Have you ever noticed that titles on the cover of magazines sometimes differ from the actual title of the articles themselves? The next time you purchase a magazine, look at the titles and see if they are the same. The discrepancy is the because the objective of the magazine circulation department is to sell as many copies as they can. In their effort to do so, they often simplify, modify or reconstruct the titles of the articles to make it more interesting and make people buy their magazines. In effect, the circulation department is ?working the headlines? by trying to make a good headline better.

So how does this apply to me you may ask? Well, to improve your online campaigns, it is a good idea to review printed marketing material and think more creatively about it. Looking over printed marketing material can spur ideas and help you improve them, which will definitely give your market campaign a much-needed boost! Still not getting the picture? Here are some more examples taken from various marketing books.

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These titles were given more impact by being shortened:

{Original Title}: Hot Tips on Finding Summer Vacation Spots

{Enhanced Title}: How to Find a Summer Vacation Destination

{Original Title}: Three Ways to Fireproof a Marriage

{Enhanced Title}: 3 Ways to Save a Marriage

{Original Title}: A Smart Shopper’s Guide to Great Deals

{Enhanced Title}: Shopper’s Guide to Deals

{Original Title}: How to Understand the Perplexing Teenager

{Enhanced Title}: How to Understand Your Teenager

{Original Title}: Finding Which Diet Tips Pay Off?

{Enhanced Title}: Diet Tips That Pay Off

The following are article titles that were given more sales appeal by being lengthened:

{Original Title}: Birth Control for Women

{Enhanced Title}: Safe, Simple Birth Control Options for Women

{Original Title}: When Your Husband’s Affection Wanes

{Enhanced Title}: When Your Husband’s Affection Cools Wanes? And How to Prevent It

{Original Title}: Key to Fitness at Any Age

{Enhanced Title}: Key to Fitness Success at Any Age for Men and Women

{Original Title}: Learn to Read Faster

{Enhanced Title}: Read Faster ? A 20-Day Plan

Here are article titles that were given greater interest by reconstructing them:

{Original Title}: Growing a Healthy Marriage

{Enhanced Title}: 4 Ways to Keep Your Marriage Exciting

{Original Title}: High Blood Pressure ? New Information on the Silent Killer

{Enhanced Title}: 3 Critical Steps to Protect Yourself Against a Heart Attack

{Original Title}: The Benefits of Breastfeeding

{Enhanced Title}: 3 Ways Breastfeeding Offers a Better Start

{Original Title}: Rooftop Gardening Is Back in Style

{Enhanced Title}: How to Start a Rooftop Garden

{Original Title}: What You Can Do to Combat Debt

{Enhanced Title}: 10 Ways to Save Yourself from Debt

As you can see shortening, lengthening, or rewording these titles improved them in some way or another. So, you should take this information and look at your titles, not just in your PPC campaigns, but on your web sites as well. While your looking at them you should ask yourself, could my titles use a rewrite to improve the message? If so, what are you waiting for?! This marketing boost can be yours just by editing a few titles. How easy is that!

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