Simply enter your headline and it will give you the emotional score which you can then work to improve on.
My score for the headline for this post is 64.71%, which is really decent.
Subheading are a natural way for you to break apart your posts and make them more digestible to the hurrying eye that scans.
However, you don’t want people to be hurry too much;
and you don’t want them to scan and then just leave.
That kinda defeats the purpose of it all.
You want them to stay.
You wish them to buy.
The easiest way to stop stop them in their track is with power words in your subheadlines.
This is because subheadings stand out from the surrounding text and since they are not images which can be glanced over, the eye has to stop to read, and once it encounters your carefully deployed words…
Take a look at a subheading for this very post. I purposely stuffed power word in there to see how far I can take it without it looking too painful to read.
And I think I hit the edge and stopped there 😛
d) Meta Descriptions
Ok, meta descriptions are a surefire way to increase CTR.
Here’s a study that shows how optimized meta description drew in significantly more clicks compared to no meta descriptions.
Now the rules of writing good meat descriptions stay the same:
less than 180 characters
include your keyword
have a curiosity gap/ or be clear with what they’ll get/lose
include a power word
Here’s an example from this post:
Note: When writing your meta descriptions I suggest you use the awesome Portent SEO tool.
It’s because it gives you a superior overview of how your listing will look in the SERP’s once it’s live and ranking #1 😎
Your intro is the most important part of your post, a place where the golden rule of copywriting (Golden Rule states: the objective of the first sentence is to get the second sentence read. The objective of the second sentence is to get the third sentence read…) holds true the most.
Because if people don’t read your intro they sure as heck won’t read the rest of the post.
To achieve the results you want (which is readers devouring your piece) you need to use use power words in your intro and ideally those should complement the power words you used in your headline.
Take a look at how I did it for this post
Ok,, this is pretty basic stuff but nonetheless important.
if you’re going to have links on the page, you will obviously want to get them clicked, right? (with the exception maybe of outbound links)
These are perfect for spreading the word about your new post because everyone who participates is required to support other bloggers too, so you could get dozens, sometimes hundreds of early visitors very early on.
Facebook ads are cheap and you could use power word to compel people to give you their click.
Unfortunately, I know next to nothing about advertising on Facebook.
So I won’t waste your time or worse, pull advice out of my ass and give it to you hoping it doesn’t cause too much damage to your business.
Instead, here are two excellent guides that can help you:
Their home page tells you quickly whether you found your new online home or not.
“Nerds,” “Misfits,” and “Mutants” are all unusual and powerful words that speak directly to the hearst and minds of nerds, misfits and mutants who want to lose weight, get stronger and have fun while doing it.
Plus this strong USP work wonderfully to segment NerdFitness into its own little corner, with they dominate with ease by the way.
b) Locked Content
Hat tip to Brian Dean for this one.
if you head over to Baclinko you will see that on his blogroll some posts look like this:
i.e. they’re FOR SUBSCRIBERS ONLY.
But you can still get a glimpse on what the page is about which is also a teaser to hand over your email.
(And take a look at that mass of power words. Psst! I don’t think that’s an accident)
Nicely done Brian,
I think I’ll steal that one 😎
c) Author Bio Boxes
Author bios have a difficult task of convincing people to click on your website link or subscribe to your email list.
And if you’re a kind of person that think glass is half empty, I can almost hear you saying:
This image shows you the result of a test that happened way back in 1970’s.
So, researcher (Ellen Langer) wanted to test how people waiting in a line to use a photocopier would react to a person who tried to cut the line.
So they had three scenario.
In the first the person said:
“Excuse me, I have 5 pages May I use the Xerox machine”
This polite request got them 60% success rate
The second time the person said:
“Excuse me, may I use the Xerox machine because I’m in a rush?”
Now, this is a pretty lame excuse because anyone who’s ever been in any kind of a long line will tell you that they too were in a rush and NO, no one let them cut.
So, what happened?
Well, you saw the image so you know but a staggering 94% of people let them pass. That’s the power of because.
Finally, in the third scenario, the person said:
Excuse me, I have 5 pages. May I use the Xerox machine because I have to make copies?
This silly and weak reason, but accompanied by immensely strong bodyguard (because), still had a 93% success rate.
Mind-boggling when you consider it.
Use because liberally.
Because I said so!
We all welcome novelty in our lives. And we all like new products and services, Something we’ve never seen before.
Be it because we want to be entertained; or because we want to stave off boredom and ennui of day-to-day existence,
Or because we genuinely need some new and better products to improve the quality of our lives.
As a marketer writing sales copy it’s your job to subtly instill excitement for the new product you’re describing and also to convey how these new features are a game changer from what came before.
Despite science having proven that knowing how to delay gratification is a necessary trait/skill for long term success… we all want things yesterday.
And if we can’t have them yesterday, we want them NOW!
Appease this need for speed by including instantly in your copy along with his brothers:
in the next hour
Free is such a ubiquitous work that you’d think it has gone out of style long time ago, but no it’s still there among the top 5 strongest words in the English language.
Here’s an interesting experiment for you to know that allure of free
Dan Ariely revealed the power of free in his book Predictably Irrational, where he examined a very unusual “battle” between Lindt chocolate truffles and Hershey Kisses.
The test was for people to study the value of a 1c Hershey’s Kiss vs a 15c Lindt truffle (much higher quality chocolate)
In the first scenario here’s how people chose:
So they recognized that Lindt truffle is half it’s usual price and found it a good catch of the day.
In the next scenario they lowered the price of both chocolates for 1c each.
Hershey’s Kiss was now free while Lindt cost 14c
And what do you think happen?
The irrational thing of course.
as soon as Hershey’s went free it became irresistible to X% of people.
That is the power of free.
b) David Ogilvy’s Famous 20. What Are the Words Deemed Most Powerful In the English Language?
In 1963 David Ogilvy came out with his list of 20 words he found to be the most persuasive in the English language.
Here’s the list below and even though it’s almost sixty years vintage, the words there still pack a mighty punch today.
c) This is Quite a List. Should I Try to Use all Power Words in My Copy?
While all these power words are proven to work, context mattes a lot
Take a look at the speech by the man himself Winston Churchill (I’ve underlined the power words)
“We have before us an ordeal of the most grievous kind. We have before us many, many long months of struggle and of suffering. You ask, what is our policy? I can say: It is to wage war, by sea, land and air, with all our might and with all the strength that God can give us; to wage war against a monstroustyranny, never surpassed in the dark, lamentable catalogue of human crime. That is our policy. You ask, what is our aim? I can answer in one word: It is victory, victory at all costs, victory in spite of all terror, victory, however long and hard the road may be; for without victory, there is no survival.”
These are the words suitable when you’re going to war, but not so much when you’re trying to sell a holiday vacation to your visitor and they’re taking the kids with them.
d) If a Power Word Has a Synonym, Should I Use a Simpler Word?
In general, yes.
When writing online simplicity is key as you always want to be clear with your words and you always want to avoid at trying to dazzle your audience with the voluminous and voluptuousness of your vocabulary.
And no, they do net need to know how cerebral you can be 😉
The thing is, people reading online are like wolves hunting for food.
They don’t care about you they don’t care that you wrote something as long as you can feed them.
And clear writing and simpler power words are the way to go.
However, there are exceptions.
“Cheap” and “inexpensive” are both power words and they are synonyms.
But you really shouldn’t use cheap because it carries the connotation of “not high enough quality”.
e) I Need a Quote About the Amazing Power of Words. And I’m in a Hurry! Have One?
I have eleven.
“Be mindful when it comes to your words. A string of some that don’t mean much to you, may stick with someone else for a lifetime.” -Rachel Wolchin
“Words are free. It’s how you use them that may cost you.” -KushandWizdom
“Raise your words, not your voice. It is rain that grows flowers, not thunder.” -Rumi
“The secret of being boring is to say everything.” -Voltaire I like this one 😀
“One kind word can change someone’s entire day.” -Unknown
“Be careful what you say. You can say something hurtful in ten seconds, but ten years later, the wounds are still there.” -Joel Osteen
“Words are seeds that do more than blow around. They land in our hearts and not the ground. Be careful what you plant and careful what you say. You might have to eat what you planted one day.” -Unknown
“Don’t ever diminish the power of words. Words move hearts and hearts move limbs.” -Hamza Yusuf
“Words have no power to impress the mind without the exquisite horror of their reality.” -Edgar Allan Poe
“Kind words are a creative force, a power that concurs in the building up of all that is good, and energy that showers blessings upon the world.” -Lawrence G. Lovasik
“Your words have power. Speak words that are kind, loving, positive, uplifting, encouraging, and life-giving.” -Unknown
“The tongue has no bones, but is strong enough to break a heart. So be careful with your words.” -Unknown
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