7 Tips for Effective Headlines
Headline writing is one of the most important and potentially lucrative skills you can master. It has been widely documented that 8 out of 10 people will read a headline, but only 2 out of 10 will read the rest of the content. Making that equation more in your favour is what writing good headlines are all about. You typically have about 5-15 words to grab the reader’s attention, wring their emotions and arouse their curiosity, so it’s critical to understand the ways to get this done to get the best results.
Keep them short – it’s been said that 6-word headlines are ideal, but there is no standard rule here. It is smart to keep them under 70 characters so that the entire title will show in Google’s search results. Short and punchy headlines are more memorable.
Make your headlines specific – aim to be direct and make sure your headline doesn’t promise anything your content doesn’t deliver. Not only this, but tell them exactly what you’re talking about. Being mysterious usually falls flat.
Convey urgency – nothing works like a little fear. “5 Ways to stop data thieves before they raid your online accounts!” is an example of a headline that will make most people sit up and take note; letting people know that there is a cost associated with waiting also creates a sense of urgency.
What’s in it for them – state a benefit in your headline. Readers want to know what they’re going to be getting and it’s your job to tell them! Whether it’s something like: “7 Uses for your unused towels” or “10 Ways to stretch your food budget” – the benefits need to be made clear.
Use numbers – the use of numbers is a tried-and-tested method for giving the reader a sense that they’re going to get a quantifiable amount of help by reading the whole article. “7 Tips for a Breakfast in Bed that She’ll Eat Up” would work well, for example.
Don’t be afraid of controversy – sometimes it helps to catch the reader’s attention by injecting a healthy dose of shock and awe. “Why you need to fire your SEO guy today!” could get readers interested; don’t be shy about stirring the pot but be prepared to back it up with credible evidence for your inflammatory statement.
Choose your words wisely. Aim for using the most powerful, emotional and vivid words that you can come up with. People respond to these well. Weak headlines are definitely a reason your content won’t get read. Be bold. Not only have that, but if at all possible, worked your primary keyword into the title somehow. An appealing headline optimized for search will always prove to be a winner.
