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.

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.

• Formula #[ID]: [Template]
• Why this one: [One sentence]

• Formula #[ID]: [Template]
• Why this one: [One sentence]

• Formula #[ID]: [Template]
• Why this one: [One sentence]

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

• 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.

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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.

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).

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.

• 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 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.

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

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

• Example: Why launching fewer new products actually increases repurchase

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

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

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

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

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

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

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

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

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

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

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

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

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

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

• Example: 3 things blocking your first customers from repurchasing

• Example: The consequences of only posting ads on Moments

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

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

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

• Example: 3 most dangerous ways to divert traffic

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

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

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

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

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

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

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

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

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

• Example: 10 techniques for closing sales through Moments

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

• Example: 5 ways to make customers trust you more

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

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

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

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

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

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

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

• Example: How to turn 1 customer into 10 referrals

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

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

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

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

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

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

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

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

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

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

• Example: What I learned after switching products three times

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

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

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

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

• Example: Has selling products through Moments become outdated?

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

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

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

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

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

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

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

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

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

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

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

• Example: Why you should stop chasing trending topics

• Example: Stop caring about others' GMV

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

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

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

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

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

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

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

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

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

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

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

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

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

• Example: My 3 principles on product selection

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

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