Edumarketer Tip #139: Creating Content Headlines

In Tip #138, we went through identifying topics.  Once you have a general idea of a topic, you will want a catchy headline to use to title your video.  Let’s look at how to create content headlines. 

Write the Content Headlines You Can Build For Each Topic

Let’s drill down on questions, answers and information your prospects and customers are looking for. Content headlines become the headline that will show up in online searches or articles you write. The content headline is what will grab the attention of the viewer. 

Let’s look at an example of the topic: Investment Properties for our Real Estate Agent:

Take a few minutes with one of your topics and write out some ideas for content you can develop. If you are looking for ideas, go to Google and type in your topic. Google will tell you what people are asking for, and you can begin developing your content ideas from there. 

Your headline is what will attract the viewer to read, watch or find out more information about what you are talking about. A headline is simply a sentence which in essence describes your information in short form. Many people only read headlines when skimming through email, social media and searches, so having a headline that will grab their attention to go on and find out more information is important. Your headline must stand out on its own.  

For most of you reading, you don’t have a background in copywriting or marketing, so knowing how to write a catchy headline may cause you to freeze up. Don’t worry, there are some simple rules to follow when writing catchy headlines that will make it easier for you to come up with your catchy headlines. Let’s first look at the basics of headline writing; I like to think of it as writing a menu. When you go to a new restaurant, what’s the first thing you do when you open the menu? You glance through and look at what? The titles of each entrée. You look for what catches your eye or stomach at the time. A simple menu item titled “Hamburger” is not nearly as enticing as “Savory BBQ Bacon Cheeseburger.”  “PBJ” is not as exciting as “Childhood Worthy Peanut Butter and Grape Jelly Smothered Sandwich.” You get the idea. Details count, and people want to be enticed, so entice them. Write your headlines like you are writing a menu. Let’s start with the basics: 

Step One

Start by writing a simple how-to headline. For example:

• How to Find the Perfect Home
• How to Feel Less Pain
• How to Save Money For Retirement

Step Two

Use your how-headline and add words that stand out and tell the viewer the benefits of reading your post, attending your workshop or watching your video. Let’s look at our examples:

How To Find The Perfect Home

• Three Easy Steps To Finding The Perfect Home
• The 10 Most Common Mistakes People Make When Looking For The Perfect Home
• How To Find The Perfect Home Online
• Create The Perfect Home Of Your Dreams
• Top 5 Mistakes People Make When Searching For Their Perfect Home

How To Feel Less Pain

• Three Easy Steps To Feeling Less Pain
• The 10 Most Common Mistakes People Make When Searching For The Perfect Pain Relief
• How To Start Feeling Better And Feel Less Pain
• Create A Better Day, And Feel Less Pain
• Top 5 Mistakes People Make When Looking For Pain Relief

How To Save Money For Retirement

• Three Easy Steps To Saving Money For Retirement
• The 10 Most Common Mistakes People Make When Saving For Retirement
• How To Start Saving For Retirement Today
• Don’t Think You’ll Ever Retire? Create A Retirement Plan Today For Your Dreams Of Tomorrow
• Top 5 Mistakes People Make When Saving Money For Retirement

You can see how each headline uses descriptive words to attract the viewer to want more. Of course, you need to make sure that the information in the headline is actually what you are providing the reader. If you follow the steps I’ve provided, you will start by identifying your topic, then writing your headline and finally developing your content. The headline will give you an idea of what to write, vlog and talk about.

Let’s look at some other top ideas for headlines that work. 

1. Lists

Think David Letterman. He put Top Ten lists on the map, and people love them. Lists can provide useful bits of information that are simple to develop. Don’t go beyond 10 on any list. Three to five is usually best. If you have more than that, you have a series and can move your information into segmented content. Here are some examples:

• 10 Smart Ways To Finance Your Rental Home
• 6 Little Steps to Saving for Retirement
• 5 Ways to Improve Your Bone Health 

2. How-to Guides

People are searching online to learn “how to” do something. A how-to article, guide, list, or video is meant to teach, and that is exactly what edumarketing is all about. It is easy to create how-to content if you base it around your customers’ questions and then provide the answer. Remember to identify the most common questions your customers have and then you can quickly develop your how-to headline and content. Below are some examples:

• The new revolutionary how-to guide to selling your home 
• How to buy your first investment property
• How to fix and flip an ugly house

3. Resources

Resource content is usually a lengthier guide that you can reference in a video or article. Resources can be used to entice your audience to give you their email in exchange for the guide or can be used in a series where one leads to the other. Resources can be guides, lists, how-to’s, etc. Let’s look at some examples:

• The Beginner’s Guide to Buying Rental Properties
• Ultimate Guide to Saving for Retirement in Your 20’s!
• Drug-Free and Pain-Free, the Ultimate Guide to Living Life without Pain

4. Questions

Questions pose the ultimate answer to what your viewers are searching for. It defines something that they can relate to. Questions are meant to not just ask the question but provide the answer. Questions can be extremely valuable in your edumarketing plan.  Let’s see some examples:

• How Long Should It Take to Sell My House?
• If I’m So Smart, Why Aren’t I Ready for Retirement Yet?
• How Do I Start Saving to Buy a Home?

It is easier than you think to create headlines. Remember these final tips to creating headlines that convert:

1. Make it personal. Remember to write to your “micro” or target customers. Write in a voice that speaks directly to them as if you are having a one-on-one conversation with them.
2. Make it powerful. Your headline will make the viewer want to move on and read the first sentence or view your video.
3. Make it useful. Your headline should speak to answering a question or solving a problem. It should relate to what your customer is seeking and position you as the one and only who can help them solve their problem or answer their question.
4. Make it memorable. People do not remember topics, headlines or information that is dull and boring. Think about how you are going to tell them about that delicious item that is on your menu. Make them want it, crave it and desire it.

Your headlines will build a memorable experience for your audience and position you as the expert you are. Remember to take the time to write a headline that will capture attention, answer questions and make them want more.