So, you’ve got a little Something-Something to offer to your tribe.
A new 6-week program. An eBook. A free webinar. Something.
And you’re excited about it because you know it has the potential to help a lot of people and make you some big buckaroos, build your list and raise your visibility.
There’s just one problem. You don’t know what to call it.
Or you’ve tried to “name” it but you’re not all that jazzed with what you’ve come up with so far. And you wonder, “How important is it to have a great title anyway?”
Pretty damned important.
Because your title is often the only bit of copy you have to communicate the irresistible value of your offer.
For instance, if you have a free opt-in offer on your website (like the one I have over there in the right column of this blog/site), you don’t have a lot of real estate in which cram a lot of copy about how cool your offer is. You’ve only got room for your title and the opt-in form.
But even if you create an opt-in page or a sales page that goes on and on about your offer, you still need a title that will stand out and spark people’s interest. You want a title that doesn’t sound like a cheap repeat of some other offer out there… one that is catchy yet clear.
So, let’s get cracking and talk about how to create a title that is sure to light up your clients’ interest and makes them say out loud, “Oooo, that sounds incredible! Sign me up!”
Let’s start by defining the characteristics of a truly tantalizing title:
Clear – Your title should clearly communicate the value, purpose and big benefits your Something-Something offers.
Specific – Use numbers, time, dates and other specifics to communicate the parameters of your offer (more on this later).
Promising – What’s the “promise” within your offer? What is the big pay off or must-have benefit to your potential client? Your title needs to communicate that promise.
Relevant – Your title should reveal why your offer is relevant to your client’s life or situation.
Intriguing – It can, but it doesn’t have to, provoke curiosity or an urgent need to know more.
Note: If your title is clear, specific, promising and relevant, it doesn’t necessarily need to be intriguing. So, don’t sweat your brain cells trying to come up with an intriguing title. You’ll be better off if you focus on the first four qualities.
Let me show off these qualities by giving you some examples:
3 Simple Strategies to Get Out of Debt and Stay Out of Debt Forever
This title is clear. You know exactly what you’re going to get, who it’s for (people struggling with debt) and what it’s going to do for you (help you get out and stay out of debt).
It’s specific. You’re getting 3 strategies. Not 4, not 6. 3. And these strategies are designed to do something specific: get you out of debt forever.
It’s promising. The promise is that with these strategies, you’ll be able to get out and stay out of debt.
It’s relevant to those who are in debt.
Here’s another example:
3 Sure-Fire Secrets to Attract 5 New Perfect Clients in One-Week
Now, this one is super specific. You’re getting exactly 3 secrets to attract exactly 5 new clients in exactly one week.
Any time you can use specifics like these, do it. It will radically bump up the attractor-factor of your offer because people love knowing exactly what, how and when they’re going to get what they’re going to get.
It’s also promising. It promises that you’ll be able to attract 5 new perfect clients in one week! Cool bananas.
It’s clear, and it’s relevant to those who want more of the right clients fast.
Now, notice that neither of these titles is particularly clever or intriguing. Which is fine. They don’t need intrigue because their promise, clarity and specifics make them super compelling.
But if you’re aching for a bit of cleverness in your title, try…
A Hook & A Definition
If want to add a little creative twist to your title, start with something hooky and curiosity-provoking, then follow it with a clear, specific and promising subtitle.
Like this one from Lisa Tener:
Jump Start Your Book:
3 Insider Secrets to Easily Write & Finish Your Book This Year!
(This is a great free teleclass, by the way. You may want to sign up.)
It starts with a hooky phrase (Jump Start Your Book) which grabs your attention but doesn’t offer much in the way of specifics or clarity. But it’s followed by a subtitle that is clear, specific, promising and relevant to anyone who wants to write and finish their book.
If you use a hooky title, be sure to use a sub-title that clearly communicates the “what, why, by when and how” of your offer.
So, now it’s your turn.
Review these examples and start to create some titles for your new offer (or even an existing offer).
Give it a go and leave one of your titles below in the comments section, and we’ll have a little title-creation workshop!