On the average, 5 times as many people read the headline as read the body copy. When you have written your headline, you have spent 80 cents out of your dollar.
Sometimes we have to deal with not common, even weird questions from our clients. They are asking our support team to help them with creating a referral campaign. Sure! We are here to help you with that… What is the problem? Do you have difficulties? Yes. I have some difficulties with titles and texts for widgets.
So, we understand very well that each and every campaign is unique, that they are created for different purposes, that each promotion has its own goals and objectives, but still we tried to find some general, core things, that are common for each campaign. We gathered a few tips here to help you start the campaign!
Though the word count both – for title and for the text body is more than enough in our InviteBox referral campaign widgets – we still recommend our clients to be short. Best solution – to have about 40-44 letters for the standard pop-up window if you want to fit on one line. In case you want to be sure, that the title looks good on phones – we will advise to use even shorter titles – not to stretch it for the whole screen width. Last year statistics for the Feb 2017 mobile devices excluding tablets accounted for 49.73 percent of web page views worldwide /statista/ and this number is going to increase each year. So you can’t just ignore that. Your mobile users should be able to sign in to the campaign without any difficulties. It’s better to fit the entire widget on one screen – without scrolling. As you might have heard mobile usability is one of the major creteria for Google now. So let’s just take it for granted that pop-up texts should be short. Besides the space limits – long texts has another serious disadvantage that is even more critical – long text – is harder for understanding and remembering. Ads or promotions with long body are usually denied by the users-readers, because it’s not that information they were going to have, when entering the site, they are not ready to waste their time on it.
InviteBox provides you several ways of showing widget on the site: pop-up, banner, straight integration to the page /as a part of the content/ and also as a button. And in that case the title length is mostly important. You should create very short, but attractive title – to make site user notice it and interact with it.
Good font. Good size. Good color.
Usually titles are shorter than the main text and it gives you an opportunity to experiment with fonts.
The guidelines referring to the body text are different. The longer text – the more readable font you should use. Serf font family is recommended for that purposes. Also the relationship between font size and letter-spacing is pretty straightforward: as size increases, letter-spacing decreases, and as size decreases, letter-spacing increases. Large text (e.g., titles and headings) should have decreased letter-spacing. Though it is recommended to use both capital and lowercase letters, as the difference in letter height makes scanning easier – nowadays it’s trendy to use just uppercases. So if you would like to choose this options – pay attention that default spacing between uppercase letters is designed to be the minimum necessary, so you’ll usually want to add a little more breathing room between the characters – choose the spacing value around 0.2–0.25 ems. You can read more about that in John D. Jameson post.
One more tip – light type set on a dark background usually benefits from a small increase in letter-spacing. You can test different options with the great tool from Webaim.org – it’s absolutely free.
The next step is to find out the exact space amount that you have for your title. This step is mandatory! Please don’t skip it. It will save you a lot of time and will keep you from disappointment. It’s the most awful thing – to find out that your ideal heading, that has come into being in such terrible throes – just doesn’t fit the space you have.
THINK OF TITLE-WRITING AS A PROCESS, AND ALLOW YOURSELF TO STRETCH YOUR THINKING DURING THAT PROCESS.
There are a lot of guides on “how to write the title that sell”, “how to create catchy headlines”, etc. Creating titles for referral campaigns is much alike creating titles/headlines for blog posts or for ads. The main rule here – is KISS rule (keep it simple).
Before you start writing – try to determine your target audience. Who are they? What do they do? How old are they? What are their interests? What problems do they have? Why do they need my offer? How it can ease their life or just maybe bring some joy and entertain them? Try to recreate in your mind a real person. Try to figure out the language your users speak; what phrase structure do they use? Think about using a colloquial – you should create a true feeling of natural language interaction – and that is the main idea.
Don’t try to choose one title from several choices. Keep in mind all of them – but choose one working title /also called production title or a tentative title/ – it’s the temporary title of used during the development process. As the title should reflect the main idea of the topic/offer – you may want to change it while creating the main text of the campaign. Don’t be sad about that – that is normal. The result is more important – so if you feel that your title is not quite good for the text below – just change it! So consider your title as a working title, as a draft – this way will be psychologically easier to change it later, if needed.
The title should be catching.
For example – if you need to create a title for a button! You should really make your title pop! What is the best way for that? Reward! Tell people what they can win! You can also combine it with the call-to-action! Click here and win …! The less space you have – the hotter your heading should be!
At the end of the process – try sounding out the title in your head to make sure it’s easily digestible for your readers. The easier and straight forward it sounds, the better.
Start right now! It’s FUN!