The Law of Benefit
Do you know what radio station most people listen to? It's called WIIFM, which stands for "What's In It For Me?"
Your title needs to answer the question in the mind of the reader "What's in it for me?"
This is why your title needs to offer a clear benefit to the reader.
Many of my article writing and marketing mentors would say that in the title of this article there are two benefits listed - "2 more laws" and "prospect-pulling titles."
There is an important distinction to be made here. "2 more laws" is a
feature, and "prospect-pulling titles" is the benefits. It answers the what's in it for me question.
The Law of Willie and Toby
As the story goes, country music star Toby Keith had always admired country music legend Willie Nelson. Toby Keith had written a song on which he wanted Willie Nelson to sing a part. They ended up at the same party once in Nashville and Toby got up the nerve to ask Willie if he would sing on the song for his new CD. (I almost wrote album, showing my age here!) When he asked him, Nelson sort of
politely blew him off with "Send my people a demo tape and we'll see."
As he turned to leave, on a hunch Willie Nelson asked Toby Keith for the title of the song.
Toby Keith answered:
"Whiskey for My Men, Beer for My Horses."
Willie Nelson said: "I'm in."
"I'm in" in the the article world translates into
"I gotta read that now!"
That's a prospect pulling title!
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