I have a new favorite title for a sales ad:

Territory Manager, Swine-Minnesota

I’m not making that up, it is an actual title.  This seems remedial, but employment ad titles do matter.  Most of us remember the days of looking at ads in a paper where space was limited and costly.  Titles were less important then because the ad was still displayed.  Not today – I only see the title of the ad and the company in the electronic format.  The title has to be strong enough to elicit the click.

I think there are many companies that still miss that critical point.  And the major culprits are companies with substantial market share.  Apparently they are relying on their name to carry through the click.  Perhaps it works?  I’m not certain and neither are they based on their title writing.

One simply suggestion – don’t use “swine” in your title.

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