Parents see the word “autistic”, which acts as a power word to draw them in.
Yep, good point.
I found out that many bloggers in my field don’t make an effort to state a benefit. I saw many posts just using the word “autistic”, thinking that’s enough. Since we’re writing for knowledge-thirsty parents (with module 2 in mind…), many of these blogs get away with it.
It makes me wonder, if these posts would have a headline with a benefit would they get even more shares? And be found in Google more often? I’d imagine parents of autistic children Google lots of specific questions to look for advice and compassion?
What’s also worth keeping in mind, is that a blog that already has a large readership, doesn’t necessarily need good headlines to get lots of readers and shares, because they have fans who will read their posts no matter how bland the headline is.
Chris Brogan, for instance, rarely states a benefit in his headlines, but he has so many fans, that he doesn’t need to worry about writing good headlines – enough people click through to read his posts anyway. (If he’d write better headlines, he’d gain even more readers).
Enchant readers. Woo customers. Win business.