{"id":109,"date":"2021-05-03T08:02:49","date_gmt":"2021-05-03T08:02:49","guid":{"rendered":"https:\/\/amplayfy.com\/blog\/?p=109"},"modified":"2021-05-03T08:07:09","modified_gmt":"2021-05-03T08:07:09","slug":"my-saas-product-and-the-neighbourhood-cat-episode-2","status":"publish","type":"post","link":"https:\/\/amplayfy.com\/blog\/2021\/05\/03\/my-saas-product-and-the-neighbourhood-cat-episode-2\/","title":{"rendered":"My SaaS Product and the Neighbourhood Cat: Episode 2"},"content":{"rendered":"\n

Making headlines\u2026<\/p>\n\n\n\n

\"\"<\/figure>\n\n\n\n

\u201cThe title to this article is lame.\u201d The cat proclaims.<\/p>\n\n\n\n

\u201cDoes it matter?\u201d I ask.<\/p>\n\n\n\n

\u201cOf course, it does. 80% of your audience only read your headline\u2026.<\/p>\n\n\n\n

https:\/\/www.digitaldoughnut.com\/articles\/2019\/september\/the-80-20-rule-of-headlines<\/a><\/p>\n\n\n\n

\u201cFine, but what\u2019s wrong with the title? I think it\u2019s quite catchy\u2026\u201d I respond.<\/p>\n\n\n\n

\u201cCatchy isn\u2019t enough. Content marketing headlines have become a field of study unto themselves. And by that, I mean that you need to approach writing your headlines scientifically.\u201d She stares me down, daring me to disagree.<\/p>\n\n\n\n

I have no intention to. In a world of information overload, what she\u2019s saying makes perfect sense. I take out my trusty pad and pen to take notes.<\/p>\n\n\n\n

She starts, straight to the point.<\/p>\n\n\n\n

\u201cThere are 4Us of content headlining. It\u2019s simple. Your headline must be useful, unique, urgent and ultra-specific. <\/strong>Let me explain that.<\/p>\n\n\n\n

So, first and foremost, you have to be useful. You have to tell your reader how they will benefit from what you\u2019re writing.Will they find an answer to a question, solution to a problem, relief for a need? You must make it unique by using a combination of unusual words and phrasings. Write in a way to convey urgency, driving for immediate satisfaction. And above all, make it ultra-specific by adding artifacts like numbers, facts, etc. to communicate focus and trust.\u201d<\/p>\n\n\n\n

https:\/\/writtent.com\/blog\/4-us-of-web-copywriting-tips-for-writing-great-headlines-copy\/<\/a><\/p>\n\n\n\n

\u201cThat sounds like an impossible goal.\u201d I retort. \u201cMore like a paragraph rather than a headline, no?\u201d<\/p>\n\n\n\n

\u201cWell\u2026\u201d, she mused thoughtfully, \u201cYou\u2019re right. But it provides a nice framework to think in. Doesn\u2019t it?\u201d<\/p>\n\n\n\n

I shake my head. This was not very helpful.<\/p>\n\n\n\n

\u201cOkay.\u201d She continued. \u201cLet me break that down for you. Remember this formula and I will walk you through it\u2026\u201d<\/p>\n\n\n\n

Headline = Number + Adjective + Rationale + Promise<\/strong><\/p>\n\n\n\n

\u201cRule number one.\u00a0Try and put some numbers into that headline.<\/strong>\u00a0Numbers are like sugar for the brain. They make your article seem better researched, more focused and promise not to ramble.<\/p>\n\n\n\n

https:\/\/www.socialmediatoday.com\/content\/5-reasons-readers-numbers-headline<\/a><\/p>\n\n\n\n

Now, collective wisdom suggests that you should be a single digit odd number. I have a slightly different opinion on this.<\/p>\n\n\n\n

If you are headlining something written for casual reading, meant to create awareness, stick to the single digit odd number. You know, like \u20187 reasons why cats make great pets\u2019.<\/p>\n\n\n\n

But if you want to appeal to a person doing research in your space, somebody further down the decision process, go with large, odd numbers. Like \u201837 things to know before getting a cat as a pet\u2019. Makes the article seem more thorough and useful.<\/p>\n\n\n\n

But in both cases, go with an odd number. Use digits. Ideally, something with 7 in it.\u201d She finished.<\/p>\n\n\n\n

chttps:\/\/www.theguardian.com\/science\/2014\/apr\/13\/favourite-number-survey-psychology<\/a><\/p>\n\n\n\n

This is fascinating. \u201cWhat\u2019s the next point?\u201d<\/p>\n\n\n\n

\u201cNext point is defining what your content is providing and making it compelling<\/strong>. So, what are you giving? Reasons, Tips, Ways, Lessons, Ideas, Things, Questions, Points\u2026. These are called rationales. While rationales are mostly positive by nature, otherwise called white hat, they can also be negative or black hat like Secrets, Mistakes, Fallacies, Blunders that you can provide. Fear works as well as greed, sometimes better.<\/p>\n\n\n\n

Once you have your rationale, find a screaming adjective to add in front of it. Like Essential, Easy, Critical, Important, Unmissable, Unmistakable, Fool-proof, Epic, Expert, etc. It must trigger the lizard brain of your audience. Let me give you an example. The 7 horrific things\u2026.\u201d She stops and stares at the dark corner, her voice catching in her throat mid-sentence.<\/p>\n\n\n\n

\u201cWhat?\u201d I look at the corner. Was there something there!<\/p>\n\n\n\n

\u201c\u2026your cat can see in your room.\u201d<\/p>\n\n\n\n

I look again. I can\u2019t see anything there.<\/p>\n\n\n\n

\u201cWhat?\u201d I ask again.<\/p>\n\n\n\n

She smiles. A smirk, really. That was mean!<\/p>\n\n\n\n

https:\/\/econsultancy.com\/powerful-adjectives-verbs-headlines\/<\/a><\/p>\n\n\n\n

She continues. \u201cThese rationales and adjectives aspire to be what are called Trigger Words. Trigger Words help you grab and keep attention because they strike a nerve with your audience. You know, trigger an emotion.<\/p>\n\n\n\n

This is interesting because you can also just use trigger words like \u2018How\u2019 and \u2018Why\u2019 instead of numbers to great effect at the beginning of your headlines. Like: \u2018What no one tells you about making money from cat poop\u2019\u2026.\u201d<\/p>\n\n\n\n

I almost interject, but she gives me a look and continues.<\/p>\n\n\n\n

\u201cAs a writer, you need to understand the nuances of how to trigger your audience. The difference between \u201cA Solution\u201d and \u201cThe Solution\u201d is massive when it comes to your audience clicking through. There has been a lot of research done on Trigger Words, so you can go through all that on your own\u2026.\u201d<\/p>\n\n\n\n

https:\/\/sumo.com\/stories\/trigger-words<\/a><\/p>\n\n\n\n

\u201cOkay.\u201d I look up at the top of the page. \u201cNumber, Adjective, Rationale done. So now we talk about the Promise.\u201d<\/p>\n\n\n\n

\u201cYes. This one is a little tricky, so pay attention.\u201d She sits up.<\/p>\n\n\n\n

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The Single Most Important Thing Your Headline Must Do<\/a><\/blockquote>