Have a title of training impacting increases the chance of selling the training. But why? The title is the first thing you see about the course, if it doesn't appeal to you, the person won't go any further. Even with the best content, the best design, or even by advertising, selling the course won't work if the title isn't irresistible. Choosing a trivial title means taking the risk that customers won't notice the awesome content hidden behind it.
Step 1: Differentiate yourself
Competition is becoming stronger in the field of training. The epidemic was an opportunity to accelerate digitalization and the multiplication of these training courses.. New forms of learning have emerged such as: Mobile learning, e-learning, the micro learning or even the Blended Learning. According to the annual barometer on transformations by the Cegos Institute published in mid-October, two thirds of the courses that were initially planned in person have switched to an online format.. To do well, the title of the team must be different. Difference makes it possible to stand out from the competition.
-> What actions should be put in place?
- Looking around you/benchmarking: what does the competition do?
Step 2: Make you want to “click”
Impactful training titles must Make you want to click (for digital training) and to do the training (for face-to-face training). The title must therefore be a seller. To do this it must be:
- Specific : a title that is too vague will not be appealing. Your course title should have a specific purpose.
- Mysterious: The title must certainly be precise, but it should not reveal all the content of the training. It must maintain a certain amount of mystery.
Today, consumers are subject to an unimaginable amount of information per minute. They are becoming more and more selective and are paying attention to information that:
- Get their attention or curiosity
- Promise them a clear benefit or a tangible result
In order to see if the training title is having an impact, you have to put yourself in the customer's shoes and ask yourself the following question:”Would I click on this course if I saw it?“.
-> What actions should be put in place?
- Give a specific purpose to the training
- Ask yourself the question: Will I click on this training?
Step 3: Meet the 4 qualities of an impacting training title
To have an impact training title, you must meet these 4 qualities:
- Insert benefit: As written before, as far as possible, you should remember to include a benefit in your title. This makes it possible to respond to the problems of future trainees: why should they do this training? And this in an explicit way.
- Talk to an ideal customer and personalize the title: by avoiding impersonal style. You should prefer the 2nd person plural, that is to say the “you” rather than the 3rd person singular, that is to say the “he”.
- Introduce a key word or phrase: For online training, integrating a key word or expression can give a boost to its positioning in Google.
- Use a short title: The title should be short. Ideally, it should not exceed more than 10 words or 50 to 60 characters. A short title is often more powerful than an extended title. The course description can provide more information and allows you not to say too much in your main title.
-> What actions should be put in place?
- Check if the title meets the 4 qualities of an impacting training title
Step 4: Choosing the right formulation
The wording of your training title can affect its impact. In order to maximize its impact, here are some formulation tips:
- The question : classic, but effective. Asking a question is arousing the curiosity of customers who want to know the answer.
- The how: Using the how means that the training will help them concretely solve their problems, lShow them how to get something they want. The “how...” is one of the most searched phrases by Internet users on Google. These types of titles are even more effective if they promise immediate or quick results. Example: “How to boost visits to your site in 1 week?”
-> What actions should be put in place?
- Use one of the two formulations
What to remember
- Thinking about looking around you: the competition
- Add a specific and mysterious title.
To have an impact training title, you must:
- Insert benefit
- Talk to an ideal customer and personalize the title
- Introduce a key word or phrase
- Use a short title
- Choose a good formulation such as the question or the “how”.
