![]() ![]() Here is where you may start getting slightly more opinionated. Now we admit, some of your buyer personas may not be too interested in global financial news, but others, like high-end clients with internationally-based investments, most certainly will. The headline is grim, gripping, and entirely accurate. For example, "Greece Bailout Talks Collapse - And There's No Hope In Sight." This headline refers to recent news that European and Greek finance ministers failed to find common ground surrounding the country's austerity program. Sometimes financial news can be so jarring that people will click on the article regardless of if the headline suggests an opinion. For example, "Gas Prices Remain Low - What Does This Mean for the Average Consumer?" Here you can talk to pocket-book issues based on current news. For example, "Five Questions You Need To Ask Your Retirement Advisor." An effective headline suggests that by clicking on the article, the viewer will read something illuminating and insightful. A good title would be, "Three Things You Should Know Before Opening a Home-Equity Line." For example, as this article notes, use of home-equity lines of credit grew amid a resurging housing market in 2014. Better yet, support your headline with relevant news. People are entrusting their money with you, so come across as intelligent while not seeming arrogant. The trick, therefore, is to strike that balance between intriguing and professional. At the same time, if you try too hard to make financial content exciting - "Ten Extreme Retirement Tips!!!" - you'll come across as amateurish. Financial content isn't exactly the most electrifying stuff in the world.
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