Imagine you’re hosting a party and you’re serving burgers where the meat is well-seasoned and cooked to perfection and the condiments are arranged artfully. You look for the buns, but because you weren’t paying attention they were accidently flattened by your spatula. Greasy meat, tomatoes, and ketchup ooze onto your guests clothes because the buns were not strong enough to hold all the ingredients in. The next time you host a party, no one shows up.
Article and/or blog post titles are like burger buns. No one puts enough thought into them because they are not considered to be as important as the content of the post. Statistics prove otherwise. On average, 8 out of 10 people will read a title, but only 2 out of 10 will read the actual blog post or article. So what makes an effective title?
Research Research Research
It’s time to go back to school and study the best titles from like-minded blogs. Because unless you grasp the principles that make an attractive title, you’ll never be able to produce great titles of your own. Tool: Here is a Google Doc of some affinity blogs we created for ourselves in 2013, as an example.