Good headlines do a lot of heavy lifting for you and your business—and they do it fast.
How long do you spend pondering a headline? Seconds? Less than a second?
These speed-of-light decisions spring from our deepest human desires and impulses. We’re social creatures with needs! We want to:
- be in the know
- learn the secret
- hear the punchline
- get the joke
- access the best information
- understand ourselves, and feel understood
- grow, learn, and succeed
To write successful headlines, you need to understand this basic human psychology—and give your people what they want.
Good headlines are such a tease
In a flash, a successful headline gives the reader a little information while withholding the rest. Of course, that missing information happens to be something we suddenly MUST KNOW, so we scurry on after it.
What constitutes MUST KNOW information? That, my friend, depends on your target reader, and the context.
Sometimes headlines are better with beer.
If the headline is, say, Jian Ghomeshi Charged in Sexual Assault Cases, and if you’re a feminist Canadian and former journalist who has been following this story from the get-go, you’re going to click through matter what. (Yeah, duh, that would be me.) I MUST KNOW precisely what the charges are, how many charges, what happens next and what people are saying about it.
As an entrepreneur, you’re likely writing articles and blog posts that are somewhat timeless and not exactly news. That means need to play on the MUST KNOW factor in a different way.
You can do this by hinting at the information you’re going to share while leaving a big question—or questions—unanswered. You give away a little, but not the whole load. It’s like using treats to coax your cat out of its favourite hiding place.
Think about your ideal client—yes, her again!
Like everything you write as an entrepreneur, you’ve got to keep your ideal client—in this case your ideal reader—in mind. How will you use your headline to connect with him or her? How will they know your article or blog post is for them, specifically? Think about their pain points, their dreams, and their obsessions. Write from there.
Now, there are millions of headline formulas that, to be frank, run the gamut from classy to sleazy. Here are some headlines that I like, organized into seven categories for your convenience (although some of them overlap, as you will see). I’ve deliberately chosen subjects that I think might be of interest to you and your readers.
Some of this is personal taste, of course. I like humour, intelligence, and sincerity—in headlines and in life.
1. ‘Meaning of Life’ Headlines
These headlines hit me at my very core. They address my dreams, insecurities and fears, while also instilling within me a little hope that the article in question will help me over come them.
You’re Either An Entrepreneur, or You’re Not. There is No In-Between – Entrepreneur
You Are Not Too Old – Medium
2. How Tos
A popular choice for a reason. But of course, it isn’t enough to tack “How To” onto any old thing you’re going to explain or teach. You need to at least hint at the outcome or results of the thing you’re showing people how to do.
This Is How You Can Raise Confident Kids And Keep Your Sanity – LifeHack.org
This is How You Can Raise Your IQ And Improve Your Memory – LifeHack.org
How To Become a Gratitude Junkie – Elephant Journal
3. Lists
Yeah, yeah, listicles are the new black (or was that last year?). The key to list headlines is making sure the things you’re listing haven’t been listed before. You need to show that your list items are rare, timely, hilarious, impossible, etc.
20 Fascinating, Little-Known Facts About Google – LifeHack.org
15 Reasons To Be Grateful For Divorce (Yes, Divorce) – Huffington Post
4. Humour and Provocation
Honestly, in my opinion the most successful headlines have at least a smidge of humour—or a splash of shock. This stuff is like magic fairy dust for your readers.
Most of these examples could also appear elsewhere on this list.
What Barbie Looks Like When She’s Battling Aliens, Taking Nude Rides On Dragons, And Getting Zombified – FastCompany
If You Love Me, You’ll Tell Me When I Stink – Elephant Journal
Three Ways to Big Yourself Up Without Sounding Like a Jerk – Story Factory
The Biggest Turkeys: Movies That Flopped This Year – Forbes
5. Mystery Subjects
Sometimes a headline is like a door in a funhouse. You have a sense of the subject of the article, but you don’t have all the information. For reasons that may or may not be known to you, you have to find out what’s behind that door.
In music, sometimes you have to admire the art but scorn the artist – Globe and Mail (Who’s the artist?)
The Job That Got Away – Purple Clover (What’s the job?)
6. Turning Inside Out
This is where you take conventional wisdom and flip it inside out. People may be slightly confused or insulted, but don’t worry, once they click you have 600 or so words to redeem yourself.
Reclaiming the True Meaning of Hipster – Elephant Journal
Cancer, a love story – Salon
Everybody hates Americans: My life abroad as the maligned Other – Salon
10 ‘Healthy’ Grocery Store Items That Aren’t Actually Healthy – Huffington Post
7. The Absolute Ultimate Best Essentials
If you’re an expert in your field, you probably have the lowdown on the best tools, tips, resources, strategies, etc. If you’ve done your homework, and you know something is the best, proclaim it! We’re all striving for excellence, so your knowledge and authority is something to be valued.
The Most Important Meeting You Must Have With a Financial Planner – Forbes
What matters most
With headlines, as with anything you write for your business, it’s critical that you’re comfortable with your approach. If a certain headline technique feels sleazy to you, or if it simply isn’t aligned with your brand voice or values, just don’t use it.
There’s a sweet spot between what’s proven to work online, and your natural voice. It can take some time to find that spot, but once you do I swear new opportunities will start cropping up all over.
Also, please note that this is just a tiny sample of headline ideas. Don’t forget to pay attention to the headlines that catch your eye!
Happy writing!
xo