Clarity Over Cleverness: Writing Titles People Actually Click Artwork

Small Business Casual

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Welcome to Small Business Casual, where we focus on designing sustainable, cozy, and thriving businesses tailored to your LIFE. Not the other way around!

From general business and marketing to making sense of the behind-the-scenes chaos, I’m Emily Aborn, your host and Small Business Copywriter!

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Small Business Casual

Clarity Over Cleverness: Writing Titles People Actually Click

January 20, 2026 • Emily Aborn

Text Emily!

What makes a good subject line? How do you write podcast titles, website headlines, and taglines that actually work and get people to take action?

In this episode, we cover simple dos (and dont's) for writing titles, headlines, subject lines, and more without overthinking it. I'll show you why clarity beats cleverness (almost) every time.

You don't need the "perfect" title to create great content. Sometimes "good enough" is perfect, because it gets you creating and sharing instead of being stuck overthinking.

In the episode:

Why taglines, subject lines, headers, and titles matter
Why is it so hard for us to write great titles?
How to write clear and engaging hooks
Opening the curiosity gap in your subject lines
To number or not to number your podcast episodes
AI and tagline generation
Simple subject line and title formats to try
And more!

Contributor Quotes:

"I love saying something outrageous that makes people stop and go. What did you say? One of my favorite headlines was for a carpet cleaning company, 'How to ruin your carpet in five easy steps.'" - Lorraine Ball: Podcast Host & Marketing Coach

"For my blogs, I write the material first, using a working title to direct the content. Often, I let an AI tool suggest a few titles, which I use to give me an idea." -Ralph Bender, Financial Advisor

"I don't pressure myself to come up with it before I write the post or blog. I find that once I'm fleshing out the topic, those zingers come easier to me." -Beth Knaus, Copywriter

"I use a simple test. Is it a single sentence that would actually come out of my mouth? ...it tells me what the product is, what problem it solves, and it sounds like me." - Chris LaFay, Website Design Agency & Podcast Host

About Me (Let's Connect!)

I’m Emily Aborn, a Small Business Copywriter and host of Small Business Casual. With over a decade of copywriting experience in 120+ industries, I help small businesses grow with marketing that makes a distinct imprint. I take a big picture approach and genuine connection as I help you step into becoming (and sharing) the real YOU. For fun/downtime, I love reading, writing, hiking with friends, and moments of uninterrupted silence.

Email: emily@emilyaborn.com