Headlines are arguably the most important part of your article. Without an attention-grabbing title, fewer people are going to read your content, and that could make it harder to land assignments. To get people clicking, you need a curiosity-invoking, promise-of-problem-solving headline that’s actually backed up by quality content. Here are tips for crafting headlines that land assignments, and ultimately garner clicks and loyalty from your audience.
1. Put Your Headline First
Brainstorming headlines before you even write a piece can focus to your article. “If you can’t lead with a strong headline, it means you don’t quite understand yourself or what the article is going to be about,” says Danny Groner, manager of blogger partnerships and outreach at Shutterstock.
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And when it comes to pitching, it’s crucial to feature your headline front and center, typically in the subject line. For instance, I pitched the story you’re reading with this subject line: “Story pitch from Amanda Low: How to Craft Can’t-Miss Headlines.”
2. Make Your Headline Click-worthy, Not Click Bait
There’s pressure for content strategists and editors to increase traffic to their sites, and it can be tempting to write extreme headlines that pander to people’s curiosity.
To walk the line between clickable and sensationalist click bait, “Lead with intrigue or mystery,” suggests Ashley Watkins, marketing communications specialist at Trimark Associates. “Give enough information so the reader knows the article is legitimate and relevant to them, but not so much that they don’t read further.”
A piece titled “Coffee Grounds: The Secret Ingredient to Plant Growth” isn’t as attention-grabbing as “Grow Your Plants 10 Times Faster with This Household Item.” The first one gives away the punch line, where the second one only hints at it.
Being genuine and helpful is important, too. “Some brands over-promise with headlines and can disappoint their readers, which can also mean losing a potential customer,” says Groner. “It’s best practice to stick to direct headlines that tell people why they should click in, and then to give them more than they even expected.”
3. Know a Publication’s Headline Conventions
When you’re pitching, the best way to generate an effective headline is to study your target publication. For instance, if you’re writing a rags-to-riches story about an entrepreneur, and you’re pitching a profile on her to a regional magazine, your headline should mention the city she lives in.
However, if you’re pitching it as a how-to piece for the general population, your headline may focus instead on the incredible circumstances of her life.
4. Use Numbers Intelligently
We’ve all seen the proliferation of “listicles” that lead with “7 Ways to Overcome a Case of The Mondays” or “6 Ways to Get Organized.” There’s a reason content creators use numbers: They actually work, as readers are drawn to the promised structure of a list.
The trick to using numbers in your headlines is to place them strategically. Watkins suggests using numbers to emphasize duration or scale, especially when it’s integral to the story. “‘Paralyzed Woman to Run 50 Marathons in 2016’ is a headline I’ve written for a client,” she says. “Reporters turned into supporters and wanted to know about her condition, and how and why she planned to run so much in one year.”
Numbers can also help communicate statistics in a powerful way. “They help the reader quantify the scenario in their head and add a layer of context,” says Watkins. For instance, “Four of Seven Main Street Restaurants to Close After Bacterial Infections Reported.” These numbers serve a purpose beyond sensationalism.
5. Be SEO Savvy
You don’t have to understand everything about search-engine optimization to make your headlines SEO friendly; if your headline includes the main point, and your article is accurate to that headline, you’re off to a great start.
According to Dan Benton, editor in chief of SportsMedia101.com, search-engine optimized headlines should also use:
- Full names and lead with nouns, if possible
- Fewer than fifteen words
- Phrases people interested in your topic will search
Don’t be wordy or vague. Says Benton: “There’s a key ‘sweet spot’ each author must find that is tuned to their target audience.”
Looking to up your headline writing skills? Consider Mediabistro’s online course Skills in 60: Headlines and Taglines. This quick take on copywriting can help you craft headlines that get noticed, and give you ideas when you think you’re tapped out.
