Captivating with Copy: How to craft titles

This post may as well be called: “how to be successful with your online marketing efforts”, because this is exactly what you’re aiming for when you begin spinning your spool of captivating copy. Today I’m going to focus on one aspect of copy – the title, the hook, the part that drags in your readers and makes your content unavoidable.

Titles can be used in a whole variety of online copy; e-mail subjects, blog titles, and even tweets will all require a sufficiently informative and appropriately intriguing header to draw your readers in. If you create killer content, then you owe it to yourself to come up with a good header.

Current Trends

Look at any event or conference—SXSW for example held the panel “Meat is Might: Epic Meal Time Rules the Web”—really, who could resist a panel with that title? You’ll see a trend for creating bizarre links between seemingly unrelated things. This can work, as long as you can actually make the link. There’s nothing worse than being pulled in by an inappropriate or inaccurate title which is only distantly linked. If you claim you can make the link between unicorns and great SEO, you’d better be sure your content lives up to this.

Get your own Style

Build expectations in your style, a blog like SEOMoz is great because you can recognise their post titles as being under one editorial umbrella. I can now spot a SEOMoz post in my RSS feed without seeing the source. Their titles are highly informative—it does exactly what it says on the tin. “Influencer Marketing – What it is, and Why YOU Need to be Doing it”—this is a great example of their unique style.

Clichés are clichés for a reason

Don’t be afraid of alliteration, rhymes, lists, shock and awe, the rule of three, or throwing in a call to action. They’re all so popular and overly used because they work. If you’re struggling to come up with something, you’ll always have these to fall back on