Neil Vidyarthi Presentation

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Neil Vidyarthi Presentation

  1. 1. The Anatomy of a Clickable Headline: How to Write Clickworthy Titles <ul><li>with NEIL VIDYARTHI </li></ul>
  2. 3. <ul><li>We’re going to focus on writing great titles (and content) for blogs, Facebook and Twitter </li></ul><ul><li>But the truth is that these lessons apply to various other types of writing: Resumes, cover letters, professional email </li></ul><ul><ul><li>Even creative work can benefit from the ideas of mystery and precision </li></ul></ul>
  3. 4. <ul><li>The secrets to writing great titles are… </li></ul>
  4. 6. <ul><li>Flannery O’Connor devoted “Mystery and Manners”, to mystery in writing </li></ul><ul><li>Every good article, novel, screenplay, short story, dinner story must have a mystery/secret </li></ul><ul><li>We are wired to want to find out the answers to questions </li></ul><ul><ul><li>So ask the reader questions he/she doesn’t know the answer to </li></ul></ul><ul><li>Once you have their attention, then you can get your message across. </li></ul>
  5. 7. <ul><li>A big question you should ask yourself when you post content is “would you tell your friend about this at a dinner party?” </li></ul><ul><li>Most people I talk to say “probably not.” and then give me a million reasons why they wouldn’t. </li></ul><ul><li>If you’re not writing about something you care about, your readers can tell.. And it won’t go anywhere. </li></ul><ul><li>So find something you care about, and if you rack your brain and can’t find a single thing in your business that you care to write about to your customers, find someone that is to do your writing </li></ul><ul><ul><li>And you should think about what you’re doing there, anyway  </li></ul></ul>
  6. 9. <ul><li>Titles are important </li></ul><ul><ul><li>Titles are the promise of the content </li></ul></ul><ul><ul><li>In a fast-paced world, they need to be precise </li></ul></ul><ul><ul><li>They should prompt difficult questions </li></ul></ul><ul><li>Content is what drives a title </li></ul><ul><ul><li>Fulfill your promise </li></ul></ul><ul><ul><li>Use mystery and personality to entertain </li></ul></ul><ul><ul><li>Use original statistics and empirical data </li></ul></ul><ul><li>Most people use social media without adjusting their content strategy </li></ul><ul><ul><li>The age of just ‘being published’ is gone. </li></ul></ul><ul><ul><li>You can’t throw average content online </li></ul></ul><ul><ul><li>It’s time to make engaging, relevant promises </li></ul></ul>
  7. 10. <ul><li>Lists & Guides </li></ul><ul><ul><li>Lists are a promise </li></ul></ul><ul><ul><ul><li>The best ways to launch a social game </li></ul></ul></ul><ul><ul><ul><li>The 7 best ways to launch a social game </li></ul></ul></ul><ul><ul><li>You can open a relationship with the reader </li></ul></ul><ul><ul><ul><li>After which you can write more ‘artistic’ forms </li></ul></ul></ul><ul><li>People criticized lists </li></ul><ul><ul><li>If the existing guys are making a clamor you know you’re on to something... Not always worth pursuing but you’re actually making some difference </li></ul></ul>
  8. 11. <ul><li>Guides </li></ul><ul><ul><li>How To Learn Quora in 5 Easy Steps </li></ul></ul><ul><ul><li>Everything You Need To Know About Tumblr </li></ul></ul><ul><ul><li>The Complete Guide to Apple’s New Social Network </li></ul></ul><ul><ul><li>iPad for Dummies </li></ul></ul><ul><li>AllFacebook’s Complete Guide To Privacy </li></ul><ul><li>How To… </li></ul><ul><ul><li>Solve a Problem </li></ul></ul><ul><ul><li>Use A Tool/Service </li></ul></ul><ul><ul><li>Earn Revenue Using A Tool/Service </li></ul></ul>
  9. 12. <ul><li>SocialTimes for example </li></ul><ul><ul><li>New Social Job Sites Help You Find Employment </li></ul></ul><ul><ul><ul><li>Vague, “All-Encompassing”, No Mystery </li></ul></ul></ul><ul><ul><li>5 Social Job Sites That Will Get You Hired </li></ul></ul><ul><ul><ul><li>Direct, Makes a Promise </li></ul></ul></ul><ul><ul><li>“ Social” And “Job Search” Finally Have 5 Things In Common </li></ul></ul><ul><ul><ul><li>Mystery, Promise </li></ul></ul></ul><ul><ul><li>5 Secrets That Helped Me Land A Job Online </li></ul></ul><ul><ul><ul><li>Now we’ve iterated the title, and the idea </li></ul></ul></ul><ul><ul><ul><li>Because we’re making promises </li></ul></ul></ul>
  10. 13. <ul><li>New Post: How A Tweet Turned Into An In Flight Dance Party   http://ow.ly/1sj5DY </li></ul><ul><ul><li>Consistent </li></ul></ul><ul><li>This would be the best flight ever! How A Tweet Turned Into An In Flight Dance Party   http://ow.ly/1sj5DY </li></ul><ul><ul><li>Excitement for target readers </li></ul></ul><ul><li>Have you ever danced with your plane-mates?  These 150 people did, all thanks to 1 tweet. http://ow.ly/1sj5DY </li></ul><ul><ul><li>Conversation-piece, mystery </li></ul></ul><ul><li>Planes + Tweets = Dance Party   http://ow.ly/1sj5DY </li></ul><ul><ul><li>“ Worth a click”, Mystery </li></ul></ul>
  11. 14. <ul><li>Stimulate Discussion </li></ul><ul><ul><li>Do your Facebook page posts stimulate discussion? </li></ul></ul><ul><ul><li>Are they just ads? </li></ul></ul><ul><li>Methods </li></ul><ul><ul><li>Ask Questions </li></ul></ul><ul><ul><ul><li>Everybody has an opinion they want to share. </li></ul></ul></ul><ul><ul><ul><li>Respond to their questions! </li></ul></ul></ul><ul><ul><ul><li>Try to avoid Yes or No questions </li></ul></ul></ul><ul><ul><ul><ul><li>Wrong: Have you ever been addicted to Facebook? </li></ul></ul></ul></ul><ul><ul><ul><ul><li>Right: Why would anyone be addicted to Facebook? </li></ul></ul></ul></ul>
  12. 15. <ul><li>… Methods Continued </li></ul><ul><ul><li>Make Bold, Accurate Challenges for Debate </li></ul></ul><ul><ul><ul><li>Stimulate people to think and put forth a solid argument for one side of a debate </li></ul></ul></ul><ul><ul><ul><li>Avoid sensationalism, as you’ll lose your sharper readers </li></ul></ul></ul><ul><ul><ul><li>“ Reports from the ground indicate that the Egyptian revolutions could not occur without Twitter. Do you agree?” </li></ul></ul></ul><ul><li>Tools </li></ul><ul><ul><li>Use “Facebook Social Plugin” or other similar tools to find out how many times your articles have been shared. </li></ul></ul>
  13. 17. <ul><li>Tools </li></ul><ul><ul><li>BackType Pro </li></ul></ul><ul><ul><ul><li>What are my most popular tweets </li></ul></ul></ul><ul><ul><ul><li>How often are they being clicked? </li></ul></ul></ul><ul><ul><li>HootSuite </li></ul></ul><ul><ul><ul><li>Multiple streams of Tweets can tell you who’s saying what about your articles and topics </li></ul></ul></ul><ul><ul><ul><li>Analytics for clickthrough and more. </li></ul></ul></ul><ul><ul><li>Klout </li></ul></ul><ul><ul><ul><li>What “kind” of Twitter user are you? How is it being perceived? </li></ul></ul></ul>
  14. 18. <ul><li>CopyBlogger </li></ul><ul><li>ProBlogger </li></ul><ul><li>Slate </li></ul><ul><li>Cracked </li></ul><ul><li>Salon </li></ul><ul><li>Huffington Post </li></ul><ul><li>New York Times </li></ul><ul><li>Your local magazine rack </li></ul>
  15. 19. Questions?
  16. 20. Thanks for joining us!

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