Broken a Reader’s Trust in Your Headline? You’re Dead
Beck in the heyday of newspaper publishing, misleading headlines were common, especially in the tabloid press. Anything to sell papers.
Yes, readers were annoyed, but misleading headlines were so common they got used to it.
You’ll still find the occasional misleading headline in even the most reputable of newspapers.
If you decide to indulge in the practice online however, it will kill your business.
Trust is paramount online.
Never break a trust online. It’s death to your business.
If you’re wondering what set me off on this line of thinking, here’s the reason. Yesterday I wrote this blog post about ebook titles.
The title sells your ebook. It’s what catches attention. In copywriting terms, it’s the HEADLINE. If your customers ignore your title, they won’t read anything else. They certainly won’t buy.
Unfortunately, the temptation to get traffic with an attention-grabbing headline, no matter how misleading, is irresistible to some folk.
Titles are headlines. In a headline, you make a promise. You must keep the promise in the ebook, or whatever it is that you’re selling. Some ebooks I’ve come across blatantly break their promise to the reader.
If you want a successful business online, never, ever mislead.
Occasionally you’ll find that even with the best of intentions, you’ve managed to mislead a portion of your audience. You weren’t sufficiently clear in a headline.
Redo the headline.
Never knowingly mislead.