Tut-tut.
Can we be honest?
How engaging are your blog posts? How fascinating? How persuasive?
When I started blogging, my writing was dreadful. Too corporate. Too boring. Too many trains of thought. And of course, too much focus on search engine optimization.
Pick a keyword phrase, use it in your headline, write 700 words. Ready. Publish.
Blogging isn’t so simple anymore.
To gain attention and to win customers, you need to engage and persuade. You need to stand out.
But how?
Seduce with attention-grabbing headlines
Nobody reads blog posts with dull headlines.
Nobody shares them. Nobody comments on them.
It’s obvious, isn’t it?
If you want potential customers to read your blog, you need to tempt them with tantalizing headlines. A few simple rules:
1. Your headline needs to promise a benefit
Promise a potential reader what he’ll learn when he reads your post. Be as specific as you can. A potential reader wants to know you won’t be wasting his precious time.
An example: 9 Simple Ways to Write Product Descriptions that Sell
This headline is specific. It’s not just about writing. It’s about writing product descriptions.
If you’ve ever had to write product descriptions, you know it’s a tough, draining job; and you’d love to find out how to write descriptions that help you sell more products. That’s a clear benefit; and it attracts the right audience to the post.
2. Power words grab attention
Emotional, sensory, and unusual words stand out. Include at least one power word in your headline.
An example: How to Write Seductive Sales Copy Like Apple
Seductive is a power word. A word like seductive conjures up images and emotions. You can’t ignore the word. You can’t read it without paying attention.
Using a celebrity name or well-known brand name like Apple also arouses curiosity. Which copywriter or marketer doesn’t want to learn from Apple copywriters?
Negative power words are also compelling. For instance: 13 Warning Signs Your Web Copy Stinks
That’s one of my favorite headline formulas (stolen from Jon Morrow’s Headline Hacks): A numbered list that warns you that something stinks or sucks is almost a sure-fire winner.
3. Numbers stand out
Well-written lists are easy to consume, and everyone will find something useful in a long list. Start a headline with a number, promise a benefit, and add one or two power words makes your headline a winner.
An example: 27 Editing Tips: How to Make Your Web Copy More Engaging, Credible, and Persuasive
Why does this headline work so well?
- It starts with a high number. The higher the number, the more shares you’ll get.
- It’s specific. It’s not just about editing in general, it’s about editing web copy.
- It’s a double whammy headline. Two headlines are merged into one: 27 Editing Tips is a short headline on its own. How to Make Your Web Copy More Engaging, Credible, and Persuasive is a good headline.
- It includes a clear benefit. These editing tips make your web copy more engaging, credible, and persuasive. I’m not sure persuasive on its own is a power word, but the trio Engaging, Credible, and Persuasive definitely is powerful.
To add sparkle to your headlines, study successful headlines on popular blogs. You’ll start to recognize the formulas that work. Steal the formulas and apply them to your topic.
Make your content sizzle
A corporate tone of voice – generally recognized by the frequent use of complicated words, the appearance of particularly long sentences, and the passive voice – is difficult to read and boring for your readers.
Phew.
That’s 38 words. And it doesn’t work.
To make your writing sparkle, you must cut long sentences and skip bland words.
Read through your draft text to look for long sentences. Aim for a maximum of 12 words per sentence on average. Examine all sentences with more than 15 words. Take the following actions:
- Cut a long sentence into two or three separate sentences. You can usually cut a sentence where you use words like but, because, and and.
- Try to eliminate unnecessary words. Reduce the number of adjectives and adverbs – especially words like really, obviously, and generally.
- Use a more conversational tone. Imagine talking to your reader. Try to use the word you.
- Swap bland for stronger words.
You can rewrite that horrible first sentence of this section like this:
How do you recognize a corporate tone of voice? It’s boring as hell. Because it uses long sentences, difficult words, and the passive voice.
That’s 24 words instead of 38; and only 8 words per sentence on average. And the message comes across much stronger.
The truth about creating a sparkling business blog
Readers don’t follow you for wishy-washy advice. They look for a strong voice. They look for opinions to guide them.
To create a successful business blog you need to cut your ifs and buts. Phrases like in my opinion, perhaps, and I think lower your perceived authority.
You don’t need to be controversial. But you do need to be authoritative.
Clear voices sparkle. Strong opinions fascinate.
You need to know your stuff. And share it with conviction and passion.
Recommended reading on creative blog writing:
How to share personal stories (even if you feel shy)
3 visual thinking tips for writers
4 ways to add pizzazz to dull and rehashed topics
Hi Henneke,
I am big fan of you. I read every word of your voices. I never get tired of reading of your blog. It makes me new fresh. I have a big favor of question. How to improve my writing skills in no time. 🙁
Like any skill, it takes time to improve our writing. For most people, the techniques that make the biggest impact quickest is to shorten sentences and to choose words more carefully. But it varies from person to person, and you may find it useful to evaluate first what the main weakness in your writing is. This post might help: https://www.enchantingmarketing.com/writing-weaknesses/
Thanks for a great helpful post ;D Henneke
Many Regards
Momo
Hi, Henneke!
Great thoughts.. I need to work on my headlines for sure. But I don’t want to give up on my keywords either (I do a lot of SEO) 🙂 So I need to combine keywords and great-sounding titles somehow. Quite a dilemma..
By the way, cool idea about changing “comments” to enchanting opinions 🙂
Best wishes,
Aleks
It can work to have a title that both has keywords and sounds great. But if you can’t get it both to work, I’d opt for an attention-grabbing headline rather than an optimized headline.
Thanks for stopping by to add your enchanting opinion, Aleks. 🙂
Thanks Henneke – some great advice here. I hadn’t thought about the power of using BIG numbers before, but it makes sense.
I also agree about the point you made to Jen: Unusual numbers stand out. So for instance, recently I wrote a post called “2½ reasons why (to me) Seth Godin’s wrong about how many words to put on your slide”.
In that example, certainly the “½” is intriguing, but I now see the number’s not compelling because it’s so small. (I also hedged my bets with “to me”, and I take your point about cutting such phrases to be more authoritative.)
Really LOVED your example of corporate versus engaging tone! Such concrete examples highlight the huge difference between dull and lively styles.
Your 24-word version packs a ton of punch, so I thought it was worth analysing why it’s so strong:
– It opens with a question.
– Explicitly mentions “you”, the reader.
– Has extremely varied sentence lengths (4-11 words).
– Includes emotive words or phrases: “boring as hell”.
– Uses the rule of 3 (a 3-part list, and 3 sentences).
Sections of a couple of my early posts were about titles (for presentations, which is my niche), but I didn’t cover some of the tips you’ve mentioned, like “power words”.
http://remotepossibilities.wordpress.com/2011/12/01/intrigue-people-firstframework-part-1i/#tempting_title
Thanks again for a very helpful post!
The 1/2 is intriguing – you don’t always have to go with big numbers! It would become boring if you’d always write long list posts, it’s good to go in-depth sometimes.
I loved your advice because I too have been bored by too many blog posts.
My favorite tip here:
‘Aim for a maximum of 12 words per sentence on average. Examine all sentences with more than 15 words.”
Keeping it short and sweet…sums it up. 🙂
Exactly! Thank you, Rhonda 🙂
Hi Henneke,
Thank you for such an immensely helpful blog post. Sparkly, indeed! I had to smile when I read about the shorter sentences, as that’s something I’ve been making a conscious effort to rectify in my own writing of late. 🙂 Your post came at the perfect time for me, and I do appreciate it. I just discovered you, and now I’m off to check out your book and the Headline Hacks report!
Warmest,
Kim
Welcome, Kim 🙂
Most of us will have struggled or are struggling to keep our sentences short. In formal business or academic writing we’re all taught to use long sentences. But it doesn’t promote readability.
I hope you enjoy the book. Let me know what you think?
Hi Henneke,
I downloaded your book and completed 2 chapters and workbook too. I’m on third chapter.
I would like to know from you, “How to write complex things in a simple,lucid way”.
I mean, if I want to write about “How to Make a Career in Investment Banking?”, what would you the steps, choice of words, research and approach I should take?
Since I find your writing easy to understand, I would love to know this from you.
Best,
Avadhut
Imagine talking to a 12-year old. How would you explain things? A few ideas:
* Try to make sure each sentence builds on the previous sentence.
* Don’t miss any steps in your explanation.
* Try to have just one simple thought in each sentence.
* For each word you use, consider whether a 12-year old would understand it.
That’s wonderful. I will follow your advice.
Of all the tips you shared in this post, this one is new and wins me over completely:
“To create a successful business blog you need to cut your ifs and buts. Phrases like in my opinion, perhaps, and I think lower your perceived authority.”
Now that I think about it, I need to reinforce my authority more when sharing my ideas and lessons to my readers. Thanks for the great reminder, Henneke!
In my first draft I often use phrases like in my opinion, I quickly delete them when I edit 🙂
Thank you for stopping by again, Stef. I appreciate it!
Headlines.. They cause me headaches… ‘ attention grabbing’, fascinating, persuasive, funny, attractive, original…
I know
But
H O W to ‘think headline’ ?
Your tips, believes, rules and lessons are welcome…
Moniek
Have you downloaded the “Headline Hacks” report from Jon Morrow? It explains a series of headline formulas – most of my headlines are based on these formulas. Highly recommended!
Use the headline hacks, create your own list of favorite power words, and make sure your headline outlines a problem your target audiences struggles with or a real benefit they’re looking for.
Write at least 10 headlines for each post before deciding which is the best.
At least we’ll learn to write better being forced to beat compatition to find a little spot under the sun. 🙂
Some time ago I reviewed all my articles to add images and refine keywords, now I see that I should do the same for headlines and descriptions. I’ll start from my best posts and then go down the list.
Well, at least I’ll become a better writer. 🙂
Writing lots of headlines is definitely good practice! 😉
I have to admit that I really struggle with writing good headlines, so I appreciated this post a great deal. I’ll have to give the “high numbers” thing a field test of my own!
Let me know how your “high numbers” field test goes?
If you struggle with headlines, then the Jon Morrow’s headline hacks report is really really useful.
I shall! I wrote two that will be released next week, one with “19” and the other with “29,” so I’ll know shortly.
And yeah, I recently dug those back out (the headline hacks) and have been trying to fit each headline into at least one of them.
You communicate so well. Each time I come here I have a ‘ah ha’ moment. Can’t wait to absorb your new book I got over the weekend.
I do my best to add some sparkle to my blog posts 😉
Once you’ve had a chance to read the book, will you let me know what you think?
You sure do!
Yes I can do that for you – where would you like me to post that feedback?
You can drop me an email: henneke [at] enchantingmarketing.com. Look forward to hearing from you!
Love the post, as usual! 🙂
I am intrigued by one line in particular though: “It starts with a high number. The higher the number, the more shares you’ll get.”
I have never heard this before, and am curious where you encountered this stat. Did you read it somewhere, or just find it to be true through your own experiences?
I’ve heard several people mention it; and noticed it especially with some guest posts.
Of course a high number isn’t the only factor. But long list posts generally get more shares than short ones.
The other thing is using unusual numbers – 50 editing tips sounds like you made an effort to make up a few more to get to the 50. 49 or 47 or 51 stands out more. This last thing is more a gut feeling than hard science.
Great article, Henneke. Thanks for taking the time to write it.
You’re most welcome, Kevin 🙂
Thanks for the tips! I am used to writing in the corporate world and I need to break out of that, but old habits die hard 🙁
Yep, unlearning is very very tough. But it’s possible! Today’s tips should help, but let me know if you’re struggling with something?
The last part, love it!
Great! And nice to “see” you here, Paula 🙂
Great advice as ever.
I have a large collection of copywriting books. Henneke’s is up there with the best.
Simple, practical, concise. And a very engaging read.
All these compliments. You guys are making me blush! 😉
Thank you, Paul.
Completely agree with Veronique above. Go and buy Henneke’s book.
If like me you don’t have much time but a huge need to write something well, it’s the book for you. So easy to read, so little nonsense. Love it!
Thank you so much, Kerstin. I was concerned the book would be too short, but it seems readers like that it’s short. 🙂
I’ll be short: go to Amazon and buy Henneke’s book! Clear, helpful with charming illustrations (from clever people in Siberia) that make me laugh. Leave the gurus on the side and follow Henneke. 😉
Maybe the drawings are even better than the text! 😉
Hi Henneke,
Another way why a lot of blogposts are “drabbing” is because the author is jumping from one idea to another, taking on board all kinds of examples which are not appropriate for the subject.
In other words: there is no clear messag; they’r e not coming to the point. I find that irritating because all the time you are waiting for the punch line to come, but it don’t come!
Yep, I know exactly what you mean, Harry. Blog posts that go on for ever and ever without making a point; or that try to tell you too many different things. A blog post should always focus on one clear message, on one big idea.
Good point! Thank you for making it.