Crafting clickable headlines: 9 ways to write a great title
I sometimes swear that writing headlines are the hardest part of content marketing – which is why I save them for last after the content is written!
Not only does this save me time and brain power, it can help me focus on simply writing the content instead of worrying about the promise my headline delivers. Then, after the content is written I can craft a title that does capture what my content is about.
Coming up with a headline that drives clicks can be a challenge but that’s why many marketers rely on headline formulas to help out. In this post I’m going to cover some of my favorite headline formulas that can drive clicks and shares.
Follow the leader
One of the easiest ways to come up with a good headline is to run a search on your content’s primary keyword term. See what others have done and if you can come up with a more clever title or call attention to the fact that your piece addresses a gap the other articles might not have. It’s okay to run a search for similar content to get inspiration for your own title – it’ll still be unique!
Make me feel something
We’re all human. We all have emotions. Tap into that aspect with your headlines to compel people to click your link. Whether it’s fear, like our popular marketing friend, FOMO, or a more positive emotion like happiness and joy, emotional triggers can improve your CTR.
Examples:
- If you don’t do XYZ, you’ll hate yourself later
- Do you make these common mistakes when preparing your taxes?
- This one thing can make a happier, more productive you
- Subscription service overload: How I found out I was wasting $200 a year on services I didn’t need
- ‘Tis the season: 25 stories of neighborhood camaraderie that’ll make you want to move
Show me the numbers!
Listicle formats are popular as people know exactly what they’re going to get when they click on that link. They’re easy headlines to create and they’ll never go out of style. When in doubt, count it out!
Examples:
- 21 products your home office needs to stay organized this year
- 10 ways to keep calm this holiday season
- 5 things you didn’t know about chocolate
- 15 ways to save on your next vacation
Make me want to learn something
Tease the content and conclusion in your headline with a question or a leading thought. These are also great opportunities to use power phrases, like ultimate, comprehensive, and exclusive. Make sure you actually deliver useful, accurate, and engaging content – and be cautious of asking obvious yes/no questions as that could prevent someone from clicking your link as they already know their answer.
Examples:
- What you should know about your IRA
- 7 things we learned at the Denver Social Media Conference
- Quick guide: All you need to know about tiling a bathroom floor
- Social Media 101: Your complete guide to social media marketing
- 10 mistakes people make when planning a wedding
- Celebrity chefs share their favorite cooking hacks
Name-drop or ride that trending wave
Name-dropping or adding an influencer to your content can be a great way to reach new audiences who may be Googling their favorite celeb and not necessarily your brand. You could also do a slant version of this by tying your content to something that’s trending, like a TV show or new movie.
Examples:
- How to approach branding like Ryan Reynolds
- Red pill or blue pill? What ‘The Matrix’ taught us about story revivals
- Influencer XYZ shares their favorite things about using Band Name Product
- And Just Like That: Lessons brands learned from Peloton
Address your audience
Use second-person in your headline to pique a person’s interest in how your content specifically applies to them.
Examples:
- 4 small habits you can change to lead a healthier lifestyle
- 10 things you’ll wish you had known
- What you need to know about salary negotiations
Embrace the cringe
I love, love, love alliteration and wordplay and constantly try to write it into my work. I know not everyone else feels that way but there are others like me that can’t help but smile when they see a really good pun or something unexpected.
Examples:
- Turn wonky workspaces into productivity paradises with these 3 hacks
- Sally may sell seashells but can she conquer Etsy?
It’s just a little competition
It’s not uncommon that we seek out content to help us make a decision and that’s where versus content comes into play.
Examples:
- Duolingo vs. Rosetta Stone: Which language learning tool is right for you?
- Mac vs. PC: The IT experts weigh in
Subtle advertising
Last, but not least, you could always try squeezing in some unique selling props into your headline to not only catch people’s attention but to quickly get them to learn something about your brand.
Examples:
- A bright idea: Save hundreds on your electricity by joining
- Less than a cup of coffee: What you could be paying for top-rated programming
- Find thousands of dedicated followers with this innovative social media tool
Do you have a few go-to methods for writing headlines? Share your tips in the comments below!
