Every blog has to have a title or a headline - that's pretty obvious!
Did you know that recent studies have shown that an impressive 80% of people will read the headline but only 20% will go on to read the actual article? That's a very powerful statistic and demonstrates the importance of a great title and how vital it is to a successful blog.
What Type of Headline Should I Use?
There are many schools of thought about the type of headline you should use - everyone you meet will have an opinion on them. Should you be as specific as possible so that the reader immediately knows what the article is about? Or should you take a more speculative approach to evoke the reader's imagination?
Abstract Headlines
Let's think about a blog for a locksmith as an example. You could use:
Don't leave the door ajar!
It's never a good idea to shut the stable door after the horse has bolted!
These are abstract titles which give rise to speculation and conjecture and can work really well if your company already has a strong following and your band of followers know that your articles are a good read and offer great value. However, if it's early days, it's probably better to go with a headline which describes exactly what the article is about.
Specific Headlines
Posing a Question
What Type of Door Lock is the Most Secure For Your Property?
What is the Difference Between a Five Lever Mortice Deadlock and a Key Operated Multi-point Locking System?Posing a question is a tried and tested technique and it can be very effective. It gets straight to the point and the reader immediately knows what is contained in the article and whether it may be of interest to them.
Facts and Figures
Secure Locks Can Reduce Your Chances of Being Burgled by 80%
An Alarm Will Prevent 60% of Break-Ins
If you are using a headline with exact figures, ensure that they are correct. These are great for providing advice which readers can implement. These types of headlines can do well as they rely on the "startle" effect and because of their transparent nature.
"How To"
How to Keep Burglars Away by Utilising Door Locks That Really Work
How to Feel Safe and Secure in Your Own Home
People can really engage with the “how-to” angle and this is particularly effective for readers who are trying to achieve the same results. They will really appreciate your advice so long as it is reasonable to action.
Tips, Lists and Points
5 Simple Ways to Burglar Proof Your Doors
10 Top Tips for Making Your Home Secure
Lists can make for interesting reading too. Methodical people can find these types of articles extremely helpful as they tick off the things they have already implemented and make a list of things to do.
Conclusion
In my opinion, when you are trying to build up an audience, it's probably better to be more specific. Once you have established a strong following, you can use more abstract and intriguing headlines as readers will already know that your articles offer value and interest.
This article really demonstrates that writing headlines for blog posts is as much an art as it is a science and sometimes it's just a case of experimenting in order to see what works for your particular audience.
If you would like any help and advice for your blogs, please contact Writing and Blogging on 07742 321513. We are based in East Sussex helping clients in Kent, Surrey and Hampshire and throughout the UK.