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How to Write Headlines Readers Simply Must Click On
Tons of examples of what worked and what didn’t — and why
Two days ago, I organized an event where I invited two other top writers to join me to analyze random headlines live in front of an audience. It was a fun experiment and I think everyone learned a lot from it.
Headlines are what get people to click on your article. As my friend Todd Brison said during the event:
“You can write a stellar post with a decent headline and your chances of success are low. However, write a killer headline on a regular post and your chances of success are much higher.”
I second what Todd said.
I can confirm that it’s true based both from my experience and from data I’ve been collecting on both successful and unsuccessful pieces. The sad thing is that there are plenty of very good articles out there that have a headline readers just will never click. Let’s try to change that!
In this article, I want to highlight some of the best points discussed during the live event. I also want to show you data on what worked and what didn’t. And for each, I’ll specify why.
After reading this article, you’ll be equipped with the knowledge you need to create headlines readers will click.
How to write headlines readers click — general guidelines
Before we get into the specifics, I want to start with the general rules. If you’ve been writing for some time, you might already know them, but you might still learn and thing or two.
- Headlines should be title case. It’s not as simple as it seems. Here are all the rules.
- A factual headline rarely works. Unless the fact is outrageous.
- A headline that’s a question rarely works. Again, unless the question is outrageous.
- Good headlines trigger an emotion. People click on emotion.
- Controversy works. When done in a tasteful way.
- Headlines about current events can work. Just know that they won’t remain popular when the topic isn’t a trend anymore.
- Rants tank. Don’t hint at a rant in…
