Every day we are inundated with an incredible amount of information, and social expectations are growing alongside it – we have to stay up to date at all times; we have to be online all the time. According to research by Randstad, a third of people feel guilty at work if they cannot reply to an email straight away. Logically, therefore, we are also more selective about which messages we read and which we don’t.
The headline is key
The key to further reading. Always remember its purpose. The headline must grab attention and encourage the reader to read the lead. A good headline sells, not only on a blog but also on social media and in RSS readers.
In our article on proper formatting, we recommended dividing the text into subheadings. The same applies to every subheading: it must make you want to read on, or at the very least summarise the content of the next paragraph.
Numbers or a call to action?
There are 6 basic types of headlines. Some are better suited to a product page, others to a blog.
- Call to action: Start exercising today!
- Question: Why isn’t anyone reading your blog?
- Bulleted list: 8 tips on how to…
- Testimonial: AITOM is the best agency, says a client
- News style: New research proves that having a blog pays off
- Announcement: Get a free e-book
With a little simple trial and error, you can create excellent headlines. Always bear in mind the purpose of the article and choose the most suitable headline accordingly. You can also find inspiration in a headline generator.
10 tips for writing the perfect headline
- Use a verb An
active verb adds momentum to a headline. Verbs make headlines more lively, which is why most newspapers use them in their headlines. - Try a list
We all like to see how much more is in store for us. Opt for a single-digit number; it looks smaller visually. Numbers give the impression of precision and can grab the attention of readers who are just skimming the text. For example, Vodafone’s corporate website ČiliChili relies heavily on this type of headline. - Shock us
Let’s face it – the tabloids know how to win over readers. And they know how to write headlines. We all react to shocking headlines and they make us curious. - The power of paradox You
can grab attention without resorting to tabloid tactics. Combine the seemingly impossible.
For example: Enjoy the summer, even when it’s raining; How to have a romantic Valentine’s Day when you’re single - Keep it simple
None of us wants to read online that something is difficult or impossible. Most business isn’t rocket science or quantum physics. Show readers that their problems have simple solutions.
For example: How to write a blog post quickly and easily; Plan your holiday in just a few days - Mention a keyword
A keyword that interests readers will make them read on. If possible, use the keyword in the headline too. - Ask a question
We’re brought up to believe that it’s polite to answer a question. Unconsciously, we try to answer questions posed on the internet too.
For example: Do you know how many calories you burn in an hour of running? - Brevity isn’t always best
According to research by Hubspot, articles with headlines between 12 and 14 words get the most likes on Facebook. - Brainstorm
Don’t come up with the headline on your own. Ask colleagues for help, and don’t be afraid to come up with several different types of headlines. You can gradually test which ones your readers devour the most. - Be clear
The headline should clearly and unambiguously indicate what the reader will learn from the article. Ideally, the headline should also reveal what the reader will gain from reading it. Perhaps they’ll learn a new skill, simplify their life, or have a laugh. There should always be a reason to read on.
Priceless advice
Remember that your reader is, by nature, a very lazy creature. The best advice we can give you is: read through your article and cross out everything that isn’t important. Don’t write unnecessary fluff; stick to the point. Otherwise, the reader, daunted by the length, will run away. This applies above all to phrases and clichés. No doubt your company is growing rapidly, but then again, which one isn’t these days?