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About Vickie Sullivan

Vickie Sullivan is internationally recognized as the top market strategist for thought leaders, professional speakers and B2B professional service firms. Specializing in brand and message strategies in crowded markets, she has helped thousands of talented people outsmart their competition since 1987.

Written by: Vickie Sullivan  |  December 10, 2013

Titles That Seduce

Interesting discussion on social media about creating great titles. The poster has a systematic approach and wants to tout their acronym in the title. Several folks (including me) are suggesting otherwise. As of right now, he’s sticking to his guns.

We have a right to be proud of our systems. They work. And it’s easy to fall in love with our brilliant acronyms. What happens a lot is that we assume that everyone else will love it sight unseen. We get so committed to using the label in our titles (and everywhere else) that we forget that the audience / reader / the world doesn’t know what the term means yet.

Titles are tools of seduction. They start with desire, then explain the benefit. Ask yourself: does the reader need to know what I mean in order to “get” the title? If so, save that killer phrase for repeat clients. The best titles lead with what the target market already dreams of.


About Vickie Sullivan

Vickie Sullivan is internationally recognized as the top market strategist for thought leaders, professional speakers and B2B professional service firms. Specializing in brand and message strategies in crowded markets, she has helped thousands of talented people outsmart their competition since 1987.