Why headlines are so important
- On average, five times as many people read the headline as read the body copy.
- The headline accounts for up to 50% of a blog post’s effectiveness.
- Spend as much time on your headline as you do writing.
- 90% of good headline-writing is obsessing over the perfect headline.
How to write effective headlines
- Your headlines must (4-U approach):
- Be USEFUL to the reader.
- Provide him with a sense of URGENCY.
- Convey the idea that the main benefit is somehow UNIQUE; and,
- Do all of the above in an ULTRA-SPECIFIC way.
- S.H.I.N.E. Acronym:
- S – Specificity
- H – Helpfulness
- I – Immediacy
- N – Newsworthiness
- E – Entertainment value
- Example: The Best Five Minutes (immediacy) You’ll Spend Today (entertainment): The Latest Tips (newsworthy) From Buffer (specificity) on Getting More Followers (helpfulness).
- Content Marketing Institute found that including a hyphen (-) or colon (:) in the headline increased the click-through rate by 9% over headlines without either.
- Write out 25 possible headlines, select the best one.
Headlines and SEO
- Max headline is 65 characters before being cut from search engine.
- Keywords matter (see SEO).
8 headline strategies that are backed by psychology:
- Surprise – “This Is Not a Perfect Blog Post (But It Could’ve Been)”
- Questions – “Do You Know How to Create the Perfect Blog Post?”
- Curiosity gap – “10 Ingredients in a Perfect Blog Post. Number 9 Is Impossible!”
- Negatives – “Never Write a Boring Blog Post Again”
- How to – “How to Create a Perfect Blog Post”
- Numbers – “10 Tips to Creating a Perfect Blog Post”
- Audience referencing – “For People on the Verge of Writing the Perfect Blog Post”
- Specificity – “The 6-Part Process to Getting Twice the Traffic to Your Blog Post”
Headlines: Required reading (Must read all)
- Headline Writing 101
- Headline Formulas
- The Step-by-Step Guide to Writing Powerful Headlines
- The Ultimate Guide To Writing Incredible Headlines
- Magnetic Headlines
- The Cheater’s Guide to Writing Great Headlines