Given the topic of today’s article, I just had to link to this Times Online (UK) article (via Seth Godin). Seth calls it the “headline of the year,” and I have to agree it’s an excellent example of a compelling attention grabber:
Even if you don’t give a flip about Eminem, how do you resist reading that story?
Want to write compelling post titles? Appeal to the recurring themes that define our humanity.
Poor Fluffy. I asked you not to do this, and you’ve gone and broken the rules.
Things don’t look good for this cute little kitten I’ve taken hostage in case my demands were not met. She is awfully sweet, though.
We’ll just have to wait until later on in the article to decide the fate of Fluffy. But first, we really do need to discuss the ultimate goal of good copywriting.
Stick with me and I’ll go easy on the cat, deal?
People hate to be sold. But they love to buy.
Yes, they want to buy from you. Really!
If a visitor stops by your blog with a relevant want or a need, they’re looking to you to solve it.
Another visitor might even have a want or need created by something you’ve said with your blog.
People want to buy. They need you to establish that it’s OK to do so!
Mention the word “selling” in the context of a blog, and some people will immediately have a bad reaction. It’s almost as if you said something sacrilegious.
Why? Because we hate to be “sold.”
People go online for information. Many times the information sought is needed to ultimately support a buying decision.
Blogs are perceived to be safe ground for information seekers.
Blogs are effective because frequent posting in your area of expertise creates a high touch, authoritative relationship with a prospect that a static “brochure” website simply cannot achieve. Plus, the nature of blogging reveals more of your personality than stuffy corporate communications allow, meaning prospects have an opportunity to take a liking to you.