When content marketing authors run out of useful material a safe place to retreat to is to write an article about writing killer headines . . . for articles.
Here’s the rub: a killer headline is only as valuable – to a reader – as the killer content that follows.
And how rare is that? Content that just slays you, by which I mean transforms the way you think about something, changes the way you perceive the world, or otherwise radically shifts your behavior?
So allow me to suggest that the next time you see a website pumping out a series of articles on writing fabulous, evocative, killer, super-ultra-magna-luxe-hot-fab headlines – instead of simply pointing you to the sites one good archived article on the subject – it may be time to start looking elsewhere for inspiration.
Because nothing is less inspiring than reading one more headline about how to write . . . headlines.
Oh, and not to leave you wanting, you want to know how to actually write a super-duper headline?
You do that by researching a topic, studying an issue, dissecting something, pulling back and analyzing – all of that, and more – until you are thoroughly convinced and thoroughly prepared to write, and thereby reveal and effectively communicate, something not previously known or understood or grasped or presented, that will – IN FACT, IN THE ACT OF READIND YOUR WRITING – change someone’s life in a way that will actually matter, make a real, material difference in the quality of their life or the lives of others.
You do that first and then you have the right to craft a title that promises a lot and that evokes hope or excitement.
You fail to do that and you wonderous skills at crafting titles that promise the world but only manage to deliver the latest in a long series of disappointments will only serve to mark you as another BS artist.
Under promise. Over deliver.
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