I probably shouldn’t be telling you this.

But then, it’s too important not to...

Especially if you’re a business owner: content writer, you own a brand, a
blogger, or sell stuff online.

It happened in 2020 (August precisely.)

I walked into her office. Before I sat in one of the executive chairs, I
introduced myself, and we exchanged pleasantries, of course, and then began

Meanwhile, a week before (or thereabout), I had received tons of messages from a
friend. This friend happens to be the social media manager in this lady’s

He messaged me to ask what he was possibly doing wrong. And that his boss would
love to meet with me.

His boss runs an executive consulting business. And, she had recently started a
blog as a way of marketing her services online.

Here’s what she said;

“I post lots of contents, and its helpful stuff. But nobody seems to read it. No
like. No comment. No share. No sales. Nothing... but your friend here said you
could be of help.”

I brought up her website on my laptop, and the first post I saw was entitled;
The Dynamics of Organizational Change Management During Tough Times.

I read the post. And as a student of leadership, I knew she was right. It was
good content.

But for whatever reason, she had crowned it with a repulsive title.

As I looked further, I saw that virtually all her posts shared this flaw.

“I think I know what the problem is,” I said.

“No offense, but nobody’s interested in reading an article with that title. Your
title makes the post sounds like a doctoral dissertation. You need a more
appealing headline... headline that speaks directly to your readers.”

The look on her face wasn’t funny. I could tell she wasn’t getting it one bit.
She was beginning to sound defensive.

"How do you mean? I spent hours writing that post,” she said.

I know exactly how it feels. I said.

I mean, you probably spent nothing less than 3 hours writing this post –headline
inclusive. It hurts when you're told that your headline isn't compelling enough
or that you have to re-write your content or even bring it down altogether.

I tell you what;

One thing I have noticed about writers is we tend to fall in love with our
contents. We find it difficult to thoroughly edit our work because we wouldn't
want to alter anything.

We kind of think everything is perfect until we ask someone else to look at it
or see it from our reader’s point of view.

Even now, I still find it hard to edit my work. Thanks to my team (Joseph and

Then I started to explain some concepts that I think you also need to pay
attention to...

Writing a compelling headline isn't the most challenging task when it comes to
content /copywriting.

The most challenging part is research.

And more than 95% of content/copywriters don’t research their target customers
well enough.

They cook things up from their heads-at best.

Lots of copywriters/content writers are guilty of this—even you, perhaps.

I was guilty of this when I started out as a content strategist and marketer –a
little 2 year ago.

Listen up...

To reach your audience (customers), you’ve got to research about them.

As a business owner, resist the temptation to love your product more than the


It is understandable. After all, you created it.

But, it’s the people (your prospect) that determine the product (or post) you’re
to create.

They use certain languages to describe their pain, problems, challenges, dreams,

You’ve got to use the reader’s own language, the very words and phrases they use
to describe the problem they want to solve.

It’s a psychological principle identified by marketing wizard Jay Abraham,

“the more accurately you can describe your reader’s problem in terms they relate
to, the more they instinctively feel that you must have an answer to that

“You’ve got to join the conversation that is already taking place in the
reader’s mind.”

Coming up with a headline becomes very easy when you know your readers.

The headlines and subheads in your web copy/content (and the post titles you
choose for your blog) serve the same purpose as headlines in a newspaper or
magazine. They either draw the reader in, or they push the reader away.

It took some convincing for her and her social media team to buy into the idea I
was proposing, but finally, they took my suggestion.

And I can’t begin to tell you how this simple idea of researching your readers
or audience or customers has increased their engagement, earn her readers trust
and ultimately skyrocket their sales.

Before you write a copy/content, it's crucial you first research the people you
intend to reach. That way, it won't be difficult to draw them in.

For example, this post isn't for everybody. I wrote it specifically for content
marketers, copywriters, online business owners, bloggers...etc.

I'm guessing it was my headline that dragged you in.

You were curious and decided to read the first sentence. And here you are.

I did that on purpose.

Trust you got value?

Let me know if you need help with this in the comments.

Originally posted by Nelson Asemota on Facebook