Stop Scaring Off Readers With Weak Titles

Posted by on March 13, 2013

In the world of lead gen, subject lines are king and will be the determining factor on how many people click on your white paper, research report or other asset. How can you make sure that your subject lines and other titles will generate interest instead of causing a potential lead to go on to something else?

Scare Tactics

These days, we all know that the job market is improving to the point that people are looking to see what else is out there.  One subject line I utilized was a top fear for managers everywhere — the subject line read “6 Reasons Your Top IT Employees Will Quit.” This mailing generated a 32% increase in clicks and a 33% increase in registrations over the average for this audience.

Expose the Truth

IT professionals are cynical by nature, so it makes sense that any title that contains the words “Myths Debunked,”  “Myths Busted” or “What’s Real and What’s Not” would generate interest because they want to know the truth. Don’t we all? As Mulder and Scully proclaimed, “The truth is out there.”

Paint by Numbers

Due to the “USA Today” mentality, readers want to get their information in little chunks that are quick and very easy to digest. So, titles with numbers in them that show that there’s a list in the asset, or a certain number of tips, will appeal to readers who don’t have much time to read, which is pretty much all of them. Consider titles that start off with “10 Top Tips on…”; “5 Ways to…” “21 Benefits of…”; “14 Reasons Why…” and you’ll see the leads pour in.

Vertically Inclined?

Are you looking for leads that are from a certain vertical, such as banking or education? Make sure that your title actually appeals to them! That sounds like it’s such simple advice, but you’d be surprised at how many assets we see for vertical leads that don’t have anything to do with the vertical in the title – or sometimes even the asset. What banking professional is going to open or click on an asset that has the title of “6 Tips for Power and Cooling”? Why should they? That title doesn’t speak to them at all. Instead, that title could be changed to “6 Tips to Cool Your Bank’s Critical Data Center”.

Just Say No

I know you think that your company’s name or product’s name should be in the title of your asset, but it shouldn’t. This just turns off readers unless they work for your company, or they’re a direct competitor. Otherwise, the only time a company name should be included is if it’s Facebook, LinkedIn, or Google. That’s it.

Go Forth and Write

Take these tips and turn your next title from a dud to a “wow”!