Although we operate in an exciting new medium with a great deal of potential, Internet marketers still benefit from traditional marketing wisdom that goes back for decades. As stated repeatedly before on Hiring the Internet, original content is key to bringing in customers or clients. After all, search engines are all about bringing forth useful and interesting subject matter, and web users can feel betrayed or disappointed when a website’s content lacks intrigue or relevance.
But how do you get those web users to even come in the first place? That crucial step belongs to the headline. Although hyperlinks to websites should be SEO-worthy, they must also speak to the visitor, who is filtering a big load of information when surfing the Internet.
What makes a headline worthy of a click? To be honest, the chances of success can be hard to predict, but there are a handful of headline standards that have stood the test of time. You will find that they either get to the crux of the subject matter right away or they lure the reader in with a bit of mystery. Here are ten basic templates for striking, engaging headlines:
1. How To
The phrase “How To” in a headline pretty much sums up what type of article the visitor will read. A great many searches are for procedural information. It is such a popular search keyword that iGoogle offers a daily list of “How To” wikis.
2. Rank and File
Another immediately informative headline type is the Rank and File. The Best and Worst of Whatever Lists are always found on popular websites such as Yahoo! or MSN. Mentioning the number of things that you will list is another prevailing one. (Did you note the headline of this blog post?)
3. Startling Facts
Sometimes, a bold-faced fact or statistic will give the picture right away, while drawing people in for further explication in the article. “U.S. Bees Are Disappearing” or “Nicotine in cigarettes up 10 percent” are short declarations that get people to click to read about the details.
4. Puns and Other Wordplay
This is a very common technique in print media, particularly magazines. “Bad Fashion That Will Leave You in Stitches” is a good example of playful language. You give the reader the general angle of the article, but you present it with a well-known saying or pun. It’s best to think about your subject matter and then think of word associations you may use for a good witticism.
5. Testimonials
Case studies and testimonials can work for both expository and marketing text. “I quit smoking in a week” is a startling way to get someone’s attention. It’s also another kind of title that can either astonish someone or goad the web user into reading the article to find out the facts.
6. Question
There are many headlines that are posed as questions, but some are more effective than others. “Are You Making These Grammatical Mistakes?” is one that is specific to a subject, but is posed in a way that makes it of personal interest to the reader. If you can, try to impart a direct address to the reader with words such as “you” and “your.”
7. Demand
Beside the question and declarative phrase headlines, there are command headlines. “Save yourself 10% on designer shoes” or “Give your children the best education” are commands that get to the point. Use a marketing angle when bossing people around, perhaps by using…
8. Unique Selling Points (USP)
A traditional marketing technique is to present the unique selling point of your product or service. What sets you apart from the others in your industry? “Completely organic lip balm” or “Energy-saving kitchen appliances” are examples of good features being highlighted in the headline. Adjectives like “only” and “original” make for a strong starting point in thinking up ways to underline your product or service.
9. Popularity as an Indicator
One of the best unique selling points is evidence of popularity. Saying that you are the #1 laundry detergent or the most used computer repair service is a powerful technique in increasing web traffic.
10. Upfront Offer
One unique selling point that is external to your product or service is the upfront offer. Particularly with short text ads, like Google’s, it’s a good idea to give the reader extra incentive to click on you. “Free shipping” or a special discount are likely ways to get visitors to check out your pitch.
There are many more headlines that could entice visitors to your site, but these are well-known maneuvers that have proved themselves time and time again. Lastly, there is one more consideration you must make before you craft your headline. The purpose of the headline is to get people to click on your article or blog post. You do not necessarily have to sell in the headline. Your primary objective should be to attract readers to engage in your content.
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