Your school is set, you have created an online course, and you are ready to begin selling it. But, wait, what about your e-course’s title?
The title part happens to be the most crucial aspect of an online course. It can determine whether a customer (or potential learner) will “click” on the course or not. A good course title has to be able to catch someone’s attention, make him (or her) click and work well for SEO purposes (showing up on Google Results).
To Selling Online Courses
That’s a lot to think about, right?
An enticing and robust headline is perhaps the most essential element of any marketing copy. Writing a good eLearning title might sound easy, but can be quite challenging. The difference between a good and a great course title can make a significant impact on your visitors and ultimately your sales.
Making sure you create a descriptive and interesting title. Giving enough information and engaging the readers through a short and cathcy title is the secret to success.
It can also be an integral part of your brand giving tangibility to an intangible concept and differentiating your training from the competition. A catchy training program name can make the difference.
Let’s break down the advantages of a popular course or training title:
1Use popular search queries
Search engines know more than the rest of us about our more intimate thoughts. One of them, how we name our thoughts. Start typing a few ideas in a search engine and wait for the autocomplete to suggest a few search phrases. Google also includes similar results below.
Going a bit deeper, after you collect a list of possible names, variations and alternative keywords, try getting the search volume from Google Keyword Planner. Try phrases from your title names and see if any have a big enough volume of search or try discovering related keywords based on them.
Read how to use the tool or watch the video below, writing an SEO optimized title for your ecourse is like choosing keywords to advertise:
Popular search queries such as how-to and what attracts people’s attention. People want something useful, and usually, they search Google to find it!
2Specify your audience
Think about who are you writing for, who will buy this course? You need to avoid making it too broad. Try to specify who your course is referring to while of course being careful not to narrow it down too much. Writing for different groups might require a different choice of words, tone, and style. You wouldn’t include an emoticon to a title intended for grandparents, right?
3Focus on the key benefits
Try to share as enough information as needed to present your the key benefits of your eCourse rather than telling your audience what it is about. Grab their attention first and then get them reading the rest of your marketing copy!
4Keep it short and memorable
Make sure your title is easy to remember (so people can tell others). While there isn’t a particular size a title has to have, it’s a good idea to keep your most juicy part in the beginning. Keep in mind your students’ goals. They should be reflected in the title.
Also, have in mind that Google keeps about 50-60 characters to display in search results. If you aim for SEO, give your message in the first displayable characters. You can write a bigger more descriptive title or subtitles to carry over your message. Use “:” or “-” to break the main part and add a subtitle.
5Make it accurate
Set the right expectations to attract the right people for your course. The more clear your title the better. Especially if you work with a niche community of learners. There are some cases that you need to generalize, especially if you are teaching a very broad topic and target a broad demographic, in that case you might also need to rethink about breaking your course into smaller pieces and create a course bundle for the broader topic.
Set clear expectations and respect your readers’ experience. Setting too high expectations you can’t fulfill might backfire.
6Make it look as good as it would sound
Can you hear your thoughts reading the text right now? We translate writing into sound. Your title needs to sound as good as it looks. Say it out loud a few times to make sure you don’t start to stumble. If it sounds good then it probably is.
7Make your audience a promise
Your audience, your learners, are there for a reason. Your title has to embody your promise to them. Provide your promise as a clear opportunity that they wouldn’t pass.
8Always write with a context
Is your eLearning course intended for beginners in your field or an expert niche? If you are training juniors to become speakers you might need a title like “Juniors’ training to Public Speaking” while referring to experienced speakers might be something like “Expert Speaker Training: Learn to dazzle your audience.”
Four strategies for creating titles
As Michael Hyatt points it out, a killer course title has to:
10Course naming checklist
Before you set the title in stone, do a mental check that the title is:
Using these 10 tips, writing catchy headlines should feel intuitive. For further reading, Hubspot offers some additional advice on this article.
Content Sparks provides some great formulas examples of writing a great course title.
Since people are easily drawn to things that come in 3’s, you can make your title be in 3 key points as well as easy to remember. Simply choose 3 key elements of your course/product and see how you can combine them.
A, B, and C
If it makes sense for your ecourse, having two strongly connected or seemingly contradicting arguments can make the trick.
A and B
This one is greatly used and it is a good opportunity to get some interesting adjectives there. You simply have to extract the essence of your course/product and include it in your title.
The A of B
You can break down your content into one main thing you can give to your learners along with the great benefit that comes with it.
[Do something] and [Benefit]
If your course’s/product’s route of action is a how-to guide then this one is for you.
The/Your [Adjective] Guide to [Doing Something or Getting a Result]
While this looks like the “Do This to Get That”, you can also use it to underline the transformation learners will go through or the journey they will go on if they enrol to your course/product.
[Starting point] to [Benefit]
Well, anything made easy and simple is an attraction all on its own.
People love words like ‘secret’, ‘revealed’, ‘exposed’, ‘truth’, ‘myths’, etc. Make sure you not over-hype the title with tricks and hacks since it may lead to misleading promises. Avoid promises about sharing something no one’s ever heard before if you cannot fully address to those promises. Instead, stick to things that a large portion of your own target audience is unlikely to know about.
If you are looking for attention grabbing course title templates to help you write your own, Pauline Cabrera has a long list for blog post titles that work like a charm for online courses. No need to create one from scratch if you don’t feel creative, use a winning recipe to get started with an advantage.
How To ____ in
How To Rock ____
How To Make A Strong ____
How To Completely Change ____
How To Create ____ That Gets ____
How To Get More ____
How To Generate More ____
How To Use ____ To Stand Out
How ____ Boost Your ____
How ____ Can Inspire Your ____
What To Do With ____
Where To Find ____
A Complete Guide To ____
Ultimate Guide: ____
Advanced Guide: ____
Beginners Guide: ____
Practical Guide: ____
Full Guide: ____
How To Unlock ____
Tips For _____
Smart Strategies To ____
Most Effective Tactics To ____
Essential Steps To ____
Naming new corporate training programs is a bit different than a course. A training program might be in the same format as a course but targets a different audience.
Pitching to a Human Resource or Acquisitions Department for employee training or offering professional and career education to individuals is different from offering online courses to everyone. Your training program name should reflect that.
The name should inspire confidence, quality, and prestige. Use verbs and nouns that inspire action or purpose and you are already on the right track.
Here is a list of words to use to super-charge your naming efforts:
Training names can also be long or have difficult jargon words. Consider using acronyms to shorten them and make them catchy. See the following examples (source):
Use a bigger Brand
Many training programs focus on software training or branded training from other bigger companies. Using the names of companies like Microsoft, Adobe or Amazon allows you to borrow some of their recognition.
Adobe allows certified instructors to train companies and individuals on their products’ usage, same as Amazon Web Services and Microsoft. If you are an authorized trainer/instructor to one of them, you should be using their brand name in your training title (if your agreement/license
Think out of the box before writing your own title. You might think that books have nothing to do with ecourses, but you would be wrong. It’s a source of knowledge, and people do judge books from their titles.
Great titles make best-sellers. Take a look at best-sellers and find a few book titles flaring up your curiosity. Get inspired by them and write your best-selling course 😉
Best Sellers often hold part of their success to their title. Here are some Course title examples based on Amazon’s list of bestsellers:
- The Four Pillars: A Practical Guide to Personal Success
- How Not to Procrastinate: Discover the techniques that will help you distribute your workload effectively
- The 7 Habits of Highly Successful People
- The Life-Changing Magic of Promoting Your Courses
- Five Brief Lessons on Cooking
- The Subtle Art of Living a Balanced Life
- Passion and Persistence
- The Official Marketing Study Guide
- Ready or Not: 100 recipes that will leave your guests speechless
- How to Build Trust and Influence People.
Visit major bookstores online or best-selling books lists like the New York Times’ Best Sellers to find more recent catchy titles.
Naming is a tricky process, but also an important one. You probably clicked on this article because of its name, without even reading the description, and yet, you are here reading the whole article.
A good title can make a difference while selling a course, but a great one will carry you much further. Establishing a name for your brand, work or training, and who knows, maybe become a best-selling trainer.