The Title Can Be the Tease in Blogging for Business

There are two types of titles, I realized, browsing the business section at my favorite local bookstore:

1. The “Huh?s” need subtitles to make clear what the article is about.
2. The “Oh!’” titles are self-explanatory.

Whether in a book or a blog post, the title serves as a “tease” to get a browser to become a reader. Since an important purpose of business blogging is attracting online shoppers, blog post titles are a crucial element in the process. Titles have to be catchy and engaging, but they won’t serve the purpose if the words don’t match up with the reason the searcher landed there in the first place. The combo title hits both bases.

For example, at first glance, Measure what Matters, by John Doerr could be about marketing, weight loss, or parental advice on children’s growth rates. That’s a “teaser”.  I needed the subtitle to clarify: How Google, Bono, and the Google Foundation Rock the World with ODRs.

Other “Huh?”/”Oh!” combo titles included:

  • Extreme Ownership: How U.S. Navy Seals Lead and Win
  • Originals: How Non-conformists Move the World
  • Lean In: Women, Work, and the Will to Lead
  • The Human Advantage: The Future of American Work in an Age of Smart Machines

Sleeping Giant: The Untapped Economic and Political Power of America’s New Working Class

Why do titles matter even more in blogs than on book covers? There are two basic reasons:

  1. For search – key words and phrases, especially when used in blog post titles, help search engines make the match between online searchers’ needs and what your business or professional practice has to offer.
  2. For reader engagement – after you’ve been “found”, you still need to “get read”.

The question title, based on the idea of asking readers if they’re grappling with an issue or a need (one you not only know about, but which you’re accustomed to helping solve) can be perfect for the headline of a business blog post. But, there’s a right and wrong way to use question headlines, Amy Foote points out in “The Dos and Don’ts of Question Headlines”. Don’t:

  1. ask obvious questions that address questions to which most people already know the answer
  2. use question headlines as a fear tactic

In well-constructed blog posts, I teach at Say It For You, the title should be a tease!


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Is Your Blog Post Title Worth a “Watch”?

Since we’ve been focusing on effective titles in my last couple of Say It For You posts, I couldn’t help but notice a certain article in my August issue of Financial Planning. The title reads “A Sector to Watch” and the article by Craig Israelsen is about including commodities in a portfolio to provide diversification as inflation ticks up. I really liked the “soft-sell” quality of that title. The author wasn’t “hawking” commodity funds, or even recommending them. Instead, it felt as if he was simply alerting his financial advisor readers to something that might be worth their attention.

Ryan Scott of HubSpot would describe that Financial Planning title as an “If I Were You” headline.  “When someone tells us how we should do something, we balk,” Scott explains. But when someone offers to show us why we should do something, it appeals to us,” he adds.
The Israelsen article does, in fact, include facts on the performance of commodities in different markets, and does make an argument for handling inflation using that type of investment. It’s the title, though, that caught my blog content writer’s attention, because it pulls back a couple of steps from making any argument, offering the almost casual suggestion that commodities are worth a “watch”.

“The job of a headline is to get people sucked into your ad/article in the first place,” is the advice Kopywriting Kourse offers. “The most important rule of titles is to respect the reader experience.  If you set high expectations in your title that you can’t fulfill in the content, you’ll lose readers’ trust,” Corey Wainwriight writes in HubSpot.

That’s precisely what’s so refreshing about the Israelsen title – it takes a contrarian position, literally ignoring both these pieces of advice. (Reminds me of the Tom Sawyer story, where, rather than persuading his friends to help him whitewash the fence, Tom makes it look like the task is so much fun that they want to participate…).

“Captivating titles are the ones that stand apart from the rest. Great titles aren’t afraid to be a little weird,” observes Ryan VanDenabeele in Impulse Creative. Craig Israelsen’s A Sector to Watch” certainly caught my attention. Is your blog post title worth a “watch”?


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Business Blogs – the Importance of Being Real – and Specific

be specific in blog posts


Business blog content writers today can take the title (if not the content) of a satirical play written 125 years ago, The Importance of Being Earnest, well, seriously. Sincerity in social media and self-promotion matters, as Katherine Erllikh so eloquently points out in the redbubble blog. “Optimizing things, getting followers, getting subscribers, advertising…those things are just half the puzzle,” Erlikh states. “It’s about sincerity.” You should be as real as possible, is the advice.

Jayson DeMers, writing in Forbes, agrees. “Your blog posts give you a unique opportunity to share your voice and personality, building up trust and increasing your brand’s likeability quotient.”  “As you build up authority in your niche,” DeMers adds,  “this breeds trust and familiarity, keeping you top-of-mind when your prospects are ready to buy.”

One way content writers can “get real” is to post blogs with history-of-our-company background stories.  Those personal anecdotes can have a humanizing effect, engaging readers and creating feelings of empathy and admiration for the business owners or professional practitioners who overcame adversity. As a corporate blogging trainer, I remind newbie writers that there’s no lack of information sources available to our readers. In our blogs, therefore, we need to go beyond presenting facts, statistics, features and benefits.

In addition to being real – in fact, a way to be real – is to be specific. One concern business owners and practitioners express to me is that they don’t want to come across as boastful in their blog.  At the same time, they need to convey the reasons prospects ought to choose them over their competition. This is where being specific comes in – let the facts do the boasting, I explain.

As the first of “Seven Easy Ways to Write Better Titles for Your Blog Posts”, Ali Luke of lists “Be Specific, Not General”. While some bloggers believe vague titles intrigue readers, who will click to find out what the title means, Luke says, the truth is readers have too many calls on their time and attention – they need to know what to expect.

“Details, specifics, and granularity can take otherwise generic writing and instantly make it shine,” asserts Hurley Write, Inc.  Imprecise business messages sound like double-talk. Good writers think hard about their goals and the direction they want to give others.”

Playwright Oscar Wilde knew “the importance of being earnest”, but business blog content writers need to understand the importance of being real – and specific!


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Blog About What It Takes

Until I read “10 Things About Britain” in Mental Floss Magazine, I had never dreamed that, in order to become a certified taxi operator in London, drivers must study up for an extraordinarily difficult exam that involves detailed recall of 25,000 streets, along with the locations of clubs, hospitals, hotels, parks, theaters, schools, restaurants, government buildings and churches.

This article, I realized, makes a very important point about blog content writing for business, reminding me that online visitors searching for a product or a service typically have no idea what it takes to do what you do and how much effort you put into acquiring all that the expertise, which you are now going to use for their benefit.

I absolutely love the opening line of the “10 Things About Britain” piece:

“Cabbies are smarter than Google Maps.”

Blogging about the benefits readers will reap through using your products and services is not a matter of waving your credentials around or showing off – (OK, it is, in a way). But, in today’s click-it-yourself, do-it-yourself world, your content writing needs to demonstrate to online searchers that, in your field, you ARE smarter than Google Maps, or eHow, or Wikipedia.  What’s more, your corporate blogging for business must make clear, you’re a lot more caring of your customers!



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