Your web page or blog post or newsletter may be astoundingly helpful or surprisingly informative, great fun to read and generally a gem that your target market really needs to know about and read. But if your subject line isn’t good “click bait” — something that will make it impossible to pass up without clicking on it — no one will know.
You need to grab them with the subject line. In an email newsletter, it’s the subject of the email. In a social media post it’s the headline you give the post or the first few words of the post. On a web page it’s the page title that will show up in search results. And in a blog post it’s also the page title, but that often duplicates the primary headline of the post.
Dierdre Rienzo wrote a helpful piece at MarketItWrite about how to analyze your prospective subject lines for their likelihood of attracting clicks.
The Value of Good Examples
One thing I’ve often found helpful, especially when a headline or subject line seems beyond my grasp, is to look at some examples.
Info Marketing Blog reprinted 100 great advertising headlines with a brief discussion of each. Review them and you’ll get a sense of what elements go into a real compelling, click bait subject line.
The Financial Brand has s helpful set of rules for creating a killer subject line, even though their focus is financial.
From an advertising perspective, Crazy Egg has a list of nine steps to follow to create a compelling subject line or headline.
If you don’t get enough inspiration from these sources, try searching in Google, Yahoo or Bing for headline ideas or how to write a headline. There are some great ideas to get you through that writer’s block.
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