Do you struggle to come up with witty and clever headlines? I think everyone does except Copy Blogger Founder Brian Clark. In this video, Brian shares some valuable information in regards to writing headlines.
First of all, do you understand how important your headlines actually are? If your content is part of your marketing strategy than your headline had better be good. If it’s not good enough to get people to keep reading, then you are missing out on links, social bookmarking, and sales.
Brian says that people obsess too much about the placement of keywords. While they are important especially for the search engines, what they are “wrapped up in” is more important. Your phrasing ultimately determines how much attention you get which therefore, determines your links, sales, etc.
According to Brian, the headline should be viewed as a “promise.” He says that you are essentially promising the readers that your content is valuable enough for them to invest their time and attention to what you have to say.
The headline has to be compelling, but that doesn’t mean it has to be controversial to prove that it is compelling. Brian actually says the method of being controversial is overused and in order to be truly effective, suggests going beyond being controversial and experiment with other techniques.
As far as length goes, Brian says to make your headline “as long as necessary.” It’s better to have a longer title to encourage the reader to keep reading than to make it too brief and reduce interest. Brian recommends having a headline of 8-10 words as a good rule of thumb to follow.
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