Titles change the destiny of your posts.
Those few words at the beginning of your blog post can be the difference between the post being read and spread like a virus through the web like a wild fire and it languishing in your archives, barely noticed.
This month we’ve been talking about how to ‘craft’ blog posts and are looking at key moments in the writing of blog posts that it is important to pause and put a little extra effort into.
While there will usually only be a handful of words in your post title – they are the most powerful words that you’ll write because for most of your readers the decision as to whether to read the rest of your post rests upon them.
Why Blog Post Titles Matter
Blog post titles appear in:
- Search engine results
- RSS feeds
- Links from other bloggers
- Social media sites
- On your archive pages (depending upon how you format them)
In each of these occassions the title can be the only thing that people see and the sole thing that people make the decision to visit your post on. Write a boring, complicated or confusing title and it doesn’t matter what you’ve written in the post – very few people will ever read it.
What should a Good Blog Post Title Do?
There are many techniques that copywriters use in crafting titles or headings both online and offline – but there’s generally one common goal behind them all. It can be summed up in the words of David Ogilvy who in Ogilvy on Advertising (a great copywriting book) again and again echoes the refrain that:
“the purpose of a title is to get potential readers to read the first line of your content.”
This is one of the lessons that has helped me the most in my own blogging and I’ve seen it’s power again and again.
Write a captivating and intruiging title and you’ll draw people into reading it every time.
How to Craft a Blog Post Title – 8 Tips
How do you craft a blog post title that get people to read your blog posts opening lines?
There are many techniques for crafting blog post titles that will draw readers into them. Below I’ll outline a few (you won’t be able to do all of them in every single post).
Before I share them – let me give one universal tip – Don’t Rush – this is the main point of this whole series on crafting content. If there’s nothing else you come away from today – take away that if you rush your titles you could well be wasting the time that you invest into your actual posts. Invest time into your posts, it’s something that will pay off!
Now that we’re taking our time – here are 8 tips that I use in the creation of blog post titles. Note: you’d not be likely to use all of them in the one post (although for fun I did my best to get quite a few of them into the image title above). Different techniques will work better in different situations.
1. Communicate a Benefit
This is SO IMPORTANT. If a potential reader comes across your post in Google search results or your RSS feed or on a site like Digg and they see a title that promises to meet a need they have – they’ll click that link on almost every occassion. Identify a need in of potential readers (we talked about this in yesterdays post) and communicate that your post will solve this problem or need in your title. This is why posts with titles like ‘How to Hold a Digital Camera’ and ’10 Ways to Take Stunning Portraits’ (LINKSSSSSSS) have driven hundreds of thousands of readers to my photography blog in the last year. They are not ‘clever’ or ‘cryptic’ titles – they simply SCREAM at those that see them what they’ll get if they visit the post. These titles don’t draw everyone that see’s them to them, but they’ll certainly draw in people with the needs that you’re aiming the post at.
2. Create Controversy or Debate
Another technique that can be very good at drawing people into a post is to set the scene for controversy, debate or a strong opinion. You need to be willing to back these types of titles up with posts that reflect the title – but controversy is one of those things that tends to pique people’s interest. Keep in mind that when you create controversy you’ll attract strong reactions in people.
3. Ask a Question
When you ask a question those who read it are wired to respond (or to see what the response is). I find that questions at post titles can be very popular at not only drawing in readers – but particularly effective at getting readers to leave comments – particularly if the comment directs a question AT the reader (ie use the word YOU in the question) rather than just being a random question. I’ll write more on personalizing titles below.
4. Personalize Titles
When you write blog posts you are potentially writing to vast audiences of many thousands of readers – however readers can feel like the post is laser targetted in on their own specific situation, particularly if you personalize the language that you’re using. One of the easiest ways to do this is simply to use the word ‘you’ in your posts. I wrote a little about this in First Person Blogging about ‘You’ but mainly talked about using the word ‘you’ in the post itself but in the title of your posts it can have an even bigger impact. Example – 21 Ways to Make Your Blog or Website Sticky.
5. Use Keywords
Keywords in titles are good for two main reasons:
- Firstly they grab the attention of readers who are scanning content – I noticed this recently when I was in a buying mode looking to get an iPhone. Anytime any post in my RSS feeder had the word ‘iPhone’ it was like a flashing light and attracted my attention to it. I could hardly help it but because I was on the look out for information to help me with that purchase the keyword was a great attention grabber.
