I don't know about you, but sometimes I get annoyed by how long it takes someone to make their point. Perhaps the person is worried about sounding abrupt or not being understood, or maybe the person is just long-winded. Either way, it can be off-putting, and that's in everyday conversation. Imagine what it's like when a marketing copywriter produces copy that drones on and on.
Actually, you don't have to imagine, because researchers have already examined it. In one 2011 study, marketing emails with shorter copy enjoyed a 16% higher click-through rate than emails with longer copy. The reasons don't matter; the point is, online consumers like it short and sweet, so if you're a marketing copywriter, you've got to learn to trim the fat in your writing.
Don't worry, I'm not saying you have to be as succinct as Tonto, Tarzan and Frankenstein (look it up, kids). I'm just saying you can follow these three tips and get your marketing copy in fighting shape.
1. Tighten (or eliminate) introductory clauses.
As an editor, I'm starting to think I should be paid extra for every time I have to alter sentences that begin with, "There are a number of ways that you can..." Of course there are - why else would you be writing about it in the first place?
A good marketing copywriter understands that selling a product doesn't have to include an exhausting walk-through of the issue. If you've written a killer title or headline, you don't need to explain that "there are" or "this is" anything. So skip the introduction and just get into it.
"There are many different types of opportunities available to content writers." I've read this sentence (or others like it) in more blogs than I can count. So have other readers, and if they're like me they're saying "Duh" or "Yeah, so?" By changing the sentence to,"Take advantage of these opportunities to write content," you give your readers something to look forward to, without the wordiness.
2. Take out the descriptive words.
If anyone's starting a petition to eliminate words like "very," "really" and "much" from the English language, I'll be the first to sign. How bad is the problem? I've started red-lining those words in spoken conversations!
An inexperienced marketing copywriter might use these words to emphasize a point, but to his or her audience it says more about the writer than the content, none of it good:
- "I don't have a large enough vocabulary to find the right word, so this is the only way I can get my point across."
- "I have to meet a minimum word count, but I don't know enough about the topic to add more substantial information."
- "I don't understand the concept of copywriting, so to me this extraneous, non-descriptive phrase will do just as well as some fancy word."
It won't matter how fantastic the product is; if your copy isn't selling it, no one will buy it. If your draft includes any of the following empty words, go back to the drawing board (or, more appropriately, a thesaurus) and find a more effective word. Why promote "very good" service when people are more likely to respond to "first-rate"?
3. Use active words and phrases.
You're writing a piece about a successful entrepreneur, and you want to describe a typical day at work. If you write that the entrepreneur is responsible for managing a small staff or does several things every day, you may get replaced by a marketing copywriter with a more dynamic writing style.
Instead, use active words and phrases. A manager isn't responsible for anything; he or she leads people, analyzes things, or creates strategies. No one should go running for an hour a day; they should run for an hour a day. It might seem like a difference without distinction, but the subject of your copy sounds more alive when it does something than when it's doing something.
Brevity is the soul of wit; it's also the key to more effective copywriting. If you think your writing could stand to lose a few words, put these tips into practice and watch the fluff melt away.
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You’re so clever and creative! You know it, and your clients know it. Guess what? It means nothing. All the brilliant verbiage in the world won’t help if you can’t convey the message to the target audience. It’s all about response rates – without responses, you won’t have sales, and without sales you’ve failed in your task.
So how does a marketing copywriter craft copy that is clear and compelling, that gets the client’s message across and ensures that the audience “hears” what you want them to - not something entirely different? We have some great tips to help you do that:
Getting it Read
To get your copy read in the first place, it’s important to understand how readers read. First, they scan the copy. According to research, you have 11 seconds to capture their attention while they check:
- who the information comes from
- whether it’s personalized for them
- the headline, subject line and subheads
- the first line of your introduction
Their gut reaction to these points determines whether they will read on or not. If they do, the first 50 words of the introduction come next, and after that they either read it most of the way through or they discard it.
Making it Listenable
For the reader to understand and absorb your copy well enough to be able to act, it has to resonate with him. That means it must be listenable. New word, huh! But many a marketing copywriter thinks writing good copy is about “talking to” the reader. Well, it isn’t. It’s about getting the reader to listen and hear what you’re saying. Big difference, no? You need to use the right words in the right contexts to reach your reader, which means you need a clear understanding of what he cares about and his hopes and dreams. You need him to listen.
Rocking his World
Once you’ve got the reader’s attention, you need to rock his world. This is what happens when you zero in on the one - not two, not three! - the one primary aspect that you know your reader won’t be able to ignore. And that aspect needs to speak to him – no, it needs to call to him so loudly he must respond. That just doesn’t happen with sentences such as: “We can offer business phone systems to meet your needs” but it could happen with “Experience the power of a business phone system that delivers seamlessly.”
Highlighting the Benefits
Highlight benefits, not features. Yup, you’ve heard it before, and you’ll hear it again - it’s right up there with rocking his world. Do you honestly believe anyone will buy a product such as a watch because you say it can show what time it is? “So what?” is the response that comes to mind! The secret sauce here is the benefit; it’s what knowing the time does for your reader, such as:
- It keeps him punctual
- Makes him successful in his job
- Helps him avoid the rush hour
- Enables him to catch his train
- Heck – maybe it even saves his marriage!
Pick one. Choose something that will resonate with the reader, get him to listen and rock his world. And knowing what time it is won’t do that.
Using Everyday Language
There’s a new buzz word in marketing copywriter circles: readability. It works on the premise that if you write in a certain way, readers with a particular level of education will be able to read your copy. That’s useful if you’re writing for an academic target audience, but seriously – if you’re writing marketing copy for anyone else, just use everyday language. Write the way you speak – or rather, the way your reader speaks – because anything else won’t be listenable, it’ll just be hard work for him.
So, What’s the Formula?
The formula for crafting compelling copy that sells isn’t how clever you can be, or how creative. It isn’t the call to action, which is usually located at the end (how many people even read that far?) It's not the list of product features, regardless of how great they are. It’s using words your reader understands that mean something to him, that are easy to digest and that tell him what he wants to know as quickly and simply as possible. A marketing copywriter who can achieve that will have the Fortune 500s knocking at the door. Figuratively speaking, of course.
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When discussing mobile marketing, Facebook COO Sheryl Sandberg states “The size of the audience makes this – the phone – a mass medium. It’s as important to a marketer as TV. This is as important – if not more important – than television.”
Marketers are paying attention to mobile as a highly effective medium for communicating to businesses and consumers. The demand to produce mobile content writing is skyrocketing. Are you ready?
The following are some tips on providing the best content designed for the mobile market:
- Less is more – your message must be communicated in short blocks. You can apply the “Twitter rule” of 140 characters for each “paragraph.” This can be adjusted up or down slightly – but only slightly – depending on your particular type or style of content.
- Headlines are king – your headline must grab attention. Make it bold and intriguing so the reader will take the next step.
- Take some test laps – According to a recent Mashable article you can take a trial run at different techniques to determine what is most effective with your target audience. Note the responses and effectiveness through statistics and reviewing feedback. If it works, try some other flavors and then rotate the approaches that are most effective.
- Remember your message – keep your focus on your marketing message and make sure every word is used in the most effective manner to communicate that message.
- Top down approach – the most important parts of your mobile content should be at the very beginning, which is the opposite of most other forms of writing. Because most mobile readers only spend a few seconds on each subject it is crucial to get the message across sooner rather than later.
The demand for mobile content writing will only escalate as mobile usage grows. Are you ready to write for the mobile universe?
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Your home page is often the first page a site visitor sees. You might say that it's your virtual reception area. Just like a bricks and mortar reception area, your home page should exude warmth and offer a sincere welcome before ushering them into your site. Your home page should also include some basic elements that describe your company and give the visitor a reason to stay.
Five elements of an effective home page
How do you go about designing a warm, welcoming and intriguing home page? Although every company is different, there are several essential elements that every good home page should have:
1. The basics. It may sound obvious, but I'm sure you've visited sites where it's difficult to tell what the name of the company is and what they sell. Those two points plus contact information should be visible to your home page visitors within a couple of seconds.
2. A "teaser" about your product. The average Web user makes a decision whether to stay on your site or leave in about 10 seconds, according to research by the NN Group. The good news is that once they make the decision to stay, the same research found that the average user will then stay on your site often for two minutes or more (a small eternity in Internet terms.)
To keep your visitors interested, and to guide them further into your site, you need some Web copywriting that gives them a thumbnail sketch of your product or service, a glimpse of what your site is about. It is best to be brief. Remember: you also have 10 seconds.
3. Clear, concise content that's focused on your customer. Clear, concise web copywriting is a hallmark of any good home page. It's tempting to load your home page with everything you want your potential customers to know about your company. However, a whole page of text can cause your visitors to click away in a hurry. Instead, offer just a brief smattering of your product's benefits, ideally in easy-to-scan bullet points. Give them a reason (or two) to delve further into your site.
It's also important to focus your content on your potential customer. Don't write to your needs; write to theirs. You want your content to resonate with them. You already know you have a good product.
4. At least one image. Hubspot.com calls having at least one supporting image one of the 12 essential features of a good home page. That makes sense. People are visual and images give them an instant idea about what your site is about. However, choose carefully. A bad generic stock image can turn potential customers away from your site.
5. A call to action. Why have a home page (or a Web site) if you don't intend to sell something or motivate visitors to take some kind of action? (We're assuming you're not creating the next Wikipedia.) This call to action can be as soft as a "sign up here" or "get a quote" button. A call to action tells the visitor what you can offer and what you expect of them. It's the Web equivalent of asking for the order.
Creating and maintaining a good and effective home page is a fluid process. Start with the basics, add some killer Web copywriting, insert an image and ask for the order. By following these steps, you'll be well on your way to making a good first impression.
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One of my most boring jobs was writing jackets for science books at a publishing house. The job was fine, but there's not much you can do to make liquid chromatography or macromolecular crystallography sound awesome. Unfortunately for writers, that's no excuse for content writing that puts readers to sleep.
We'd all like to write the next Coca-Cola campaign, but for now, some of us have to stick with content writing that covers less-than-dazzling topics. In many cases, the client expects you to know how to make the topic sound fun. If you're up for the challenge, it can be done. Here are five ways to turn your boring topic into scintillating content.
1. Learn more about the topic.
One reason I couldn't make the scientific gobbledy-gook in my past job interesting is because I didn't understand it well enough to put it in my own words. Let that be a lesson to any content writing professional - know what you write.
If you're not into cars, carburetors may seem like the most boring topic in the world. But studies show that the more you know about something, the more interesting it is to you. Thus, if you start doing research on topics you normally wouldn't care for, those topics generate more interest on your part, which motivates you to learn more, which helps you learn to write about them in a compelling way.
2. Choose an angle that everyone can relate to.
Seinfeld became a classic because it was about nothing, but it was the kind of nothing we've all faced, from waiting for a table at a Chinese restaurant to being annoyed by workplace birthday parties. Take this been-there-too approach when looking for a way to make a boring topic interesting.
Good content writing requires the ability to connect with your readers, so talk about the topic as if it had affected you. If you have to write about the mechanisms of an irritating oil called urushiol, you'll generate more attention if you include an anecdote about that summer you itched incessantly from the prime source of urushiol: poison ivy.
3. Connect the topic to today's headlines.
Most Americans don't care much about quantitative easing. In the wake of the 2008 recession, however, their ears perked up when the Federal Reserve talked about it as a way to stimulate the economy. If you want your boring topic to sizzle, find a way to tie it to the news of the day.
This actually happens all the time. Experts on infectious diseases don't get much press until there's an outbreak of influenza or some other communicable disease. The intricacies of criminal law are only interesting when a sensational murder trial is on Court TV. To make your content just as hot, scan the papers for a captivating story and connect it to your content.
4. Find a way to make the reader participate.
Teachers and college professors alike have realized that their lectures aren't getting through to their students. They don't take it personally; they just know that people don't respond as well to a one-way conversation. When it comes to content writing, boring topics are a lot less boring when the readers can take part in the discussion.
Obviously, you have to write the content, so write it to prompt readers to participate. Include an interactive survey, where readers must give detailed answers to thoughtful questions. Require them to complete a short quiz after each section before they can move on to the next. If readers are part of the topic, they're more likely to pay attention.
5. Make the topic more visual.
Do you remember those filmstrips where you watched an animated figure eat food and then digest it? That was the filmmaker's way of making the digestive process more interesting. Luckily, you're never too old to appreciate a video or photo that presents a boring topic in a visual context.
Infographics are a great way to show long-term trends, regional or demographic breakdowns, and other representations of dry statistical data. If you have to describe a long and complicated process, skip the typing and draw a storyboard instead. When a boring topic is also tough to follow, visuals make it easier - and more fun - to grasp.
In a perfect world, content writing jobs would always focus on the glitz and glamour. Until that day, though, follow these steps to add a little glitz and glamour to everyday topics."
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Social media copywriting sounds highly specialized but in truth is not any different from any other type of writing; at least, writing that you want people to read and feel an impact.
Good copywriting is just good writing written for a specific audience, on a specific topic, in a readable format that encourages the impulse to tell others about it. It has a great title and a hook. The term "social media" merely labels the modern method for telling others.
A Specific Audience
Successful social media copywriting begins with identifying your audience, aka your “target.” Writing without an audience in mind tends to devolve into kitchen sink content, aimless and of no value. Identify who you want to speak to, who you expect to be interested in what you have to say, before setting words to screen.
In marketing terms the target is called a “buyer persona,” an amalgam of demographics, behaviors, and motivators pertaining to a specific type of person. A buyer persona helps you keep your audience firmly in mind as you write. You can even give it a name; writing to “Mike” or “Melissa” is much easier and keeps you on track because you are writing to a person not a crowd.
For sharing purposes you will want to go further than a buyer persona and identify influencers, actual people who:
Are considered thought leaders in your industry.
Possess a large number of social media followers and high social authority.
Are highly active in social media, sharing and blogging more than the average person.
You find influencers by tracking industry keywords, checking out authors in industry trade publications, and finding those already talking about your topic on networks such as Twitter. You can also go to Followerwonk where you can use Twitter analytics to identify the right people. Add anyone else you find interesting.
Once you have your content you will leverage your influencers by attracting their attention, building a relationship with them, and letting them know you are trying to get the word out about your ideas.
A Specific Topic
Choosing a topic identifies your message and offers ways to organize your social media copywriting efforts to best advantage. The way you present the topic impacts readership as much as the topic itself. The most successful ways to present a topic on the web are as positives, negatives, and descriptions.
Positives: content that provides help or solutions.
Negatives: content that says what NOT to do or what to avoid
The research you did to find your influencers will also tell you what those influencers like to read, write, and share. This will guide you on the type of content and topics to choose. Once you have built a relationship with the influencer, use these topics and types of content when nudging them to help you spread the word.
A critical note: substance will win over style with influencers and anyone else online. It won’t matter how it is dressed up if you aren’t telling them something new, original, or helpful.
Titles and Formatting
The mechanics of formulating winning titles and the type of format best suited to online content have been presented many times, but with the above in mind, it bears repeating.
A provocative title will certainly grab attention but be sure it also presents the truth about the content. If you provide a misleading title you lose trust and you will lose that reader, probably permanently.
Now… a word about numbers in the title:
Just a reminder that people skim more than they read online. Make the content easily digestible with bulleted lists, short paragraphs, and subheadings; combine with substantive content, a great title, and an interesting topic; and your content will be eminently readable, sharable, and likeable. Perfect for feeding your influencers.
This should get you started on the road to successful social media copywriting.
Now go. Get read. Get shared. Get liked.
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If you're offering reliable, effective copywriting services to clients, be sure you know how to write a great landing page. As businesses learn the basic (and not-so-basic) tools of online marketing, they're starting to ask questions about landing pages, and you should be able to answer them.
What's a landing page?
Simply put, a landing page is a lead capture page. It's where prospective customers end up when they click an online ad or search engine result. Landing pages are what companies use to:
Introduce themselves to new audiences
Collect data on viable leads
Encourage or facilitate transactions
The team providing copywriting services needs to keep all these goals in mind when drafting a landing page. But remember, a great landing page needs much more than just pristine writing talent.
Landing Page Essentials
Some landing pages do their jobs very well, while others just take up space while falling flat. The best landing pages, however, have seven crucial elements. If you want your landing page to make an impact, it has to have them as well.
1. An Irresistible Headline
Web viewers scan headlines and only read the copy below when they see something they like. Your visitors won't bother reading your landing page copy unless you've written a great headline to entice them. If your company sells gift baskets, for example, write a headline that promises time and money saved, or the undying love and gratitude a gift from your business will inspire.
2. A Compelling Offer and Benefit
Once your headline has captured your readers' attention, elaborate on the theme with your copy. Write a short (2-3 paragraphs) description of what you're offering and what readers will get from it. Since you're being brief, don't focus on the nitty-gritty; just highlight the most compelling benefits. Also, make the page easier to read by breaking the copy up into short paragraphs and bullet lists.
3. A Clear Call to Action
So you've told your visitors what you're selling; now what? People may enjoy reading content written by a copywriting services professional, but they need clear instructions on what to do to take advantage of the offer. Add a call to action to your landing page so your visitor doesn't just move on. This could be an invitation to call a number, download a white paper or fill out a Request Info form (more on that later).
4. Company Branding Elements
Maybe you think it doesn't matter what your landing page looks like, but it's your visitors' first impression of you, not their last. However you design your landing page, make sure it shares the same branding elements as the rest of your web presence, including your logo, tagline, and color scheme. If you're in charge of the copywriting services for the landing page, incorporate your business's tone and language into the copy as well.
5. Eye-Catching Graphics
These days, web pages with video and other graphics generate more traffic than those that don't. The same is true of landing pages, so add them to your page. Some businesses get by on a random stock photo, but you'll do better if you use unique and relevant content. Take a photo of the product(s) you're promoting; it shows visitors exactly what they'll get, and you can be sure no one else is using your photos.
6. Signs of Credibility
7. A Data Form
Now that visitors know they have to contact you, make it easy to do so. A Request Info form serves two purposes; it allows visitors to express interest in your business, and it allows you to keep their information for further marketing purposes. You may only need basic information, like a name and email, but for more complex transactions - for instance, a college degree - ask for things like interests and background.
IN today's competitive online marketing landscape, copywriting services have to include the ability to create a killer landing page. If you have the talent and the know-how to incorporate the elements listed above, you're on your way to landing page success.
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For many years, the responsibilities of the copywriter were well-understood - write great copy about the product or service you're trying to sell. But as the marketing paradigm has shifted to content, every copywriter working today has found him or herself slowly turning into a content marketing copywriter.
I'm one of them. After discovering my knack for writing copy, I spent several years writing traditional brochures, catalogs, press releases and web pages for various clients. Over the last few years, however, I've been called less and less for straight copywriting jobs, whereas the ads for a content marketing copywriter have exploded. As a result, I had to change course just to have a prayer of continuing my career as a writer.
It wasn't an awkward transition for me, but some copywriters may be less excited at their evolving roles. But they'll need to face a harsh reality. The demand for content marketing writers is high and only growing, so if you want to keep writing copy, you need to understand the key differences between copywriting and content marketing.
What Hasn't Changed
Before getting into the differences, however, keep in mind that the basics of copywriting haven't changed so much that the job is unrecognizable. Many of the things you learned in the old paradigm still apply. For instance, you still have to:
Write in a voice that represents your target audience.
Use clear and concise language.
Achieve the goals laid out in your organization's marketing plan.
Use proper spelling and grammar
The biggest differences between the traditional copywriter and the content marketing copywriter involve the focus and tone of their material. Here are three ways in which each writer would approach an assignment..
1. Telling vs. Advising
Traditional copywriting jobs always required a breakdown of the features and benefits of a product or service, as well as a compelling call to action that demanded a response from the target. In other words, the copy was written almost exclusively to tell the reader or viewer what to do next.
A content marketing copywriter, by contrast, isn't overtly trying to sell a product or service; he or she is making recommendations. In most cases, this involves writing a blog or producing an infographic that presents useful information and advice. For instance, a blog or article about shoes would feature a list of steps on how to choose the right shoes instead of a call to action to buy a specific pair.
2. Promotion vs. Knowledge
Traditional copywriting may address the needs and issues facing the target market in a long-form piece, but only as a prelude to the main point of the copy, which is to promote particular product or service. Although the copy may speak to what matters to the market, it's ultimately about the product, which may or may not be of interest.
A content marketing copywriter, however, writes about the things the target audience wants to know; it's a response to the market's interests, which rarely include the product or service in question. For example, a content writer a potential customer for jewelry may not be actively looking for a new necklace, but will still read a news story about the latest line of gold and silver chains.
3. Short-term Sales vs. Long-term Engagement
Traditional copywriters may tell a brand story over several marketing channels, but in the end all the messages are focused on one thing: the transaction. The call to action and the emphasis on the product or service are part of an effort to generate a one-time transaction, whether it's a direct sale or a request for more information.
Not so with a content marketing copywriter. He or she could produce several blogs or articles before even mentioning the product. The goal isn't to facilitate a one-time sale; it's to keep readers engaged long enough and deeply enough that they're motivated to share the content with their social media contacts, stay in touch with the business and, eventually, invest in the product or service.
The growing importance of content has dramatically changed the way marketers do their jobs, copywriters in particular. If you spent years writing traditional copy, learn how to adjust your tone to evolve into a content marketing copywriter.
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As a content marketing copywriter, you may be asked to do a lot with just a little. Whether you are a member of a permanent writing staff or a freelancer working for clients through a content production site, you are expected to provide effective marketing copywriting. And the most effective copywriting is readable, findable, shareable, and linkable; all made possible by understanding and using SEO.
But here is something that many SEO gurus tend to leave until the end of the lesson (but is really the most important part of the job for a content marketing copywriter). It is a lesson from Stephen R. Covey’s 7 Habits:
Begin with the End in Mind - to write content a specific group of people wants to read, share, and link to while artfully including keywords for find-ability.
Now, to unveil six SEO secrets for the effective content marketing copywriter:
Hit the Target
Your target audience and tone informs both the beginning and the end of the reason for writing, well, pretty much anything, but especially marketing copy. In fact, HubSpot says content serves no purpose if this element of SEO is not met. What is the point of writing anything if it does not resonate with the people who most need to read it?
Use the right keywords in the right place at the right time. Remember, a keyword is simply the term your audience will use to find your content. If you have defined your audience then you know how they think. And you don’t need to use a keyword very many times to make it effective otherwise it becomes “keyword stuffing,” something that violates the very essence of good content: readability.
If you feel more comfortable with a number, Neil Patel suggests a density range of 1-4%. For example: if the density is 2%, then the keyword should appear twice for every 100 words. Where to put it?
Write for the Reader
First principles again: write for the reader, not the search engine. Follow your readers’ lead. They will let you know if the writing is too basic or too complicated. Watch your grammar, spelling, and punctuation. Be conversational. Tell a great story that educates and is thought-provoking.
Valuable content is relevant content. The audience wants and needs you to answer the questions they have. Give them answers through thought provoking material that resonates with them and promotes your company as a thought leader in your sphere. No fluff allowed.
What is one of the most persuasive (or at least attention-getting) words in the world? The word “YOU.” This simple word creates an immediacy and intimacy that draws the reader into the story you are telling because it is all about “him,” not the product or service. It lets the reader know this information will address concerns specific to him, not just anyone and everyone.
This may be the easiest part of SEO if the previous tactics have been used effectively. The fact is, search engines determine authority and, thus, rank by the links leading to a piece of content. Often this is called building links but you actually want to attract them. The content marketing writer who has targeted the right audience, used the right keywords, and created highly relevant material that pulls readers in will have no trouble getting inbound links from authoritative sites and influential people.
And there “you” have it. Not such a secret after all, just good writing. A good content marketing copywriter is… a writer. For an increasingly tough audience. What could be more satisfying?
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To drive your message home, you need to create captivating content that will make your audience take action. However, you first have to capture the attention of your audience with a compelling title.
Exceptional copywriters keep swap files of headlines that have been tested and proven to work in different industries. Your aim may not to be in the category of exceptional copywriters such as Jay Abraham, Maxwell Sackheim or John Carlton, but you still need impactful titles that will make your audience want to devour the rest of your blog post.
Here are five secrets that will help you craft high-impact, irresistible blog titles.
Relate to a Celebrity/Current Event
Celebrity blog titles are always a hit. The catch here is to relate the celebrity to your audience. What lessons can your industry or customers learn from Justin Beiber? What can you learn from a particular celebrity with regards to your business?
If you do not prefer pop culture celebrities, focus on personalities or events that your audience will resonate well with. For example, you can write about industry leaders, product evangelists, market disruptors and so on.
Here are some examples of celebrity-focused titles:
Eminem Guide to Becoming a Writing and Marketing Machine (Copyblogger)
What I learned from Steve Jobs (CNET)
7 Winning Business Lessons From Super Bowl XLVII (Inc)
For your title to make an impact, the person that you want to base it on should be obvious to your audience. If readers struggle to identify who the personality is, this means the title is not effective.
Command Attention With Numbers
Readers like information that is backed with data. If you are writing how an app can improve your prospects’ productivity and reduce their costs, back up your claim with data. Articles that are complimented with supporting data are usually a hit. Integrate quotes and statistics in your blog title to capture the subject matter in the post.
Here are some examples from top blogs:
How Michael Jordan Still Earns $80 Million A Year (Forbes)
Gangnam Style Makes Estimated $870,000 From YouTube Alone (Huffington Post)
How I Saved $10,000 in 10 Months (at an Entry Level Job) (Vagabondish)
To fulfill the promise of your title, back your article with relevant facts and figures. Having alluded to a figure in your title, you have to back it up with relevant charts, statistics or other sources in the blog post.
Ask a Relevant and Emotional Question
Successful marketers know that buying decisions are emotional, not rational. Use the same concept to make your audience want to read your article. Ask a provocative question that is relevant to your readers. The question must relate directly to a subject that is important to your audience. The question should make the reader curious to know more of what has been hinted.
Here are some examples:
Do You Make These Parenting Mistakes? (LifeHack)
Is She The One? How Do I Know? (Art of Manliness)
Do You Have A Speeding Ticket? Read This. (Mint)
State an Immediate Benefit
You should provide valuable content to your audience consistently. This will not only position you as a leader in your industry, but will also build a loyal audience that will be easier to sell to whenever you are ready. State the major benefit the reader will be entitled to in the title.
Here are a few examples:
Get a FREE Gift Basket for Every Purchase Above $50
Create a WordPress Membership Site in 9 Minutes
Save $30 on Pajamas This Weekend
Offer “how-to” information
Everyone wants to know how to do something. Whether you are a B2B or B2C business, your market faces different problems. The secret to writing a good how-to headline is to focus on a want or need and promise to fulfill it. The headline should highlight the benefit or the final result rather than the process itself.
Let’s look at an example title: How to Start a Drop Shipping Business.
This title misses the point since it does not state the benefit that the reader will get from starting a drop shipping business. The title could sound better as follows: How to Start a Drop Shipping Business and Generate Profits in 3 Months.
In the above title, the reader knows that he or she will learn how to start a drop shipping business and even more important, generate profits within a specified timeline.
The online consumer is bombarded with information from all quarters. You only have a few seconds to capture their attention with your title. Creating compelling blog titles takes time to master. However, it is something that can be learned. The five tips above will give you a head start in creating great blog titles.
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