In the struggle for the attention of the audience, one of the leading positions is occupied by the heading. This is the first thing that the reader sees. It takes a couple of seconds to decide whether they want to keep reading. Not using this weapon is an unaffordable luxury.
On average, 8 out of 10 users will read the headline only, and 2 will continue to read further. Therefore, a strong and attractive headline is very important as it increases the chance that the reader will not pass by the article.
The headline is followed by the lead, but you can find out how to keep the reader’s attention with the correct lead in this article.
What info to include in the headline:
● Facts and preferably figures. Instead of “Pediatricians told how to quickly put the baby to sleep" it’s better to write "Pediatricians told how to put the baby to sleep in 60 seconds.”
● For local news in the headline, it’s better to mention a geographic location: "The N city will host a charity concert ...", "In Oklahoma, the unknown kidnapped a road inspector. "
● Quotes of people who are important to the plot of the story. This may be the phrase of a simple worker, but it has to be capacious and vivid, which evoke emotions.
● A classic journalism standard is that the headline should answer questions "Who? Where? What was done?". A simple and still effective rule.
Vladislava Rykova, director of the marketing agency MAVR, spoke about the rules for maintaining a business account on Instagram. Instagram allows you to create and use two types of accounts - personal and commercial. If everything is clear with the first, then business accounts are required both by the Instagram administration and by the marketing strategy, which is aimed at creating audience reach and increasing sales. Let's look at the intricacies of the design of such profiles.
Guest post was prepared by Roman Onishchuk, head of product and marketing strategy at Proofy. Proofy is the largest bulk email verification service in the USA. The company gets an award #4 Product of the day on Product hunt platform and also was distinguished with Premium Usability and Rising Star awards from FinancesOnline.