“On the average, five times as many people read the headline as read the copy. When you have written your headline, you have spent eighty cents of your dollar.” – David Ogilvy
In case you read that quote too quickly, read it again. It’s important. David Oglivy is widely considered the father of Advertising and he earned that title by thinking about advertising differently. How do you stack up? So you’ve created an awesome video for your business. You’ve spent hours crafting your message, creating just the right statements, and you took the time to shoot the video. You’re ready to post it to YouTube. One of the boxes you must fill out is the name of the video. This is where most of us make the biggest mistake. We don’t take this box seriously. This can make or break your post. If you consider David Ogilvy’s statement above, you should spend about 80% of the total time creating the content (not the shooting portion) on creating the title. Ok, maybe not 80% of the total time, but a significant amount of time. It will pay off later. How can I be more effective? Here are 7 Tips to a Writing More Effective Blog Titles
- Keep the title under 65 characters. This is the number of characters displayed in search results on Google, etc.
- Reference the Reader. The word “YOU” catches the reader’s attention much more effectively than an indirect reference to the reader. Let them know you’re speaking to them.
- Use Interesting Adjectives. Using an common adjectives is much less captivating, so get out that Thesaurus (or use Google) and delight your readers/viewers!
- Negative Wording Works. Using negative terms taps into your reader’s insecurities. Am I missing out? What do I not understand? Words like, “No,” “Without,” and “Stop” induce more shares. Go ahead, share this newsletter…It has the word stop in it.
- Numbers. Readers and Viewers like numbers. Give me 4 reasons to read the article or 13 tips in your video to make me share it. If you are an expert in your field and you can offer 43 ways to list a home for sale, I’m going to read (or at least skim through) your list. It also gets shares.
- Use a Formula. Consider this formula: # or Trigger Word + Adjective + Keyword + Promise. Here are a couple of examples. See if you can tell the difference.
- How to Bathe a Rhinoceros
- Using Formula: 16 Unbelievable Ways to Bathe a Rhinoceros Indoors
- Example 2:
- How to Sell Your Condo
- Using Formula: How You Can Effortlessly Sell Your Condo in Less than 24 Hours
- Brainstorm. Using the tips above, write out 10 to 15 titles. Yes. Write them out. If you need to write 20, go ahead. Now, review them. Edit them. Eliminate the losers. Work with these options until you’ve narrowed them down to 3 to 4. Pick the best one. It isn’t an easy process, but the payoff is significant.