I write 80 titles before I choose one

_{Day 267/100 I figured it out, back on track now :D}

Hey—It's Tim. 

You spent 6 hours writing a blog post.
You're about to hit publish.
Then you realize: the title is terrible.
So you spend 5 minutes coming up with something "good enough."
You hit publish.

Three weeks later: position 14. Page 2. 47 views.

Here's the truth: The title is 80% of the work.

A great post with a bad title? Invisible.

A decent post with a great title? Page 1.

Let me show you how to write titles that rank.

Step 1: Google Your Keyword

Take the keyword you want to rank for.

Not the topic. The exact keyword phrase someone types into Google.

Example:

• ❌ "Content marketing"

• ✅ "How to create a content marketing strategy"

Google it.

Look at the top 10 results.

Don't skim. Study them.
You’re looking for patterns.

Step 2: Understand the Search Intent

Here's what most people miss:

The same keyword can have 3+ different intents.

Someone searching "content marketing strategy" might want:

1. A step-by-step guide (how to build one from scratch)

2. Templates (give me something I can copy)

3. Examples (show me what good ones look like)

Your job: Figure out which intent dominates the top 10.

Look at the titles:

• Are they "How to" guides? (Intent: learn the process)

• Are they "X examples of" posts? (Intent: see what works)

• Are they "Template" or "Framework" posts? (Intent: get a tool)

Pick the intent you're going to target.

You can't rank for all three. Choose one.
If you’ve already written your blog, choose the intent that leads to what you’re delivering.

Step 3: Find the Patterns

Now look at the titles that rank for your chosen intent.

What patterns do you see?

Example: "How to create a content marketing strategy"

Top 10 titles:

1. "How to Build a Content Marketing Strategy (Step-by-Step)"

2. "Content Marketing Strategy: A Complete Guide"

3. "How to Create a Content Strategy That Works"

4. "7 Steps to Build Your Content Marketing Strategy"

5. "The Ultimate Guide to Content Marketing Strategy"

The patterns:

• "How to" or "Guide" language

• Promise of completeness ("Complete," "Ultimate," "Step-by-Step")

• Benefit hint ("That Works")

• Numbers work ("7 Steps")

Write these patterns down.

You're going to use them.

Step 4: Stand Out Anyway

Here's the problem:

If you just copy the patterns, you sound like everyone else.

"How to Build a Content Strategy (Complete Guide)"

Cool. That's title #2 in the results. Already taken.

You need to:

1. Use the pattern (so Google knows what you're about)

2. Add something specific (so humans click even if you're #7)

How to add specificity:

❌ Generic: "How to Build a Content Marketing Strategy"
✅ Specific: "How to Build a Content Marketing Strategy (Without a Team)"

❌ Generic: "7 Steps to Create a Content Strategy"
✅ Specific: "7 Steps to Create a Content Strategy That Actually Gets Read"

❌ Generic: "Content Marketing Strategy Guide"
✅ Specific: "Content Marketing Strategy for B2B SaaS (With Template)"

The formula:

[Pattern from top 10] + [Specific angle they don't have]

Step 5: Draft 20+ Titles

Honestly, spend a lot of time here.

A lot.

However long you spent, do it again. And maybe again.

Most people write 3 titles and pick one.

That's not enough.

Draft at least 20.

Mix patterns:

• 5 "How to" titles

• 5 with numbers

• 5 with specificity angles

• 5 wild cards (what if you broke the pattern entirely?)

Then narrow to your top 5.

Then pick one.

Here's Why This Is Painful

You're doing pattern matching (fit the intent).
While simultaneously pattern breaking (stand out).
At the same time.

It's like trying to blend in and stand out in the same sentence.

That's why it's hard.

That's why most people give up after 3 titles.

That's why most titles are mediocre.

How Penfriend Does This

When you use Penfriend to write your title, here's what happens:

Step 1: You give us your keyword

Step 2: Penny (our AI) Googles it, analyzes the top 30 results, identifies 1-3 intents, and maps the patterns

Step 3: Penny writes 80+ title variations

Step 4: We score all 80+ against:

• Search intent match

• Readability - how easy to know what the blog is just from the title (Important for LLMs')

• Clickability - How likely someone is to click the title. Built from factors we know increase click through rate.

Step 5: We give you the top 6 titles per intent

Time: 4-5 minutes..

That's why I haven't written a title from scratch in months.

Because Penny does in 5 mins what used to take me an hour.

And honestly? Her titles are better than mine.

Because she's testing 80+ variations against scoring criteria.

I'm testing 3 and picking the one that "feels right."

If You Want to Do It Yourself

Use the process above:

1. Google your keyword

2. Understand the intent

3. Find the patterns

4. Stand out anyway

5. Draft 20+ titles

Set aside 45-60 minutes.

It's not quick.

But it's how you get titles that rank.

Or Let Penfriend Do It

Here's what you get:

✅ Penny analyzes your keyword
✅ Writes 80+ title variations
✅ Scores them all for intent, VIBE, Float, and differentiation
✅ Gives you the top 5
✅ In 30 seconds

Then you write the post knowing your title will rank.

She’ll write your entire blog for you too whilst you’re at it…

✌️ Tim "A good title is everything…." Hanson
CMO @Penfriend.ai

Same brain, different platforms: X, Threads, LinkedIn.

P.S. I just put a tweet guide on how to write great prompts - here
I’ll dive deeper into this process in tomorrow’s email.

Go put your questions as replies to that tweet and I’ll answer all your prompting questions in tomorrows email.

P.P.S. If you're writing titles manually, save this email.

You'll need it every time you start a new post.
Or just let Penny do it.

Your call.

Penfriend.ai
Made by content marketers. Used by better ones.