You’ve probably heard the phrase, “Location, location, location” in reference to buying or renting real estate. The concept of location also applies to an article or book. The prime real estate is the headline and the line that follows it.

I’m Pat Iyer. I am an editor, ghostwriter and book coach.

I know you are familiar with reading advertising copy – it is all around you. If you write copy for your business or another entity, think about how readers react to what you write: Most readers will decide to read something based on the title. Avoid being bland and boring, and the pitfall of writing something that doesn’t represent the content. There’s no better way to annoy and alienate a reader.

While I devote this podcast primarily to writing in an article format, you can use this concept for any kind of writing. In a book, that would be the title and the subtitle.

Because often the reader sees both the title and the subtitle (or title and first line of the article), you want them both to be compelling. The suggestions in this podcast will help you to attract readers.

·        What makes a good headline?

·        What is clickbait and why should you avoid it?

·        How do you bring emotion into your headline?

·        What worked?

·        What’s the importance of follow-through?

Learn more about your ad choices. Visit megaphone.fm/adchoices