When I review applications from students in our Certified Content Marketer training program, I get to read some great content.
And giving feedback on headlines to make them more powerful is one of my favorite parts of the process, because no one will ever know how good your content is if your headline doesn’t show why it’s worth someone’s time.
The problem is: specific, benefit-driven, intriguing headlines can be mistakenly associated with clickbait — headlines designed to trick someone into clicking on an article, podcast episode, or video.
Conscientious content marketers want to avoid that stigma. But too often that leaves us with vague headlines that don’t attract the right people and don’t show that you have the exact solutions they need.
I have a remedy for this predicament about headline formulas.
In fact, it’s a simple truth:
If your content delivers on your headline’s promise, it’s not clickbait. Period.
Persuasive headlines started to be viewed as clickbait online when it became common for scummy marketers to exploit copywriting techniques.
You take advantage of people if you publish headlines that make them believe your misleading or unsatisfying content is a match for their interests or needs.
Damn good headlines, on the other hand, don’t disappoint. They deliver.
Let’s look at three headline-writing resources that will help you introduce readers to the thoughtful content you’ve created for them.
Free Ebook: Magnetic Headlines
Pop in a piece of peppermint gum and get the taste of those sleazy marketing practices out of your mouth.
Incorporating copywriting into your content marketing isn’t cringe-worthy when done correctly, and it begins with the first line on a page: your headline.
In our free Magnetic Headlines ebook, you’ll learn the fundamentals of smart headline writing that can increase the level of engagement people have with your content.
Ask Yourself These 3 Simple Questions to Craft Better Headlines
For me, headline writing is all about fine-tuning.
We can draft a long-winded or general idea and chisel it down until readers immediately know:
- Who will benefit from this content
- How you’ll help them
- What makes this content special
To find out how to review the next headline you write from the perspective of an editor who is focused on audience engagement, check out my article: Ask Yourself These 3 Simple Questions to Craft Better Headlines.
Two Vital Elements that Might Be Missing from Your Content (and Precisely Where to Add Them)
Writer and editor Kelly Exeter says:
“We all like to think that the amount of effort we invest in creating a piece of content directly correlates to how deeply it resonates with readers. But, experience has repeatedly shown this is not the case.
“So, what’s the deciding factor if it’s not effort? Luck? Timing? Skill?”
Those factors might play a part, but in her article, Two Vital Elements that Might Be Missing from Your Content (and Precisely Where to Add Them), Kelly breaks down ways to both hook your readers and clearly communicate your idea.
A winning headline is the foundation of a strong message that builds relationships with your audience members.
Copyblogger’s Content Writing Masterclass
Join Copyblogger’s Editor-in-Chief, Stefanie Flaxman, for The Content Writing Masterclass. It’s for all types of content creators who want to build audiences of interested prospects.
Reader Comments (13)
Click-bait is so attractive in my niche; i blog about movies. But I do avoid it at all cost and with daily content like this from Copyblogger, I am mastering the art of writing dope headlines and even better first paragraph/introduction.
Yes! First paragraphs and introductions are super important, as well, to show the benefits of continuing to read your content. 🙂
I used to write great headlines when I first started blogging, but when it became clear that whoever was gonna read was already reading and I wasn’t getting any new traffic, I started getting pretty lazy with it. I guess that is a cycle that will guarantee no new traffic though.
You could always work on improving your headlines as an exercise for your own development as a writer … even if your traffic in the short-term doesn’t go up, those headlines could open the door to more social shares, search traffic, or other opportunities down the line.
I often feel stuck with my headlines, and often feel like I’m trying too much with them. I don’t want them to be click-baity, but not too generic either.
I try to become a better writer, and often got great ideas and visions for posts but when they come out of my head they arenät that impressive I hoped they would be. I guess strategic learning and exercise will do the trick.
Copyblogger’s free articles have helped me a lot already, and this piece was spot on, Stefanie. So next time you’ll open the doors, I might be ready for the Certified Content Marketeting program.
We all have ideas that don’t turn out as great as they seemed in our heads — so definitely don’t get discouraged, Rickard!
Practice makes the process easier. 🙂
Stay tuned for more details about how to join the Certification program!
Hey Stefanie,
It’s believed that more than 80% of the people decide whether they want to read the article or not just after having a glance at the headline.
Before anyone starts crafting the heading, there are many questions to be asked. I always wonder as if what’s the best possible way to make people think.
Glad to read this article.
Thanks for sharing.
~Ravi
The paradox with suggesting that if your content delivers on the headline’s promise, it’s not clickbait, is that if a reader perceives it as clickbait, it may never get read.
Overuse of headlines that begin with “How to…?” and “Why…” have massively weakened their appeal.
It’s much harder, but so much more effective, to come up with fresh angles.
Very interesting paradox … If something is perceived as clickbait, then it could actually backfire and do the opposite of what clickbait intends to do: turn away readers.
But fresh or creative angles aren’t necessarily persuasive, and if the headline doesn’t show why an article is worth sometime’s time, the article won’t get read either.
I’m not endorsing clickbait-style headlines that deliver on their promises. I’m endorsing compelling headlines that deliver on their promises. 🙂
People will always click on headlines that promise “how to” or “why” if what follows is compelling and relevant to them. There are no fresh angles when it comes to that.
I’m rethinking my “backfire” comment, in terms of choosing “who not to attract” as much as choosing who you hope to convert.
https://copyblogger.com/who/
I’ve found I’m less inclined to click on a headline that sounds like click bait (they’ve tried too hard to be controversial or elicit a response), even if it does deliver on the goods (I don’t take the time to find out).
Not that any of your headlines ever scream click bait, Stefanie 🙂
I agree with you, though, that if the gist of the article is in the headline (in other words, you’ve told me what you’re delivering) I’ll definitely have a read…
It’s a fine line, right? 🙂
Trying too hard to be controversial or elicit a response are big turn-offs for sure.
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