Extra! Extra! Gain customers through article headlines
Kham Inthirath is the founder and president of Worcester marketing firm InThink Agency, focused on helping local businesses find and connect with their target audiences.
There's a lot of talk about article content these days. What's the right length? How frequently should we post? How do we share it? What kind of image should we use?
But let's not fool ourselves. The single most important initial factor determining whether your article is read or ignored is your headline.
Without a strong headline, the average web surfer will never become an active reader. Just take, for example, this stunning statistic offered up by the folks at Copyblogger: 8 out of 10 people will read your headline, but only 2 out of 10 will read the rest.
Write headlines first
This goes against so many conventional schools of thought, but we don't budge on it. Your headline is your promise to your readers: “This is what you're going to learn or walk away with by the time you're done reading.”
When you write your headline first, you force yourself to stick to your claim. Every line you write from here on out better support that headline claim. Otherwise, cut it.
Keywords matter, but not why you think
Keywords are used to rank content on search engines, but these days, it's no longer about specific words. It's about long-tail phrases and intent. It's about speaking the language of your audience. When crafting your headline, don't approach it like, “What does Google want?” Ask, “What do my readers want?”
Use the how-to approach
How-to headlines are extremely popular. They clearly define what a reader will get from reading your content.
Start with “How To.” Then include the key action. Last, give it a punch with something unique, intriguing or even fun: “How to sell your house without lifting a finger."
Use the list-approach
List articles like, “10 Ways to Lose Fat” are incredibly effective because your headline is making a very specific promise to the reader. Plus, your audience likes quantifiable data. We know we're getting 10 ways to lose fat.
Here are a few unique ways to use this list approach for your headlines:
• 7 dinner recipes for busy parents
• Have you tried these 7 recipes perfect for busy parents?
• 7 recipes for busy parents – which ones are your favorite?
Below are a few other types of headlines you can use with your articles. I recommend mixing your usage of each so that your audience remains interested.
• What everybody ought to know about (blank) – “What everybody ought to know about hiring an HVAC contractor”
• (Do something) like (world-class example) – “Master Facebook advertising like you're Mark Zuckerberg”
• Get rid of (problem) once and for all – “Get rid of squirrels in your garden once and for all”
In our own studies, straight-to-the-point headlines are most effective. Cute, abstract styles don't work. Readers want to know what they're about to click on. So, no matter what style you choose, remember to be clear, be concise, and above all else, be honest.
WBJ Web Partners
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