A top headline is attention-grabbing and relevant to the content. It also showcases a brand’s voice and tone. The ideal headline can vary based on a publisher’s aims and the channel being used for distribution, such as social media or search engines.
For example, a news article about Quantum Entanglement might feature a catchy headline like “Do You Know This Secret to Make Your Computers Faster?” The article is more complicated, but the headline will capture a certain audience and help lead them to click. In addition to a clear benefit, the headline tells readers what they will get in exchange for reading. It’s like a sign outside a donut shop that says “Donuts”—it’s the enticing promise that draws people in.
Wordplay is another headline type that can be effective if done right. It can amuse and entertain and builds brand affinity if it is clever, but it can backfire and feel dated if it fails.
Indirect headlines pique curiosity by withholding some information and work well when they align with the topic of the story. They help position a business as a source of exclusive intel others are oblivious to.
This headline type leverages FOMO and scarcity to drive click-throughs. It can also be an effective way to highlight a product or service’s unique features. Adding superlatives (“best”) and brand names builds trust quickly. It can also trigger aspirational emotion, such as wanting to be rich or happy.
About the Author
