Setting Up Your Consulting Practice

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Business Development

Topic: Write Headlines

Before you write content, create a list of potential headlines for your blog posts or podcasts. Start broad, and narrow it down for specific audiences. This approach of starting with the headline is a recommendation from David A. Fields

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So you’ve decided on what thought leadership channel you’re going to use, whether it’s a podcast, or a blog, or articles on medium.com, or white papers. Now, you’re faced with the challenge of coming up with what content you’re going to write. Well, before you write the content — I got this idea from David A. Fields.  Go ahead and create a list of headlines of your potential content.

And in the show notes to this, we have some links to some various different articles that give tips on writing headlines that are going to capture the reader’s attention. So if you work first on writing snappy headlines, you can then share those with a few people and say, “Which of these would you want to read?” And that will give you some indication of where it makes sense to actually invest your time in creating content.

You can also think about, as you’re creating content, start with a broad topic and then say, “What if I go narrow on this topic? What if I go narrower still?” In some cases, the finer and narrower your approach and the focus of your article, even though it feels narrow, it will be more appealing to the person that’s interested in that particular topic. 

So rather than an article on global trends and supply chain optimization saying, “Eight tips to use a particular supply chain optimization software,” might be far more compelling to people interested in that particular topic and who are searching for information on that particular topic area.