Last week, I conducted a poll...
I'm not going to lie. With results like that, I felt slightly uncomfortable leaving it up - it took me the best part of a month to come up with that!
At first glance, the results suggest I should scrap the title and start from scratch. But it's not quite as simple as that.
You might be thinking at this point, Alex is a stubborn ass! He's got his blinkers on! Feedback is staring him in the face and he's not listening.
Well, as interesting as the poll was, the comments gave me a lot to think about too.
The suggestions - all brilliant, but they were also very broad. Most of them were going down the thought leadership route which has got nothing to do with the book I've actually written.
The lesson became clear... My title isn't clear!
It's not ticking the Ronseal box. So despite the underlying nuance of the poll, I'm well aware it needs more work.
Luckily, we bought a puppy on Friday (her name is Margot, thanks for asking). And we had to drive to from London to Devon to pick her up which gave me plenty of thinking time.
Because how you package (aka title) your conference keynotes/TEDx talks will determine it's success. Of the 100+ TEDx talks that I've worked on, through running TEDxClapham and my Thought Leadership Accelerator, I've noticed a trend.
The talks with the best online titles win. They are the ones that get the most views online.
You could deliver the greatest talk of all time, but if the YouTube title is off, it will be lost forever and forgotten.
A great example of this...
JC is the Founder of Movember. He very kindly agreed to speak at my very first TEDxClapham event. His talk was brilliant. Fun, charming, memorable. But back then, I didn't understand the importance of a talk title.
Fun as a trojan horse.
WTF does that mean?! Well, if you go watch his talk you'll find out. But unless I'd told you about it, you'd never have found it.
1.3k views in 7 years!!! It's a shame...
Compare that to:
Why sitting down destroys you | Roger Frampton (4.5M views). Is the feminist movement starting to undermine itself? | Jess Butcher (1.3M views). How to learn any language easily | Matthew Youlden (4M views). What they don't tell you about entrepreneurship | Mark Leruste (1.1M views). How to manage your mental health | Leon Taylor (1.9M Views)
These talks are evergreen. Some of the view counts here are increasing faster now than they were when the algorithms were primed to help them! And while luck is involved in going viral, the thing they all had in common was that we put a serious amount of thought into the titles.
So what makes a good title for a YouTube video? One that:
There's a tool I've been using to help me optimise my own thought leadership and my clients big stage presentations. It's called Headline Studio by CoSchedule - I highly recommend you check it out!
I've found it to be incredibly useful. And I hope you do too.
When you've put a lot of effort into creating a piece of thought leadership, don't underestimate the power of an effective title.