We recently came across a blog which suggested we should be writing 25 headlines for every article we create. Yes, you read that correctly, 25 headlines for EVERY article.
Now, we often bounce headline ideas across the office before we settle on one of our own brilliant masterpieces (what?!) but 25 options for every article? No way. So, intrigued, we read on ... and guess what? Now we think differently.
The advice was from Upworthy, a relatively new ‘mission-driven’ media company (their description, not ours). The firm was launched on March 26, 2012 and by July had achieved 2.5 Million Unique Visitors; by August this was up to 4 Million; 6 Million in September and 8.7 Million in October. That’s impressive growth by any standard!
According to ‘those in the know’ a crucial factor in this impressive growth is the simple fact that every author on the editorial team is forced to create 25 headlines for every article before it is published and the ethos behind this strategy is that it doesn’t matter how great your content is, if no-one reads it ,it is wasted.
It was acknowledged by Upworthy’s senior management that it is often difficult to reach the 25 and often there are some really dreadful examples in the first 15-20 attempts but this simply forces team to really think outside the box in pursuit of the greatest, attention-grabbing headline.
Of course, the editorial and marketing resources within a typical hotel management team will be limited compared with a media company like Upworthy but what this strategy clearly emphasises is the importance & primary objective of the headline; to get your content in front of your target audience.
Hotel managers throughout the land will be objecting on the grounds that strict adherence to the rule of 25 may slow down the speed at which any communications are broadcast and clearly this allocation of time may have an impact on cost, but in the Upworthy experience you can see the immediate positive impact of this type of strategy.
So is this something you would adopt in your own hotel’s marketing/ communication strategy?
If you are still sceptical consider this; what other activities can you do in a couple of hours that can increase the reach of your message by 6-10 times? A great blog headline can be the difference between 1,000 people and 1,000,000 people reading your article and seeing your message.
So we’re convinced and we’ll be diligently cranking out 25 headlines - for the next few weeks at least - in the hope of capturing and retaining your attention for the foreseeable future.
Please do let us know what you think of our efforts.