On average, 5 times as many people read the headline as read the body copy. When you have written your headline, you have spent 80 cents out of your dollar.—David Ogilvy
If you want to make your headlines so irresistible that people will want to click on them, make sure they are unique, powerful, and engaging. This blog shows you four simple but proven ways to make your headlines stand out.
Use specific numbers and data
Numbers are like “brain candy” – the brain is more receptive to numbers
A number is catchier than a word
Small numbers are more digestible than large ones
Odd numbers appear more believable than even numbers
Replace the word “seven” with 7 because the latter stands out more
Example
13 Cost Reduction Strategies You Should Try This Week
Top 10 Employment Cases of 2018: How to Be Better Prepared in 2019
The 7 Criteria for Strong Outpatient Therapy Documentation
Comment
Easier said than done! It’s not always possible to use specific numbers and data, but it’s worth a try—if not in the title, then in the heading tag position, page titles, or elsewhere.
Prove to people that you are offering value through:
Facts
Ideas
Lessons
Ways
Principles
Reasons
Secrets
Strategies
Tip / Tricks / Techniques / Shortcuts / Ways
Examples
7 Tips for Dealing With Difficult Customers
5 Secrets of Dealing With Difficult Bosses
Excel Power Tips, Techniques, and Shortcuts
New Warning Regulations for Prop. 65: Practical Tips and Tricks
Comment
If you want your audience to engage with you, provide them with useful/unique facts, ideas, reasons, tips, shortcuts, and strategies they can benefit from.
Attract Attention!
Make it unique (something readers can’t find elsewhere)
Make it specific (avoid vagueness and get straight to the point)
Make it useful (give them hope that their problem can be solved)
Convey a sense of urgency (get readers to take action now)
Examples
The 2 Most Critical Root Cause Analysis Tools – and How to Use Them
New Regulations for Advertising Cannabis in the U.S.
How to Write a Business Plan from Scratch in 30 Minutes (not ours)
9 Blogging Mistakes that Are Costing You Dearly (not ours)
Comment
People won’t ignore a headline if they want to know what’s on the other side. The only way they can find out is to read further!
Involve Readers in Your Headline
Use the words You/Your
Name your target audiences
Examples
Patient-Driven Groupings Model: Is Your Agency Ready in 2019?
Update on Section 199A: What You Should Know About the New IRS Guidance
Basis in Assets—A Guide for Tax Professionals
Bankruptcy Questions Answered—For CPAs, Attorneys & Tax Payers
Comment
The word “you” connects instantly with readers on a personal level—and that’s what you’re trying to do: build relationships. One great way to induce your target audiences to pause and consider your solution is to target them in your headlines.
Try the problem—solution—promise formula
Identify the problem/challenge
Offer a valuable solution
Make a promise to solve the problem along with a benefit
Examples
<Solution> <Problem/Challenge> <Promise>
How to Increase Your Search Traffic Without Building Links
How to Manage & Influence Internal Stakeholders to Boost Your Career
How to Get Your Team to Stop Whining and Start Winning
Why Cumulative Impact Claims Fail—and How to Prove Yours
How to Protect LGBTQ+ Students—Even When the Law Doesn’t
How to Conduct Effective & Compliant Candidate Interviews to Find Top Talent
3 Steps to Avoid Being A Lone Wolf Leader (And Be A Better Leader
