Some have called this the age of “quick-glance journalism.” People will only invest seconds in your website, blog, email and e-newsletter, so the quintessential tool becomes the headline (or subject line or title).
Some do headlines very well. If you receive Business Insider emails you know exactly what I mean. It’s hard to describe what they do well, but I read a blog by Kevan Lee that sums up headline writing perfectly: He developed a simple equation that leads to what he called the “ultimate headline.” It is, “Number + Adjective + Keyword + Rationale + Promise = Ultimate Headline” or “10 Simple Things You Can Do Today That will Make You Happier.”
It should be difficult to write an enticing headline for each of your Web page content blocks. It should take time to develop subheads that help attract search engines and viewers. Your title for your YouTube video is more important than your video–think of it this way, more people will read your YouTube title than actually view your video. You must also think of your email subject line as a headline that is the thumbs-up or thumbs-down demarcation point for any email marketing effort.
So follow Mr. Lee’s equation and boost your readership. Your content blocks, emails, videos, blogs and newsletters will thank you.