You can write a powerful selling text, but not get a single customer. Faced this at least once? And what if the title is the issue?
The probability of reading the text with the wrong title is rapidly approaching zero.
If you notice that the number of clicks on the text leaves much to be desired, then you have fewer and fewer chances to build a sales funnel that will generate revenue.
What title will attract customers, draw attention and bring high-quality and welcome traffic?
Usually, headlines that carry shock content and the words “this is real magic”, “no one else could repeat it”, “incredible, but only one person managed to do it” always mean fraud. This is a deception for the sake of cheap and not high-quality traffic.
A really good heading should carry three tasks:
- Be viral;
- Be interesting to users;
- Be honest.
That is, the title should be clickable, people should want to follow the link every time they see a bright title without cheating.
Do not neglect the psychological aspect while writing the title.
The human brain is designed in such a way, that a clickable headline makes a person think that he needs the information that is hidden behind the title. The brain is interested, but what's next? It doesn't like the incompleteness. This makes people click again and again. Thus, it immediately brings a sense of completeness, and inner satisfaction (although not always, it all depends only on the text).
For example, a person sees the headline and begins to ask himself questions: “What kind of phrases? How to rise in the ranking thanks to these phrases? You need to find out which ones and apply them ”and clicks.
There is this fine line between letting people know what the article will be about, but at the same time leaving the intrigue.
The benefits are the best things to be mentioned in the title of the article. Compare these two headings:
- 7 effective ways to quickly lose weight;
- Do not repeat this at home.
Both headlines keep intrigued. However, only the first informs about the benefits, and the second one doesn't. Moreover, the second title prompts the idea of swindle and provokes feelings of mistrust rather than a desire to click.
Marketing A/B-tests show that headlines with benefits and advantages are clicked on 28% more often than others. Always be in the reader`s shoes. Think and ask yourself, “Why do I urgently need to read this material? Why should I click on an article?”
There are no privileges and advantages in this example.
Brainstorming is more than ever helpful when it comes to titles. In the process of coming up with the right title, people usually edit, rewrite, and delete it before finding that one unique and right. Try not to delete all the variants. Perhaps the ideal has hidden somewhere among a dozen of “wrong” titles. People tend to read and click on what coincides with their interests and life in general.
To check the title, you can use email.
To do this, conditionally divide the subscription base of your mail:
- send to 10% of readers one title option;
- send to 10% of readers another title option;
- send to 80% of readers the one that works best.
The more numbers and percentages in the title, the greater will be clickability and the number of conversions (30%).
Let's compare the titles:
- The best way to cook dumplings;
- 5 ways to cook the most delicious dumplings.
In the second case, the heading works on 30% better. Moreover, there are 5 ways to cook dumplings! And the person who has read the title would think that there is only one, or a maximum of two ways.
The brain begins to work actively and forces a person to open an article and learn about new, previously unknown ways to cook a favorite dish.
Look at the general picture. The whole structure of the article and title should be relevant and good.
The first lines are very important! They follow the title everywhere:
- on the blog;
- on the site;
- in the email.
It is the first thing the reader sees before opening a full text. It would be better to make these first lines brief and in such a way that they will explain the title, lure the reader, but at the same time keep the intrigue. You do not need to lay your cards on the table. If the title is good, but there are still only a few clicks, then you should analyze the first sentences and change them.
You should add keywords to your SEO title. And at the same time, the length of the title should not exceed 65 characters so that it is normally displayed in the snippet.
So that the text becomes clickable, and the title is cool:
- Make the title is honest, interesting, viral. Do not use fraud and manipulation;
- Brainstorm, write all the headline options and collect the best option from the pieces. Do not forget about A/B testing of invented titles;
- Mention advantages, not disadvantages. There is no need to tell readers “do not believe, you will not know,” because they will not believe and will not know, because they will not trust;
- Look at the general picture of the article, namely the first sentences of the article;
- Keep track of the length title and add keywords to it.