I was having massive issues with this myself in the last few days. I was attempting to change / format the individual text elements for a CMS templated blog page that had some CMS fields connected. I couldn’t understand why I couldn’t change the formatting or the text itself, and my CMS templated page was inheriting some not great styles from somewhere else.
It’s true that any text tweaks with the purple-colored CMS connections have to be changed in your CMS-- specific text changes cannot be edited on the template pages when that field is dynamically connected to your CMS collection. As the other members above mentioned, if you want to control and manually add different titles / text every time, just remove the CMS connection you made for that one text block, and the text block should revert to a standard text or heading, or whatever it was before. You can also add another “field” within your CMS Collection settings with whatever you want to put for this one (e.g. a shorter title, a different description, whatever you’d like). After you create and save this new field within your Collection, you are essentially creating another option you can select within that template instead of the ‘Service Title’.
The next part I got stuck on was editing the actual styling of what my self-produced CMS Collections were spitting out. It sounds counterintuitive, but if your issue is related to styling (or if it will be in the future) you need to “nest” whatever element you’re attempting to change within a new style class you make for your CMS- this appears to be a unique function for CMS Collection pages. I eventually found this tutorial video which has been super helpful. He does everything in Webflow and has a bunch of other videos https://youtu.be/wmpvdgc6e08
and this was the answer after hours of me searching. He creates a blank page, adds in a Rich Text Element, as well as other elements you might use in your CMS collection, and then you can edit the style, “nest” and bind these elements to be used as a combo class for your CMS specifically.
I hope this is what you are looking for!