How To Write Headlines That Work.

What can clickbait headlines teach us about writing better blog headlines?

What makes a great headline? It’s very simple really. One that gets the reader to keep on reading. It doesn’t need to be deep and meaningful, it just needs to hook the reader. And then, of course, you need to deliver on your promise in the headline, otherwise, it’s just clickbait.

The purpose of clickbait headlines is to get us to click through to a page full of ads. Once they’ve got you there, they don’t care about whether they’re delivering on their promise. They’re like the bearded lady from the Victorian freak show. By the time we see the beard is just stuck-on it’s too late; we’ve paid our money.

But there is an important lesson to learn from clickbait headlines. They nearly all offer a promise of something.

Here’s an example of a funny and insightful headline, but that doesn’t offer anything.

“The best place to hide a body is page 2 of Google search results.”

I presume the article is about how to get on to page 1 in Google searches, but it’s not pulling me in. It’s just a statement.

Look how much more powerful it is when it’s written like this:

“The best place to hide a body is page 2 of Google search results. Here’s the secret to getting on page one.”

Using phrases like ‘the secret’ or ‘the trick’ can feel a bit clickbaity, but if you do deliver on the promise in the headline in the article then it’s fine.

Here’s a good blog headline, that asks two questions one with the promise of interesting information and one with the promise of good advice. Obviously, this headline becomes even more powerful, because it’s the inventor of the iPad saying he doesn’t want his kids to use it.

“Why Steve Jobs Didn’t Let His Kids Use iPads (And Why You Shouldn’t Either).”

Now have a look at these clickbait headlines. You know it’s going to be rubbish when you click through, but feel their pull. Don’t worry, you’re safe, there are no links.

“A schoolgirl gave her lunch to a homeless man. What he did next will leave you in tears!”

“Only the people with an IQ above 160 can solve these questions. Are you one of them? Click to find out…”

“21 stars who ruined their faces due to plastic surgery.”

That last one has bearded lady written all over it.

Unfortunately however much we feel we’ve moved on human curiosity doesn’t change. But one thing that has changed is our attention span. On average, only 20% of people who read a headline will go on to read the article or blog.

So why not try writing a clickbait-style headline for your business or service. What is it that would really make people want to read the article? You might need to tone it down so your article delivers on the headlines promise, but try starting big.