WEBVTT 00:00.140 --> 00:00.890 In this video. 00:00.890 --> 00:06.170 I'm going to walk you through four different products and show you different headlines for them so that 00:06.170 --> 00:07.230 you understand how they work. 00:07.250 --> 00:11.120 And by the way, disclaimer, I'm not not trying to sell anything. 00:11.120 --> 00:13.280 This is just for example, sake. 00:13.970 --> 00:18.020 So this is my best selling course and it's a fantastic example. 00:18.020 --> 00:18.320 Why? 00:18.350 --> 00:21.390 Because this course used to not sell well at all. 00:21.410 --> 00:25.100 The title for this course used to be Only marketing strategy. 00:25.100 --> 00:31.430 And while that fit the description of the course because it's a marketing strategy course, it didn't 00:31.430 --> 00:34.670 sell because the title was so boring. 00:34.670 --> 00:36.440 And what made it sell? 00:36.470 --> 00:41.270 As soon as I changed the title to marketing strategy to reach a million people, of course I had to 00:41.270 --> 00:45.380 change the course just a little bit just to make sure that people are understanding how their journey 00:45.380 --> 00:48.800 will be to get to a million people after I change the title. 00:48.800 --> 00:52.300 This course took off in sales, literally. 00:52.310 --> 00:57.440 Well, the sales weren't that big to begin with in the beginning of this course, so the sales like 00:57.440 --> 01:01.080 did like five, five x or ten x, but from a small number. 01:01.080 --> 01:04.440 But but it, it really boosted sales a lot. 01:04.470 --> 01:04.680 Why? 01:04.710 --> 01:09.750 Because this course started getting attention in search when people were searching, people were not 01:09.750 --> 01:10.800 bypassing this course. 01:10.800 --> 01:15.870 People were clicking on it and more people were signing up because what business owner wouldn't want 01:15.870 --> 01:19.890 the benefit of having a million people that they would reach when most small business owners, when 01:19.890 --> 01:23.330 they start, they are having a hard time reaching 1000. 01:23.340 --> 01:25.500 So a million is like, Yeah, show me. 01:25.500 --> 01:31.530 And then when I added that people with SEO this to the headline that just the SEO just gave me an extra 01:31.530 --> 01:32.100 keyword. 01:32.100 --> 01:36.720 You see, I'm also using keywords here, I'm using marketing, I'm using marketing strategy that's also 01:36.720 --> 01:37.200 my keyword. 01:37.200 --> 01:39.600 And now I have a new keyword SEO. 01:39.810 --> 01:41.460 So this is an ideal title. 01:41.460 --> 01:47.700 It has good keywords and it's super catchy, super catchy, and the catchiness is really the best thing 01:47.700 --> 01:48.750 about this title. 01:48.750 --> 01:51.060 This is maybe of all my products, my best title. 01:51.300 --> 01:52.770 Now let me show you another one. 01:53.010 --> 01:55.230 I want to show you a little bit of a different product. 01:55.230 --> 01:56.160 This is something else. 01:56.160 --> 01:58.170 It's obviously not my product, it's Logitech. 01:58.170 --> 02:00.290 It's $1 billion company. 02:00.300 --> 02:03.920 They don't follow any of these rules, seemingly, right. 02:03.930 --> 02:09.060 The only thing they have is just the title of their brand and the title of the product. 02:09.060 --> 02:09.960 Why do they do this? 02:09.960 --> 02:12.720 Well, they don't need to make people excited. 02:12.720 --> 02:15.960 People already know that Logitech is the most trusted brand. 02:16.050 --> 02:17.370 It's a huge company. 02:17.400 --> 02:23.250 People want their products and they do so much marketing externally that people, when they search for 02:23.280 --> 02:28.770 obviously there is a mouse like wireless mouse is their keyword, so they're using keywords, but they 02:28.770 --> 02:32.250 don't need to make it sound exciting because they are already the exciting brand. 02:32.280 --> 02:36.630 They are known for quality and, you know, good wireless products. 02:36.630 --> 02:44.100 So they don't really need to use these exciting headline things we do as small business owners. 02:44.100 --> 02:48.270 We do because our potential customers don't know about us, so we need to convince them. 02:48.450 --> 02:50.820 Now, let me give you an another example. 02:50.820 --> 02:52.530 So this is my business plan book. 02:52.530 --> 02:54.300 It's very keyword heavy. 02:54.300 --> 02:55.470 I'm going to search for it on Amazon. 02:55.470 --> 02:57.000 I already searched for it, but you can see it again. 02:57.000 --> 03:00.270 It's number one on Amazon for the word business plan, which is a good keyword. 03:00.510 --> 03:05.810 And this is a very keyword heavy business plan template example how to write a business plan. 03:05.810 --> 03:07.790 So this is a very keyword heavy title. 03:07.790 --> 03:09.140 You could say it's spammy. 03:09.140 --> 03:13.400 It's not nearly as exciting as the first title I showed you that reach a million people. 03:13.400 --> 03:19.790 It's not, it's not that, but it has very specific keywords that are aimed to win in this specific 03:19.790 --> 03:21.290 business planning niche. 03:21.290 --> 03:22.770 And that's what I did with this. 03:22.770 --> 03:25.940 So I sacrificed a lot of the excitement. 03:25.940 --> 03:30.440 So lower conversion for more inbound traffic from the search. 03:30.440 --> 03:32.840 That's that was my major sacrifice in this. 03:32.870 --> 03:34.250 You know, there's always a tightrope. 03:34.250 --> 03:40.160 It's very, very, very, very hard to get a title that's beautiful sounding and has amazing keywords 03:40.160 --> 03:42.110 in it and a lot of keywords in it. 03:42.140 --> 03:43.820 That's the panacea. 03:43.820 --> 03:44.660 But it's so hard. 03:44.660 --> 03:45.680 It's not always possible. 03:45.680 --> 03:47.180 So in this I compromised. 03:47.210 --> 03:50.810 Now let me show you another place where I compromised even more. 03:50.810 --> 03:52.250 And this is my mobile app. 03:52.250 --> 03:57.080 If I search for business, this is the this is the Android App Store. 03:57.110 --> 03:59.960 If I search for the word business, you can see my app is number five. 03:59.960 --> 04:02.070 It used to be number one for a long time. 04:02.070 --> 04:03.630 And I'm not showing off. 04:03.630 --> 04:08.010 I'm just really showing because I understand these examples really well, because these are things I've 04:08.010 --> 04:14.040 worked on and you can see these are successful products of mine that really get a lot of traffic and 04:14.040 --> 04:15.180 make make money. 04:15.180 --> 04:17.760 So I think you'd like the same for your product. 04:17.760 --> 04:19.140 So here's the thing. 04:19.140 --> 04:22.050 This title is very bad for humans. 04:22.050 --> 04:23.340 It doesn't even make sense. 04:23.340 --> 04:24.210 Business plan. 04:24.210 --> 04:26.640 That part is fine, but start startup. 04:26.710 --> 04:28.620 That's not even English, right? 04:29.010 --> 04:33.780 The problem here is that you get very few few characters in your title. 04:33.780 --> 04:40.140 So I had I had to put as many keywords as I could so that I would rank for more keywords and get more 04:40.140 --> 04:40.500 traffic. 04:40.500 --> 04:46.140 Same problem as with the eBook, as with the ebook example, I sacrificed the beauty of the title and 04:46.140 --> 04:46.740 the branding. 04:46.740 --> 04:52.470 I sacrificed that in order to get more downloads and the downloads come from the word business, the 04:52.470 --> 04:57.480 word business plan and the word startup and also the word start business. 04:57.480 --> 04:59.010 So a lot of permutations of. 04:59.150 --> 04:59.330 Words. 04:59.390 --> 05:02.660 And so one with heaviness on the keywords. 05:02.660 --> 05:07.400 And for you, whatever your product is, you have to judge like, is it more important for you to get 05:07.400 --> 05:12.680 more exposure and more keyword searches, or is it more important for you to have just a beautiful, 05:12.680 --> 05:18.230 beautiful title that will not look spammy, inspire, trust and get people interested? 05:18.320 --> 05:24.500 So these are the four different products that we just ran through, the titles of them. 05:24.500 --> 05:32.720 And you see the balance and for you always make as exciting headlines as possible, promising something 05:32.720 --> 05:36.740 really great and also make sure that there are keywords in there. 05:36.740 --> 05:37.970 That's the rule of thumb.