Just updated to 4.4 now presentation is broken
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The TOC list is now a nested list containing mainly unwanted/false links and bullets. It was working fine before this update.
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<h1 itemprop="headline">How to Create Smart Headlines That Really Make a Big Difference</h1> <ul data-type="icons:circle"> <li data-type="simple"><a href="https://www.epsilis.co.uk/tag/copywriting/" rel="tag">COPYWRITING</a>,?<a href="https://www.epsilis.co.uk/tag/seo/" rel="tag">SEO</a>,?<a href="https://www.epsilis.co.uk/tag/seo-title/" rel="tag">SEO TITLE</a>,?<a href="https://www.epsilis.co.uk/tag/titles-headings/" rel="tag">TITLES & HEADINGS</a></li> </ul> <div><img width="700" height="500" alt="How to create smart headlines" src="https://www.epsilis.co.uk/wp-content/uploads/2021/01/how-to-create-smart-headlines.png" /></div> <div> <p>Effective headline titles are the difference between articles and social media posts being read or skipped past. People are busy. They have to scan through large amounts of content noise these days for items that peak their interest. With titles, first impressions count and it may be your only chance.</p> <blockquote> <p><em><em>On average, 8 out of 10 people will read headline copy, but only 2 out of 10 will read the rest.</em></em></p> <em><a href="https://copyblogger.com/writing-headlines-that-get-results/" rel="noopener">Quote from Copyblogger</a></em></blockquote> <p><strong>Therefore your headline is the most important string of words in your article for content marketing.</strong>?However a poor headline is most likely to result in failing to get your content read.</p> <h2>Table of Contents</h2> <ul> <li><a href="https://www.epsilis.co.uk/how-to-create-smart-headlines-that-really-make-a-big-difference/#0">0</a></li> <li><a href="https://www.epsilis.co.uk/how-to-create-smart-headlines-that-really-make-a-big-difference/#4">4</a></li> <li><a href="https://www.epsilis.co.uk/how-to-create-smart-headlines-that-really-make-a-big-difference/#1">1</a> <ul> <li> <ul> <li><a href="https://www.epsilis.co.uk/how-to-create-smart-headlines-that-really-make-a-big-difference/#what-should-be-in-a-good-headline-title">What should be in a good headline title?</a></li> </ul> </li> </ul> </li> <li><a href="https://www.epsilis.co.uk/how-to-create-smart-headlines-that-really-make-a-big-difference/#1">1</a></li> <li><a href="https://www.epsilis.co.uk/how-to-create-smart-headlines-that-really-make-a-big-difference/#6">6</a></li> <li><a href="https://www.epsilis.co.uk/how-to-create-smart-headlines-that-really-make-a-big-difference/#1">1</a> <ul> <li> <ul> <li><a href="https://www.epsilis.co.uk/how-to-create-smart-headlines-that-really-make-a-big-difference/#a-great-title-should-be">A great title should be</a></li> </ul> </li> </ul> </li> <li><a href="https://www.epsilis.co.uk/how-to-create-smart-headlines-that-really-make-a-big-difference/#2">2</a></li> <li><a href="https://www.epsilis.co.uk/how-to-create-smart-headlines-that-really-make-a-big-difference/#8">8</a></li> <li><a href="https://www.epsilis.co.uk/how-to-create-smart-headlines-that-really-make-a-big-difference/#1">1</a> <ul> <li> <ul> <li><a href="https://www.epsilis.co.uk/how-to-create-smart-headlines-that-really-make-a-big-difference/#how-long-is-a-ideal-title">How long is a ideal title?</a></li> </ul> </li> </ul> </li> <li><a href="https://www.epsilis.co.uk/how-to-create-smart-headlines-that-really-make-a-big-difference/#3">3</a></li> <li><a href="https://www.epsilis.co.uk/how-to-create-smart-headlines-that-really-make-a-big-difference/#14">14</a></li> <li><a href="https://www.epsilis.co.uk/how-to-create-smart-headlines-that-really-make-a-big-difference/#1">1</a> <ul> <li> <ul> <li><a href="https://www.epsilis.co.uk/how-to-create-smart-headlines-that-really-make-a-big-difference/#effective-power-words-to-use-in-titles">Effective power words to use in titles</a></li> </ul> </li> </ul> </li> <li><a href="https://www.epsilis.co.uk/how-to-create-smart-headlines-that-really-make-a-big-difference/#4">4</a></li> <li><a href="https://www.epsilis.co.uk/how-to-create-smart-headlines-that-really-make-a-big-difference/#16">16</a></li> <li><a href="https://www.epsilis.co.uk/how-to-create-smart-headlines-that-really-make-a-big-difference/#1">1</a> <ul> <li> <ul> <li><a href="https://www.epsilis.co.uk/how-to-create-smart-headlines-that-really-make-a-big-difference/#add-emotion-to-pack-more-punch">Add emotion to pack more punch</a></li> </ul> </li> </ul> </li> <li><a href="https://www.epsilis.co.uk/how-to-create-smart-headlines-that-really-make-a-big-difference/#5">5</a></li> <li><a href="https://www.epsilis.co.uk/how-to-create-smart-headlines-that-really-make-a-big-difference/#20">20</a></li> <li><a href="https://www.epsilis.co.uk/how-to-create-smart-headlines-that-really-make-a-big-difference/#1">1</a> <ul> <li> <ul> <li><a href="https://www.epsilis.co.uk/how-to-create-smart-headlines-that-really-make-a-big-difference/#make-your-headline-stand-out-from-the-crowd-by">Make your headline stand out from the crowd by:</a></li> </ul> </li> </ul> </li> </ul> <p>Crafting a good title takes a lot of effort and may require many rewrites. So you may need to start with a working title as you draft your content and improve the headline as you go. But don’t stop until you have a great title you are totally happy with. At the bottom of this article are some links to online text analysers you can use to improve your headlines.</p> <h2 id="what-should-be-in-a-good-headline-title">What should be in a good headline title?</h2> <ul> <li><strong>Key information</strong>?– what is the key point of the article.</li> <li><strong>Important keywords</strong>?– for SEO what keywords will people be using to search for your information.</li> <li><strong>A promise</strong>?– create an expectation of what the reader will gain from the article.</li> </ul> <h2 id="a-great-title-should-be">A great title should be</h2> <ul> <li><strong>Brief</strong>?and?<strong>informative</strong>.</li> <li>Written for a<strong>?target audience</strong>?using relevant language.</li> <li><strong>Accurate</strong>?and relevant to the article content. You must deliver what you promise, if you don’t people will very quickly look elsewhere.</li> <li><strong>Interesting</strong>. Why would you read anymore if it isn’t?</li> <li>Written to?<strong>solve a problem</strong>. Mostly people are looking for solutions to their current problem.</li> </ul> <h2 id="how-long-is-a-ideal-title">How long is a ideal title?</h2> <p>Ideally your headline title should contain the?<strong>fewest words possible to briefly summarise the content</strong>?of the article. It needs to tell your audience what the article is about, by just reading the title. It also needs to be the right length for where it is going to be used because you want it displayed in full. If your?<a href="https://www.epsilis.co.uk/what-is-the-difference-between-page-title-and-seo-title/">SEO title</a>?is truncated by Google in the SERPs, the blog software or the social media platform you are using that isn’t going to work well.</p> <blockquote> <div> <div></div> </div> <div> <div></div> </div> <div> <div> <div> <div> <p><em><em><em><em>Shorter titles tend to get more interest – around 6 words is ideal but 8 to 12 words is not necessarily bad.</em></em></em></em></p> </div> </div> </div> </div> </blockquote> <p>With longer titles people tend to only read part of it – generally they only see the first few words and the last few words. So the most important words should be at front and back of longer titles if possible.</p> <p>Titles in?<a href="https://www.epsilis.co.uk/what-are-serps-and-snippets/">SERPs snippets</a>?are usually around 60-70 characters, any longer is truncated so this is a length to work with for search engine listings. However if you want your title to be tweetable then 120 -130 characters is the sweet spot according to?<a href="https://blog.hubspot.com/marketing/a-simple-formula-for-writing-kick-ass-titles-ht" rel="noopener">Hubspot</a>.</p> <h2 id="effective-power-words-to-use-in-titles">Effective power words to use in titles</h2> <div> <div> <div> <div> <div> <div> <div> <div> <div> <p><strong>Numbers</strong>?(use 7 not seven) any number is ok, the more unusual the better. Also apparently we believe odd numbers more than even ones.</p> <ul> <li>7 reasons why … is best</li> <li>3 easy steps for …</li> <li>11 worst mistakes in …</li> </ul> <p><strong>Be useful</strong>: Solve problems for people looking for help.</p> <ul> <li>Guide to …</li> <li>Step-by-step guide to …</li> <li>Solution for …</li> <li>How to … in 5 simple steps</li> <li>Reasons for …</li> <li>… in 7 easy lessons</li> <li>9 quick tips for …</li> <li>3 best kept secrets to …</li> <li>Essential hacks for …</li> <li>11 Ideas for …</li> <li>3 pro tips to …</li> <li>Basic principles of …</li> <li>Facts you should know before …</li> <li>Rules to follow for … success</li> <li>5 mistakes to avoid …</li> <li>7 insights into why …</li> <li>Learn how to …</li> <li>Get rid of …</li> <li>… because …</li> <li>Many people …</li> <li>… mistakes …</li> </ul> <p><strong>Speak directly to the reader</strong>?with words like you and your.</p> <ul> <li>You can …</li> <li>You should …</li> <li>With your …</li> <li>Are you …</li> <li>Are you aware …</li> <li>Are you missing out …</li> <li>Do you …</li> <li>Do you want …</li> <li>Help you …</li> <li>… that you should …</li> <li>Have you heard …</li> </ul> <p>Use?<strong>questioning</strong>?words</p> <ul> <li>Why</li> <li>When</li> <li>How</li> <li>What</li> <li>If</li> <li>Which</li> <li>Who</li> </ul> <p><strong>Special offer?</strong>or “might miss out” related words like</p> <ul> <li>Free, Freebie</li> <li>Extra</li> <li>Bargain</li> <li>Compare</li> <li>Discount</li> <li>More</li> <li>Reduced</li> <li>Save</li> </ul> </div> </div> </div> </div> </div> <div> <div> <div> <div> <div> <p>Express?<strong>difficulty or quality</strong>?with words like</p> <ul> <li>Best, worst</li> <li>Big, huge</li> <li>Good, bad</li> <li>Great</li> <li>Top 10</li> <li>Easy, hard</li> <li>Simple</li> <li>… for beginners</li> <li>Essential</li> <li>Effective, highly effective</li> <li>Excellent</li> <li>Genuine</li> <li>Guaranteed</li> <li>Powerful</li> <li>Proven</li> <li>Reliable</li> <li>… that succeed</li> </ul> <p>Convey?<strong>urgency</strong>?or time dependancy with words like</p> <ul> <li>Fast</li> <li>Quick, quickly</li> <li>Instant, instantly</li> <li>Immediately</li> <li>… in 30 minutes</li> <li>Hurry</li> <li>Limited</li> <li>New</li> <li>Now</li> <li>Today</li> </ul> <p><strong>Cover everything</strong>?that is needed as in</p> <ul> <li>Comprehensive</li> <li>Complete</li> <li>Definitive</li> <li>Ultimate</li> <li>Everything you need to know about …</li> <li>Step-by-step process for …</li> </ul> <p><strong>Be sensational?</strong>but make sure you deliver</p> <ul> <li>Absolutely</li> <li>Always</li> <li>Definitely</li> <li>Extremely</li> <li>Excellent</li> <li>Remarkable</li> <li>Sensational</li> <li>Startling</li> <li>Tremendous</li> <li>Unbelievable</li> </ul> </div> </div> </div> </div> </div> </div> </div> </div> </div> <h2 id="add-emotion-to-pack-more-punch">Add emotion to pack more punch</h2> <p>Emotional words relate to or reflect feelings which boils down to happiness, sadness, fear, and anger.?Using emotional words will illicit an emotional (rather than rational) response and has a bigger impact.?<strong>Contrary to logic, people make decisions based more on how they feel rather than a calculated evaluation of information.</strong>?<strong>This is especially true with first impressions which is very relevant to headlines.</strong></p> <p>Emotion is used in marketing because it is more effective at making people act – as in read your article based on a headline and share it on social media or buy from you.</p> <p>I have used emotional words already in my lists.?<a href="https://www.thepersuasionrevolution.com/380-high-emotion-persuasive-words/" rel="noopener">Here is a long list – split by emotion</a>?and an alternative useful?<a href="https://capitalizemytitle.com/power-words-to-use-in-headlines-and-email-subjects/" rel="noopener">list of power words</a>?for your headlines.</p> <h2 id="make-your-headline-stand-out-from-the-crowd-by">Make your headline stand out from the crowd by:</h2> <ul> <li>Using?<strong>unusual words</strong>?not just common ones – but make sure everyone will understand them.</li> <li>Being?<strong>unique</strong>?– tall order these days I know but try.</li> <li>Being?<strong>specific</strong>?– so be focussed on something, don’t be too generic.</li> <li>Using?<strong>alliteration</strong>?– because it makes it a little nicer to read and has a subtle impact on your audience.</li> <li>Using?<strong>emotion</strong>?– because it is more effective and hits harder.</li> <li>Instilling?<strong>urgency</strong>?– because no one likes to miss out.</li> </ul> <p><strong>Do remember to use keywords as well to maximise seachability.</strong></p> <blockquote> <div> <div></div> </div> <div> <div></div> </div> <div> <div> <div> <div> <p><em><em><em>If you just saw your headline only, ask yourself “would I read any further?”.</em></em></em></p> </div> </div> </div> </div> </blockquote> <div> <div>That’s why I need your article copied and pasted here. Just select all (!) blocks in your article, copy and paste it here. I need to reproduce the problem somehow. I have several test articles but no one shows this problem. There must be something special in it.
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