"What's in it for me?" In this world of overfilled email in-boxes and extra helpings of spam, this question is the silent-but-constant standard for the decision to read it or delete it (or, in the case of articles/blogs, to read it or look elsewhere).

Interesting case: I was hired by a client last week to create new headlines for several articles and blog posts he'd written for his web design & development business.

One for one, the articles were super-informative for a small businessperson.

But one for one, the headlines were ... flat. Ineffective. No way anyone would bother clicking on one to read the article.

And, again, one for one, the problem with each was exactly the same: There wasn't so much as a hint of benefit to the reader in any of them. ("You want me to give some precious time to your article? Well, how will I benefit?") So, no benefit = delete.

Example: For an article about website security, my client's headline was "Do you have control of your website?" That might pique one's interest as to why they might want to have control of their site. But there's no benefit implied.

I offered 16 alternatives, including:

  • "How Taking Control of Your Website Can Prevent Loss"
  • "Avoid Frustration: Take Control of Your Website"
  • "How Taking Control of Your Website Reduces Risk"
  • "Don’t Get Screwed: Take Control of Your Website"
  • "Safeguard Your Business: Take Control of Your Website"

See the difference?

Sure, we're not talking Shakespeare here but each one gives the business owner the idea that there is something he/she could benefit from knowing. Each signals a benefit.

If you don't write a blog, you can still use this idea to strengthen your email subject lines so more people will read your messages. I am sure you can figure out other ways to use this advice.

Or, if you want, call me 323-646-2469 or email me and let's discuss your marketing goals. 

(Originally published on LinkedIn 3/17/15)
 


Comments

08/18/2015 2:21am

A considerable measure of web designers nowadays decide to do the format web destinations for one of 2 reasons:

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In blogging, there's no formula you can follow because everything that's happening on the system are all spontaneous. It all depends on how you make a connection with your readers. It's not a sunny day everyday so expect that some of your readers will not like what you have written or will go against your perspective. But what's important is you know how to handle those reactions from your readers. Always consider what they will feel on your article.

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Responses are the core field. Through the listed points we can enhance the Response & Readership part of an organization easily.

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03/09/2016 4:09am

wonderful work by the authoe.i have to say thanks with this article. Excellent article. We've simply no text to comprehend this kind of article.

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Responsiveness of the title is a very important aspect neglected by many people. One could see the fine example of delivering the right message to ensure the reader will enter the website. This would not only increase traffic, but also makes sure that the visitor can be converted into a customer.

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06/30/2016 3:01pm

This is cool post and i quite like to see this post. your site is fantastic and you have good staff in your blog. nice sharing thanks.

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07/10/2016 2:26am

What a great tip! I like it so much.

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Today, I went to the beachfront with my children. I found a sea shell and gave it to my 4 year old daughter and said "You can hear the ocean if you put this to your ear. " She put the shell to her ear and screamed. There was a hermit crab inside and it pinched her ear. She never wants to go back! LoL I know this is totally off topic but I had to tell someone!

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08/01/2016 11:33pm

Can I really still use this idea to strengthen my email subject lines? Will really more people read my messages?

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good blog keep it up

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11/28/2016 3:28am

such a nice and informative post.keep it up guys I hope your work impress more and more people

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12/19/2016 2:25am

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02/15/2017 12:31am

Everyone want a delete button in his life, because sometime we did lot's of mistake and we think how i can fix it or delete it, but if you are using a mobile or computer then you have this option.

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05/24/2017 11:20am

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