On the average, five times as many people read the headline as read the body copy. When you have written your headline, you have spent eighty cents out of your dollar.
– David Ogilvy
When that comes from somebody like David Ogilvy, you know that it is important.
It was in the year 2006 that Buzzfeed started and it quickly gained prominence.
What started off as a side-project website using the virality aspect of articles is today a media house that is into many different dimensions of media.
Buzzfeed had no writers or, editors back then. It was just an “algorithm to cull stories from around the web that were showing stirrings of virality” as per their founders.
But then something that Buzzfeed did multiplied the virality aspect of the articles and helped them explode.
What was it?
It was their headlines.
They wrote click-worthy headlines that you would be so tempted to click on that you would have sleepless nights if you didn’t.
Not that they weren’t criticized for that.
Because some of those were purely clickbait!
After much criticism, they corrected those but their titles continue to be click-worthy.
Have a look at these headlines from their US website and the India website.
Every one of those titles makes you so curious that you just don’t have a choice but to click on them.
Between 2006 and 2013, there were many such websites that popped up on the internet, and every one of those had the same strategy – Pick a viral article, write a clickbait headline for it and generate traffic.
Sites like BoredPanda and Upworthy followed the trend that Buzzfeed had started and made windfall.
That was the time I was experimenting on many things internet marketing and jumped on the trend. I created a website that curated viral articles and used the same clickbait titles.
In less than 6 months the site was getting around 25,000 pageviews per month. I made some money running ads on the site and then sold the site off for $2700.
That’s a good amount money for 6 months worth of effort. Isn’t it?
“Ok, Dilip. I got all of that. What exactly are you trying to say?”, You ask.
Titles!
If you are not spending eighty cents out of your dollar on that, then you are losing big time.
What is it that your audience sees the first when they stumble upon your podcast or, any other form of content for that matter?
The title of the episode!
The decision to click that play button is taken only after that title pulls them in and compels them to click the play button.
So if you don’t want to waste all of that effort you put in to create a master-piece of content then focus on writing good titles.
To hell with the naysayers and cribbers who keep crying about click-baiting.
If you content can talk to your title and provide the value the title promises, then it is not a click-bait title.
So, go ahead and confidently write click-bait titles.
Wondering what goes into titles that get clicks?
The formula consists of just three things – Curiosity, Scarcity and FOMO.
Some of the proven titles that have worked for me included – “How to” titles, “Mistakes to avoid” titles, “Nobody ever told you this” titles.
Let your imagination run wild and experiment.
After all it is about being rewarding for the efforts you had put in to create that piece of content.
On Twitter
If you have been wondering if you should start a podcast then this thread is for you!
This tweet about lessons you can learn from the Netflix Story was very interesting.
News that will interest You:
- The growing complaints about email SPAM is seeing some actions from Podcast hosting platforms. Buzzsprout became the first such platform to remove emails from the RSS feeds thus protecting their users against such spams.
- TikTok seems to be getting ready to launch a Podcast app. Unconfirmed reports suggest that they have already started talking to record companies. It would be interesting to see how this churns the podcasting industry.
From the Podcast:
For the last fortnight, my focus was entirely on interview format podcasts. There were a couple of questions that I received from the listeners and that is what triggered these two episodes.
Episode – 78 : Is it really necessary to bring podcast guests on your show? This episode addresses this question and gives you an insight into how you can run a successful podcast even without podcast guests.
Episode – 79 : Podcast interviews are a tricky affair especially if you are somebody who has no experience in interviewing. This episode will give you some nifty little tricks on interviewing.
Articles of Interest:
- If you aren’t aware of what private podcasts are and how you could be using it, then this article gives you some nice insights. Though the article in specific focuses on digital course creators, it has enough valuable information about private podcasts.
- Audacity has launched some new features which is something I will be covering in my YouTube channel in a couple of weeks from now. But for now, this article by Daniel Lewis has a lot of information about these new features.
“Make your Customers the Hero of your stories”
Ann Handley
Recommended Reading
- Grit: Why Passion and Resilience are the secrets to Success – This book by Angela Duckworth is a must ready if you want to learn the secrets to succeeding at something. The book is a simple read and for somebody who likes reading, you will surely enjoy this one.
- The Alamack of Naval Ravikant – This book by Eric Jorgensen is lot many things in one. It will teach you a lot of things about being happy, about making money and about succeeding. A very interesting read!
That’s it for this week,
See ya again in the next edition,
Dilip K
P.S. If you would like to connect with me or, read more of my writings in the form of blog posts, then you can visit my blog about Podcasting Tips.
P.P.S. If you loved this newsletter, then why not recommend it to somebody you think it will be helpful for.
