How to Harness the Headline

Lately I've been thinking a lot about how to write a really good headline. This is an area I sometimes think I over-think but I've come to conclude is an overlooked item.

Here's what I want from a headline.

1. I want it to be catchy.
2. I don't want it to be irrelevant to the topic.

Does Yoast Make Us Think Too Hard About SEO?

It's easy to blame Yoast, which happens to be my favorite WordPress plug-in. But all that SEO advice adds extra pressure:

• The headline is missing a keyword.
• It's too long for search engines.
• There are stopwords in it; consider removing them.

While I'm a definite Yoaster, I also have to remind myself that it's a tool, a very good checklist. I shouldn't let it overwhelm me!

A Few Techniques to Strengthen Headlines and Subjects

I'm reminded that it's not just headlines that can be difficult to compose. Email subjects are, too.

Here are what copywriting experts recommend to boost their chances to be noticed and more importantly, clicked on or opened:

1. Enumerte. People like to see lists. Recently, though, I heard a speaker on a LinkedIn webinar speak quite strongly against this practice.
2. Start with "How" or "Why." A client recently reminded me of this.
3. Include a topical word or keyword. Your title has to preview the article. While it's tempting to use humor, search engine algorithms don't yet recognize it. (More on this below.)
4. Use a strong word that stands out. "Conundrum?"
5. Make sure the font stands out. Don't let the headline disappear into the body content. Use those h1 and h2 tools web software (even LinkedIn's) offers. If you can, add color as well, just as you would for a hardcopy piece.

I've tried to follow these suggestions. The one I struggle with most is the How or Why. I like headlines to make statements. So let's see how this one works.

Examples of Memorable Headline Copy

Google "memorable headlines" and you'll mostly see those from major publications breaking big news, usually the death of a head of state. I imagine these were pretty easy to write.

For most of us, the challenge is to boost your chances of getting noticed.

The New York Post's 1983 "Headless Body in Topless Bar" is pretty much accepted as the most memorable news headline. Vincent Musetto, the copyeditor who wrote the headline, had to check to determine that the venue was indeed a topless one. (Not that clickbait existed at the time!)

In retrospect, the headline cheapened the story, which was about a truly horrific crime I'm sure the victim's family didn't find amusing. Subsequent editions of the Post (there were eight at the time) used another headline.

Tabloids seem to be particularly good,at creating catchy headlines with puns, while still previewing the story. I liked "Naming Private Ryan" and "From Russia with Gloves" best. Plus, Russia is just so topical right now.

"From Russia with Gloves"

These come from England's Daily Mirror. The first headlined an article about a Manchester United player trying to suppress details about an affair. The second announced imminent "Siberian weather" heading to Blighty.

Of course, both depend on readers recognizing the film puns.

The Daily Record out of Scotland offers this headline to a story about a windfarm within view of a certain golf course owned by a certain President-Elect:

There Will Be Hell Toupee

Sometimes an article writes its own headline, like this one from my local paper, The Arizona Republic:

PD: Drunk Scottsdale Man Breaks into Former House

True story: This guy continues to work as a security guard at a shopping plaza in my neighborhood.

Treat Email Subjects As Headlines

I just received an email with a subject header that has me so jealous I can barely breathe:

"The Sound and the Query"

Is that genius or what? It's from a newsletter called The WhiP, from the WordPress hosting service wpmudev. Guys, give your email copywriter a raise or at least a generous gift card!

It's so good I'm tempted to steal it for a blog.