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Nailing the perfect headline is a tricky task for any writer, no matter their subject or intended audience.
We’ve all experienced brain freeze when trying to create a catchy title. Even if you’ve just reeled off hundreds of words of complete brilliance.
When I was completing my journalism studies, one of my teachers always used the same headline example.
“He did what??"
It’s short and unusual for sure. But it also plays with perceptions in a way that makes the reader want to find out more.
But headlines like ‘Man Bites Dog’, ‘Gotcha’, or even ‘Super Caley Go Ballistic Celtic Are Atrocious’ don’t come along every day.
The most important step is to put yourself in the shoes of your target reader.
If you’re trying to persuade the reader to continue, trigger words like ‘what, why, when, how’ can be your best friends. They draw readers in by highlighting key messages explained within the article.
Take a popular subject, like Game of Thrones, and look at the top articles. A quick Google search found these examples:
Statistics and numbers can also be quick way to secure a great headline.
Sticking with GoT:
These informative headlines make statements on their own and tend to be the most shared on social platforms.
But be careful not to trick your readers with a headline that doesn’t accurately describe your content. No one likes clickbait and it will put readers off from returning.
Be honest and craft an attractive headline that will introduce the content your audience is expecting.
Different headlines will work for different platforms. But a short and punchy title is best, so try not to go over 50-60 characters. This will help readers to easily share your content, even on platforms with limits like Twitter.
So consider your audience and give them a reason to click, continue reading and share. But most importantly, be expressive and be original!
More reading: The guide to increasing ROI through PR
Why your content strategy is harming your PR
In-house PR or agency? The great PR debate