Now more than ever, it is important to write a great headline for your content. Your headline needs to grab your reader’s attention, whether it’s for a blog post or email subject line. Great headlines tell your readers what your content is about. Your title needs to be catchy and clickable—your content is competing for attention in a sea of online information.
If you are business-to-business, learning how to master good headline writing becomes an even more urgent matter. Because 47% of B2B buyers read 3-5 blog posts or content pieces prior to talking with a salesperson. (Source: DemandGenReport)
To begin, reverse engineer your blog post. First, determine the type of blog post that you are writing. Here is a list of 5 blog post formats that are likely to go viral:
Next, identify what feelings and emotions are appropriate to your blog post and your audience. You need to include an infectious agent that triggers your reader’s emotions. Here are some examples of infectious agents that will engage your reader’s heart and mind:
First of all, decide what format of post you are writing. Secondly, identify what main emotional agents (from the list above) are appropriate for your post. Thirdly, figure out what storyline will work the best. That is to say, what reward are you promising your reader? What value will your content provide? Ask yourself the following questions:
In short, once you have completed these three steps, you can craft a blog post and headline that will capture your beloved reader’s attention and encourage them to share your content. To sum up, you want to craft the perfect headline to grab their attention and go viral.
Do your research to find out what their interests are. Speak to them using their words and how they talk. Keep your customer persona guide handy. Follow your industry influencers on and offline to stay current. “The headline can select the right audience for your ad and screen out those readers who are not your potential customers.”—Robert Bly, The Copywriter’s Handbook
Write about what they care about. Delight your audience with something new, unique and engaging. The more specific you are in addressing their greatest fears and desires, the more powerful you will be in attracting and keeping their attention. Delivering bland, same-old, same-old headlines and content is a guaranteed fast bounce away from your blog post and site.
Make sure it aligns with your content. Upworthy's well-publicized process suggests writing 25 headlines per blog post. It takes practice to craft a great headline. You may nail it on the first try, or it may take you 25 to write the perfect headline. Read it out loud to make sure it is conversational, not jargony or fuzzy. Test your headlines with Coschedule’s Headline Analyzer.
Front load your keywords at the beginning of the headline as much as possible. Write your headlines with search engines and social media platforms in mind. 65 to 70 characters is ideal. Google, Bing and Twitter will truncate anything longer in their search results. Preview what your headline will look like with the New Title Tag Preview tool by Moz.
Keep your headline short and brief if you are appealing with emotionally powerful language. Use powerful positive or negative superlatives to show why your content is worth reading.
As Coschedule says, friends don’t let friends write crappy headlines. I have several power word cheat sheets that I refer to when I get stuck with writer’s block. It happens to the best of us. Use these tools to get unblocked! Coschedule's Power Word Cheat Sheets
Examples of headline tactics you should try out and test:
Show your readers why they should follow your advice. Give them benefits that prove why it’s worth their time. Can they do something better, faster, easier with your help? Add specific numbers and data to back up your headline. Several research studies have shown that headlines with numbers tend to generate 73% more social shares and engagement. Use odd numbers as brain candy. Our brains apparently find odd numbers more believable, according to research from Content Marketing Institute.
Our brains are naturally hardwired to be curious. We want to know the technique, idea, tool or information that we don’t know—especially if everybody else knows it! Then it becomes a potent, viral-inducing FOMO (fear of missing out) type of headline and content.
Be honest and tell your users what’s in it for them. You may fool your readers once by using clickbait, but they will bounce and never return as soon as they realize you’re not delivering the content they were expecting.
Use a headline analyzer such as Coschedule’s Headline Analyzer. Steal great headline ideas by visiting sites such as Buzzfeed and Upworthy. If your blogging platform supports A/B testing, do it! Finally, take a good copywriting and editing course to sharpen your writing skills. One of my all-time favorites is “The Copy Cure” from Marie Forleo and Laura Belgay. Fun, entertaining and I can use the information over and over and over again.
Featured image by Anamul Rezwan, Pexels