For those of you who get the morning paper, think about how you decide what to read. Most people skim a magazine or newspaper quickly to see which headlines grab their attention.
People read the same way online, if not more so. You can post the most-intriguing article ever written, but unless the headline connects with readers, they likely won't bother to read it. Here are some suggestions for article writing headlines that sell:
* Summarize the story. Don't become so focused on packing the article with keywords that it fails to convey what the article is about.
* Be active. Always use an active, not passive, voice that reflects the energy of your company.
* Use present tense. Readers want to know what you are doing or are going to do, not what you have done.
* Use strong verbs. Choose verbs that draw readers in and encourage them to act.
* Summarize the article. A reader should be able to read a headline quickly and have a good feel for what the article is all about.
* Include SEO. Always work in keywords that will help boost your search engine rankings.
* Be creative. Puns and plays on words can attract attention to your article. But be sure they can be grasped quickly and don't carry a double meaning that may offend someone.
* Promise a benefit. See if you can convey in a few words how reading this article will benefit the reader.
A well-written headline may or may not induce someone to read your article. But you can bet that a poorly written one will encourage them to look elsewhere for something to read.
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