How to create catchy headlines. How to write a selling headline that will captivate the reader The most common mistakes in headlines

Four header functions. A successful headline has 4 important functions:

Attracting attention.
Audience screening.
Transmits the entire message.
Creating reader interest in the text. Most people skim read, so your headline only has a moment to grab the reader's attention.

Don't use ALL CAPITAL LETTERS. We have learned to recognize the “shape” of words on an unconscious level. Words printed in capital letters appear as RECTANGULAR PRINTED BLOCKS, so the person viewing the page will miss the entire message.

Simple and clear. Do not use abbreviations, jargon or difficult words. A well-written title with body text should be easily understood by a 7th grade student.

Don't underestimate the client's intelligence. The decision to spend your hard-earned money is never easy. People need exact facts and guarantees that they receive best offer. Today's consumers can't stand even a hint of airs, dances, tricks and songs from salespeople.

Target your audience. Try to immediately outline the audience in the title. If you try to reach everyone, you will end up with uncertainty and no one will be impressed. When selling a cure for kidney stones, mention kidney stones in the title.

Accuracy. Don't write blind headlines that don't make anything clear about your offer. The title should be self-sufficient so that the reader does not have to read its meaning into the text. He still won't read the text.

Engage your senses. Engage maximum quantity senses (sight, hearing, smell, taste, touch) to captivate the reader’s imagination. Remember, “Sell the taste, not the steak.” It is important to imagine not a piece of meat, but the aroma of seasonings, the juice sizzling on hot coals, the smell of the most tender tenderloin and the stains of barbecue sauce on the chef's new apron.

Captions that spark curiosity. Add entertaining captions under each photo. People are always looking at images, and good photo with an intriguing caption will definitely attract the reader's attention.

Get ready! Gather all the information you can about your product and target audience to find a “click” to use in your headline. Best Headlines come to mind precisely in the process of studying information when composing an ad. Good writing and a successful headline are impossible without effort and preparation.

Use a thesaurus. When writing your title, look up each of your words in a thesaurus to find the most accurate synonyms.

Sand until shiny. Rework the title, rearrange the word order, and come up with several versions, never stopping to think about a better option. Choose the best one. A good headline takes more time than the body copy. Look from a new angle, in a different direction, or scroll various options, trying to see your title through the eyes of the reader so that it is not boring and can intrigue.

Try to touch the reader’s selfishness on an emotional level. A high-quality headline should contain an element that has a motivating effect. These may be the following emotions:

fear
need
wish
curiosity
real news or interesting statistics
nagging question

Learn from the masters. Creating a working title from scratch is not easy. Successful copywriters use proven formulas that get results by rewriting classic models that have stood the test of time. The following is a list of successful headlines that can be used as a foundation for almost any situation:

“Lord, give me strength to move on” (fear/curiosity/selling insurance)
“God give my children the strength to survive this”
“How to get people to talk about your food” (vanity/curiosity)
“How to Save Up to 15% on Car Insurance Before November 20th” (accuracy/timing/incentive)
“How to increase your pension by 14.55% by the end of the year” (accurate statistics)
“How to Reduce Home Insurance Costs by 28%”
“How to quickly relieve strain on tired eyes” (an exact solution to a common problem)
“How doctors quickly get on their feet” (expert revelation/curiosity/authority)
"How to retire in 15 years when you're 40" (hard numbers and facts)
“How to quickly pump up your abdominal muscles and make others envy you” (hurt vanity)
“Do you know the 7 most common mistakes in advertisements?” (curiosity)
“7 mistakes on the first date” (curiosity)
“Is your husband proud of your culinary talents?” (vanity)
“How to win arguments and convince people” (double benefit)
“Quick test for pregnant women” (attracting a specific audience through curiosity)
“At first they laughed, but then I started playing...” (curiosity, interest)
“This face cream made me jealous even best friend"(vanity/curiosity)

Then choose the appropriate one from 200 header templates and adapt them to your business. Headlines are suitable for any business.

Below each example headline is a template, fill in the blanks with a sentence for your clients.

miekejanssens.com

adfactorypro.com

Headings for landing page

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2. Are you a millionaire writer?

Are you?

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You too can have a great time with everything!

4. Would you like to have a photographic memory?

Would you like to have it?

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The world-famous reveals “top secret” methods absolutely.

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A woman who, amazingly, wins.

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The wife of a famous one opens, which

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Why lazy people succeed and good guys fail

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Why we give everything for - this is not a typo

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Who else wants help?

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Who else wants to spend?

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Who else wants to be the owner?

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Which of these problems do you want to get rid of?

14. Which of the following health problems do you want to overcome?

Which of the following problems do you want to overcome?

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Where and how to get them

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What would you rather do: or?

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Yours won’t say this - you can save on yours!!!

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What everyone should know about business

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We are looking for people who want to help

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We are looking for people to

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We released new book"Content marketing in social networks: How to get into your subscribers’ heads and make them fall in love with your brand.”

Research shows that in only 20% of cases, after reading the title of an article, a person begins to become familiar with its contents.

If you know what copywriting is, then you’ve probably heard about the most selling headlines (perfect headlines). The title of the text plays the most important role. It depends on him whether the audience will be hooked by the topic and whether he will want to get to know it more deeply. A selling headline for an ad, landing page, article or news convinces every person to read any text, and its meager brother sends the majority of your potential clients to another site so that they take their money there.

What are selling headlines and how to write them

In headlines, every word matters. If one of them is wrong, then it can negatively or, conversely, positively affect the whole advertising campaign. Headings are the first thing that catches everyone's eye. They either attract or repel. Titles for materials are necessary for websites, in letters, advertisements, on banners, in articles, press releases, in general, wherever content comes after the “psychological hook”. They set the mood for the rest of the content and enable sales.
Have you written a wonderful text, but there are no sales? Pay attention to its name. So let's figure out how to write nice title, which will attract visitors to you and turn them into buyers.

Rules for writing headlines

The headline should compel reading.
Interest in the text is based on the feelings that arise in a person after reading the text above. To increase interest, you can use special techniques, which we will discuss later.
Be unique.
If the phrase is repeated by your competitors, then you are no different from them and your product is no better. Then why should customers buy a product or service (hereinafter referred to as T&S) from you?
An example of a standard call at the top: “Order TiU before 10/01/2018 - and you will receive a cap as a gift!” Here’s another example: “Happy New Year, parents! Again 25%." Will you notice someone who blends into the crowd, or will you be attracted by an out-of-the-box thought?
Convey a specific idea.
In order to arouse interest, it is necessary to give people information by which they will understand whether the material provided will interest them or not. For example: “We miss you.” What are we talking about here? Perhaps someone died? Or are some things missing? There's really no specifics here.
Communicate urgency.
This rule is not always applied, but it is very effective for sales copy. It is necessary to limit the client’s time so that he does not forget to make a purchase (order a service). Here it is better to limit yourself to strict dates rather than set vague time frames (1 month, 3 months, etc.). Write specifically: “Until 01.10.2018.”
Provide benefit to the audience.
A person always wants to know what useful things he will learn after reading your text. Example: “We write an advertising article in 5 minutes!” The reader understands that the material will teach him to quickly write a useful article.

Not in every case it is possible to follow all 5 rules. Please note: the first rule is the most important. If in addition to it you managed to use two more, then your headline is a selling one.

It’s worth noting that headlines aren’t just used in regular sales. For example, writing the right headline for Instagram or another social network is no less important. After all, in this case, you are not selling T&U, but views, while earning likes and reposts. And when a visitor reads any information article on the site, you receive a high rating. This means that almost any headline should be selling.

We've covered the basic rules for writing headlines. But each headline can also be enhanced using special techniques in order to arouse initial interest among the target audience.

How to arouse interest, or methods of strengthening

Pronouns "you".

Headlines with the words “you”, “you”, “your”, “yours” are more popular. This way you personalize the person by addressing him directly.

Present.

Readers love content that makes them feel important: giving gifts, giving something for free.

Lists and encouraging words.

Use numbers supplemented by the words “each”, “should”, “how”, etc. For example: “5 rules that every parent should know” or “10 rules: how to sell effectively.”

Tailor your headline to your target audience.

Each person needs an individual approach. What pleases the bull cannot please Jupiter. For example, you can use slang words to send a message to young people, but this technique is completely inapplicable to older people. Or if you are addressing fans of a particular sport, then poetry lovers will not understand the message. For different types the target audience (hereinafter - TA) needs different headlines.

Catchy quotes.

The use of well-known phrases with their slight modification inspires trust among the target audience. For example: “A car is not a luxury, but your constant companion.” The first part of the phrase is taken from a famous work.

Metaphors.

The meaning of this technique is to endow the TiU with the properties of an object. For example, perfume can be endowed with the properties of lightness and freshness of the wind, a car can be compared to a cheetah, etc.

Lexical repetitions.

You can deliberately repeat the same thing twice important word to draw attention to it. “New day - new you!”

Alliteration.

Using words with many identical consonants. “Direct, stubborn, simple” or “It’s easy to love summer.”

Antithesis.

This is a contrast. For example: “The chest is sunken, but the back is like a wheel!”

First person.

Allusion.

Draws attention to known facts. "You will become beautiful like Cindy Crawford."

Hot topics.

Conduct a dialogue with your target audience and cover what interests them. "How not to go crazy - a teenager in the family."

Regular verbs.

Incentive verbs and verbal nouns form the correct attitude towards TiU in the reader. “Count and earn” or “Money loves counting.”

Brevity.

Short phrases attract more attention. The fewer words, the more weight everyone. “The Prince and the Pauper” is short and succinct. Less commonly used for selling texts.

SEO - 2 birds with one stone.

If headlines are posted on the Internet (landing pages, websites, web pages), do not forget to use keywords. This way you will promote your web resource in searches.

Honesty.

You may not say something in the title, but after reading the material, the visitor should not feel disappointed. For example: “Pugacheva had an accident!” The visitor clicks on the name and gets to the news that the singer’s personal driver scratched the car of a Moscow resident when he was returning it. At the same time, there was no one inside the car. The headline deliberately attracts the reader to read material that is useless to him in a dishonest way.

Questions.

Another technique for communicating with the reader, offering to solve his problem. “Is excess weight bothering you?”

Negation.

Starting from denial, you can interest some people. “Never sell T&U quickly.” This technique should be used very carefully.

5 senses

Including the reader's vision: "How to spy on competitors' tips."
Smell: “How to remove odor in the refrigerator.”
Rumor: “5 words no woman can resist.”
Taste: “The bitter truth about sweet lies.”
Touch: “Run your hand over his cheek.”

Formulas for creating beautiful headlines

Mathematicians love to derive all sorts of formulas. This process did not bypass the headlines either. Let's look at the basic techniques with which you can write a beautiful title.

TsOKRO = Number + Definition + Key + Explanation + Promise.

“10 reasons why a woman can change and change her life.” By the way, reinforcement was used by repeating one word.

Betteridge's Law.

Ask questions carefully because every question has a negative answer. “Do you dream of living outside the city?” “No, I don’t dream,” someone might answer.

<Делайте>How<пример>.

In this case, you start from a positive example: “Write like Daria Dontsova.” More advanced option:<Делай>How<кто-то>without<негативных последствий>. “Write like Daria Dontsova, but don’t repeat yourself in books.”

Compound adjectives + unique nouns.

“The smallest nuances”, “infectious examples”, “brilliant ideas”, etc.

<Цепляющая основа>or<Подзаголовок>.

Do you want (want)<что-то получить, сделать, добиться чего-либо>?

Encourages the reader to click on the title. Ideal for social networks: “Do you want to get 10,000 subscribers for free?”

Reverse model:<Желаемое> + <Вопрос К ЦА>

“We got 1,000 subscribers. Why do you have less of them?” or “To Thailand for only 10 thousand rubles.” Will you go?

Secrets.

This formula intrigues you from the first word: “The secret: how to take first place in Yandex.” Another, Strengthened formula, which is more mysterious: “Few people know how to attract visitors to the site.”

The easiest way<решения проблемы>.

The headline should hit vanity, pride, problems, fears. Example: “The most quick way get on the first page of search results."

A call to pride.

Make a ____ you can be proud of.
“Create a simple website you can be proud of.”

Everything you need to know about ____.

Expanding the reader’s knowledge: “Everything a tourist needs to know about Sochi.”

<Цифра>things you need to know for<решение проблемы>.

5 things you need to know to lose weight.

"How" headings.

Usage of this word(“how”) is often simply necessary. Similar names also have their own effective formulas:

How.. . do something to.
How _ if _.
How _when_.
How _.for<цифра>steps.

Offer + bonus.

“10 options on how to get people to subscribe to your channel for free. Option number 3."

The most effective headlines - what are they?

Contains approximately 8 words. Short titles can also be effective, but not always. And long ones are completely ineffective.
Have a dash or colon.
Supplemented with a relevant image. The human eye receives an additional “hook”.
Includes numbers. It is the indicators that inspire trust among the target audience.
They ask a question.
Address the reader directly (you, your).
End with one exclamation mark.
They lead to some kind of guidance.
Phrases in sentences are emotionally charged. Sentences that press on the senses evoke emotions that encourage you to familiarize yourself with the material.
They make bold statements.
Formalism is excluded. Content should be above form. If you can’t work according to the formulas derived, just be unique.
Present information in a positive way (without negation). “Don’t you want to be rich?” will work worse than “Do you want to be rich?”
The words used are: amazing, smart, history, huge. And they don’t use the words: inform, celebrate, grow, win.
Encouragement to take action. "Get 5 tips for free."

The most common mistakes in headlines

Intrigue revealed. All important information appears in the title before the text. Then why read it? Example: “In order to sell, set a minimum price and promote the product.”
Screams. Don't use a bunch of exclamation points and words in capital letters. "ALL!!! TO THE ELECTIONS!!! NEW CAR!!!"
Every word is capitalized. "How to Defeat Laziness."
Inappropriateness. A real example is given below. Causes laughter and, of course, provokes. But somehow it’s not suitable for a serious online publication.

Length. Be brief. “Alla Pugacheva spoke in the Kremlin on August 28, and she addressed the audience with congratulations.”
Too many punctuation marks. “Vladimir Putin held a meeting at which he expressed his position that it is generally necessary to raise the retirement age.”
Appealing to the wrong target audience. “The Liaron device is garbage! Try Aimaton! A slang word was used for the target audience of people of retirement age.
Hackneyed phrases. Be unique. For example: “If you want to lose weight, ask me” is a bad option.
The name means nothing.

Doesn't encourage action, doesn't intrigue.

Ambiguity. “The Moscow administration has replenished the zoo.”
Stylistic, grammatical and other errors. “Schumacher woke up and turned out to be a duck.”
Makeweights. The use of unnecessary unnecessary words spoils any title.
Contradiction with the content of the material. If the name of the material is one, but the text talks about something else, then this is a bad name.

Conclusion

Write several options and then choose the best ones.
Test your audience.
Choose the most clickable title.
Bring the material to life.
The title of the text is its most important part.
Readers must believe you, become interested and finish reading, otherwise all the work done will be useless.

They help with this. But without an attractive and competent title, all your work will disappear into oblivion. You may have high-quality text, but who will see it if the title is not catchy and does not encourage further reading?

The headline should not only attract attention and encourage the reader to click on it to read the entire article, but also reflect the essence of the material and be relevant to its content.

In this article, I will talk about the basic rules for creating a title that will help attract an audience, including from search engines.

1. Use keywords correctly

You don’t need to insert a bunch of keywords for , one or two are enough. The keyword in the title helps Google and Yandex systems understand what the article is about and for what queries it should be shown to users.

Do not forget that it is important to reflect the essence of the article in the title. If the title and content are radically different, such a sneaky move search engines(not to mention the readers) will definitely not appreciate it. They will “bury” such an article in the depths of your site. It will never be ranked in search results and there will be no talk of any visitors.

According to Copyblogger research, out of ten people, only two will study the entire article after reading the headline. Just think about it, 8 people will ignore the material.

There is only one attempt to attract attention. A strong and attractive headline will help with this. I recommend using unusual, emotional words. For example, “How to avoid getting fined 70,000 rubles...”, “Are sales falling? 5 steps to correct the situation..”, etc.

3. Write clearly and to the point.

The title of the article should be clear and not misleading. You devote so much effort and time to building trusting relationships with your audience that you simply must meet their expectations.

For example, the title of this article allows you to understand exactly what the material will be about. In the text itself we reveal the essence and do not write about anything else.

If you deceive the reader and indicate something that is not covered at all in the article, this will lead to the person leaving the site. The bounce rate will increase, and search engines will trust your online resource less.

Do you know what your audience really cares about? What problems does she have? The best headlines are those that answer the client’s questions and help solve problems. The title should answer the main and painful questions that concern your users.

Create a portrait of your client (or several), conduct an analysis - what problems concern these people, what tasks they face. This will greatly help in creating the right “messages”.

Below is one of our client portraits:

5. Use numbers

Numbers attract readers; they give a clearer idea of what will be “inside” the article. For example, “3 ways to attract more clients” or “5 healthy foods that you should eat for breakfast." It is immediately clear that the article will contain a list of 5 foods that you should eat. And it’s immediately clear whether this article is long or not. How more points, the longer the text.

According to Outbrain research, odd numbers attract on average 20% more readers than even ones. Here's an interesting fact.

TO keywords add strong adjectives and adverbs. For example, “free”, “easy”, “new”, etc. Try using these words and you will notice how your audience will begin to grow.

Another way is to use phrases that indicate urgency, specificity, and uniqueness. Everyone wants to find out the latest information faster than others.

7. Keep it short

Also, if you are engaged in email newsletters and announce articles, a short title is perfect. After all, you must force the subscriber to open the letter. What should you write in the subject line of the letter? Exactly, the title of the article. And that's it email clients It is recommended to use no more than 40 characters in the subject line. Otherwise, the name simply won’t fit completely.

Of course, the above list is not the holy grail. Use and test various strategies and hypotheses that you come across along the way. But incorporating this practice into your regular content creation strategy is essential.

Denis Savelyev

Before publishing an article, review, slideshow, or video, be sure to take a few minutes to make sure you choose the best headline. A good headline is a matter of life and death in content marketing. As the internet becomes more and more of a seething cauldron of chaos, you have less and less time to capture the attention of your audience.

By choosing a good title for the material, you instantly get a response from the reader. A headline helps your readers quickly determine whether they need your article or presentation, why they should buy, download, or open a page of your content, and what benefits they receive by clicking on the relevant link.

By choosing a bad title, you make your article, presentation, or other content invisible to most of your audience. The title is the most important element of Internet pages, advertisements, video materials. It draws the audience's attention to the content. Content goes unnoticed if you use a dull and dull headline.

This article will introduce you to the main characteristics good headlines. It includes 10 questions, by answering which you will learn how to create high-quality and “catchy” headlines. You can also use the title rating table, which is a handy tool quick definition their qualities.

The examples discussed below are primarily related to books. The names of the authors of most of them have become brands, and the books remain bestsellers, thanks in part to successful titles. However, these examples remain valid for content of any type - and, above all, for web content.

1. Does your headline promise the audience a benefit?

Choose a title that clearly communicates to readers the benefits and benefits they will receive from your product or service. The best headline solves a problem or helps the audience achieve a desired goal.

Compare the following names:

Graphic design tools and techniques.
Master Your Design: A Guide to Basic Tools and Techniques.

The first heading tells the reader about the content of the article. The second title describes the benefits that the reader will receive after reading the article.

2. Does your headline contain specific details that highlight its relevance and value?

Specific details in the headline, such as exact numbers, draw extra attention to your content. Numbers structure information, as can be seen in the book “The 7 Habits of Highly Effective People” by Stephen Covey. Imagine the title of this book without the numbers: Habits of Highly Effective People. Doesn't sound very convincing, right?

The numbers in the title also help you “eat the elephant one piece at a time.” It's about about the step-by-step achievement of any complex goal. For example, pay attention to the title of Terry Orbach's book, 6 Steps to a Perfect Marriage. Another example is Damir Khalilov’s article “100 main skills of an SMM specialist” (although, in our opinion, the round number sounds a little forced, as if the author adjusted the results to a “round” number; it would be much better to title the article “97 or 102 skills... ").

Moreover, numbers can make your content more relevant by giving the reader a specific deadline or timeline for achieving a goal. What do you think of the title of the book, Guerrilla Marketing in 30 Days, used by authors Jay Conrad Levinson and Al Lautenslager? But the title, Lose 21 Pounds in 21 Days: The Martha Vineyard Detox Diet, sounds even better. The title of this book shows the reader exactly how many pounds excess weight it will reset and for what period. Buyers of books about diet and other methods of weight correction probably want to know the exact results of using the described methods.

Another example on the topic of numbers is designer Yana Frank’s diary book “365 days of a very creative person.” But, as you already understand, there are a lot of examples of successful headlines using numbers. The main thing is the ability to beat these numbers.

3. Does your title take into account the target audience the content is intended for?

Identify the target consumers of your content using the title where possible. This makes your content personalized. You can identify your target readers by naming them directly or by highlighting their key characteristics. The more obvious this is made, the better.

C.J. Hayden's book, Attract Customers: A 28-Day Marketing Course for Professionals, Trainers, and Consultants, defines the audience by occupation. Heidi Muroff and Sharon Maisel use the title "What to Expect When You're Expecting" to point out the book's target buyers by describing the circumstances in which they find themselves. A similar technique is used by the author of the book “Survival Guide for Single Moms,” Patrice Karst.

Jay Conrad Levinson remains a recognized master of targeting specific market segments. It was he who published the book “Guerrilla Marketing in 30 Days.” Levinson then adapted his ideas for consumers in different niches. This is how the publications “Guerrilla Marketing for Writers”, “... for Financial Advisors”, etc. appeared. In addition, Levinson wrote a separate book describing the use of his approach in the online sphere - “Guerrilla Marketing on the Internet.”

Some authors manage to define the target audience by saying who the readers are not. For example, Robin Williams created the guide “Design for Non-Designers” (English: The Non-Designer's Design Book, literally “Book about design for non-designers”).

4. Does your title help position your content?

The series of books “... for dummies” is one of the successful examples of positioning content using a title. For example, the book “Red Wine for Dummies” is unlikely to interest experts and fine connoisseurs of this drink. However, if you want to get basic knowledge about red wine, the said title will quickly grab your attention.

The title can position your content by directly indicating the method used to solve the problem. “Cancer prevention through natural means” is an example of this approach.

5. Are you trying to arouse curiosity among potential readers with your headline?

As we are told by all kinds of books on literary analysis and nature literary creativity, interest in the text (it is clear that the word “interest” here is very conditional - it is a set of feelings that are evoked in the reader by the text) is born when the text exceeds our internal expectations from it. And this happens thanks to certain techniques that “break” the general paradigm of the text, the usual picture of the world.

There are three such methods:

Metaphors. They make names more understandable and memorable. They create images that remain in the reader's memory. Metaphor is a transfer of meaning, the use of a word in figurative meaning. Examples of metaphorical titles: “How I ate a dog” by Evgeny Grishkovets (I didn’t eat it!), “I’m burning Paris” by Bruno Yasensky (I didn’t burn it!), etc. Coming up with a metaphorical title is very easy. But it is important not only to come up with it, it is much more important to play it out in the text. The headline is the bait, the hook. If you fail the reader's expectations by not "playing out" the headline in the text, you will lose confidence in your next headlines.
Alliteration is another way to make the name memorable. It involves the repetition of homogeneous or identical consonants in the words of the title. Alliteration is a technique more characteristic of poetic speech. But composing headings, believe me, is closer to versification than it might seem at first glance. As an example, we can name examples of books “ M Aster and M argarita" Bulgakov, " N very n Ezhna" by Fitzgerald, etc.
Contradictions or unexpected expressions also arouse the curiosity of readers. They remain winning against the backdrop of trivial headlines. Pay attention to the title of the fairy tale, “How Ivan the Fool Outwitted the Devil.” The emerging contradiction between “fool” and “outwitted” makes the reader wonder how Ivan outwitted the devil. The title of Tim Ferriss's book, The Four Hour working week" is an example of using an unexpected phrase. Many buyers do not believe that it is possible to work only four hours a week, so they are interested in the book. Another example: “Goal: A Process of Continuous Improvement” (a goal is not a finishing point, but a process over time) by Elia Goldratt and Jeff Cox. Well, the most eloquent example of a contradiction is “The Man Who Was Thursday” by Gilbert Chesterton.

6. Does your headline engage in dialogue with your audience?

Pack the title of your book or article with a promise made simple and in clear words. The best headlines retain the almost naive obviousness that characterizes everyday dialogue. ordinary people. Please note the following examples:

“How to Finish What You Start” by David Allen.
"The Easy Way to Quit Smoking" by Allen Carr.
“I don’t know how to lose weight” by Pierre Dukan (the dialogue then easily continues: - do you know how? - no, unfortunately, I don’t know how either...).
"Before your teenager drives you crazy" by Nigel Latta, etc.

Choose regular verbs, creating headers. Also use verbal nouns. They form the attitude you need towards the product on the part of the reader.

Incentive verbs are one of the most successful forms for a title. They direct readers to a specific action. "Think and Grow Rich" by Napoleon Hill is one example of the use of motivating verbs in the title.
The verbal nouns used in the title describe ongoing actions. The book “Walking through torment” by A.N. Tolstoy demonstrates the possibility of using verbal nouns in the title.

7. How short is your title?

Let's say the obvious: short headlines attract more attention from your audience. Remember, the fewer words you use in the title, the more each of them will be remembered by the potential reader.

Author Malcolm Gladwell is considered the master of the short headline. Pay attention, for example, to the title of his book “Geniuses and Outsiders” (English: The Outliers) - succinct and short.

8. Do you use subheadings?

A subheading is a reinforcement of your headline. Combine short headings with longer subheadings that provide some detail. Here's an example of a bestseller with a two-word title and a 14-word subtitle: "Skinny Bitch: The Powerful Guide for Savvy Girls Who Want to Stop Eating Junk and Look Hot." English version The subtitle consists of 17 words and contains profanity.

Garr Reynolds uses a multi-word title to draw attention to his book. And the subtitle gives readers additional information. Reynolds' piece is called "The Zen Presentation: Design, Development, Delivery, and Examples."

Well, another example that we could not ignore. The book by Michael Stelzner, which is translated into Russian as “Content Marketing: New Methods of Attracting Customers in the Internet Age,” and in the original the title is even shorter and the subtitle is even longer - Launch: How to Quickly Propel Your Business Beyond the Competition.

9. SEO: Does your title include popular search terms?

Naturally, we could not ignore this issue. Web content needs to think about driving traffic. The most important traffic generators are search engines. But here you need to find a middle ground and not be led by “naked SEO”. The main thing is relevance to the content, and then “tailoring” it to search engines. Let's illustrate with the example of this article. We wrote the article itself, we already had a title in our heads - simple and succinct. The only thing we did was check which query was more frequent: “How to write a title” or “How to create a title.” Although I personally prefer the verb “create” in this context (it is closer to the nature of the action of coming up with headlines than the verb “write”), nevertheless, the final version of the title was coordinated.

In general, all of us, working with content and hand in hand with specialists in optimization and promotion of websites on the Internet, must keep in mind the frequency and competition for those requests that somehow coincide with our headlines. It is clear that not every request can be “pulled” to the top of search results only thanks to content. But if the page does not have textual relevance to the intended query, then the query will never make it to the top.

But the authors printed books You should also remember about Yandex and Google. Your works will be found faster on the “shelves” of online stores Ozon.ru, Books.ru, Amazon.com if their titles and subtitles contain popular queries.

10. Mixed Approach: Do you use more than one of the techniques listed above when creating your headlines?

Authors use two or more of the techniques described above to come up with compelling and popular headlines. For example, alliteration and metaphors can be combined well with subheadings that detail information.

Thank you for reading this far. As a thank you, we want to tell you this. Actually nature good text– and the title as part of it – is very contradictory. You can create a great headline that completely rejects all of our recommendations above. The geniuses of the pen will do it. And even talented copywriters with a “full” hand. But we are talking about the mechanics of creating texts, and not about the nature of talent. High-quality copywriting is the sum of the technologies that the author uses, learning from his own and others’ mistakes. And in this article we talked specifically about technologies, trying to analyze successful, in our opinion, headlines and generalizing their properties, leading these generalizations to some conclusions.

Speaking about the technological effectiveness of creating headlines, we can also recommend using the following technique.

Use the scoring chart to determine the quality of headlines for articles, books, blog posts, social media posts, and other content marketing products. Consider the best quality option, dialing greatest number points.