We’ve all been there. You’ve poured your heart and soul into crafting an amazing learning program, but registration numbers are dismal. What gives? Often, the culprit is a lackluster title. Just like in marketing, where headlines are the gateway to clicks and conversions, your L&D program titles hold immense power.
Here’s why mastering the art of the title is crucial for L&D professionals:
- First Impressions Matter: In today’s overflowing content platforms and LMS catalogs, a compelling title is your chance to grab attention and convince learners to invest their valuable time.
- Clarity is King: Your title should be a crystal-clear window into your program’s content and value. No confusion, no surprises.
- SEO Savvy: Strategic use of keywords in titles can boost the discoverability of your program in internal search engines.
So, how can you up your L&D title game and transform them from snooze-fests to sign-me-ups? Here’s where your marketing colleagues come in:
- Borrow the “Benefit Buzz”: Marketing thrives on highlighting the benefits a product or service offers. Emulate this by focusing on the value proposition of your program. Instead of “Management Fundamentals,” try “Become a More Effective Leader in 5 Steps.”
- Power Up with Power Words: Spice up your titles with words that evoke emotions, curiosity, or a sense of urgency. Think “Master,” “Unlock,” “Boost,” “Proven Formula,” “Insider Secrets,” “Game-Changing”…the possibilities are endless!
Ready to Test Drive Your Titles?
The good news: you don’t need a marketing degree to write magnetic titles. Here are some handy tools to help you evaluate and refine your creations:
- Headline Analyzers: Free online tools can score your titles on factors like clarity, SEO strength, and emotional impact.
- CoSchedule’s Headline Analyzer:
- AIO SEO
- Sharethrough
- EasyPeasy.ai
- ISITWP
- Monster Insights
- HubSpot’s Free AI Headline Generator is not technically a headline analyzer but it is pretty good at giving you options for headlines and section titles based on a short description and keywords that you provide.
- You might also like similar tools for email subject lines.
- A/B Testing: Feeling indecisive between two titles? Utilize A/B testing to see which one drives higher engagement/enrollment.
So go ahead – put on your marketing hat, flex your creativity, and craft those titles that will have learners rushing to click “Register.” Your L&D programs (and your learners) will thank you!
Mike Taylor 