Writing headlines, article titles, and email subject lines...it’s friggin’ HARD.
I always save this task for last because I often struggle to figure out the best way to summarize what I’ve just written about in a way that’s interesting, but not crossing the line into the territory of spammy.
(Because, is there anything worse than clickbait? Nerp.)
So are there any formats or formulas for crafting headlines that get clicked (and read?)
Glad you asked. There most certainly are...and these are some of my go-tos.
1. Leverage curiosity around result-generation
Any time you can frame a story with an information gap around surprising outcomes or results, you tap into our brains’ natural tendency toward curiosity. Plus: framing a story in this way is a simple, direct way to communicate what the reader can learn from reading/clicking your headline--without making any outlandish or misleading claims.
It looks like this: How [X company/person] did [Y thing] for [impressive result]
Example: How one teenage girl built a business that generated more than $20,000 to support the homeless
2. Surprise readers with the unexpected
People love the underdog, and they love to be surprised by unconventional or unorthodox approaches that produce surprisingly good results. The reason: It just feels good to break with convention sometimes, ya know? Especially when readers can use a similar approach and have it help them do their jobs better.
It looks like this: Why [X company/person] did [Y surprising/unconventional thing] and still achieved [Z success/results]
Example: Why Basecamp stays bootstrapped (and still achieves multi-million dollar sales)
3. Make people smarter by connecting the dots for them
You know what my favorite part of high school and college English classes were? When the teacher would read between the lines for us and provide some context and background to the book we were reading. By pointing out themes, historical tie-ins, and generally connecting the dots around the larger story being told, we got a deeper understanding of what we were reading. (This is the #1 reason I still miss being a student.)
You can do the same thing in your headlines. Look to trends, history, or current events/news items and then connect them to what you’re noticing in today’s world around your topic.
It looks like this: [X trend/news item] shows how [Y theme] is gaining traction
Example: Apple TV’s new artificial intelligence tool shows how personalization is gaining traction
4. Showcase your research (and what you learned from it)
If you did the legwork of original research (and learned something interesting from it), well, there’s your headline. People love done-for-you solutions, so anytime you can say, “Hey! I did a hard thing but here’s the essence of what I learned” you provide MAJOR value to your readers. Easy-peasy.
It looks like this: [Bold statement]: What we learned by [testing method] [data-backed evidence]
Example: Twitter ads don’t work: What we learned by running 1,000 ads (and spending $100K) over six months
5. Tease a shortcut in list format
Content that features lists or roundups are despised by some, but the truth is: Lists are pretty convenient. They piecemeal info into small, digestible sections and make for simpler comprehension. Plus: You can position a list of tactics, strategies, or ideas a convenient shortcut (again, major value add!) that drives clicks without being a sleazeball.
It looks like this: These [Number] [Things] could help you [desired outcome]
Example: These 10 phrases could help you get the raise you deserve
These are just a handful of the formats I use when writing click-worthy headlines, but there are SO MANY you can pull from to make this task a little bit easier.
Final note: This isn’t a one-and-done task.
I typically write 10-15 options for different headlines before deciding on one winner. I also sometimes split-test two solid options if I can’t decide on one and let my audience determine which is more effective and interesting.
P.S. Earlier this month I wrote about a conversation I had with Shep Gordon, the celebrity manager behind Alice Cooper, Blondie, and many others, on the topic of networking. It's definitely worth a read.
Want more insights on writing? Sign up and get them sent right to your inbox every other Wednesday.