As a content creator, I know that writing
great headlines is a critical step to the overall success of your content, especially
blog posts. Here’s something else, though. The experience the reader has after the headline,
once they get into the content is every bit as important as creating that great headline.
Think of it like cake with icing or a store with a really good sign. If you have this
amazing store and it has a lot of fantastic things inside, you are selling great products
at a great value, but your sign is nonexistent or even worse, it’s unclear or misleading,
how are you going to attract customers inside your store? A headline is a lot like that.
If you’re creating a headline for a blog, an email, an article, it needs to be great
to earn your audience’s attention and interest. And to avoid going into that clickbait area,
it needs to be accurate to what’s in the content itself.
In today’s video, I’ve got some nitty gritty tips on how to write great headlines that
work. Let’s get into it. Okay, so I’ve got three strategies for you
on how to write great headlines. And buckle in because the first one is really for in
one. Okay. My first tip, tip number one is to draft your headline in three stages. Let’s
look at one of the blogs I’ve written. I’m going to put it up here on the screen. It’s
called, How to promote a new blog post: 15 plus techniques
to try/ So, during the process, creating content now
for eight years, writing thousands of blogs, I’ve learned that staying ahead of your content,
you know, months ahead, not getting burned out, enjoying the process all comes down to
stages. You have to have stages and a process for your content creation. And this is true
for headlines as well. Whenever I focused on drafts, going through stages, that’s when
I started to enjoy the consecration process and even get ahead on all of my content – and
I produce about 20 to 30 long form pieces per month and typically, I stay a month ahead
because I focus on stages. So, here are the three stages I use to write
a headline, and I’m going to use this blog example as I walk you through these stages.
So, the first step is to draft a headline that simply reflects the idea and or the keyword
you’re writing about. So, my draft headline for this blog would look like, ’91how to
promote a new blog post – that’s my keyword that I’m going after and then, #techniques.
That’s my initial headline, it shouldn’t be fancy. If anything, it’s going to look kind
of crappy at this point but that’s okay because this is your draft headline. All you want
to do right now is write down your keyword and or the idea.
Okay, stage two. After you write the blog, come back to the headline. So, you’ve written
the full piece, it’s in draft stage now, it’s ready to go to the editor. At this point,
you know what you’ve written about. So, you know the number of steps, what techniques
you’re talking about and that means you can craft a headline that’s accurate to the topic.
This is super important. Let the content guide your headline. If you match the headline to
what you’ve written after you’ve written your content piece, it’s going to be accurate.
And accuracy in your topic in your headline is so important to keep readers reading and
give them exactly what you promised. Okay, and the third step in this three-stage
headline creation process is to run our headline through a scoring tool. I really like the
advanced marketing institutes, Emotional Marketing Value Headline Analyzer. This is an amazing
tool to tell you just how much you’ll impact your reader in their emotions and exactly
what emotion you’re bringing up in your reader. So, this Emotional Marketing Value Headline
Analyzer focuses on three emotions; intellectual, empathetic and spiritual. And you want to
keep writing your headline until you can achieve anywhere from 40 to 80 in the score. That’s
a really great score for your headline. Another excellent tool is Coast Schedules Headline
Analyzer, which rates your headline from 1 to 100 and that’s dependent on the words you
use; how powerful, how impactful they are versus average and overused, and the length
of your headline – is it too long? Is it too short? And links to both of these tools will
be in the description. They’re both free and I highly recommend making this a stage in
your headline writing process because if you know exactly how good your headline is, and
you can find it out using these tools, you’re going to have so much of a better chance at
grabbing your readers attention. Okay, so we covered stages of how to write
a good headline and that was one of the most important points of today’s video because
I noticed, in my own creation process, that going from just writing and getting my content
out in a couple days to stages, and putting those stages into days, if not weeks, has
really transformed my creation process. So, don’t just create a headline in one go, break
it up into those three stages. Okay. And then our last two tips. Tip number
two would be to never ever ever clickbait. They’ll sacrifice accuracy of topic for sensation.
The best way to avoid this is to keep your headline completely accurate to what’s in
the content. Never stray too far from that. Don’t disguise your topic or be unclear about
it and remember, accuracy of your headline to the topic and the content you’re writing
about actually impacts your Google rankings. So, for example, with my blog, How to promote
a new blog post that starter phrase is our topic throughout that whole long form blog.
So, not once did we talk about any other topic, that’s our topic. So, because of house semantic
search algorithms work, Google now looks at the topic of our content and looks for that
accuracy factor and that’s also why you want to frame your headline around your keyword.
You want to tell Google, this is what I’m writing about and give them that topic on
a platter, and that will dramatically increase your chance of ranking for that topic in Google
search results. And we could get all nerdy on semantic search, but I would refer you
to a blog post I’ve written on this topic and I’ll link to it in the description if
you want to learn more about semantic and topical search.
Okay, tip number three, your starter words matter. Buzz Sumo did a study of over 50,000
B2b headlines and they found out that the top performing content centered around a series
of headlines starter words. These phrases were the future of, how to use, need to know,
how to create, here’s how, and you need to know.=It’s really easy to brainstorm topic
ideas with these phrases in mind. So, these are just phrases that you can put around your
core topic. You can also use these starter phrases to generate really good topics for
your blog. For example, what is the future of your industry? What would you have to stay
on it that could provide value to your readers? Or what are the pain points of your audience?
What does your audience need to know? And another tip, you can go back to content that’s
not performing well on your site and optimize it with these starter phrases. That’s a really
great way to maintain older content and see results from what could be underperforming
content that can be easily tweaked to get better results.
I’ve actually done this with older write long posts and we’ve definitely seen an increase
in performance after optimizing the headline of our older posts. And I’ll link to the Buzz
Sumo study in the description of this video so you can go reference that anytime you want.
That’s it for today’s video. I hope these
tips helped you. And as always, I’d love to hear what you thought in the comments, so
drop a comment, let me know what you thought. What’s your biggest question about writing
headlines? What’s your biggest pet peeve when it comes to headlines? Here’s to writing catchy
headlines that earn our readers’92 attention, and don’t add to the noise and the clickbait
crap that’s out there. And I’d love to have you subscribe and come back for more videos,
if you enjoy today’s YouTube video. So, hit that subscribe button, hit that bell, so you
can stay tuned, I’m focusing on my YouTube content strategy this year, so you can definitely
expect some good stuff coming. Thank you so much for watching, and I’ll see