Think you can’t judge a book by its cover? Well, the world of Internet marketing dictates otherwise.
So what’s in a title? In short, everything.
In today’s digitally-driven environment, great quiz titles are what separate you from your audience. If it’s a good one, it’s that essential bridge you need to your audience. It’s what lures in readers, causes them to take a second glance at your content, and compels them enough to click.
Once your targeted user makes the all-important click, you’re that much closer to having them do what you want, whether it’s reading more about your product or entering their information for your email list.
But getting them to click is the hard part, and it ultimately comes down to creating catchy quiz titles.
Amateur marketers (and even experts) often spend a massive amount of time to create the perfect piece of content, only to realize they’ve run out of steam once it comes time to decide the title. They’ll proceed to casually inserting something in, viewing the headline as more of a placeholder than as a pivotal part of their marketing strategy.
If there’s one place you should focus the majority of your attention, it’s on your quiz title ideas. There’s a 50/50 rule in marketing that’s become popular among expert content creators. The rule recommends that content producers spend 50% of their time crafting the title, and 50% on the body of the content. It’s a fascinating and somewhat foreign concept to many, even veterans in content creation.
If you can’t get the click, however, it doesn’t matter how amazing the rest of your content is.
Nobody’s going to see it.
If we’re going to put this in terms specific to lead generation quizzes, without an incredible title your audience isn’t going to take your quiz. Therefore, you won’t get social shares or collect leads.
There are some specific tips and guidelines you can follow to transform your lead generating quiz from barely noticeable, to something that’s as shared as a Buzzfeed quiz. Ready to learn how to create compelling quiz title names?
Before you can put together the all-important title, you’ll begin with a concept phase.
Take a page from Upworthy’s book. One of the leaders in viral content, the Upworthy team will spend hours and come up with dozens of titles—at least 25 possible options—before they decide on one.
During the concept phase, consider the following, which can be used as a framework for putting a concrete title together:
Let’s move on to some more specifics of title creation for quizzes.
We touched on this a bit already, but it’s worth going into detail to cover the kinds of titles that work well for lead generation quizzes.
We’ve seen these quiz titles everywhere. These quizzes ask you to reveal a truth about yourself, whether it pertains to your personality or your knowledge. For example:
These catchy quiz titles make a comparison between the person taking the quiz, and someone or something. The comparison should be a flattering one, otherwise, why would quiz-takers want to share it with their social media audiences?
Both the actually and the comparison quiz evoke a self-serving bias, which means you’re telling people good things about themselves. People like to hear good things about themselves, thus the success of marketing quizzes.
While perhaps not as widely used as the comparison and actually quiz title styles, knowledge and trivia quizzes can also prove useful to marketers.
With this type of quiz title you’re asking users to challenge themselves, and social media users love that concept of taking on a challenge and proving just how much they know.
This great quiz title style is great for sharing, because users can not only share their own expertise but when posed as a fun-yet-engaging question, you’re going to draw users in.
After all, who can resist the chance to prove you know it all?
When you’re creating a quiz title, this is an important area to consider as well. Do you want your quiz to be alluring because it’s current or time-centric in some way? Think about the distinction between currently relevant content and evergreen titles.
Perhaps you want to appeal to trendsetters, or you wish to bring some element of current events into your quiz. This can be good in terms of short-term engagement although this style of quiz title isn’t going to remain fresh and relevant over the long-term, so you might not want to embed this as a tab on your Facebook page.
For that type of quiz, you want to look instead for evergreen titles, which are those headlines that will always remain relevant and have no shelf life. These titles can be more general and without the mention of current events or references that could date them.
The idea of creating an emotion in your titles and general content marketing concepts is so crucial it’s spawned it’s own fancy term: Emotional Marketing Value (EMV), which can be assigned a score.
Research continues to show that posts with a higher emotional value score get shared more.
When you’re creating your quiz titles you can even easily calculate your EMV score using the Advanced Marketing Institute tool, which offers a free emotional value headline analyzer tool.
It’s quite simple and shouldn’t take more than a few seconds to enter your headline and get your score.
It’s also worth mentioning that content (including quizzes), associated with positive emotions get the most shares. Other emotions that are good to speak to with quiz titles include anticipation and surprise. These are some of the inherently appealing elements of a good quiz. Your audience is dying to know their results, which is why they click on your headline, why they answer the quiz questions and why they’re pretty likely to share their information in exchange for their results.
When you’re crafting a headline, use action words or trigger words to evoke emotions. Here’s a handy list of 317 of the most powerful words to elicit emotions, which you can use to come up with your next quiz title and boost your EMV score.
To wrap it all up, and summarize this guide to creating the best lead generating quiz titles, we’ll leave you with this final tip: keep it short and to-the-point.
We touched on the importance of accuracy in the start of this guide, and that’s pivotal to the perfect quiz title.
Along with relevancy, keep it short and simple.
We’ll again have you think about those BuzzFeed quizzes that have become a phenomenon. The titles have a few things in common: a self-serving bias, an emotional element, and they’re short and simple. Although the strategy may differ slightly when aiming for lead generation, the same core values hold true.
Just because some best practices come into play when crafting a good quiz title doesn’t mean you have to overthink it and end up with something that’s long, complex, or confusing.
You want a clear and concise title that sums up your quiz, challenges your audience, and is compact enough to be easily shareable.
Use your title as an opportunity to frame users’ expectations. Let them know what type of outcome they’ll get, and don’t leave them guessing.
There you have it—our comprehensive guide to creating great quiz titles that’ll get clicked and drive traffic. Once you follow these tips and develop your own formula, you can use it as a template for all your future quizzes and even other forms of content. Coming up with that fantastic title isn’t luck—it’s science, so put our tips into practice and see what kind of results you achieve.