The Law of Benefit

Do you know what radio station most people listen to? It's called WIIFM, which stands for "What's In It For Me?"

Your title needs to answer the question in the mind of the reader "What's in it for me?"

This is why your title needs to offer a clear benefit to the reader.

Manhy of my article writing and marketing mentees would say that in the title of this article there are two benefits listed - "2 more laws" and "prospect-pulling titles."

There is an important distinction to be made here. "2 more laws" is a feauture, and "prospect-pulling titles" is the benefits. It answers the what's in it for me question.

The Law of Willie and Toby

As the story goes, country music star Toby Keith had always admired country music legend Willie Nelson. Toby Keith had written a song on which he wanted Willie Nelson to sing a part. They ended up at the same party once in Nashville and Toby got up the nerve to ask Willie if he would sing on the songfor his new CD. (I almost wrote album, showing my age here!) When he asked him, Nelson sort of politley blew him off with "Send my people a demo tape and we'll see."

As he turned to leave, on a hunch Willie Nelson asked Toby Keith for the title of the song.

Toby Keith answered:

"Whiskey for My Men, Beer for My Horses."

Willie Nelson said: "I'm in."

"I'm in" in the the article world translates into

"I gotta read that now!"

That's a prospect pulling title!

Visit The Article Guy for more leading edge tips and tools for writing articles that bring you prospects, publicity and profits. You can also subscirbe to our monthly Article Empire Tips Newsletter. You are also invited to visit my Express-Start Article Writing Program for more information on the next article writing tele-seminar.

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