The 4U Formula: Create a Catchy Headline in 3 Minutes

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The first thing a person sees in a search engine is the title of the material. Its content directly influences whether the user will want to click on the link or look at other sites. In this article, we will talk about the 4U formula and provide examples from practice.

An effective title should contain 4 aspects - benefit, originality, focus and urgency. This is the 4U Formula. To create a catchy title, you don't always need to adhere to all 4 conditions. But the more rules you can organically include, the better the result will be. Let's take a closer look at each point.

Benefit
Here it is important to emphasize the benefit that the user will receive by opening the article or post.

For example:

Master leadership skills without long hours of practice
Review of free programming courses
Uniqueness
You need to stand out from the competition and show how social media marketing service your organization is different. If you have a similar product, then take those aspects that other companies do not write about.

For example:

Master leadership skills online with a teacher from HSE
Review of free programming courses from famous corporations

Take online courses for free
and discover new opportunities
Start studying
Direction
Specify the audience for which the material is written. The more precisely the user segment is identified, the more indicators the title will bring.

For example:

If you dream of becoming a leader: master leadership skills online with a teacher from HSE
For schoolchildren only: a review of free programming courses from famous corporations
Urgency
At this point, it is important to set restrictions - a certain period or time period during which the result can be achieved or the promotion will be in effect.

If you dream of becoming a leader: master leadership skills 2 times faster with a teacher from HSE
For schoolchildren only: a review of programming courses from famous corporations - training will begin on April 15
An effective headline is ready. And how to create useful material taking into account all modern trends in the media sphere, you can learn at a free in-person training in Moscow from the educational project "Workshop of New Media". Master classes will be held by Tina Kandelaki, Sergey Minaev, Igor Mann, Sergey Novikov, Alexey Zharich and other industry leaders. You can apply here .