I hate writing.
Hate is a strong word. I would prefer reading to writing. So over at my personal blog where I tried to have a new article per day followed by three articles per week followed by an article a week followed by inconsistency; well you got the drift. I mastered the art of switching out article titles.
I like to call it my personal way of A/B testing.
And three months in, it works like magic. I now understand what my audience wants or more likely would click to. This led me to move from a bounce rate of 78% to less than 30%. From people spending 4 minutes on my site to a whopping 20 minutes and probably visiting 3 – 4 pages/articles.
Where am I going with this?
I am trying to tell you that you don’t have to be churning out new content every single minute. In fact, you should spend more time distributing your content than creating.
According to Dr. Robert Cialdini in Influence he comments that it takes someone 2.36 times to read or view something before they can comprehend the entirety of it. Which is later backed by Robert Ringier in Winning Through Intimidation when he talks about sticking to one lane and always be in people’s faces that they start associating you with that trade. This will eventually make you a subject matter of expert in the trade.
I digress… Where was I again?
Oh yeah! How do you swipe your article title and subtitle to get maximum exposure to your articles/product?
Simply by first adapting the title skills I talked about in both headlines with titles and headlines without titles.
The general rule to stick by (rules are meant to be broken) is your title should be definitive and hint to a positive statement of what the article is about.
The subtitle should back whatever the title is about. You can swap these two together as often as you want.
Eventually, you will find your article title and subtitle now create a single idea that will inspire the reader to read further.