web copywriting | thinkit creative

Heck yes, you need to write better headlines: here’s how and why

By Patrick Gant

Pay more attention to headlines in what you do.

Sure, you might be tempted to say “but I don’t write headlines in my work.”

Oh yes you do.

Ever find yourself needing to send an email but struggle to get readers to respond or to take some kind of action? Do you do analytical work that involves creating in-depth reports? Maybe you’re trying to find a stronger hook for your fundraising letter. Or maybe you’re looking at ways to get better at giving presentations that connect with people.

These are just a few examples where headlines can be valuable. We just don’t often think of them that way.

With email, we call it “coming up with a good subject line.” With reports and presentations, we ask ourselves “how can I cover all these complicated ideas in a way that doesn’t lose the reader?” See my point? Part of a headline’s power is its ability to compress an idea.

Sure, a great headline can attract attention (a practice that was alive and well 2,000 years ago in Rome when the first gazette, Acta Diurna, couched hard news with salacious stories).

But what they really do is give your reader a good reason to keep reading.

David Ogilvy—the true original MadMan of advertising—once said that “on the average, five times as many people read the headline as read the body copy. When you have written your headline, you have spent eighty cents out of your dollar.”

He wasn’t kidding about that last part. Even in my own work, I spend an inordinate amount of time crafting and refining headlines and subheadings, because it’s “the ticket on the meat” (another Ogilvyism).

Why does it matter so much? Because as I like to regularly remind: people are busy.

We live in a world now where the thing that is most scarce is audience attention.

You have to earn it and keep earning it. With that in mind, here’s what I know about how you can write better headlines that will help you keep earning those readers and find more homes for those ideas you want to share.

Make friends with action verbs
Cut out the fluffy features behind your idea until you’re left with a raw verb that describes what it can do for the reader (e.g., “Do…Grow…Make…Get…Take…Expand…”). It might not seem stylish to use them, but action verbs never get dull and they deliver the goods on answering that one question every reader has: “what’s in it for me to keep reading?”

Be more specific
Boring writing happens when you don’t know where you want the reader to look. As fiction writer Nancy Hale tells us: “The more specific you are, the more universal you are.” That applies to more than just fiction. Headline writing is compressed storytelling. And that’s something you can apply to any business. Find the glowing core in your story.

“How to” is your BFF
Veterans of advertising copy will tell you that you can’t write a bad headline that starts with “how to” (see what I did in the subject line of this email?) Granted, this is more relevant to email subject lines and presentation copy, but never say never when it comes to creating a surprising header even in dense analytical reports. I’ve seen it done.

But say no to link bait
You might think it’s tempting to mimic the linkbait strategies of Buzzfeed and others who peddle McContent (e.g., “You’ll never believe what happened next…” or “Seven ways to do X”). But don’t do it. That’s a race to the bottom and one that’s become so common now that readers are wise to the game. No amount of link baited traffic is going to erase the impression that you’ve snookered your audience into reading something that just wasn’t all that good or memorable. Your best ideas and your readers deserve better than that.

Do the unexpected
“State the opposite, not the obvious.” That’s what Sam Horn says in her book “Pop! Stand Out in Any Crowd.” Sometimes the best way to present an idea is to turn it inside out and say something that goes against conventional wisdom. Often that’s where real insight lives. Longtime CreativeBoost readers know that I’m quite fond of that particular strategy.

Yummy, tasty morsels
Break your ideas up into smaller ones. Assign a subheading to each one. Notice how I do that with by blog posts and newsletter? It’s a great way reward your readers for their attention and to honour their time. The trick is make it look like it’s not work to read things all the way though.

Hey, much like what you just did! See how that happened?

Three things to know about how people read today

By Patrick Gant

Audiences today have high expectations about what they choose to read. And that’s especially true online.

As more and more marketing shifts to digital formats, readers’ tastes are changing.

Here are three important trends that can help you be a better writer, to stay connected with your audience and to have them coming back for more.

Be reader friendly: use narrower columns

Susan Weinschenk illustrates in her report on reader behaviour that while research shows people can read faster when you use wide columns (more than 100 characters per line), people respond more favourably to narrower columns (betwen 45 and 100 characters per line).

It’s no accident that The Economist and The Guardian–two publishers who have been highly successful at switching to online content–continue to opt for this narrower column style for their online version (particularly for tablets). People come back more often to what they enjoy best.

Bullets go bad quickly

If you have to use bullets at all, use them sparingly: never more than in a group of five. They’re designed to draw the eye to something very selective. Use them too often and it will look like work to your readers.

People read more when it’s enjoyable. They bolt when it starts to feel like a task.

Rethink the fold

When it comes to posting things for others to see–and even though much of that today increasingly is digital–we’re still prone to think in newspaper terms. Thus the expression: put your most important content above the fold. It’s not wrong, but don’t be too rigid about what it means.

Digital content doesn’t have a fold quite the way that a newspaper does. It cuts in different places depending on screen size, particularly on mobile devices–and that’s where traffic is really growing. That’s why scrolling and gesture-based scanning have come to be integral to the reading experience online. Research heatmap activities on your site. Look where people click more often. The results can be surprising.

Cool fact about the @ symbol and where ideas come from

By Patrick Gant

Traditionally used as a symbol in commerce to denote unit pricing, email inventor Ray Tomlinson adopted the @ sign as a simpler way to distinguish between user and host.

Soon after, Internet pioneer Jon Postel saw the genius in this, remarking: “Now that’s a nice hack!” And the idea caught on.

More often than not, good ideas are borrowed ones: made better by how you apply them.

Declining online traffic? Stop blaming SEO

By Patrick Gant

Photo for Stop blaming SEO: Everybody looking for something, by Mimmo Pellicola

Photo by Mimmo Pellicola on 500px

There has been plenty of talk lately about important changes that Google has been making to how it ranks websites. Those changes involve Google’s closely guarded algorithm, which is the magic juice behind how its search engine produces accurate results.

As I have been covering in greater detail in my newsletter, the most recent of these updates is code-named Penguin. It’s designed to give more weight to good quality content and down-rank the stuff that isn’t.

Penguin has also made a few people unhappy. [Read more…]

A brief summary of Google’s Panda update and what it means for businesses and writers

By Patrick Gant

A few of my clients have been asking me about this issue, so here’s a quick post to talk about Google’s Panda update, who it affects and what it means in terms of search-engine optimization (SEO).

[Update] The first of several major updates to Google’s search algorithm, Panda was designed to weed out the growing number of link farms that have been propagating online.

You’ve likely hit one yourself while doing a search for something. They’re annoying and provide zero value when you’re searching for something.

Most of these sites use unscrupulous SEO methods of obtaining a high page ranking: a practice that benefits no one other than the owner of the site in question.

Broadly speaking, most businesses and writers with an online presence have very little to worry about with respect to adapting their website content in response to Panda.

That said, as matter of adhering to best practices when writing for the web, the following tips are now especially important to note, lest you be wrongly tagged as link farmer:

Proof your copy. Readers like to see that you have taken the time to get things done properly.

Be succinct but don’t be stingy. Each post should be something that can stand on its own for readability and topic detail.

Eliminate guesswork. Have a linking structure that is easy to understand at a glance.

Good links matter. Focus on obtaining quality backlinks that are directly related to what you are talking about. Links are like the friends you keep. People do judge you by who you hang out with.

Be evergreen. Update your content regularly. Stale websites look like lonely, empty restaurants.

Avoid duplicate content. This doesn’t just apply to pages within your site, but on the web, too. At very least, it looks sloppy. And at worse it makes you look shady.