Fun, Factual, Focused -- How to Write Headlines that Matter

You can have the greatest content in the world, but if you don't have the right hook to attract your readers, then you're only going to lament the opportunity that got away.

Headline writing is an art. With on-line content relying so heavily on sectioning content blocks and identifying them with H2/H3-tagged content -- for readability, accessibility, and search engine optimization -- being able to write interesting-yet-informative  title and teasers is a skill that's going to help your content in the long run.

After all, the end goal is to get your customers and readers to consume your content. So making the entry point as accessible and compelling as possible only makes sense.

I'll admit, I was inspired by a terribly boring AP headline for a story that screamed for something better. You may have read the story of the Massachusetts man who sued Dunkin' Donuts for being served a butter substitute on his bagel after asking for real butter. The headline, while true, was painfully boring: "Man sues after asking for real butter, getting a substitute." 

This is not a story that's going to change the world. This is not something bearing sufficient gravitas that we need to treat it with kid gloves or a just-the-facts attitude. This is something that screams for fun and frivolity -- a light-hearted headline befitting of the nature of the piece.

Clearly, "No Margarine for Error" is the right answer.

So how can you add impact to your headlines? Your content, especially on your home page, may be limited due to how valuable its real estate is. So if you only have a few words or a teaser content block to get people to click, what can you do?

Be Informative, But Don't be Verbose or Obscure

Don't be too clever for your own good. Don't be so self-indulgent or make an obscure reference that alienates most of your audience. It's easy to fall back on pop culture references, but not everyone in your demographic may "get it." Especially as we get older.

There's a fine line between being cool and trying to be cool. Your audience will know the difference, so make sure you're using a voice that's appropriate for who you are.

Your headline needs to provide enough information so that your reader has a general idea of what they're going to get in the content. People hate being subjected to click bait. If your headline promises a hyperbolic experience that's not reflected in the actual content, that's going to leave a negative impression. Make sure that your headline promises what your content can actually deliver.

Be Memorable

If you can make 'em laugh, that's great. If you can make 'em think, that's even better. And if you can make them feel, then you've got something that matters.

If you make their eyes glaze over out of boredom, then you've lost the battle for attention.

Obviously, you don't want to get too punny, you want to make sure that your headlines are reflective of the nature of the content (e.g., if your company's CEO passes away, you may not want to break out the glib play-on-words), and you want to ensure that you use language that's accessible to all your potential readers.

Basically, use common sense and don't be stupid. Unfortunately, common sense isn't all that common sometimes.

Learn from Listicles (but only the good stuff)

I have a deep-rooted burning hatred for listicles and that click-baity crap content that's out there. I have an emotional allergy to titles that include "You won't believe what [insert subject here] did next..." or  "What happened next is shocking..."

But while the execution of these articles is flawed, there are some fundamental concepts that you can apply to your content.

As I write this, there are a few articles listed on the "Discover More from CBC" section of the cbc.ca site. Articles like "Your Body - Things you didn't know you could do with it once you're dead"; "ADHD - Can you have it and not know it?"; and "Sugar - 5 things I learned after cutting it from my diet."

The key for all of these headlines is that they focus on the reader's interest and offer content that they can apply to their own lives.

And that should be the focus of all of your information architecture and content development efforts (ideally, that should be the focus of all your business efforts -- including product ideation and creation) -- answering the "What's in it for me?"

What challenges are you solving? What information are you offering to your readers/customers that can help them solve a problem or improve their lives? What value are you giving to people that your competitors aren't? And why is your product and service something they should add to their lives?

Use Other Resources

Remember, your site is but one tool in a much-larger toolbox. Complement effective headlines with additional information in a Twitter post or on your Facebook feed. Both of those media let you add some additional context to help provide your user more information about what's in the link and can help to drive your invested customer/reader base back to your site.

Don't try to stuff everything into a headline. Keep them short, to the point, and on target. Remove all the extraneous stuff that your reader doesn't care about.

A perfect example comes from the dreaded press release. I can't count how many times companies have basically inserted their boilerplate into a headline. It's generally a result of a serpentine copy approval process that goes through non-content people. If it crosses a VP or CEO's desk who feels the company's name is the most important thing, it'll go in -- and that's not what the customer want.

There is no value in a headline that says, "Company ABC, a subsidiary of XYZ Inc. based out of Moose Jaw, SK proudly announces a launch of its proprietary Widget Plus system to coincide with its 37th year of operations." But if you tell me what a Widget Plus system is and what's in it for me, then I may click!

It's not easy

Why are there so many bad headlines out there? Because it's not an easy thing to do. One person's clever is another person's "stupid." Your insightful pop culture reference could sail over a younger or older demographic's head. Your innocent pun could be offensive to someone. And the corporate communications culture and approval process can siphon the life out of a good headline.

It takes work, it takes practice, and you're never going to bat 1.000. But following some simple guidelines and keeping your reader at the fore of your efforts can help increase the odds of making solid contact. And every once in a while, you'll hit a home run.