WEBVTT 00:00.140 --> 00:07.010 In this video, we're going to go over how to write effective page titles that improve your conversion 00:07.010 --> 00:14.960 rates, whether it's sales pages on something like Amazon or for products on your own website or for 00:14.960 --> 00:18.710 maybe the title of your website's home page. 00:18.710 --> 00:25.190 These are extremely important because oftentimes it's the very first thing that people see. 00:25.220 --> 00:31.460 It's the very beginning of your copywriting, and this video is going to be a theoretical in the next 00:31.460 --> 00:31.970 videos. 00:31.970 --> 00:34.910 I'm actually going to be showing you examples for how to do this. 00:34.910 --> 00:43.910 So creating your title is very related to how you're going to talk about your product or business because 00:43.910 --> 00:51.410 it's usually consistent and related to how you promote and pitch it on social media, on email everywhere. 00:51.410 --> 00:55.760 You're essentially going to be saying very similar things that are going to echo each other. 00:55.760 --> 01:03.210 And if you're able to create a compelling positioning in a compelling way to stand out right from that 01:03.210 --> 01:09.690 one sentence headline, it's going to immediately increase your click through rate on all your promotions 01:09.690 --> 01:14.910 and immediately going to get you more traffic without actually doing any additional work. 01:14.910 --> 01:20.610 So it really starts as early as even before people visit your site. 01:20.610 --> 01:25.590 How you phrase your promotions is already going to reflect what's going to be on your site and what's 01:25.590 --> 01:26.820 going to be on the title. 01:26.820 --> 01:31.680 So to make your titles and to make all your positioning good, we have got to accomplish a couple of 01:31.680 --> 01:32.040 things. 01:32.040 --> 01:35.820 One is we have to absolutely grab attention. 01:35.820 --> 01:43.560 And second, most of the time it's important to have the title contain keywords for SEO. 01:43.890 --> 01:45.660 SEO is search engine optimization. 01:45.660 --> 01:47.190 It's how people search. 01:47.190 --> 01:51.780 If you're selling, for example, socks and people are searching for socks, well, if you have the 01:51.780 --> 01:56.010 word socks in your headline, obviously you're going to rank for the word socks a lot higher. 01:56.010 --> 01:58.110 That is just a very rudimentary example. 01:58.110 --> 01:59.670 But I just wanted to get you thinking about it. 01:59.670 --> 02:05.810 So you've got to have those SEO keywords, but the title also has to grab attention of human readers. 02:05.810 --> 02:07.100 It must sound fantastic. 02:07.100 --> 02:12.860 You cannot just be writing your title for computers and SEO algorithms. 02:12.890 --> 02:21.470 Now, the most important thing to grab that attention, the headline must promise some big benefit in 02:21.470 --> 02:22.430 copywriting. 02:22.430 --> 02:27.980 There is a really strong distinction between benefits and features. 02:27.980 --> 02:35.000 Let's say a car features are the color, the speed, the durability, the cost. 02:35.030 --> 02:38.060 They are okay, they are boring, they have to be there. 02:38.060 --> 02:46.010 But it's not exciting so much to the consumer as much as the benefits which are if it's a red color, 02:46.010 --> 02:47.750 it's going to make you look awesome, right? 02:47.750 --> 02:49.130 It's going to make you look cool. 02:49.130 --> 02:50.480 It's going to get you attention. 02:50.480 --> 02:55.280 It's going to make you look like you're more prominent, cooler person. 02:55.280 --> 03:01.220 So it's the image that you project or if it's a safe car, it will help you protect your family. 03:01.220 --> 03:03.060 So those are the big benefits. 03:03.060 --> 03:10.890 Usually benefits are related to social status, making more money, health, wellness, just achieving 03:10.890 --> 03:16.350 some final end goal and features like the speed and the color. 03:16.380 --> 03:19.260 Those are just things that help you get to the end goal. 03:19.260 --> 03:22.800 So make sure you differentiate between that and in the next videos, we're going to go over that. 03:22.800 --> 03:25.050 Don't worry, because this is really important. 03:25.050 --> 03:27.840 And most beginners, they make a mistake in this. 03:27.840 --> 03:30.990 So I'm going to absolutely make sure that you do not make mistakes in this. 03:30.990 --> 03:35.700 And one word of caution, of course, becomes that you don't make false statements. 03:35.730 --> 03:39.540 Of course you're not going to intend to make false statements. 03:39.540 --> 03:46.740 But sometimes what we do is we try to make our products or businesses sound so exciting that we kind 03:46.740 --> 03:48.780 of overemphasize some things. 03:48.780 --> 03:53.700 And it no longer reflects what our products or services actually deliver. 03:53.700 --> 04:00.390 And that's the worst case, because if consumers expectations aren't met by your product, that you're 04:00.390 --> 04:03.060 going to have very unhappy customers, which is very bad. 04:03.060 --> 04:04.320 They're going to leave bad reviews. 04:04.320 --> 04:05.280 They're not going to come back. 04:05.310 --> 04:10.740 They're going to ask for refunds, not because your product is bad, but because you caused the misunderstanding 04:10.740 --> 04:11.700 with your copywriting. 04:11.700 --> 04:15.780 And it's very common because we try really hard to make our products sound fantastic. 04:15.780 --> 04:19.320 So some things that make titles stand out. 04:19.320 --> 04:21.210 I'm just going to give you a little bit of a glimpse. 04:21.240 --> 04:22.650 Numbers and percentages. 04:22.650 --> 04:28.860 They break up the monotonous text and they make it easy for our eyes to like land somewhere. 04:29.370 --> 04:30.870 Authoritative references. 04:30.870 --> 04:36.720 For example, if there are some studies or if there's some big name person or brand that is involved, 04:36.720 --> 04:42.840 those typically make headlines stand out and the deadline by which the person will get the benefit deadline 04:42.840 --> 04:45.390 being like lose weight in 30 days. 04:45.390 --> 04:47.940 Well, that 30 days, that actually is interesting. 04:47.940 --> 04:51.480 That headline has totally been played out. 04:51.480 --> 04:58.260 It's a joke now, but the idea of lose weight by in 30 days learn something in 30 days and seven days 04:58.290 --> 04:59.850 that actually has made. 04:59.890 --> 05:03.040 The same boring things like learn to code. 05:03.070 --> 05:04.080 Sounds boring. 05:04.090 --> 05:06.250 Learn to code in 30 days. 05:06.380 --> 05:08.020 Sounds way better. 05:08.020 --> 05:10.120 So those really work. 05:10.120 --> 05:16.480 And in the next video we're going to go over actual examples for how to fix up and make titles prettier.