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Five things that make good headline
1.Good headline gives yougood reason to click.
Answer their question: „What do I find behind that door?“
Write 1 sentence
that will wake him up.
No
abstract
art.
2.Good headline knows its target group.Yet aims at wider audience.
Step A: First, approach specific group of peopleand make them read your article.
Step B:Try to underline something that would excite everyone. Regardless of his or hers interests.
People get excitedby stories.
People get excited by
valuable information.
People get excitedby curiosities.
People get excited by emotions.
Do not screw it up.
3 Good headline would use
everyday
language.
Internet is not
your city hall´s
bulletin board
Vyhýbajte sa odborným výrazom
Avoid technical terms at all costs
Alway use verb, it is the magic stick.
to be
to have
to want
active verbs are better
character (who)
action (what)
Story!
+=
4.Good title does not
make you think.
no metaphors
Always use the first and clearest meaning of words.
5.Good headline does not lie and does not set false expectations
Goya´s ghosts
Only 2% Goya.
Half-truth is lying, too.
Omiting important fact is also lying.
Four popular myths about
headlines
1.You dont need any verb
1.You dont need any verb
Print = title + second title+ third title + photo + quotations ...
= you dont need verbs all the time
internet needs
verbs
2.Title should simply describe what the article is about
2.Title should simply describe what the article is about
In theory:
1)You say what the article is about
2)People that are interested
would click
In reality:
They do not click.
Didnt you overestimate the value of your topic / product?
General decription
makes sense if your topic (and product)
REALLY excites
people.
people are bored.
Most of the time,
Avoid cliché.
Answer their question: „What do I find behind that door?“
Is there something important that
nobody has said before?
Good reasons:
What is surprising?
No
abstract
art.
3THEORY:If I describe more than one thing,
everyone will find something
interesting in it
3REALITY:If I describe more than one thing,
everyone will find something
that makes him uninterested
Internet nie je
úradná nástenkaAlways talk about
onespecific thing.
Exception:opposites.
4.Question will attract attention.
4.Question will attract attention.
Well, not always....
question
call-to-action
The single doubt will
make them run away.
You can ask, but only if:
-you give answer, right in the title
- if you do not need question mark
Wrong question:
Do you inspect your tyres
regularly?
Congratulations!
You just got rid of½ of your readers!
Better question:
Do you know how to use
air conditioning?
It does not really need question mark.It is controversial (as much as airconditioning
can be controversial.)
Why is it good
Good question (with the answer):
Do you want to get some free
shark teeth? In Miskolc, you can.
5 recipesfor those who
got lost
Do not waste these tips!
1. chart
2. how-to
3. call-to-action
4. name the form
5. ride the wave
Thank you.
Ján Šifra / marketing @ Etarget
blog.etarget.hu