Content written by Rodney Alsup and published by the MBA News Digest.

In my blog article, “Why Do Some Program Websites Almost Always Attract More Visitors?” (December 7, 2017) I discussed the Google standard for webpage headings. I pointed out that you should limit headings to 600 pixels or 70 characters. What I didn’t do is share with you my approach for writing a heading that is 70 characters or fewer. I also use the same approach for writing headlines, article titles, and email subject lines. Today, I want to share with you how I meet the Google standard and have a headline that does what I want.

What is My Aim with Each Headline or Title I Write?

[hide_from visible_to=”member”]

My only aim is to create a headline, title, or subject line that prompts the reader to want to read the content I have written. Similarly, print ads are designed to prompt you to buy something.

What is My Approach?

My approach is to adapt what others have done that seems to work. I have two primary sources for identifying what is working for others. My first source is David Garfinkel’s book, Advertising Headlines That Make You Rich: Create Winning Ads, Web Pages, Sales Letters and More. He provides a list of headlines that work and explains the psychology behind them and why they work. Chapters start with a proven headline and then follow with a list of variations for specific businesses. Each chapter concludes with a section on how to adapt the basic headline to any business.

My second source is all the publications to which I subscribe. I am now a collector of headlines from these publications. Periodically, I go through one of these publications with no other purpose than to find a headline that attracts my attention. When I do, I add it to my list of potential headlines.

How do I Use the Headlines of Others?

I don’t use the exact headline of others, but I use a variation. What I do is formulaic. Using my article’s topic, I start substituting the topic into headlines from David’s book or from my list. Before writing my first paragraph, I may list 10-15 titles for consideration. Doing so helps me focus on the article’s purpose and reader. Once I complete the first draft of the article, written, I select the title or heading that best fits.

Simple Example

You can use any length title or subheading to start the process. For example, this subheading appeared in a recent article, “Five Game-Changing Technologies.” Here are a few variations: 1) Do You Know the Five Game-Changing Technologies Taught in Our MBA? 2) Five Game-Changing Technologies that Make Our Curriculum Cutting Edge 3) Five Game-Changing Technologies that Make a Difference to Our MBAs. Even though this is a very simple example, you can see that four words serve as the nucleus for any variation.

No matter what you are writing – email, article, or webpage content, the first thing you want to do is get the reader’s attention. A good headline, title, or subject line is the first step in getting a reader’s attention. While my approach may be formulaic, it works or at least anecdotally it seems to work.

Join the Conversation!

Question: What suggestions do you have for writing a headline that will get the reader motivated to read the article? You can click here to share your response or email me at RGAlsup@MBANewsDigest.com if you prefer to respond without sharing.

Rodney

[/hide_from]

[hide_from visible_to=”public”]

Subscribers Click Here to View More

[/hide_from]