from 500k in dead stock to clearing all inventory

42. The most important lesson I learned from [experience]

• Example: The most important lesson I learned from failing to grow 3 accounts in a row

43. How I [result] without [resource]

• Example: How I grew my 4th account without spending a cent on ads

44. [Event] - a real record

• Example: "How the first 10 customers came" - a real record

45. How [negative event] brought me [positive result]

• Example: How being banned by the platform forced me to solidify my private-domain operations

46. I almost [negative thing]

• Example: I almost joined that "cross-border private-domain" project

47. What I learned from [experience]

• Example: What I learned after switching products three times

VIII. Controversy / provocation type

Mechanism: questions or opposing viewpoints force people to take sides and activate the comment section. Suitable for: opinions, discussions, interactions.

48. Is [action] a waste of time?

• Example: Is studying the algorithm every day a waste of time?

49. Will [result] make you happy?

• Example: Will breaking 10 million GMV make you happy?

50. Could [action] be the best decision you've ever made?

• Example: Could abandoning the agency model for direct sales be the best decision you've ever made?

51. Has [practice] become outdated?

• Example: Has selling products through Moments become outdated?

52. [Good] VS [Bad] - how to tell the difference

• Example: Real persona VS performed persona - how to tell the difference

53. Is [ability] innate or trained?

• Example: Is the ability to close sales innate or trained?

54. Stop [action]! Start [action]!

• Example: Stop hoarding courses! Start posting your first one!

55. Do you really want [thing] or not?

• Example: Do you really want to recruit agents or not?

IX. Scenario / condition type

Mechanism: describes his current situation—"this is talking about me right now". Suitable for: solutions, stage-based advice.

56. If you [don't have], [don't have], [don't have], how to [solve the problem]

• Example: If you have no team, no budget, and no followers, how do you start with private-domain marketing

57. The thing you most need to do after [stage]

• Example: The thing you most need to do after your first 100 customers

58. When [a group of people] says "[quote]"

• Example: When customers say "I'll take another look"

59. If you could trade [what you have] for [what you want], would you?

• Example: If you could trade 100k followers for 500 paying customers, would you?

60. When you know you'll feel [negative emotion], how to [result]

• Example: When you know you'll be rejected, how to state your price

X. Call to action type

Mechanism: gives direct commands and states an attitude. Suitable for: attitudes, execution guides.

61. Why you should stop [action]

• Example: Why you should stop chasing trending topics

62. Stop caring about [something]

• Example: Stop caring about others' GMV

63. Stop looking for [shortcut]; [correct action] is the real path

• Example: Stop looking for account-growth templates; posting 100 pieces first is the real path

64. Quit [common practice] - this will set you apart from others

• Example: Quit mass-broadcasting messages - this will set you apart from others

65. Why I [what I insist on doing], and you should do it too

• Example: Why I visit 10 old customers every day, and you should do it too

66. How to [positive thing] every day, even if [limitation]

• Example: How to post one authentic Moments update every day, even when you have nothing to say

XI. Authority leverage type

Mechanism: borrows existing credibility to elevate the content. Suitable for: methodology, case breakdowns. All examples are anonymized; no real names.

67. [Authority]'s [practice] helped me [result]

• Example: A product-selection method an operator with 10 years of private-domain experience taught me helped me avoid two pitfalls

68. [Authority] taught me [skill]

• Example: A top livestreaming seller taught me how to present a product in a livestream

69. How [authority] [result]

• Example: How a private-domain team with annual revenue over 100 million does customer segmentation

70. What did the best [group of people] do differently?

• Example: What did the private-domain accounts with the highest repurchase rates do differently?

71. The root reason [a group of people] [achieve something]

• Example: The root reason offline business owners successfully transition to private-domain

XII. Interaction / test type

Mechanism: invites participation, boosts engagement. Suitable for: reviews, polls, comment sections.

72. Dare to test whether [something]

• Example: Dare to test whether your Moments posts are actually seen by customers

73. If you want [result], first [attitude] toward it

• Example: If you want to build private-domain traffic, first care about your customers

74. My [number] principles on [something]

• Example: My 3 principles on product selection

75. The crucial first [number] minutes - how to [something]

• Example: The crucial first 3 minutes - how to open the conversation after a customer adds you on WeChat

/xy

/xy

Chinese output discipline

_shared/chinese-writing.md