How many of us have started to watch a video on YouTube like TED talks, just because the title that was presented was so appealing to us?
In order to attract participants to come and assist us at a conference, or to appeal to journalists to contact us as specialists in a certain topic, it is essential that we do a good reflection about the titles that we want to attribute to the content that we produce. We should also highlight the importance of the promotion that we do on our social media, or through paid advertising.
Title: process and creation rules
Many consider that choosing a title for the speech is something simple, which is not true, because it is really a process:
• In which we have to think, rethink and go for different trials;
• That requires rigor until we are sure that the specific choose title represents well the content of our project.
In journalism, news titles are so studied and analyzed in detail in order to be as captivating as possible, what in fact transforms this choice into a major challenge.
While there are no secret formulas and we always depend on the context itself, an adequate title should:
• clearly make a statement or question;
• Create a stimulus for the public;
• Reflect the content;
The third point is of extreme relevance, because even though a strategic title can be extremely appealing, when it does not reflect truly the offered content, we enter the field of fake news. With this, the use of an opposite or incomplete title to the content itself will be highly negative to one´s reputation and should be absolutely avoided.
Negative impact of an inadequate title
The bad choice of a title changes completely the understanding of the public for what we want to transmit. This can happen with the use of a single word that steps away from the actual content of the news.
How many times, by accident, did we open an article or saw a video with an exciting title, but with a contradicting content that had nothing to do with the expectation that we had with what was promised in the title itself?
This creates for the reader:
• Sense of lost time;
• No access to the promised content;
• Discredibility of the company / agency / service;
• Lack of will to continue consuming the offers from the same news provider
In this sense, the rigor in the choice of the title, for example, in the journalistic sphere, should be applied to avoid us being known as professionals by producing misleading content. One single word that is incorrectly inserted can absolutely change the meaning and interpretation of the title, which consequently will result in loss of interest from the consumer in the offered contents (as the consumer feels he was mislead).
Good title and its benefits
Considering now that we are sure that the title reflects our own content, what is it about those incredibly popular TED talks videos that call out attention of so many people?
• “How to speak so people want to listen?”;
• “Inside the mind of a master procrastinator”;
• “How to identify a liar?”;
• “Your body language may shape who you are.”
All these examples – shared with you as a recommendation by its excellent content – have something in common, which is an impactful title with which we can relate to easily.
All of us have felt like we were not being heard or listening, we already questioned what we have heard, or felt disinterest from time to time. Grabbing a keyword in our speech that can transmit connection to a big audience can be incredibly efficient to call out attention.
When we share a video after a public presentation, or an interview with the media, or just a video we did on digital, we want that video to be seen, as it will contribute to our personal and professional brand, essential elements for our success as communicators today and in the future.
For that to happen we should:
• Create connection with the audience;
• Captivate interest;
• Awake curiosity;
• Transmit confidence (in ourselves, in what we are saying and doing in order for the public to give us credibility).
Communication and reputation are deeply connected. Therefore, we highlight the importance of corresponding the title to the content. If this does not happen, the public will rapidly detect that the title has been distorted and that can be catastrophic for our credibility as professionals and individuals.