Why aren’t people reading my blog posts?

One way you can increase your clientele is to offer valuable content in the form of a e-newsletter or blog. While you may have some robust content, if you can’t get your audience to click on that email or read those blog posts, your work would be all for naught.

Today’s readers skim and often decide within a matter of seconds whether they are going to invest the time to delve into your content. That’s why it’s so critical to craft a great headline. Below are some tips from my LinkedIn network on how to write compelling headlines that will increase the chances that your next article, newsletter or blog post is read.

Learn from the masters

Clark Olver with the Eaton Marketing Group says that David Ogilvy’s advice on the subject of headlines is still solid. “His ability to connect with the target audience one-on-one was grounded in research, objectivity and a visceral understanding of what motivates people.”

Some resources that Olver recommends to learn more include:

Cathy Goodwin, PhD recommends getting your hands on a copy of “Words That Sell” by Richard Bayan as well as a copy of Maria Veloso’s book on copywriting.

“There are lots of tips and standard, proven headlines,” she says.

Some other advice by Goodwin includes:

  • Write 50 headlines for important projects—your best will come somewhere between 15 and 30, or later.
  • Make sure your headline captures the emotion of your target market. You don’t have to go overboard but you should appeal to fear, frustration or some other negative emotion. Your prospect should feel, “They get it!”
  • Skip the cutesy, self-conscious headlines. Tell it straight.
  • Copywriters differ on effectiveness of long versus short headlines; you need to test for your market.

Avoid cliches

Avoid cliches or obvious euphemism’s—people want quality, not cutesy, according to Jesse Osmun.

“Keep the headline short and concise,” he says. “‘Taxes Go Up for Local School District,’ is a better headline than, ‘Taxes to Increase Dramatically for Residents of Whoville School District.’”

He adds to make sure to use action verbs—verbs that describe where the article is leading.

Offer practical advice

People like practical advice, says Kay Paumier, such as “Seven Ways to Lose Weight Now.”

“They like ‘tricks of the trade,’” she says. “Sometimes focusing on the opposite of the desired result works—’How to Assure No One Reads Your Headline.’ They also like the word ‘secrets,’ even though everyone knows it isn’t a secret.”

Use keywords 

William Dobbs of Collective Cloud Consulting in Tucson, AZ offers this advice—”Ask questions or ponder a negative phrase over a very well liked subject matter.”

“With all on-line marketing do consider choosing and using keywords used by your clients, prospects, competitors or contractors,” Dobbs says. “Your keywords will often point the way toward new marketing ideas and techniques. Also, it will point toward where your clients’ product knowledge is lacking or needs to be enhanced to meet a previous clients’ newer needs. This will allow you to determine what marketing tactics could be the best.”

Be vague and interesting

For Hernan Charry (website coming soon—www.bizideaguy.com), being creative, witty, or direct gets great results. However, the problem with each of these is that many people will decide, based on the headline, that the information contained within is not for them.

“The solution is V&I—vague and interesting,” he says. “Of course, being interesting depends on your audience.”

Some examples he offers:

  • How LinkedIn Power Users Close Sales Without Ever Leaving Their Laptop
  • The Copywriting Tip That Will Change The Way You Read Headlines
  • 5 Reasons To Never Use Your Job Title Again

“When you read these headlines, what questions did you ask yourself? o you see, the point is not to be completely vague here,” he says. “The point is to be vague enough that people ask themselves the question you’d like them to ask. If you can get them asking a question of themselves, they’ll open the email or read the article to find the answer.”

Then he adds, “It probably goes without saying, make sure your content delivers the answer or you will appear to be a charlatan!”.



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About Daniel Casciato

Daniel Casciato has his own business as a social media consultant, freelance copywriter, ghostwriter, and ghostblogger. The Pittsburgh native loves his Steelers, Penguins, and Pirates. Learn more about him at www.DanielCasciato.com.

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