Internet Marketing Digital_marketing_for_dummies | Page 118

It’s rarely a good idea to use pure curiosity in a blog post title. Instead, as with the
example preceding headlines, combine curiosity with benefit to craft a powerful blog
post headline. For example, you might be interested in reading a blog post about
grilling the perfect beef filet, but the added curiosity created by the “Butterfly
Process” makes the headline even more compelling.
Employing urgency and scarcity
The most powerful way to get someone to read your blog post is to impart urgency or
scarcity with your headline. Headlines that communicate urgency and scarcity tell readers
they must act now, or they’ll miss something. Don’t overuse this technique, or you’ll likely
aggravate your audience. Use urgency and scarcity headlines only when you truly have a
deadline, limited quantity, or limited availability.
Here are some urgency and scarcity headlines:
Get Tickets Now! Woody Allen Speaking at Lincoln Center on October 15th
Free Photography Classes: Last Chance for Open Enrollment
New Book Reveals Ancient Weight Loss Secret; Supplies are Limited
Issuing a warning
Often, people will be more motivated to take action to avoid pain than gain a benefit. Well-
crafted warning headlines, like the following, incorporate the promise that you can protect
yourself from a threat if you take action:
The Big Lie Hiding in Your Apartment Rental Contract
Warning: Don’t Buy Another Ounce of Dog Food Until You Read This
Is Your Child’s Mattress Harmful to His or Her Health?
Borrowing authority
A fundamental characteristic of humans is that we look to the behavior of others when
making decisions. You can leverage this trait in your headlines by mentioning a person’s
success story, citing familiar and influential names, or highlighting how many people are
already using a product or service.
Smart marketers use this “social proof” — the propensity for people to make choices
based on the choices other people have made — wherever they can. The more people
making that choice and the more influential those people are, the more influential the
social proof.