We’ve all been there — scrolling through our newsfeeds barely glancing at headlines as they fly by. But every so often, a headline makes us stop and take notice. As bloggers, grabbing reader attention is an art form we aim to master. The opening lines of our posts can make or break whether someone engages with our content.
Let’s cut through the noise. According to statistics, 8 out of 10 people will read headline copy, but only 2 out of 10 will read the rest. That first sentence needs to pack a punch. But how do we craft compelling headlines that get clicks without resorting to clickbait tactics?
Ditch the Question Headlines
First, avoid starting with a question. While common questions like “What is X?” and “How to do Y” seem like a natural fit for headlines, studies show questions have become synonymous with clickbait. Readers unconsciously associate question headlines with exaggeration and false promises.
Instead, make a bold statement or counterintuitive claim. Reframe the obvious or state an interesting fact.
For example, “Forget Everything You Know About Productivity” arouses much more curiosity than “How Can I Be More Productive?”
Channel Your Inner Madman
Now we’re getting somewhere! Crafting headlines is an exercise in controlled madness. To stand out, you need an unconventional hook that borders on crazy.
Gary Vaynerchuk, entrepreneur and master of digital attention, embodies this technique. Just look at a few of his article titles:
“It Took Me 25 Years to Figure Out This Truth About Motivation”
“There’s Something Very Wrong With How We Define Success”
“Your Parents Were Wrong About the Key to Success”
Notice his bold claims prompt us to think, “Wait, really?” Vaynerchuk makes big promises and gets readers to believe through his compelling content.
So be bold and a little provocative! Fortune favors the bold headlines in the digital sphere.
Back It Up with Substance
Now you have their attention. But a headline alone won’t sustain it. We need substance to satisfy readers who took the clickbait bait.
That’s where storytelling comes in. Data shows narratives are far more convincing than dry facts alone. Craft your content with powerful stories, quotes, and data that supports your headline’s premise.
Take this hypothetical headline: “Forget Sales Funnels — The Future is Community Commerce.” Back it up by interviewing ecommerce entrepreneurs who use community-building to drive sales. Share the stories of how they cultivated loyal followings and leveraged them for organic revenue growth.
In other words, overdeliver on value. Headlines get them in the door, great content keeps them there.
The Art of Headlines in The Digital Age
Crafting compelling headlines is a nuanced art in the digital sphere. As bloggers and marketers, we must balance click appeal with substance. Start bold and provocative, but have ample content to satisfy those who stay.
Remember, 58% of readers spend less than 15 seconds on a webpage. Make those seconds count by fine-tuning headline copy and supporting content. Your readers — and traffic numbers — will thank you.
