Do you know the adage: ” You will never get a second chance to make a good first impression “? It is an expression that takes on its full meaning Bahamas Email Lists a job interview or a romantic date … but also when writing a blog article ! Indeed, the Net surfer is someone in a hurry, who navigates from page to page, in search of information or simply in search of something interesting to read. And, very often, he will use the general impression given to him by the title of the article to stop and take the time to read, or not.
Your offers arranged on a landing page. Whether it’s a white paper, subscribing to your blog or even purchasing your products and services, these pages represent your conversion opportunity, the place where your visitor becomes a lead. They should contain a clear message and align with the needs of your visitors and their position in the sales process (so don’t offer a big purchase to someone who has just discovered your website through one of your articles). A relevant message and corresponding to the expectations of your visitor will ensure a higher conversion rate. To do this, segment your visitors according to their interests and a few A / B tests will allow you to quickly determine what works best.
8 out of 10 people won’t read your content
A user will not bother to read your article because it is good (how would he know since he has not read it yet?) But because the title has aroused his curiosity . Think about it for a moment: why did you decide to browse the last article you read on the web? Whether through its RSS feed, Twitter or a blog, we are solicited from all sides by article titles begging us to click on them. It’s like walking past a store and deciding to walk in because the storefront attracted you.
Often a blog post’s viral potential doesn’t lie in the style of writing or the quality of the pitch , but in the title. And not in its content, think again. David Ogilvy, mythical figure of the advertising industry, said about this: “ Typically, five times as many people read the headline as the content of an article. ”
The 50/50 rule
Be careful, however, not to distort this reasoning, I am not saying that the content is less important than the title and that, to produce an engaging article, you just need to focus on the headline. The heart of your article is its content, and if you can’t deliver what your readers promise in your headline, chances are they won’t read you again.
In fact, the title and the content are equally important . Moreover, a rule well known to copywriters goes in this direction and advises, when writing an article, to spend 50% of your time writing the content and 50% thinking about the title.. This is a proportion that may seem extreme, I admit (spending an average of 2 hours to produce an article, I will not see myself spending so much time looking for a title). Nonetheless, I will say that my thinking in finding a satisfying title does not leave me from start to finish in my thinking and writing process. First, I throw in a very formal title that captures the essence of the article I plan to write. Then, as I progress, I refine, erase, change, specify, until I arrive at a title that I deem satisfactory. I then reread it several times to try to appreciate the impact it would have on my readers… Yes, it can quickly turn into an obsession!