Part 1 of 3 in the Content Series
Sometimes you think you have a really great piece of content (free or paid) and a good strategy for marketing it, but the whole thing flops. When that happens, you can diagnose the problem by asking yourself the following 11 questions:
1. Is the Title Interesting Enough to Draw People In?
This is one of the first things to check, one of the most common mistakes and one of the easiest things to fix. If your title doesn't get interest, the rest of the content is irrelevant, so it's important that you get this right.
To figure out if your title is working, do a split-test. Track the results from multiple versions of your title (changing nothing else) to see which one gets more clicks and interest.
In an earlier lesson, we discussed how to create interesting titles, so make sure you spend time reviewing it and implementing its teaching into your own practices and test for the best results.
2. Does the Opener Connect with People?
If your content isn't giving readers a strong reason to keep reading, people are simply going to stop reading. Be sure to do one of these things in your introductory paragraph...
- Share what the reader is about to learn.
- Tell a story that empathizes with the reader.
- Mention a surprising fact or statistic.
- Ask a relevant question that the reader will want answered.
3. Does the Opener Arouse Curiosity About What's Coming?
Your introduction probably alerts readers to what's coming (many people follow this practice), but does it also arouse curiosity?
If not, try this: tell people the benefits of what they'll learn, without saying exactly what it is you'll be teaching. Instead of saying, "You'll discover the best way to use Facebook® advertising to get more traffic," say, "You'll discover how to get more traffic in as little as 30 minutes."
Both of these options share what readers will gain, but the second creates more intrigue and compels them to keep reading to discover how you'll deliver on that promise.
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