A great seminar title is important because it will draw people’s interest - or not. When people read a title or heading it takes them only a few seconds. During that time they decide to either read on or throw the brochure in the bin. If you have a great title that makes them curious, then they will read on and may decide to attend the seminar. If it sounds boring, they will not attend.
A title needs to appeal to the emotions - to the right side of the brain. If it contains a fact supported by figures then the left side of the brain assimilates it and no emotion is felt. Take for instance this title: 40% of Retirees Need Nursing Care”. A title like this, containing figures, is a really bad idea. It tells us a fact supported by a number. It has no emotion, no human warmth to it.
If the seminar is about the cost of nursing home care, then make it more personal. “Mrs. Jones Cannot Afford to Buy Her Grandson a Birthday Present. Could This Happen to You?” is far more emotive. First it speaks about a person and we know immediately that she is a grandmother. Grandparents will immediately be compelled to read on to find out why, and how they could be affected by the same problem.
People very often want to find out about other people, so they will read on to find out what happened to Mrs. Jones that she couldn’t buy her grandson a birthday present.
So the title has done its job of making the person read on. It has appealed to the emotions. It also needs to appeal to the right target group. But if you were not targeting grandparents in your seminar, then that would not be the right title for you.
Another thing to watch for is the use of the word ‘you’. Using ‘you’ in the title will make it seem to be speaking directly to the reader. If you use ‘they’ instead, the reader immediately has the perception that this is for someone else. The tense used is also important. Present tense is the more immediate. It is happening now, not some time in the past.
The above title is written it the present tense. In past tense the problem would be over and done with, therefore the reader would feel that nothing could be done about it and it is in the past. They can lose interest.
A good title will evoke emotion and a feeling of curiosity. A question must be answered. People will read on and consider attending the seminar to get the answer.
Today we begin a series of podcasts on producing great seminars. We hope you enjoy them.
Tuesday, September 2, 2008
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