Friday, October 25, 2013

Assertion headlines are better than statements

Assertion headlines, or "claims", backed up by evidence make for better headlines (and articles) than a statement. Let's take an example. I wrote a new post last night about Windows Update. The post morphed, like a typical post, but I made a cardinal mistake before publishing. I changed the title from,
"Windows Update is too obtrusive for tablet users!"


"Let's change Windows Update on tablets"
Here is the link:

The problem with the new title is that it doesn't tell the reader why Windows Update needs to be changed. Change for change's sake is worthless. Ergo, the reader isn't drawn in. Maybe Windows Update doesn't need to be changed in their opinion. But the former title claims that Windows Update comes in the way of my computing tasks. Now that, I am sure, is something with which people can relate.

Net result: Instead of garnering thousands of page views, the post got a few hundred.

Barbara Minto and Sarah French must be proud right now. Their teachings are taking root.

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