8 Tips for Creating Engaging Headlines
Do you know the recipe for a strong headline? It’s really kind of simple.
- Be accurate.
- Make it sizzle
- Optimize for social and search
- Use strong language sparingly (hate, brilliant, f@$k, etc)
- Keep it short. (Headlines with 8 words had a 21% higher click-through rate *Outbrain)
There you go.
If only it was that easy right.
Everyone would be fully engaged in your content–clicking away.
But the good news, it can be. The key is to be very thoughtful in how you craft your headlines. What do I mean by that? Most of us use the working draft as the final headline. I’m guilty of that as well. You are in a hurry and need to get your content out into the world. We do ourselves and our content a disservice by doing this though.
Do you know the true purpose of a headline? The headline only has one job. To grab the attention of your audience and for them to open an email, read your post– take some sort of action. Or simply put, to get them to read the next sentence.
So how do you do that? Get them to read the next sentence? Once you’ve got them focused and pulled them from their scrolling, give them great content, deliver on your promise, and next time they see your content– I bet they stop and give you some of their precious time before moving down the scroll.
Here are the tips that will get your readers clicking away:
1. Be accurate.
This sets expectations and accurately reflects the content you are sharing with your audience. This means don’t write a headline that doesn’t relate to your content. AND, don’t make bogus claims in your title.
2. Make it pop.
Find language that resonates with your audience. If you use a lot of industry jargon in your titles the likelihood of anyone reading will be smaller than if you find words they understand and relate to.
3. Use strong language sparingly.
Most of you know that I’m not a big fan of dropping the Fword. I just find it lazy. I will admit it has its purpose. But use it sparingly–as the old saying goes if everything is bold nothing is. If you f@#k all over everything it’s going to lose it’s uniqueness.
4. Clearly state the value.
If your audience can’t figure out why reading something is going to provide value, solve a problem– the chance of them opening– pretty slim.
5. Make it better.
If someone else is working on or has written similar content make sure you make your headline different and make it better. You have a better chance of ranking on Google. Start a swipe file of headlines that got you to stop your scroll– tweak it and make it awesome!
6. Ask a question.
Make it a gossipy question. We want to know the latest scoop and as you know– curiosity killed the cat.
7. Create a sense of urgency.
I would suggest using this one sparingly– like when there is truly a sense of urgency. I don’t know how many emails I get– last chance, going away– only to see the same offer the next day. Don’t fall into that trap as your audience will catch on really quick and be like me and ignore the emails promoting the last chance… yep!
8. Hold back the main point.
Never give the whole enchilada away in your headline. Why? Then there is no reason for your reader to actually open and dive further. All they have to do is read the headline and keep scrolling. Kind of goes against the purpose of the headline which is to read the next sentence.
How do you know if it’s working. Before you push publish ask yourself does it stop you from scrolling, did it catch your attention?
Types of headlines:
How to: it’s easy and makes everyday solutions sound possible for your readers.
How about a “you” headline: The power of “you” also works in a headline.
Ex: are You making these mistakes in your business
Benefit driven headlines: great for selling– think sales pages.
Ex:Grow your business without spending all your money on marketing.
List Headline: pretty self-explanatory. Ex: 67 ways to post on Facebook
Use a story as a headline:
Ex: The day I threw my computer through the window. Follow the above examples and your audience will be clicking away.
But don’t forget one of the most important lessons. Don’t abuse your audience’s trust– be personal and intimate and keep your promise.
If you are looking for more help, grab my 20 Effective Headlines Cheatsheet here!