American Marketing Association Professional Certified Marketer (PCM) Content Marketing Practice Exam

When writing a headline, what should you NOT do?

1. Tell readers how you're relevant to them.

2. Try to be all things to all people.

3. Consider who your ideal audience is.

4. Show readers how they'll benefit from the story.

The correct answer is: Try to be all things to all people.

When crafting a headline, avoiding the approach of trying to be all things to all people is crucial. This is important because a headline that attempts to appeal broadly risks diluting the message and may come off as vague or generic. Instead, effective headlines are specific and tailored to resonate with a well-defined audience. By pinpointing a targeted demographic, you can create a stronger connection and provide more value, ultimately leading to better engagement. Tailored messages lead to higher click-through and retention rates, as they are more likely to speak directly to the interests and needs of the audience. On the other hand, focusing on your relevance, understanding your ideal audience, and demonstrating the benefits of the content are integral strategies for creating impactful headlines. These approaches ensure that the headline is not only compelling but also aligns with the audience’s expectations and preferences, establishing a clear and enticing purpose for the article or content piece.