When executing your marketing efforts, you need to grab your audience’s attention above everything else. That can be achieved by an email subject line, a title of a blog or even the first sentence of a property description. Whatever the case may be, the title is extremely important. Here are some good tips to factor into your approach.
- Leverage Curiosity – Humans love to learn both new things as well as get understand something that is challenging or puzzling. Headlines that speak to the curiosity gap by being specific enough to be intriguing enough while not giving away the crux of your message can be most effective. If the reader wants to benefit from the pleasure of learning, they will have to commit to reading.
- Scarcity – Often called the “scarcity principle” these are the valuable things that humans perceive to be rare or in short supply. Commonly marketers use things like “Hurry” or “Limited Availability” to encourage people to act. Where humans often validate self worth or importance for obtaining something that is limited in quantity, this can be effective.
- Numbers – Using numbers in your headlines will grab attention. The more we know about something especially how long it will take to read, the more we are apt to commit to reading it. Take the title of this article for example.
- Share Something Noteworthy – Studies have shown that if you truly surprise a reader then you will have 100% of their attention.
- Pose a Question – Avoid asking anything obvious, but rather ask something of your reader that makes them investigate their own reality. An example includes “Are you making these mistakes when you prepare to sell your home?”
- Ensure Value – One of the easiest ways to do this is to start with “How to…” This speaks directly to those who inherently want to learn. Everyone wants to know how to do something best and if you are willing to tell them as an expert, they are apt to listen.
- Help Your Audience Identify Themselves – A great attention grabber is to call people by their name so to speak. Of course with all of your efforts you cannot do that, but you certainly can address groups of people. By identifying your audience in the headline, you are making it very clear for them to see that they are in the right place and will continue reading. Examples could be buyers, sellers or empty nesters.