You’ve read the statistics. Eight out of ten people read the headline but only two out of ten people read the article. Effective headlines have the potential to increase your site’s traffic by 500%.
There are hundreds articles about writing catchy headlines based on formulas and algorithms. And a whole lot of energy being put into analyzing which headlines work best. But since everyone’s reading those posts and using those formulas, readers start to catch on and what worked last year may not be as effective today. Want to get ahead of the curve or simply stick out from the crowd?
Give some of these trend-bucking headline techniques a go.
Shock and awe
Find the most incredible fact about your topic and throw it out there in the headline:
“Millions of Kittens Euthanized in China”
“1,000 Times More Violent Deaths in The US than in Afghan War Zones”
Whatever your topic, find the most extreme sounding fact, the most outrageous statistic and work it. Make sure it’s true, no making things up. Just find the angle that allows you to drive home your point in the most jaw-dropping way.
Stir up controversy
If your topic is a hot-button item like politics or religion, then your best bet for a clickable headline is to dive into the deep end of the debate. Taking a strong stand one way or the other will result in two things:
- Those who agree will click because they agree so completely.
- Those who disagree will click because they’re outraged at how strongly they disagree.
This technique works best for highly polemic issues on which there is a clear split in opinions:
“Why Republicans Are Destroying Our Country”
“You Take Away My Guns, I’ll Take Away Your Constitution”
“Why the Bible Is A Lie”
Appeal to the negative
We live in the age of positivity. My Facebook newsfeed is proof of it: rife with reposts of happiness advice from the Dalai Llama to Kim Kardashian. So, if you really want to stick out, try steering clear from the current thumbs-up trend. A lot of people feel secretly relieved when encountering negativity. The pressure to stay smiling can get to be too much.
Be catty – think Joan Rivers criticizing red carpet fashion.
Be nihilist – think 90’s grunge bands proselytizing the end of fun.
Be blunt – “_____ Is a Moron”.
Be apocalyptic – “Why We’re All Going To Die in the Next Year”.
Harking back to ad campaigns of yore, copywriters used rhymes to create a catchy sales pitch: “Winston’s Taste Good Like a Cigarette Should” and Pringles’s “Once you pop, you can’t stop”. Presidential campaign slogans use rhymes because they’re easy to remember and fun to repeat: “Tippecanoe and Tyler Too”, “I Like Ike”, “All the Way with LBJ” and “Ross for Boss”. So, if you can find a way to rhyme your headline, you might earn a click or at least a memorable line.
Use caps and exclamation points
All headline advice says to avoid this because it looks spammy. Well, since we’re trying to do things a little differently around here, why don’t you try messing around with the visuals of your headline:
“How to Think BIG When Your Budget is small”
“How to Get Out of Your Parent’s Basement TODAY!”
“8 WAYS NOT TO REACH FOR ANOTHER DOUGHNUT!”
Use other languages
Everyone writes in English. How boring! Try using popular phrases in other languages in your headlines. Obviously it has to be a recognizable phrase like “au revoir”or “capice” or “arrigato”: “Why Republicans Are Saying Au Revoir To the New Health Care Bill”.
Strike fear into their hearts
Not in a horror film kind of way (although that’s certainly one way to go) but in a way that makes them fear they’ll be in dire circumstances if they don’t read this article. Nothing like manipulating nascent fears can boost your post’s popularity:
“10 Beach Destinations To Avoid This Summer If You Want to Survive ‘Til Fall”
“Someone May Be Hacking Your Facebook Right Now”
Cultivate the weird and surreal in your headline. Make it so bizarre that they have to read it twice or three times and still go “huh?”:
“Male Gymnast Says Key to Success is Poison”
“Spelling-Bee Champ Loses Title For Telepathic Cheating”
“Dog Scores Higher On SAT Than Most Public School Students”
Use unusual numbers
Top ten lists are a cliché and have been since David Letterman starting giving his every night show. Top five lists are a close second. Come to mention it, people may be getting tired of top 3’s and top 7’s as well. Use unpopular numbers like 4 and 8 and pretty much every number from 11-19. Instead of a list of 20, make it 21. You get the idea.
“13 Ways To Choose A Good Wine”
“18 Careers That Are Making People Rich”
“32 Cities For Baby-Boomers”
The longer the better
Everyone says you should keep it simple. Simple clean language rules the day. Short and sweet. Try giving your readers credit for being able to make it to the end of a headline that’s longer than six words. Even if they don’t actually read the article, stop limiting your verbosity and just let things flow:
“How I Came To Stop Believing The Hype and Went Back to Non-Organic Grocery Stores – And Saved $500/Month”
“4 Books You Should Be Reading That Will Allow You To Join The Snob’s Circle At The Christmas Party”