Category: blogging

365 Days of Writing, 2026 – 205

Day 205 – Short or long titles

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The Great Title Debate: Why Both Short & Long Titles Work (And How to Choose)

We’ve all heard the golden rule of content creation: Keep it short and punchy.

From Ernest Hemingway to modern-day Twitter, brevity is traditionally praised as the ultimate form of wit. Short titles are clean, easy to read on mobile screens, and instantly digestible.

Yet, if you look at the top-ranking articles on Google, viral YouTube videos, and bestselling books, you’ll notice a fascinating paradox: Extremely long titles are just as popular.

Think about it. Would you rather click on “Productivity Tips” or “10 Scientifically Proven Productivity Tips That Will Transform Your Morning Routine Before 8 AM”?

While both work, they serve entirely different psychological triggers. If short and simple titles are so great, why do long titles dominate just as much? And more importantly, which one should you use?

Let’s dive into the psychology of titles and explore the exact guidelines you need to write headlines that convert.

The Case for Short Titles (Why Simple Wins)

Short titles have stood the test of time because of how human brains process information.

  • Cognitive Load is Low: Readers are lazy (or rather, busy). A short title requires zero effort to scan and comprehend.
  • Mobile-Friendly: With over 60% of web traffic coming from mobile devices, short titles don’t get awkwardly cut off by screen boundaries.
  • The Power of Mystery: Short titles often act as curiosity gaps. Think of iconic book titles like Dune, Outliers, or Eats, Shoots & Leaves. They force the reader to ask, “What is this actually about?”

Best used for: Branded content, creative storytelling, news headlines, and audiences who already trust your authority.

The Case for Long Titles (Why Detail Dominates)

If short titles are so efficient, why do long, multi-clause titles consistently rank well on Google and pull massive click-through rates (CTR) on platforms like YouTube?

Here is the secret: Long titles are actually mini-pitches.

  1. Search Engine Optimisation (SEO): Google loves context. A longer title allows you to pack in primary keywords, secondary keywords, and intent-driven modifiers without looking like you’re keyword-stuffing.
  2. Explicit Value Proposition: Long titles remove all ambiguity. The reader instantly knows what they are getting, how much they are getting (e.g., “10 ways”), and why it matters to them.
  3. Targeting Niche Intent: Someone searching for “Marketing” is a broad, hard-to-please user. Someone searching for “B2B SaaS Content Marketing Strategy for Early-Stage Startups” has high intent. A long title catches that specific, highly valuable fish.

Best used for: How-to guides, SEO-driven blog posts, educational content, and YouTube tutorials.

Guidelines: How to Choose (and Write) Short vs. Long Titles

You don’t have to guess which length to use. Follow these copywriting guidelines to determine the right length for your next piece of content—and how to execute it properly.

Guideline 1: Match Title Length to Search Intent

  • Informational/How-To: Lean toward long titles. Users want to know they’ve found the exact answer to their specific problem.
    • Example: “How to Fix a Leaking Faucet” vs. “Step-by-Step Guide: How to Fix a Leaking Single-Handled Kitchen Faucet in 15 Minutes”
  • Navigational/Branded: Lean toward short titles. The user is already looking for a specific brand or concept.
    • Example: “Nike Air Max Review”

Guideline 2: Balance SEO with Readability

For SEO, Google generally displays the first 50–60 characters of a title tag (roughly 600 pixels).

  • If you write a long title, put the most important keyword and hook at the very beginning.
  • Use the second half of the title for emotional triggers, modifiers (like “2024 Guide”), or brackets.
  • Formula: [Primary Keyword]: [Compelling Benefit] + [Modifier]

Guideline 3: Use Subheadlines to Bridge the Gap

You don’t have to cram everything into the main title. Use a two-part title structure (Headline + Subheadline) to get the best of both worlds:

  • Main Title (Short & Punchy): Grabs attention.
  • Subtitle (Long & Descriptive): Delivers context.
  • Example:
    • Headline: The Power of Habit
    • Subheadline: Why We Do What We Do in Life and Business

Guideline 4: A/B Test Your Titles

Audiences are unpredictable. What works for a B2B SaaS blog might fail for a lifestyle magazine. Whenever possible, run A/B tests on your headlines using tools like MonsterInsights, Optimizely, or built-in email marketing subject line testers. You might find that your audience prefers a punchy 5-word title over a descriptive 12-word title—or vice versa.

The Verdict

So, which is better: short or long?

The truth is, there is no universal “better”—only “more appropriate.”

Short titles win on aesthetics, branding, and punchy curiosity. Long titles win on clarity, search engine optimisation, and explicit value.

Instead of obsessing over character counts, focus on clarity, relevance, and meeting the user’s intent. If a short title says it best, use it. If you need a longer title to explain the immense value hidden inside your content, don’t be afraid to spell it out.

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Top 5 sights on the road less travelled – Vaduz

The Road‑Less‑Travelled in Vaduz: 5 Hidden Gems Worth Exploring

Vaduz may be tiny, but it’s brimming with surprises for the curious traveller. While most visitors gravitate toward the iconic castle, the state museum, and the glittering shopping street, the capital of Liechtenstein has a quieter side that rewards those who wander off the main postcard route. Below are my five favourite “off‑the‑beaten‑path” experiences – perfect for a day (or a few hours) when you crave something a little different.

1. Stroll the “Kunstweg” – Vaduz’s Secret Art Trail

Why it’s special

Tucked between the historic centre and the foothills of the Alps, a short footpath leads you past a series of contemporary sculptures and mural‑covered walls that most guidebooks skip. Each piece is curated by the tiny but vibrant Kunstverein Liechtenstein (Art Association) and changes seasonally, so you’ll never see the same lineup twice.

What to look for

  • The “Glass Feather” – a translucent installation that refracts sunlight into a rainbow on the riverbank.
  • “Echoes of the Alps” – a series of bronze panels that play faint Alpine wind sounds when you step close.
  • Hidden mural on a back‑alley building, painted by a local graffiti collective, depicting a mythic Liechtensteinic dragon.

Tips

  • Bring a small notebook – the artists love hearing visitors’ thoughts, and a quick sketch can become a souvenir.
  • Go early in the morning; the light makes the glass installations sparkle like gems.

2. Taste the “Heidi‑Style” Alpine Farmstead Café

Why it’s special

While the capital’s cafés cater to tourists, a family‑run farmstead just outside the city gates (about a 10‑minute walk) serves authentic, farm‑to‑table dishes in a rustic barn setting. Think cheese‑fondue made from the farm’s own alps‑milk, freshly baked “Vaterspaß” rye rolls, and a secret herb‑infused jam that locals swear is the best thing since the invention of the internet.

What to order

  • Schlössli Cheese Fondue – a blend of Gruyère, Emmental, and a pinch of local mountain herbs.
  • Kaiserschmarrn à la Vaduz – fluffy shredded pancake served with apple‑compote made from the orchard behind the café.
  • “Alpine Whisper” Liqueur – a house‑made apricot spirit you can sip on the terrace while watching the goats graze.

Tips

  • Sit on the hay‑straw benches for the full farm‑feeling experience.
  • Ask the owner, Marta, for a quick tour of the cheese‑aging cellar – it’s a 5‑minute walk in the back, and she loves sharing the process.

3. Explore the “Mysterious Underground Vaults” of the Old Customs House

Why it’s special

Behind the sleek, modern façade of the customs office lies a network of vaulted stone chambers built in the 18th century to store smuggled goods and precious metals. The city council now opens them for guided “Night‑Whisper” tours, featuring low‑light lanterns, storytelling, and a taste of historic Liechtensteinian spirits.

Highlights

  • The “Silversmith’s Chamber” – where clandestine metalwork took place.
  • The “Map Room” – a dusty wall of hand‑drawn cartography showing secret Alpine passes used by traders.
  • The “Wine Cellar of the Count” – still contains a few bottles of 1913 Riesling, preserved in perfect condition.

Tips

  • Book at least 48 hours in advance; the tours are limited to ten participants.
  • Wear comfortable shoes – the stone steps can be slippery when the lanterns are lit.

4. Bike the “Rheintal Loop” – A Scenic Ride the Locals Call “The Green Ribbon”

Why it’s special

Most visitors see Vaduz from a car window or a train seat, but the Rheintal Loop offers a 25‑km bicycle circuit that winds along the calm banks of the Rhine, climbs through pine‑scented hills, and passes tiny hamlets where children still wave from their doorsteps. It’s a perfect blend of nature, history, and quiet village life.

Must‑see stops

  • The ancient Roman bridge in Nendeln – a stone arch spanning the river, still in use today.
  • Kleinwalsertal viewpoint – a small plateau with a panoramic bench offering a 180° view of the Alps and the valley below.
  • The “Butterfly Meadow” near Schaan – a meadow packed with native wildflowers, especially vibrant in late June.

Tips

  • Rent a hybrid bike from the “Alpine Cycle Co.” on Helvetiaplatz – they provide helmets, a waterproof map, and a complimentary energy bar.
  • Pack a lightweight rain jacket; weather in the Alps can shift in a heartbeat.

5. Attend a “Silent Film Night” at the Old Town Cinema (Kinemathek)

Why it’s special

The tiny, Art‑Deco cinema on the corner of Gassnerstrasse shows an eclectic mix of classic silent movies, local experimental shorts, and occasional live piano accompaniment. The venue is intimate (just 50 seats), and the décor retains its 1920s charm: velvet curtains, brass sconces, and a historic popcorn machine that still whirs like a miniature steam engine.

Upcoming shows (as of 2025)

  • “The Prince of the Valley” – a 1923 Liechtensteinic drama about a young aristocrat who renounces his title to become a shepherd.
  • “Alpine Echoes” – a modern short film series filmed entirely on a smartphone by local students, depicting the lives of mountain rescue dogs.
  • “Live Piano Night” – a concert where pianist Miriam Keller plays original scores while the audience watches classic Buster Keaton reels.

Tips

  • Arrive early to snag a seat by the wall; the acoustics are best there.
  • Grab a cup of “Müesli Latte” from the café downstairs – it’s a warm milk drink with toasted oat flakes and a dash of cinnamon.

Bonus: How to Weave These Gems Into a Perfect Day

TimeActivityReason
08:00Breakfast at the Alpine Farmstead CaféFresh, local fare to fuel your adventure
09:30Walk the KunstwegGentle warm‑up while soaking in art & light
11:00Bike the Rheintal Loop (first half)Scenic ride & gentle hill climbs
13:00Picnic lunch (grab a cheese platter from the farmstead)Picnic by the river – pure bliss
14:30Underground Vaults tourDive into Vaduz’s secret past
16:30Continue the Loop (second half)Return via a different side, spotting hidden villages
18:30Evening coffee at the Old Town Cinema caféRelax before the film
19:30Silent Film NightEnd the day with nostalgic magic

Final Thoughts

Vaduz may wear a crown of polished tourism, but underneath lies a tapestry of quiet corners, local traditions, and hidden stories waiting for the inquisitive traveller. Whether you’re an art lover, a foodie, a history buff, a cyclist, or a cinephile, these five off‑the‑beaten‑path experiences will let you see a side of the capital that most guidebooks overlook.

So next time you wander into this Alpine jewel, stray from the usual map, ask a local for a secret, and let Vaduz’s quieter rhythms surprise you.

Ready to explore? Pack your walking shoes, a sense of adventure, and maybe a notebook for those spontaneous sketches – Vaduz’s hidden treasures are just a few steps away.

Happy travels!

In a word: Light

Yes, I see the lighthouse, what’s it doing all the way out there?  The thing is, these places are sometimes so remote, I start thinking I should rent one for 6 months and then, without any distractions, I’ll get the blasted book finished.

Until there’s a shipwreck, of course!

Light is of course light, duh.  Turn on the switch and let there be light.

Hang on, didn’t someone else say that, millennia ago?  Someone famous?  It’s on the tip of my tongue.

No! It’s not cyanide…

So, whilst we need it to see everything, it has another meaning…

My, that’s a light load your carrying today, which means not very heavy.

Or, that’s a light-coloured jumper, which means pale.

Oh, and did you light the fire?

And, after you light the fire, do you light out to a safe haven in light traffic because really it was arson, and you got a light sentence the last time enabling you to do it again.

If you are trying to rob someone, then it was a kilo light.

And after a long hard struggle, did you light upon the correct answer?

This is not to be confused with another similar word, lite.

It seems this is only used for describing low-calorie drinks and food, such as lite beer, which seems to me to be a lazy way of not using light

Still, there’s not much other use of the word except as a suffix -lite, but then you’d have to mention -lyte as well.

The message here – just use the damn word light and be done with it.

 

Top 5 sights on the road less travelled – Sarajevo

The Un‑Seen Sarajevo: 5 Off‑The‑Beaten‑Path Experiences Worth the Detour

When you picture Sarajevo, you probably picture the iconic Baščaršija market, the Latin Bridge, or the panoramic tram ride up to the Sarajevo Bascarsija‑Tunnel Museum. Those sites are undeniably worth a visit, but the city’s real soul lives in the nooks and crannies that tourists rarely discover.
If you’re the type of traveller who prefers a side‑street over a main avenue, a hidden café over a crowded restaurant, or a quiet trail over a bustling viewpoint, keep reading. Below are five truly “road‑less‑travelled” activities that will give you a deeper, more intimate connection with Bosnia’s capital.

1️⃣ Wander the Secret Gardens of Vrelo Bosna – Beyond the Main Walkway

Why it feels off‑the‑map
Most visitors stroll the short, well‑signposted path that leads straight to the river’s mouth and snap a quick photo of the iconic meadow. Few venture farther up the valley where a network of stone‑lined footpaths winds through secluded glades, ancient oak groves, and a series of tiny, crystal‑clear pools that look like something out of a fairy‑tale.

What to do

  • Follow the “Old Trapper’s Trail.” Starting at the main parking lot, veer left after the first wooden bridge and look for a faded wooden sign reading “Staza lovca” (hunter’s trail).
  • Spot the “Stone‑Heart” (Kameni Srž). A natural limestone formation shaped like a heart, half‑submerged in a shallow pool—perfect for a quiet moment or a Instagram story that will genuinely surprise your followers.
  • Pack a light snack. The area is a perfect spot for a picnic under the shade of centuries‑old beech trees. Bring a small blanket, some local cheese (bjelica), and a bottle of Bosnian fruit‑wine.

Practical tips

  • Getting there: Take bus line 16 from the city centre to the “Vrelo Bosna” stop (≈15 min). The trailhead is a few minutes’ walk from the stop.
  • Best time: Early morning (7–9 am) in spring or early autumn. The lighting is soft, the crowds are non‑existent, and the air smells of wild mint.
  • What to bring: Sturdy walking shoes (the path includes a few rocky sections), a reusable water bottle, and a small rain jacket—weather can change quickly in the valleys.

2️⃣ Sip Coffee at Kovačevići’s “Mali Hram” – A Hidden Bosnian‑Austro‑Hungarian Café

Why it feels off‑the‑map
Tucked inside a modest residential block of the Kovačevići neighbourhood, “Mali Hram” (The Little Temple) is a tiny, family‑run coffee house that has been serving Bosnian coffee the same way since the 1900s. Its interior is a living museum: brass coffee pots, hand‑stitched tablecloths, and a faded photograph of a young Emperor Franz Julius I strolling through Sarajevo’s streets.

What to do

  • Order the “Bosanska Cevapi” espresso. It’s a double‑shot, dark roasted brew served with a slice of “hurmašice” (traditional sweet dumpling) on the side.
  • Chat with the owners. The elderly couple love sharing stories about how the café survived the siege, the Austro‑Hungarian era, and the city’s post‑war revival.
  • Listen to the old radio. A vintage 1930s German radio plays folk songs in the background, giving you a tangible sense of Sarajevo’s multicultural past.

Practical tips

  • Getting there: From the central train station, hop on tram line 1 toward “Ilidža” and get off at “Kovačevići” (≈12 min). Walk two blocks east; the café is marked only by a tiny hand‑painted sign.
  • Best time: Mid‑afternoon, when locals gather for “kafa i razgovor.” Expect a relaxed, unhurried pace.
  • What to bring: Cash (most small cafés don’t accept cards) and a notebook—many visitors leave a short message on the community board.

3️⃣ Trek to Hajdučke Kule – The Forgotten Ottoman Watchtowers

Why it feels off‑the‑map
While most tourists flock to the historic Clock Tower, few know that a row of three smaller stone towers – the “Hajdučke Kule” (Bandit Towers) – sit on the steep hillside overlooking the old town. Built in the 16th century to spot incoming raiders, they now offer an unobstructed panorama of Sarajevo’s red‑tile roofs, the Miljacka River snaking below, and the distant peaks of the Dinaric Alps.

What to do

  • Climb the middle tower. A narrow spiral staircase (≈30 steps) leads to a small viewing platform with a rusted iron railing. Bring a compact camera; the view is unfiltered – no tourist crowds, just the city’s raw silhouette.
  • Explore the “Stone Labyrinth.” At the base of the towers lies a network of ancient stone walls that locals used for rope‑making. Walk the labyrinth and feel the cool stone under your feet.
  • Capture sunset light. The western orientation floods the towers with golden light just before sunset, creating dramatic shadows ideal for photography.

Practical tips

  • Getting there: Take bus line 21 to “Koševo” and follow the signs to “Hajdučke Kule.” The trailhead is a short, steep stairwell leading up the hill.
  • Best time: Late afternoon in late spring or early summer, when the hillside is lush but the path isn’t slick.
  • What to bring: A flashlight (the interior of the towers is dim), a small first‑aid kit (the stairs are uneven), and a lightweight rain poncho.

4️⃣ Discover the Underground Art Gallery of the Sarajevo Tunnel – A Post‑War Secret

Why it feels off‑the‑map
The Sarajevo Tunnel Museum is a well‑known symbol of resilience, but beneath its concrete entrance lies a concealed, community‑run art space called “Podzemni Studio.” Created in 1997 by a group of former tunnel workers, it showcases raw, politically charged artworks made from salvaged war materials—metal, bullet casings, and glass shards.

What to do

  • Take the “Hidden Passage” tour. A volunteer guide leads a small group (max 8 people) down a dimly lit corridor to the studio. You’ll hear personal anecdotes about how the space helped heal trauma after the siege.
  • Interact with the installations. Some pieces are tactile; you can run your fingers over a sculpture made of welded railway tracks, symbolising the city’s connection between past and future.
  • Purchase a “Tunnel‑Made” souvenir. Small items—keychains, magnets, or hand‑crafted ceramic mugs—are sold to support the artists.

Practical tips

  • Getting there: Walk from the main tunnel museum (just a 5‑minute stroll). Look for the narrow door on the left side of the parking lot marked “Studio.”
  • Best time: Weekdays, early in the morning (9–11 am). The studio limits visitors to preserve the intimate atmosphere.
  • What to bring: A modest donation (the gallery is non‑profit), a respectful demeanour (some works deal with heavy themes), and curiosity.

5️⃣ Attend a Traditional “Sevdalinka” Evening in the Village of Bojan

Why it feels off‑the‑map
Sevdalinka, the soulful Bosnian folk song, is often performed in touristy restaurants in the Old Town. In Bojan—a small farming village 12 km south of Sarajevo—elder musicians gather every Saturday night in the courtyard of a centuries‑old stone house, singing unaccompanied a cappella renditions passed down through generations.

What to do

  • Join the circle. Bring a small portable seat or blanket, and sit on the low stone steps while locals welcome you with a warm “Dobrodošli.”
  • Learn a line. The host will hand you a lyric sheet and teach you the chorus—an unforgettable way to become part of the tradition.
  • Taste homemade “pita.” Freshly baked burek and honey‑drizzled pita (pie) are served on rustic wooden plates.

Practical tips

  • Getting there: Rent a car or take a local “taxi‑bush” (mini‑bus) from the “Ilidža” bus station to Bojan. The trip takes about 30 minutes on winding country roads.
  • Best time: Late summer (July–August) when the evenings are warm and the village’s olive trees are in full bloom.
  • What to bring: A respectful attitude, a small contribution (a bottle of local rakija or a few euros) for the host, and a camera with a discreet flash setting—photos are welcomed, but flash isn’t.

How to Fit All Five Into a 3‑Day Itinerary

DayMorningAfternoonEvening
1Vrelo Bosna hidden trails – hike & picnicHajdučke Kule – climb towers & sunsetMali Hram café – coffee & conversation
2Underground art gallery – Tunnel Studio tourBojan Sevdalinka evening – travel to villageReturn to Sarajevo for a nightcap in the Old Town
3Free day – revisit favorite spot or explore other museumsOptional: River rafting on the Miljacka or a museum of contemporary Bosnian artWrap‑up dinner at a local konoba (tavern) featuring live folk music

Feel free to shuffle the order—each activity stands on its own, but the rhythm above balances active exploration with relaxed cultural immersion.

Final Thoughts: Why the “Road‑Less‑Travelled” Matters

Travel isn’t just a checklist of monuments; it’s a conversation with the people, the landscapes, and the hidden histories that shape a place. In Sarajevo, the well‑trodden path tells you what the city is, while the side streets, secret gardens, and tucked‑away cafés whisper how Sarajevo has survived, adapted, and continued to sing its unique song.

So next time you book a trip to Bosnia’s capital, consider swapping one of those popular sights for a hidden trail, a modest coffee shop, or an underground gallery. You’ll return home with stories that are truly yours, and you’ll leave a lighter footprint—one that respects the intimacy of the places you discover.

Ready to venture off the map? Pack your walking shoes, bring an open heart, and let Sarajevo’s quieter corners reveal themselves. Happy exploring! 🌿🕌✨

The story behind the story – Echoes from the Past

The novel ‘Echoes from the Past’ started out as a short story I wrote about 30 years ago, titled ‘The Birthday’.

My idea was to take a normal person out of their comfort zone and led on a short but very frightening journey to a place where a surprise birthday party had been arranged.

Thus, the very large man with a scar and a red tie was created.

So was the friend with the limousine who worked as a pilot.

So were the two women, Wendy and Angelina, who were Flight Attendants that the pilot friend asked to join the conspiracy.

I was going to rework the short story, then about ten pages long, into something a little more.

And like all rewrites, especially those I have anything to do with, it turned into a novel.

There was motivation.  I had told some colleagues at the place where I worked at the time that I liked writing, and they wanted a sample.  I was going to give them the re-worked short story.  Instead, I gave them ‘Echoes from the past’

Originally, it was not set anywhere in particular.

But when considering a location, I had, at the time, recently been to New York in December, and visited Brooklyn and Queens, as well as a lot of New York itself.  We were there for New Year’s, and it was an experience I’ll never forget.

One evening, we were out late and finished up in Brooklyn Heights, near the waterfront, and there was rain and snow; it was cold and wet, and apartment buildings were shimmering in the street light, and I thought, “This is the place where my main character will live”.

It had a very spooky atmosphere, the sort where ghosts would not be unexpected.  I felt more than one shiver go up and down my spine in the few minutes I was there.

I had taken notes, as I always do, of everywhere we went, so I had a ready supply of locations I could use, changing the names in some cases.

Fifth Avenue near the Rockefeller Centre is amazing at first light, and late at night with the Seasonal decorations and lights.

The original main character was a shy man with few friends, hence not expecting the surprise party.  I enhanced that shyness into purposely lonely because of an issue from his past that leaves him always looking over his shoulder and ready to move on at the slightest hint of trouble.  No friends, no relationships, just a very low profile.

Then I thought, what if he breaks the cardinal rule and begins a relationship?

But it is also as much an exploration of a damaged soul as it is the search for a normal life, without having any idea what normal was, and how the understanding of one person can sometimes make all the difference in what we may think or feel.

And, of course, I wanted a happy ending.

Except for the bad guys.

…

Get it here:  https://amzn.to/2CYKxu4

newechocover5rs

365 Days of Writing, 2026 – 205

Day 205 – Short or long titles

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The Great Title Debate: Why Both Short & Long Titles Work (And How to Choose)

We’ve all heard the golden rule of content creation: Keep it short and punchy.

From Ernest Hemingway to modern-day Twitter, brevity is traditionally praised as the ultimate form of wit. Short titles are clean, easy to read on mobile screens, and instantly digestible.

Yet, if you look at the top-ranking articles on Google, viral YouTube videos, and bestselling books, you’ll notice a fascinating paradox: Extremely long titles are just as popular.

Think about it. Would you rather click on “Productivity Tips” or “10 Scientifically Proven Productivity Tips That Will Transform Your Morning Routine Before 8 AM”?

While both work, they serve entirely different psychological triggers. If short and simple titles are so great, why do long titles dominate just as much? And more importantly, which one should you use?

Let’s dive into the psychology of titles and explore the exact guidelines you need to write headlines that convert.

The Case for Short Titles (Why Simple Wins)

Short titles have stood the test of time because of how human brains process information.

  • Cognitive Load is Low: Readers are lazy (or rather, busy). A short title requires zero effort to scan and comprehend.
  • Mobile-Friendly: With over 60% of web traffic coming from mobile devices, short titles don’t get awkwardly cut off by screen boundaries.
  • The Power of Mystery: Short titles often act as curiosity gaps. Think of iconic book titles like Dune, Outliers, or Eats, Shoots & Leaves. They force the reader to ask, “What is this actually about?”

Best used for: Branded content, creative storytelling, news headlines, and audiences who already trust your authority.

The Case for Long Titles (Why Detail Dominates)

If short titles are so efficient, why do long, multi-clause titles consistently rank well on Google and pull massive click-through rates (CTR) on platforms like YouTube?

Here is the secret: Long titles are actually mini-pitches.

  1. Search Engine Optimisation (SEO): Google loves context. A longer title allows you to pack in primary keywords, secondary keywords, and intent-driven modifiers without looking like you’re keyword-stuffing.
  2. Explicit Value Proposition: Long titles remove all ambiguity. The reader instantly knows what they are getting, how much they are getting (e.g., “10 ways”), and why it matters to them.
  3. Targeting Niche Intent: Someone searching for “Marketing” is a broad, hard-to-please user. Someone searching for “B2B SaaS Content Marketing Strategy for Early-Stage Startups” has high intent. A long title catches that specific, highly valuable fish.

Best used for: How-to guides, SEO-driven blog posts, educational content, and YouTube tutorials.

Guidelines: How to Choose (and Write) Short vs. Long Titles

You don’t have to guess which length to use. Follow these copywriting guidelines to determine the right length for your next piece of content—and how to execute it properly.

Guideline 1: Match Title Length to Search Intent

  • Informational/How-To: Lean toward long titles. Users want to know they’ve found the exact answer to their specific problem.
    • Example: “How to Fix a Leaking Faucet” vs. “Step-by-Step Guide: How to Fix a Leaking Single-Handled Kitchen Faucet in 15 Minutes”
  • Navigational/Branded: Lean toward short titles. The user is already looking for a specific brand or concept.
    • Example: “Nike Air Max Review”

Guideline 2: Balance SEO with Readability

For SEO, Google generally displays the first 50–60 characters of a title tag (roughly 600 pixels).

  • If you write a long title, put the most important keyword and hook at the very beginning.
  • Use the second half of the title for emotional triggers, modifiers (like “2024 Guide”), or brackets.
  • Formula: [Primary Keyword]: [Compelling Benefit] + [Modifier]

Guideline 3: Use Subheadlines to Bridge the Gap

You don’t have to cram everything into the main title. Use a two-part title structure (Headline + Subheadline) to get the best of both worlds:

  • Main Title (Short & Punchy): Grabs attention.
  • Subtitle (Long & Descriptive): Delivers context.
  • Example:
    • Headline: The Power of Habit
    • Subheadline: Why We Do What We Do in Life and Business

Guideline 4: A/B Test Your Titles

Audiences are unpredictable. What works for a B2B SaaS blog might fail for a lifestyle magazine. Whenever possible, run A/B tests on your headlines using tools like MonsterInsights, Optimizely, or built-in email marketing subject line testers. You might find that your audience prefers a punchy 5-word title over a descriptive 12-word title—or vice versa.

The Verdict

So, which is better: short or long?

The truth is, there is no universal “better”—only “more appropriate.”

Short titles win on aesthetics, branding, and punchy curiosity. Long titles win on clarity, search engine optimisation, and explicit value.

Instead of obsessing over character counts, focus on clarity, relevance, and meeting the user’s intent. If a short title says it best, use it. If you need a longer title to explain the immense value hidden inside your content, don’t be afraid to spell it out.

…

The first case of PI Walthenson – “A Case of Working With the Jones Brothers”

This case has everything: red herrings, jealous brothers, femme fatales, and at the heart of it all, greed.

See below for an excerpt from the book…

Coming soon!

PIWalthJones1

An excerpt from the book:

…

When Harry took the time to consider his position, a rather uncomfortable position at that, he concluded that he was somehow involved in another case that meant very little to him.

Not that it wasn’t important in some way he was yet to determine, it was just that his curiosity had got the better of him, and it had led to this: sitting in a chair, securely bound, waiting for someone, one of his captors had called Doug.

It was not the name that worried him so much; it was the evil laugh that had come after the name was spoken.

Doug what? Doug the ‘destroyer’, Doug the ‘dangerous’, Doug the ‘deadly’; there were several sinister connotations, and perhaps that was the point of the laugh, to make it more frightening than it was.

But there was no doubt about one thing in his mind right then: he’d made a mistake. A very big. and a costly mistake. Just how big the cost, no doubt, he would soon find out.

His mother and his grandmother, the wisest person he had ever known, had once told him never to eavesdrop.

At the time, he couldn’t help himself, and instead of minding his own business, listening to a one-sided conversation that ended with a time and a place. The very nature of the person receiving the call was, at the very least, sinister, and, because of the cryptic conversation, there appeared to be, or at least to Harry, criminal activity involved.

For several days, he had wrestled with the thought of whether he should go. Stay on the fringe, keep out of sight, observe and report to the police if it was a crime. Instead, he had willingly gone down the rabbit hole.

Now, sitting in an uncomfortable chair, several heat lamps hanging over his head, he was perspiring, and if perspiration could be used as a measure of fear, then Harry’s fear was at the highest level.

Another runnel of sweat rolled into his left eye, and, having his hands tied, it literally made it impossible to clear it. The burning sensation momentarily took his mind off his predicament. He cursed and then shook his head, trying to prevent a recurrence. It was to no avail.

Let the stinging sensation be a reminder of what was right and what was wrong.

It was obvious that it was the right place and the right time, but in considering his current perilous situation, it definitely was the wrong place to be, at the worst possible time.

It was meant to be his escape, an escape from the generations of lawyers, what were to Harry, dry, dusty men who had been in business since George Washington said to the first Walthenson to step foot on American soil, ‘Why don’t you become a lawyer?” when asked what he could do for the great man.

Or so it was handed down as lore, though Harry didn’t think Washington meant it literally, the Walthenson’s, then as now, were not shy of taking advice.

Except, of course, when it came to Harry.

He was, Harry’s father was prone to saying, the exception to every rule. Harry guessed his father was referring to the fact that his son wanted to be a Private Detective rather than a dry, dusty lawyer. Just the clothes were enough to turn Harry off the profession.

So, with a little of the money Harry inherited from one of his aunts, he leased an office in Gramercy Park and had it renovated to look like the Sam Spade detective agency, you know the one, Spade and Archer, and The Maltese Falcon.

There’s a movie and a book by Dashiell Hammett if you’re interested.

So, there it was, painted on the opaque glass inset of the front door, ‘Harold Walthenson, Private Detective’.

There was enough money to hire an assistant, and it took a week before the right person came along, or, more to the point, didn’t just see his business plan as something sinister. Ellen, a tall, cool woman in a long black dress, or so the words of a song in his head told him, fitted in perfectly.

She’d seen the movie, but she said with a grin, Harry was no Humphrey Bogart.

Of course not, he said, he didn’t smoke.

Three months on the job, and it had been a few calls, no ‘real’ cases, nothing but missing animals, and other miscellaneous items. What he really wanted was a missing person. Or perhaps a beguiling, sophisticated woman who was as deadly as she was charming, looking for an errant husband, perhaps one that she had already ‘dispatched’.

Or for a tall, dark and handsome foreigner who spoke in riddles and in heavily accented English, a spy, or perhaps an assassin, in town to take out the mayor. The man was such an imbecile that Harry had considered doing it himself.

Now, in a back room of a disused warehouse, that wishful thinking might be just about to come to a very abrupt end, with none of the romanticised trappings of the business befalling him. No beguiling women, no sinister criminals, no stupid policemen.

Just a nasty little man whose only concern was how quickly or how slowly Harry’s end was going to be.

…

© Charles Heath 2019-2024

The Cinema of my Dreams – I always wanted to write a war story – Episode 49

For a story that was conceived during those long boring hours flying in a steel cocoon, striving to keep away the thoughts that the plane and everyone in it could just simply disappear as planes have in the past, it has come a long way.

Whilst I have always had a fascination with what happened during the second world war, not the battles or fighting, but in the more obscure events that took place, I decided to pen my own little sidebar to what was a long and bitter war.

And, so, it continues…

——

SS Standartenfuhrer Wilhelm Schmidt and his men were looking forward to some rest and recreation, after they completed one small but vitally important job for the Reichsfuhrer: retrieve a traitor named Meyer and bring him back to Berlin so an example could be made of him to deter others.

A simple job, several days at best, very much a holiday in itself after several long years in various campaigns.

He always wanted to visit Italy and particularly Tuscany, and they would be staying in a castle, with, he had been told, a very refined wine cellar.

He had also been told there was a possibility that the column might be attacked on its way to the castle, and he had all of his men on high alert.  He was almost disappointed nothing happened.  He didn’t think it would.  Few resistance fighters would hardly go up against the might of a panzer, and his crack troops.

He’d said as much to the castle commander, a double agent by the name of Wallace, known as British to the British and German to the high command.  Schmidt had no interest in double agents, or agents of any kind, along with the intelligence services or the Gestapo for that matter.  He was here for the traitor and then gone.

They made it without incident, the main gates opened for their arrival, then closed after the panzer and trucks were parked inside.

Wallace was waiting for him.

Salutes, then, “No trouble along the way?”

“No.  Should there be?  I know we were warned, but all we saw were war-weary Italian women and children, and a few old men.”

“The resistance is out there, led by an Englishman by the name of Atherton.  I wouldn’t underestimate him and the few resistance left.”

Schmidt thought Wallace looked rattled, a man at the end of his tether.  He’d seen quite a few like him, too long at the front, jumping at shadows.

“It won’t be a problem.  I’ll send out a squad of 10 and they’ll mop up anyone left.  They’re probably hiding in the woods, or, if they saw the tank, shaking in their boots.  Chances are they will have left if they had any sense.”

Wallace hated arrogance, and Schmidt had it in spades.  There would be little point telling him that this wasn’t a battlefield, but guerilla warfare against an enemy on their home ground.  The fact Jackerby had not come back, or Fernando and his men told him Atherton was picking them off, one by one, if they left the castle.

If Schmidt wanted to go wandering around outside, that was his choice.  Wallace was staying inside and waiting until they mounted an attack.  Or for them to realise it was going to be a stalemate.  He was now no longer interested in Meyer, that was Schmidt’s problem.

Schmidt selected 9 soldiers and put his second in command in charge of them with very specific orders.  If anything, other than one of their men moved, shoot it.  He did not want prisoners.

The rest of the men were sent to the makeshift barracks, a building that was used as a chapel not far from where the tank and trucks were parked.  The rest of the castle’s men were also there, except for those on guard duty on the ramparts, and in the cellars where there were entrances from outside.

Not that anyone could get through the iron gates that were currently locked.  Atherton and whomever he had with him would not be gaining entrance to the castle from below, and those on the ramparts would pick them off long before they reached the main gate, or the walls.

At strategic points on the rampart, machine guns had been set up, and a box or two of hand grenades were available.  Wallace was fairly confident there was nowhere where Atherton could gain access, despite his clandestine exploration of the castle when he first arrived.

Wallace personally checked the sentry points and alertness of the guards.

Then he went down to the cellar and the gate where the soldiers involved in what was now called ‘operation mop-up’ were waiting for darkness to fall before leaving.

Wallace came down to see them leave, not surprised by the buoyed spirits and camaraderie of men who had been working together for a long time.  He envied them.  With the sort of work he and the few members of his team did, there was no time for any bonding, and each lived with the fact that they could not really trust anyone, even those they worked with.

Then, in a matter of minutes, in almost silence, they were gone, and the gate was locked.  With any luck, the area would be cleared of resistance and locked down in preparation for the arrival of Meyer.  His handler would be captured and would inform them of the pipeline further up the chain of command, and then he could put an end to the traitors escaping.

With any luck, he might still get back to Germany as a hero.

——-

© Charles Heath 2020-2023

‘Sunday in New York’ – A beta reader’s view

I’m not a fan of romance novels but …

There was something about this one that resonated with me.

This is a novel about a world generally ruled by perception, and how people perceive what they see, what they are told, and what they want to believe.

I’ve been guilty of it myself, as I’m sure we all have at one time or another.

For the main characters, Harry and Alison, other issues are driving their relationship.

For Alison, it is a loss of self-worth through losing her job and from losing her mother and, in a sense, her sister.

For Harry, it is the fact that he has a beautiful and desirable wife, his belief that she is the object of other men’s desires, and, in particular, his immediate superior’s.

Between observation, the less-than-honest motives of his friends, a lot of jumping to conclusions based on very little fact, and you have the basis of one very interesting story.

When it all comes to a head, Alison finds herself in a desperate situation, and she realises only the truth will save their marriage.

But is it all the truth?

What would we do in similar circumstances?

Rarely does a book have me so enthralled that I could not put it down until I knew the result. They might be considered two people who should have known better, but as is often the case, they had to get past what they both thought was the truth.

And the moral of this story, if it could be said there is one, is that nothing is ever what it seems.

…

Available on Amazon here: amzn.to/2H7ALs8

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The cinema of my dreams – I always wanted to go on a treasure hunt – Episode 50

Here’s the thing…

Every time I close my eyes, I see something different.

I’d like to think the cinema of my dreams is playing a double feature but it’s a bit like a comedy cartoon night on Fox.

But these dreams are nothing to laugh about.

Once again there’s a new installment of an old feature, and we’re back on the treasure hunt.

…

The afternoon and evening passed quickly, once again I found myself having to sift through a pile of outstanding orders that had finished up in the too hard basket for my morning shift counterpart.

There was no use complaining because it would fall on deaf ears and going over Alex’s head would only bring a pile of unwanted scorn on my head. At least it kept me busy, so the time passed quickly.

And in the midst of rummaging around at the back of the shelving in an older part of the warehouse, I’d unearthed an old laptop computer that was probably running a very old version of Windows, or perhaps not even that. It would keep until my next shift, so I buried it where no one else would accidentally find it, and clocked off.

Once again, I wasn’t going straight home. I rang my mother earlier when I knew she would be home before dinner to tell her I would not be home until late. In the end, I had decided to tell her a version of the truth, that I’d met a girl and was in the throes of trying to get to know her. I gave her the name Bethany, not one she would know, and said as much when she asked if she might know her.

I promised I’d bring her home if I thought things were moving in the right direction. She knew my track record with girls so didn’t proverbially hold her breath.

This time, leaving the warehouse I was on full alert, looking for the check shirt man, though I was not expecting him to be wearing the same clothes. I did assume that he knew I worked for the Benderby’s, and where, so he had that advantage.

So began a game of cat and mouse.

It took about an hour to cover the same distance it usually took fifteen minutes, but when I reached the straight stretch of road into the town from the factory site, he had to show himself, and once he did, it was a simple but lengthy task timewise, to lose him. In fact, my route was so convoluted, I nearly got lost myself.

Nadia was waiting, opening the door to the room that was shrouded in darkness. Both of us were dressed in black, I had changed into dark clothes when I came home at lunchtime. Once inside she only used a small light beside the bed, and we looked rather like shadows casting even more sinister shadows.

“I assume we’re going to the mall for something other than just a guided tour?”

I’d been thinking about it off and on, and I wasn’t really interested in looking at stuff she had found poking around in the wreckage as an alternative to being bored.

“I told you, I reckon there’s a torture chamber down there somewhere. The archaeologist is not the only chap the Benderby’s have shaken down.”

“A Cossatino or two?”

“There is a rumor, but that uncle won’t say for sure, otherwise he might find himself in hot water spilling his guts to the Benderby’s. We know someone did.”

“You do realize that it makes me think there’s a morbid side to you.”

“There’s more than that if you want to find out.”

There was something about her, in those close-fitting black clothes she was wearing, accentuating curves in places where they were normally lost in some mindless creation called Haute couture. I wondered, if only for a minute or so, whether she was deliberately trying to catch my attention.

“Perhaps later. I’m not sure whether getting too close to you might be bad for my health.”

Vince was always uppermost in my mind when I was with her. Even though I was a lot older and not the skinny weakling I had been in school, I didn’t think I could take him in a fight and win. Besides, Vince was the sort who always traveled with friends. I couldn’t remember the last time I’d seen him alone. He, like Alex, was the typical bully.

She took a step closer and I could feel the warmth emanating from her.

“You’re close to me now.”

We were standing eye to eye, and it was hard to divert my eyes.

“You can’t tell me we don’t have a little chemistry going here,” she said, smiling.

A cat who ate the canary sort of smile.

“Don’t forget you’re a Cossatino, and a bad, bad girl. I could never take you home to my mother.”

“It‘s not your mother I would be trying to impress.”

Alright, enough. My heart had skipped a beat just thinking about what I could never have. It was wrong on so many levels.

“Are we going to talk, or are we going to get moving?” A tone that broke the moment. She could also have used the name Smidge to have exactly the same effect.

She sighed.

“Let’s go then before I change my mind.”

Interesting. The room had a back door. I wondered if she knew I was being followed.

…

© Charles Heath 2020-2021