Put a couple of tablespoons of fuel in your car’s tank today, and see what happens to the car.
I’ll tell you what happens.
It’ll probably take you a few inches further down the road.
And you’ll say to yourself: “What the heck? What difference will a few inches make?”
Just as you’d say: “What the heck? What difference will a word or two make to enhance the power of a headline?”
You’ll be amazed, how by simply adding a target + a specific, you’ll make your headline far more attractive in a matter of seconds.
Why don’t we find out for ourselves, eh?
Let’s start off by taking a random topic…
So let’s take a topic such as: Why article writing is the key.
But the key to what?
Most writers leave out the core detail. They miss out telling you where the article is going in the first instance. And these writers don’t leave out the core detail on purpose.
They just don’t realize the importance of the core detail. And the core detail should usually contain what we’d loosely call a target.
A target is simply who or what are we speaking about?
Let’s me demonstrate what I mean, by doing a little addition.
So instead of: Why article writing is the key…
- We say: Why article writing is the key to getting strategic alliances.
- We say: Why article writing is the key to getting clients.
- We say: Why article writing is the key to getting paid.
Notice what happened when we put in that target?
First, it actually gave your article a solid direction. And hey, it did even more. It created curiosity.
Your drab topic suddenly spruced up, brushed its hair, and put on a tuxedo.
And if you’re amazed at what adding a target can do, let’s now add a specific to that headline. I’m going to replace just one word/one phrase at at time. And you watch.
Watch how the article literally swings from one side to another.
Example 1:
- Why article writing is the key.
- Why article writing is the key to getting strategic alliances.
- Why article writing is the key to getting active strategic alliances.
Example 2:
- Why article writing is the key.
- Why article writing is the key to getting clients.
- Why article writing is the key to getting higher-paying clients.
Example 3:
- Why article writing is the key.
- Why article writing is the key to getting paid.
- Why article writing is the key to getting paid in advance.
So you see what we did?
- We took the core topic.
- We added a target.
- We added one specific such as ‘active’ or ‘higher-paying’ or ‘in advance’.
- And we instantly intensified the power of the headline.
Amazingly that change in the headline did a lot more. It made the article easier for you to write.
Without the target and the specifics, the headline was weak, and the resulting article would be a soggy waffle.
But as we put in the target and the specific it actually forced you to focus on that specific, thus resulting in a mucho superior article.
Instead of the article being general and vague, it’s now specific.
You’re either going to be writing about ‘article writing’ and ‘active strategic alliances.’
Or ‘article writing’ and ‘higher-paying clients.’
Or ‘article writing’ and ‘getting paid in advance.’
You’re most certainly not going to write about all three (not right today, at least!)
Because as you can plainly see, they’re three completely different articles, going in three completely different directions. But when you have a vague headline, it’s almost impossible to keep the content of the article focused. When you have a specific headline, it’s darned impossible to go off track.
What’s more is that your audience is more focused too, because the rest of your article is delivering exactly what the headline promised. The specificity of the headline is what drew the reader in, and it’s the specificity of the rest of the article that will keep the reader reading.
And if you don’t believe me, remove those measly words…
Remove the specifics. Chop off the target.
Then write your article.
The headline loses power. The article weaves, then stalls.
What’s worse is that the entire article becomes so much harder to write. And even if you were to actually complete and publish the article, your reader would not experience a sense of clarity.
You get all that clarity with just two measly words. The addition of a measly word or two, and your article is vrroooming down the road.
And in the right direction too!
About the Author: Sean D’Souza offers a free report on ‘Why Headlines Fail’ when you subscribe to Psychotactics.
Reader Comments (64)
Nice advice… Those headlines are always a bit tricky
Excellent advice – as ever.
It’s tough trying to nail down the title, and I often find myself spending more time on it than the post itself.
Note taken!
Cheers,
Simon Dance
This is sound advice that reflects and expounds on Mark Twain’s famous and pithy proverb, “The difference between the right word and the almost right word is the difference between lightning and a lightning bug.”
Nice work.
Simple, obvious, yet one that is constantly overlooked by most bloggers, writers, and even an alchemist here and there. Mmmmmmm alchemy…
Great advice…
I’m tired of seeing:
“____ is the key to success!”
“____ is the key to making money online”
etc.
You’re right, it’d be much more powerful expanding those goofy headlines into more complete and specific thoughts.
Thanks for the suggestions! I think you’re right on target–sorry for the lame pun–and just adding that extra layer of specificity will make it easier to write and get people to actually look at your content.
Cool article. I first write the article and then work on the headline. I didn’t have a name to what I was doing until now – adding measly words to the headline.
Thanks,
Sudheer
Very nice article. I’m really glad I’ve subscribed to your RSS feed. This is totally sound advice. Also, the power of just a few words can be huge. If I’m not mistaken, the purpose of every sentence is not only get your message across but also to encourage the reader to move on to the next sentence. So even a few inches can make the difference between someone continuing to read and clicking the back button.
I really loved this article – I’m struggling with this and have read the advice on the 50/50 rule, etc., so this was perfect. Great example building.
One question: If this was an article that I wrote, I would have balked at the title of the article for one reason: Length. But now I’m questioning that, since the length of the title didn’t deter me from reading this. So the question is, how does the length of the title factor in?
Thanks – you have no idea how much this helps. Constantly trying to improve the quality of my content with tips like this.
Great post, Sean-
I totally agree with what you are saying about including key words in the title, but just playing devil’s advocate here- wouldn’t it be possible that perhaps writers are leaving out certain words so that readers will read through the post to find out more about it? Also, there’s the issue (from a journalism standpoint) of the title being too long if you include more words, which in and of itself may bore the reader. Just a thought.
Would you balk at the length of the title? Well, there’s a reason why a title works or doesn’t. To answer your question, I have to refer to a complete article. But I’ll post the answer here (well, the article here) and you’ll see how the length of the headline doesn’t matter at all. What matters is the number of thoughts in the headline.
So first, let me do some cut and paste. And then at the end direct you to a link, in case this cut and paste doesn’t work out like it should.
The direct link is at: http://www.psychotactics.com/artlongshortheadlines.htm
Sean
Janelle: About long and short titles, I’ve answered that above. About leaving things out, yes it’s possible to leave things out, but there needs to be a strategic move towards leaving things out.
e.g. Do you make these mistakes in English?
‘These’ creates curiosity. But it’s strategically placed. And it still has a target: those who want to improve their English. And still has a specific of ‘mistakes’.
Curiosity can be used to dramatic effect, but in most cases, writers are clueless about the structure of a sad vs. good vs. great headline. I’ve just written a report today , and it took me 25 pages to just explain the various facets of headlines. And I’m only half done 😉
It’s amazing when you approach headlines as a science vs. just something that you need to write. And the headline has to also do more than just be smart and effective. But more on that later 🙂
Ahhh, the hook, line and sinker headline…
I’m beginning to wonder if “seeing” the right headline words isn’t part innate talent. Harry sucks – and I mean sucks – at good headlines. He just can’t get them, no matter how hard he tries.
Chapter titles? He rocks. Go figure.
Great post, Sean.
Question:
Do you ever write a headline only to change it after you’ve written your article so that it reflects your article? Or do you sometimes write a generic headline, write your article (to see what you’re gonna say), and then revise the headline?
Or – do you always write your headlines first?
Thanks.
@ John – I’ll drop my two cents in on this one. I never write headlines first… because I honestly never know where my post will take me. And as I write, I hit on those magic words that seem to work.
For me, anyways. They don’t always work to drive traffic.
@ James – I think some people are born with the natural ability to write (and write good headlines). Others can learn, but always struggle at bit more.
As for my natural ability – I think it’s convincing people to do things for me. It’s kinda like a superpower, but not.
I always write the headline first. It tells me what I’m going to write, and why the article will be interesting.
Nice article…enjoyed reading it.
@ Brian – but do you find sometimes as you’re writing you find other things to say and thus you need to augment your headline? Or do you force yourself to stay on your specific topic and save other ideas for other posts?
I recommend Joe Vitale’s book, “Hypnotic Writing”. He says most people want to know 3 things about your content, and I think this applies to headlines:
1. So what?
2. Who cares?
3. What’s in it for me?
All of the above. If there are fifty ways to leave your lover (according to Paul Simon), well there are fifty ways in which a great headline may be written. I can think up good headlines on the trot, but that doesn’t mean I won’t go back and change them later.
Or it doesn’t mean that the article won’t cause me to change the headline.
I can’t say that I’d just write the headline first. But I would say this: If you don’t write your topic and don’t do the ‘target’ and ‘specifics,’ then your article will wander all around the countryside. Not only will your article become harder to write, but your headline will become near impossible as well.
@ Sean – Oh, well, hell, yes, of course I do that. Agreed. Topic and headlines help keep you on course while you write.
Doesn’t mean I always use them – sometimes it’s very, very cool to wander.
@ Mark – Ayup. That’s it exactly.
@ Brian – I dare you to write a page of Lorem Sempum with a kick-ass headline and post it with your name. Bet it gets traffic 😉
Talent isn’t born. It’s purely made.
And I can prove this not once, but several times over. We’ve had clients who’ve had dyslexia, and Irlens Syndrome (they see words like a waterfall), and hated reading, let alone writing. And when they’ve made their mind to learn to write, they’ve turned out the most fascinating articles on topics as technical as motorcycle ignitions.
Now I’m not talking about several clients. I’m talking about one client with all those ‘disabilities’. And just like that client, we’ve had others who’ve started to write like they were um…born writers. There’s no such thing as a born-writer.
It’s a series of pieces of structure, that enable a person to write better, faster and with greater style than another. And this, like driving, can be learned with sufficient practise.
@ Sean – I disagree. Someone may learn something and learn it very well, but if there isn’t an instinctive and natural penchant or the creative hard-wiring in that section of the brain, they will never be truly “born-whatever”.
Driving is not an instinctive action. It is a learned behavior. We are not born knowing to drive. We learn to combine various abilities we have with others and put them together – but some drivers become racecar drivers and some don’t. Natural talent? I think so.
And yet, we are born to prefer fingerpainting with colors to scribbles with a pen or stacking blocks or bashing trucks. These preferences are from us from birth and are part of our brains. As we develop, we are either encouraged or learn new techniques that let us achieve better potential – but we have weaknesses in other area. Math, for example. It can be taught, but someone that does not have the natural preference and ability will never achieve great heights.
You are comparing people with disabilities that hamper their abilities and creativity to human behavior and development – I don’t quite think the two can be compared. Amazing things do happen when we work with those who need help, but I don’t think that’s to be confused with natural-born talent and learned behavior, which are two distinct aspects of human development.
Talent *is* born. It is NOT made. It can be encouraged, enhanced and developed, but it cannot be a given that all people are talented in all aspects of anything.
And how did that become the case, James? You act like I was born with an audience.
Two years ago, I was unknown. What changed that?
And I always thought Brian was a creation engineered by Seth Godin and Aaron Wall.
Now I’m confused.
You’re doing that “make James think” thing again.
But no. You weren’t born with an audience and that’s something that sticks in the forefront of my mind. I realize that more than anyone else, I think. You’re a person, just a guy, and you didn’t even do anything remotely similar in your past career as you do now.
Which means that you’re no different from me – which means that I can be just like you. (Only not like you. I want to be me. With an audience.) Anyone can be just like you.
How you became what you are is a good question, and one I think about often. I’m still analyzing and observing, because I don’t think it’s as simple as “Brian writes good headlines” or “Brian tells a good story.”
One thing I can say is that you present yourself as an authority, and everyone accepts that you are because of how you present yourself.
Wow. Okay, I’m rambling. (Sorry, that happens when I get thoughtful. I type out my thoughts.) Point is, I’m onto you… 😉
Well, I’ll tell you… I was one of the most heavily invested unknowns ever. I knew I could do this (meaning Copyblogger), but only because of all the pain and screw-ups I endured on the way.
There are no “over-night” successes. At least none that endure.
And that’s exactly why I’m the little guy coming out of left field after you 😉
@ John – I on the other hand, typically write the title before writing the entire article. Having a natural tendency to ramble indefinitely once I start writing, I find having the title done is useful in keeping my post focused. To each their own – just have to find a style that works best for you.
@ Brain – I couldn’t agree more. The enduring successes are the ones that made the mistakes and evolved past them. They only look like an “over-night” success to the outside world. You’ve done a remarkable job!
The most practical copy writing tip I’ve read so far this year.
Thanks Sean.
I won’t go into the ‘nature vs. nurture’ debate right now. Just to let you know, this isn’t just an opinion. It’s a system we’ve been testing, and gathering data on for quite a while now. And so have several scientists and thinkers around the world.
The default statement that we hear from everyone is that we born with talents. So that’s what we believe. All I can say, is that I’ve learned other wise. If you stay close to what we’re saying, you’ll see evidence over time (we’ll publish it on our website for those who want to see it).
I won’t go into any more about this on this post. 🙂
Hey,
Good guidance, I’ll always try to make the headlines as tricky as possible.
Blessings
Matt Haller
Change of pace here
I love the examples that build from the weak titles to the stronger titles. You can really see how each transforms through the process.
I use a method that is similar. I use it when I don’t have a specific subject or how I want to set up the title or my other efforts and quite bad. Yeah, I know I am not a pro like Brian or others here.
This is what I do:
(subject) I take a subject I want to talk about. A subject is simply a person, oject, or action. It can be positive or negative. This subject Will benefit the reader in some way.
Then I ask myself:
(object) This subject will benefit who or what? A person, some object, or action.
(benefit) How will it benefit?
(descriptors) In what way?
So Lets say I want to talk about a fertilizer(subject) and this produce(benefit) larger(descriptor) more colorful(descriptor) blooms(object).
So I start out with:
[Fertilizer(Subject)] [Produces(Benefit)][Blooms(Object)]
Then I take the object and clarify:
So I have:
[Organic(Specific) Fertilizer(Subject)] [Produces(Benefit)] [Blooms(Object)]
I can be as general or specific with the subject or object depending on how general or specific I want to be with the article.
Example:
[Organic(Specific) Fertilizer(Subject)] [Produces(Benefit)] [Annual(specific) Blooms(Object)]
or
[Fertilizer(Subject)] [Produces(Benefit)] [Annual(specific) blooms(Object)]
or
[Organic(Specific) Fertilizer(Subject)] [Produces(Benefit)] [Blooms(Object)]
or
[Homemade Organic(Specific) Fertilizer(Subject)] [Produces(Benefit)] [Zinnias(specific object)]
Then I come up with list of added descriptors and alternatives for subject, benefit, and object if I can think of or need any.
Subject:
nutrient-rich
easy to make
homemade
etc.
Benefit:
large
healthy
vibrant
effortlessly
grow
more
huge
etc.
Object:
Plants
Flowers
Roots
Foliage
etc.
I then plug the subjects, benefits, and object into a some of my 200 or so collected templates. And have my list handy for descriptors and alternatives.
Here are a few examples:
Similar Headline: Uses 2 similar descriptors Words like “Easy To Make” and “effortless” or “Nutrient Rich” and “Healthy”
Positive Descriptor [Subject] [Benefit] Similar Positive Descriptor [Object]
[Nutrient Rich(Descriptor)] [Organic(specific) Fertilizer(subject)] That Will [Produce(Benefit)] [Healthy(Descriptor)] [Annual(specific) Blooms(Object)]
Nutrient Rich Organic Fertilizer That Will Produce Healthy Annual Blooms
Doubt Play: Gaurantees Positive result
Without A Doubt This [Subject] Will [Benefit] [Object]
Without A Doubt This [Nutrient-Rich(Descriptor)] [Organic(specific) Fertilizer(subject)] Will [Produce(Benefit)] [Vibrant(Descriptor)] [Annual(specific) Blooms(Object)]
Without A Doubt This Nutrient-Rich Organic Fertilizer Will Produce The Most Vibrant Annual Blooms You’ve Ever Seen
Similar/Doubt Combo:
Without A Doubt This [Easy To Make(Descriptor)] [Organic(specific) Fertilizer(subject)] Will [Effortlessly(Descriptor)] [Produce(Benefit)] The Most [Vibrant(Descriptor)] [Annual(specific) Blooms(Object)] You’ve Ever Seen
Without A Doubt This Easy To Make Organic Fertilizer Will Effortlessly Produce The Most Vibrant Annual Blooms You’ve Ever Seen
Remarkable:
A Remarkable [Subject] That Will [Benefit] [Object] Than You Dare To Imagine
A Remarkable [Easy To Make(Descriptor)] [Organic(specific) Fertilizer(subject)] That Will [Produce(Benefit)] More [Annual(specific) Blooms(Object)] Than You Dare To Imagine
A Remarkable Easy To Make Organic Fertilizer That Will Produce More Annual Blooms Than You Dare To Imagine
Now You Can:
Now You Can [Benefit] [Object] by [Subject]
Now Your Plants Will [Produce(Benefit)] [Huge(Descriptor)] [Vibrant(Descriptor)] [Blooms(Object)] Simply By Using This [Easy To Make(Descriptor)] [Organic(specific) Fertilizer(subject)]
Now Yor Plants Will Prodce Huge Vibrant Blooms Simply By Using This Easy To Make Organic Fertilizer
If You Aren’t:
If You Aren’t Using This [Subject] Then Your [Object] Won’t [Benefit]
If You Aren’t Using This [Nutrient Rich(Descriptor)] [Organic(specific) Fertilizer(subject)] Then Your [Annuals(specific object)] Won’t [Produce(Benefit)] [Large(Descriptor)] [Vibrant(Descriptor)] [Blooms(Object)] As They Could Be.
If You Aren’t Using This Nutrient Rich Organic Fertilizer Then Your Annuals Won’t Prodce Large Vibrant Blooms As They Could Be.
Threes:
[Object1], [Object2], and [Object2] With [Subject]
[Huge(Descriptor)] [Blooms(Object)], [Healthy(Descriptor)] [Foliage(Object)], [Stronger(Descriptor)] [Roots(Object)] Using This One [Homemade (Descriptor)] [Organic(specific) Fertilizer(subject)]
Huge Blooms, Healthy Foliage, Stronger Roots Using This One Homemade Organic Fertilizer
When I find one that I like I start tweaking.
thanks for the write this nice article technique. it help me for article writing for my website.
Useful and interesting article.
Really interesting post, Arubicus- thanks for the examples!
Whenever I blog something and think its good I tend to spend way too much time on coming up with a clever headline. References like this really help!
What I find most compelling in this post is how properly positioning your headline brings focus and clarity to the writing of the article.
Thank you.
The Story Lady
@Janelle v
Thank You. I usually just open up my big file of titles in a text editor and use a find and replace.
So in my title file I have it set up like:
Now You Can [Benefit] [Object] by [Subject]
Take the benefit object and subject you created. We will use the same from the article above.
“How a Few Measly [Words(Subject)] can Dramatically [Improve(Benefit)] Your [Blog Headline and Content(Object)]”
Ex. Do a find and replace for the [Benefit], [Object], and [Subject]
Doing that I get a huge list (not always worded correctly). I just eye through each one looking for ones that fit the article style and resonates with me.
Ex. Now you can improve blog headline by words
Then I pull out my descriptors, alternatives, many times I use negative descriptors and alternatives.
“Measly” would be a negative descriptor.
Ex. Now You Can Dramatically Improve Your Blog Headlines and Content By Changing a Few Measly Words
Another example I pulled out would be Opposite Descritpors: We will use Powerful and Weak
[Benefit] Negative Descriptor [Object] By Opposite Positive Descriptor [Subject]
I get:
Improve Negative Descriptor Blog Titles and Content By Opposite Positive Descriptor Two Powerful Word Types
Add Descriptors:
Improve Weak Blog Titles and Content By Adding Two Powerful Word Types
Refine:
Destroy Weak Blog Titles and Content Simply By Adding Two Powerful Word Types.
(Weak and Powerful are opposite descriptors)
Or –
Transform Your ‘Sucky’ Blog Titles and Content By Injecting Two Highly Effective Word Types.
(‘Sucky’ and Highly Effective are opposite descriptors)
Continued…
I like the last one but refine once more since the article focuses mainly on title:
Transform Your ‘Sucky’ Blog Titles By Injecting Two Highly Effective Word Types.
Writing the article is simple as the title outlines everything.
What are ‘Sucky’ blog titles?
Why should these be ‘Transformed’?
What are the ‘Word Types’? – target words and specific words
Why should they be ‘Injected’ and Why are they ‘Highly Effective’?
How/Where do you ‘inject’ those words?
Examples
Clarify again the importance
Wow…that’s quite a few comments for this subject.
If you want people to read your post then you need to convince yourself, without any shadow of a doubt, that the headline is the most important part of your post.
It is very cut and dry. A good headline will entice people to read your blog. A poorly written and thought out headline will be passed over.
I am guilty of being in too much of a hurry when it comes to headlines and first sentences. But it is a deadly mistake that I and others make.
I am vowing not to write anything until the headline is perfect. Without a perfect headline nobody is going to read what I write anyway.
Yet another excellent article 🙂
Thanks for the entry. Many times I lose sight of the basics and need a little push to go back. Funny how using odd tactics gets so widely thought about but so many forget the simple things.
Simple things appear simple. But it’s hard work getting to simplicity. Odd tactics just need to be odd or different to get attention. That’s why 🙂
I did a post on more-or-less the same subject — precision in wording — very recently on my advertising/marketing blog at
http://craigmcnamara.blogspot.com/2008/03/perfect-word.html
fantastic article! when i was a teacher i had the hardest time convincing the students that their titles were important.
now that i’ve moved into the digital world, i’ve had the hardest time getting the writers i work with that their titles are important…but they are!
these are great tips and i’ll make sure to pass this along to everyone i know! 🙂
Wow. Thanks for sharing such an insightful view. It always comes down to the benefits doesn’t it?
It’s like our users are asking, “Show Me The Benefit!”
Thanks for sharing!
It’s so true. A great title will suck the reader right into your copy. Great post!
Fantastic article! when i was a teacher i had the hardest time convincing the students that their titles were important.
I’m a bit late to the party here – but this article is right on the money. Amazing how many lame article titles there are out there – with these few pointers, you can dominate with your articles in no time!
Having the right headline is compulsory if you want RSS feed readers to even select the post header and read the post!
Thanks for the great tips. Titles are the hardest part of article/blog writing. Simple changes can yield great results.
Great tips Sean, I fully admit that an effective, catchy and keyword driven title can take you heights instead of using a dull, boring, and usually incomplete title.
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