Focus on Headlines To Market Information
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Honestly, it is hard to put enough emphasis on the fact that you absolutely need focus on headlines to market information. It must be done. And it must be done well for your content to be effective.
Brian Clark’s words on Copyblogger make my point as well:
“Your headline is the first, and perhaps only, impression you make on a prospective reader. Without a compelling promise that turns a browser into a reader, the rest of your words may as well not even exist. So, from a copywriting and content marketing standpoint, writing great headlines is a critical skill.”
Headlines came long before Tweets, but they are similar. You have a very limited number of characters to capture the attention of anyone who is scanning (not actually reading) and looking for something interesting and valuable to read.
Clark continues, “On average, 8 out of 10 people will read headline copy, but only 2 out of 10 will read the rest. This is the secret to the power of your title, and why it so highly determines the effectiveness of the entire piece.”
Rounding up the strays… that’s how I think about the purpose of headlines. You want to keep that traffic you worked so hard to attract, and not let strays wander away without any real exposure to your content. Your headline is all you have to keep ‘em in the herd.