The Chicken or the Egg

Have you ever read a title to an article that absolutely left you craving more only to find that the content doesn’t live up to the hype?

As a REALTOR, you have a hard enough time getting people to read what you have to say. If your content is a let down to your readers because you were able to formulate a title the article didn’t live up to, who’s to say they will ever return.

Time is a precious commodity. Do not waste your readers’ time or you can kiss them goodbye.

Conversely, have you ever run across a title that just didn’t grab you, but you ended up reading the article anyway? The best content is often overlooked due to an inadequate heading.

So what comes first - developing a distinguished title, or writing the article and naming it later?

Let’s examine the options.

If you are a decent writer, and are experienced in the field you are writing about, chances are you will develop content worthy of your readers’ time once you come up with a topic (106 are available to you right now).

Many of you could go on for pages about your frustrations with the buyer’s market you are trying to survive.

But what kind of captivating title can you come up with to match the content?

For some, the content in the article will fuel an idea for a cleaver headline. Others encounter a massive case of writer’s block and settle for a title that is not quite up to par - not a good idea.

For those of you who are capable and talented in the arena of headline development after the article is written, bravo. Do what works for you.

REALTORs, however, are constantly on the move, and therefore extremely likely to run into an idea for content while sitting at a stop light, eyes (and mind) wandering. The most innovative ideas will always come to you when your mind is everywhere else.

Take those sudden bursts of creativity, write them down, and develop an article around the title that unexpectedly slips into your brain.

This article is the perfect example of an idea out of left field.

My best friend was kind enough to stop by the office today with a lunch feast in hand - see why he’s my best friend! As we annihilated the meal, he asked a question. “How do you come up with titles for your articles? Do you write the headline first or the article first?”

Just like that I sprinted out of the room, and headed straight for my notepad. As I scribbled down everything that was running through my head, he ran in after me. As he cautiously entered my office, I told him “that’s how we come up with our headlines.”

A wise person once told me the best ideas come to you when you’re on the toilet and vanish the minute you finish washing your hands. Aint that the truth?!

(Note to self: always keep a pen and paper within reach.)

Whether you write your article or your headline first is up to you. My only advice is this: make sure you have a solid, effective pairing of the two.

For some tips on strategic headline development, check out Copyblogger’s 10 Sure-Fire Headline Formulas That Work