Welcome to Marketing Monday, where I give you tips and tricks for being your own content marketer!
A couple weeks ago I wrote about how to get subscribers to open your newsletters, and one of my tips was to make sure the subject line is engaging and gets people to open your emails. I decided to write a whole post about tips for writing an enticing subject line, but it can apply to everything – from blog post headlines to the line you write on social media to convince people to click on your link.
So here’s what you need to know:
People love how to’s. Your content should solve a problem for them, and by starting your title with “how to,” you’re confirming your content will tell them how to do something they need to know.
“5 Ways to…”
The same goes for titles that start with numbers. They’re attention grabbing and the gist of the title is generally similar to your “how to” titles in that you’re conveying your content is going to give them actionable steps they can take to solve a problem they have. Titles can start with things like “5 ways to…” “8 reasons to…” “4 steps to…” “7 tips for…” “10 ideas for…” or “3 tricks for…”
People are curious. We want to know how things work and why people do the things they do. Why do some of our marketing tricks work and not others? A title that starts with “why” or asks any type of question will grab people’s interest because they’ll think, “yeah, why does that happen?” Then they’ll click on your link (or open your email) to find out.
Keep It Short
The title has to entice them, not make them work to find out what you’re talking about. If they can’t get through the title, they’re not going to click through to read the rest of your content. Tell them what you have to offer in as few words as possible. If the title is too long, they likely won’t even finish reading the title, much less the rest of your content.
If you really feel the need to fit as much information as possible into your title, feel free to use subtitles. Make sure the main title is short, sweet, and catchy, then you can feel free to make the subtitle longer and more explanatory.
Fulfill Your Promises
A title is a promise you make to your readers that your content is going to provide something specific: it will be on a certain topic and solve a certain problem for them. I’ve said before on this blog that you don’t have to (and shouldn’t) give away all your secrets in your blog posts, but you do have to provide value in order to attract and maintain an audience. Don’t tell them you’re going to tell them how to do something and then make them call you for a consultation. Make a promise. Follow through on that promise. Then make yourself available if they want to contact you for more information.
Finally, there’s this awesome tool from CoSchedule. Just type in your headline and it will give you a score based on a variety of factors, including length, keywords, and emotion. It’s a great, free tool that I use all the time.
Thanks for reading! If you like what you see here, you can sign up for my newsletter at the top of this page. Still have questions about content marketing? Let’s chat.