Many Internet marketers promote themselves by writing articles. However, few marketers understand that the title of an article is the headline for the article.
I belong to some article announcement email lists, and I assure you that 90% of article titles (your competition) range from unintentionally humorous to pathetic.
Here's a small sample, author names removed to protect the guilty, from just one day:
"Extreme Sports: Are They Worth The Risk?"—This is not bad, but the author is trying to change the reader's priorities rather than help them. "10 Easy Ways to Minimize the Risks of Extreme Sports" would be helpful rather than preachy.
"What Is A 'Dot Net' And Should I Install It?"—Who cares? For what? Try: "How Microsoft's .Net Technology Can Help You Run More Useful Software Programs on Your PC."
"10 Ways To Increase Your Blog's Pageviews"—good one!
"Interior Designers Expand Your Advice to the Exterior"—I don't even understand what this one is supposed to mean.
"The Power of Affirmations and Music"—the power to do what for me? A benefit is implied but not made explicit. Don't make readers have to guess at how you can help them—telling them is your job.
"Why Should You Get Life Insurance?"—this question is structured to make me say, "I don't know, so I better find out why." But without the promise of a benefit, I just say, "Who cares?"
"What Is Keratoconus?"—who cares?
"Where's the Beef?"—Where's the benefit?
"A Lot Of People Could Use The Convenience Of A Money Transfer…"—I certainly could. If I read your article will you transfer some money to me?
"Wells Fargo Enters Payday Loan Business"—sounds like a press release, not an article telling me something that will benefit me.
"Everybody Can Garden With Containers"—So what?
"Transfer Made Easy Through Heavy Transport"—Do write titles that at least make sense.
"Great On Weddings"—What's great on weddings and why should I care?
"Mitral Valve Prolapse (MVP) – A Heart Condition"—Where's the benefit?
"Radical Muslims Run Afoul Of Kant's Categorical Imperative"—maybe it's about our newest weapon in the War on Terror.
Did you notice that article titles in the form of questions usually provoke you to say, "no" or "so what?" or "who cares?" What lesson can you learn from that?
I swear, this was just a random sampling from one day. I couldn't have made them up if I tried. (And no, I don't know what "keratoconus" is, and don't care.)
Make the benefit of your article clear to the reader and you'll be ahead of 90% of article writers.
c. 2006 by Richard Stooker
Discover how dramatic sales writing can help you sell more of your
products and services.
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