Seven and a half tips for writing headlines
First things first - headlines are VITAL. They're the life blood of your content marketing. Your prose could be Pullitzer-worthy but your words won't have any impact if nobody reads them. Your headline could easily be read by a hundred times more people than your full piece - so make it good!
I have written, edited and tested thousands of headlines, I've worked with award-winning writers, journalists and editors and I've been trained on headline writing by the Press Association. It would be fair to call me a Headline Obsessive. These are some of my tips and tricks for nailing your headline writing.
1. Lists
Everyone loves a list - your reader gets a clear picture of what they're going to get - and how much time they'll need to commit.
But don't fall into the '10 things' trap. Odd numbers will work far better for you. If you have a list of ten cut it back by at least one - or go to 11.
2. Personalise
Let your audience know that your content is for them.
Five quick recipes FOR MOTHERS OF FUSSY EATERS
A foolproof method for cutting your overheads IN BRISTOL
Register for an advanced driving course - UNDER 25s ONLY
Seven great days out for TRACTOR FANATICS
It's great for search, it's great for user-experience - it's just great all-round to let people know if you've written content just for them.
3. Don't just write the one headline
If you can run a test do it. The more you test the more you'll learn about your audience.
Do they prefer '7 tips' or '7 quick tips'? Do you get a better clickthrough rate if you mention that your link to the NHS? Unless you test you won't know.
4. Be honest
Nobody wants to feel duped. If you promise 'A little known secret to weight loss' and follow up with suggesting halving portion sizes you won't win any fans.
You want your content to establish trust and build credibility. Misleading your readers will not help in the long term.
5. Mistakes beat tips
People are more scared of doing the wrong thing than they are about making their projects perfect.
'Mistakes to avoid when...' or '17 don'ts for...' will prove more popular than tips or 'dos'.
6. Read aloud
Always read your copy aloud - if it gives you 'the ick' edit. Unless you're trying to confuse the reader there's no reason for flowery language or jargon. For best results read aloud the next day.
7. Be specific
Specificity is click bait. Sure you could say 'Tips for dropping a bit of weight' but saying 'Tips for losing 16lbs in three days' will out perform every day of the week.
Your headline is a bid for attention and time, people will only give you these if you're offering a good trade. Be clear about what your promising them.
7.5 Avoid euphemisms
Specificity is headline gold - euphemisms are not.
For some reason death seems to bring out the worst in terms of euphemisms and wishy washy phrasing. Flowery phrases like 'passed on' or 'left us' don't make death any less ugly. What they do is cloud the issue; 'What to do after losing a loved one' could be tips for finding a child when they've bolted in a supermarket or dealing with the paperwork from the death of a spouse. Being clear is helpful.
What to do if you're still stuck
This is the easiest tip of all - if you're still struggling with headlines or any other aspect of content marketing drop me a line and see if I can help.