A poorly crafted headline can make even the most exceptional content invisible. It’s like putting in a tremendous amount of work only to discard it without a second thought.

Devoting time to content creation or ad campaigns is pointless if your headlines lack allure. Imagine penning an extraordinary book and then saddling it with an unappealing cover. Readers won’t bother delving in if there’s nothing to captivate their attention. (Case in point: if this article had been titled “Headline Suggestions,” you likely wouldn’t be reading this right now.)

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So, what tactics can you employ to craft engaging, clickable headlines in today’s landscape? Let’s explore nine impactful and adaptable approaches to crafting exceptional headlines this year, complete with illustrative examples. Let’s work together to ensure your content attracts the viewership it deserves!

Technique #1: Employ Clear Yet Compelling Language

The language you select directly influences your headline’s clickability. Utilizing language that is dull, uninspiring, or unfamiliar to your audience can alienate potential readers.

Instead, opt for language that is straightforward yet impactful. For instance, consider transforming your headline into a call to action with verbs like “Try” or “Click.” Alternatively, directly engage the reader by incorporating the word “You.” Inject vibrancy into a mundane headline with a power word like “never.”

Contrasting Positive and Negative Headlines Using clear and concise language will significantly increase the visibility of your post. Avoid using the word “utilize” when “use” will suffice.

Illustrations of Headlines Using Straightforward Yet Powerful Language:

• Resolving All Your Sleep Issues Through Science – via Bright Side
• NASA’s Free Software Bonanza: Must-Try Programs – via TechCrunch

Technique #2: Focus on a Keyword with Substantial Search Volume

What’s the point of launching an ad or producing a video if the subject matter fails to resonate with your audience? Every headline you compose should center around a particular keyword that enjoys significant search volume. This not only guarantees that your headline is optimized to attract targeted traffic organically or through paid search but also confirms that people are actively seeking information related to your topic. Ask yourself: Is the keyword you’re focusing on something people are actively searching for? If not, it serves no purpose.

Numerous tools are at your disposal to identify high-volume keywords to incorporate into your headlines. These range from free options like nexus-security’s Free Keyword Tool to paid alternatives like Moz’s Keyword Explorer. If you have an AdWords account, leverage their Keyword Planner (found under “Tools” > “Keyword Planner”).

Experiment with potential keywords to gauge their search volume. Prioritize terms with moderate to high search volume. However, bear in mind that keywords with exceptionally high search volume come with heightened competition, requiring even more exceptional content to rank well on the Search Engine Results Page (SERP).

Utilizing Keyword Planner to Research Search Volume for “tropical vacations”

Technique #3: Craft a Bold Declaration

Incorporating an element of surprise or shock into your headline consistently yields high click-through rates. Look for ways to make your title more dynamic and phrase it in a way that immediately captures readers’ attention. Making a bold, opinionated, or even controversial statement is a surefire way to accomplish this.

Refinery29, an online publication catering to women, is a brand that consistently excels in crafting captivating headlines. I find myself actively resisting the urge to open their email newsletters because I know I’ll end up spending far more time than intended on my phone (but their subject lines are just so tempting!).

The reason Refinery29 stands out in this area is their knack for crafting headlines that are often strongly opinionated and leave the reader eager for more. Take a look at the examples provided below – Chrissy Teigen opted for cosmetic surgery?! Why on earth would I want to upset Beyonce’s publicist? You get the idea!

Embracing Controversy!

Here are a few additional examples of headlines that make bold assertions:

• The Path to Becoming a Millionaire by 30 – via Business Insider
• The Nonexistence of a “Good” Trump Voter – via Slate

Technique #4: Integrate Numbers into Your Headlines

While this tip might seem incredibly obvious, I couldn’t omit it due to its consistent effectiveness. Humans are naturally drawn to numbers and lists. They’re easy for our brains to process, and they assure your prospective reader that the content will be easily digestible (much like this very post, and a majority of the content I produce).

Buffer’s Courtney Seiter states that “Numbers perform well in headlines because humans gravitate toward predictability and have an aversion to uncertainty.” Conductor also conducted a study revealing that headlines incorporating numbers significantly outperform those without.

Headlines Featuring Numbers Demonstrate 36% Higher Popularity

Examples of Effective Headlines Utilizing Numbers:

• 45 Productivity Hacks for Individuals with Demanding Schedules – via The Muse
• 9 Phrases to Avoid When Requesting a Salary Increase – via Salary.com
• 40 Indispensable Social Media Marketing Statistics for 2017 – via this very blog

Technique #5: Conduct Thorough Competitor Research

Have your competitors published articles or launched ad campaigns on the same topic you’re planning to address? What headlines did they employ? Which headlines are performing well on pages already ranking highly on Google? How can you enhance your headlines to surpass theirs?

These are the kinds of questions you should be pondering to create more compelling headlines. If your headline fails to stand out from the countless others bombarding us daily, the likelihood of achieving high click-through rates diminishes significantly.

Buzzsumo Analysis Uncovers Popular Headlines on the Subject of “tattoos” Conduct a Google search using your target keyword and examine what appears in the coveted #1 position. Additionally, leverage content curation platforms such as Buzzsumo to research your keyword or topic and determine which related articles have garnered the most shares. What contributed to their success? A well-crafted headline often compels people to share it with their network. How can you create a headline that’s even more enticing? Thorough research is essential!

Technique #6: Pose an Unusual or Humorous Question

Questions, particularly those that are a bit unconventional, are incredibly effective at grabbing someone’s attention and leaving them wanting more. This technique creates a “curiosity gap.” Why does this work so well? Because our natural instinct is to seek out the answer, which can only be satisfied by clicking on the headline and exploring your website. When executed effectively, this method practically guarantees high click-through rates.

“Questions connect with reader emotions in a way few other techniques can,” says Helen Nesterenko of Writtent. “They foster that crucial conversational tone that’s vital to a successful blog post. They spark a desire in readers to learn more.”

However, it’s crucial to be strategic in your approach to asking questions. Copyhackers advises against using misleading questions, which can alienate potential readers.

Illustrations of Highly Effective Headlines Utilizing Questions:

• Why Are You Still Relying on Microsoft Word? – via Gizmodo
• Could You Succeed in a 1954 Home Economics Course? – via Buzzfeed
• Is Chicken with a Pinkish Hue Safe for Consumption? – via Epicurious

Technique #7: Inject a Sense of Urgency

The fear of missing out (FOMO) is a real phenomenon, and it can be incredibly effective when applied to headline writing. Instill a sense of urgency by incorporating a date when a special offer expires. Use urgent language, as exemplified in the AdWords ad below.

The description reads, “Book Now & Get an Additional $15 Off JetBlue Airlines Flight Tickets. Hurry!” The inclusion of “Hurry!” prompts the reader to click through and capitalize on this limited-time offer. This approach becomes even more potent when you include a specific deadline. For example, “3 Hours Remaining!” or “Limited Tickets Available! 20% Discount Expires Tonight.” Explore more about utilizing countdown timers in your ads to automate this process, and experiment with incorporating this technique into your headlines.

Examples of Headlines That Effectively Cultivate Urgency:

• Attention Marketers: Are You Prepared for Canada’s July 1st Anti-Spam Legislation? – via Venture Beat
• 19 Easy Strategies to Instantly Decrease Your Website’s Bounce Rate – via ConversionXL

Technique #8: Cultivate an Air of Mystery

There’s a delicate balance in determining how much information to reveal in a headline. Crucially, you should never completely give away your central point. Doing so eliminates the reader’s incentive to click through and engage with the rest of your content.

Take a look at the three trending articles on Today.com provided below. Each headline is intriguing and leaves the reader wanting to delve deeper.

The first headline, for instance, informs us that Jimmy Kimmel has an update about his baby, but the nature of that update remains a mystery. The second headline suggests that Chrissy Metz donned a form-fitting dress to the MTV Movie Awards, yet we are not shown the complete outfit, nor are we privy to the message she conveyed to body shamers. Lastly, the third headline leaves us wondering whether talcum powder is linked to cancer or not. We are compelled to click to uncover the answers!

However, there’s a fine line between providing too much or too little information. Ensure you offer just enough to pique interest without completely satisfying the reader’s curiosity within the headline itself. (Pro Tip: This technique is also highly effective when crafting a compelling introduction.)

Examples of Captivating Headlines Designed to Spark Curiosity:

• 17 Facts That Will Challenge Your Beliefs – via Buzzfeed
• Three Common Job Interview Mistakes You Unknowingly Make – via Fast Company
• The Surprising Importance of Earthworms Over Pandas (If You Care About the Planet) – via The Conversation
• 7 Reasons Top Performers Resign, Even When They Enjoy Their Jobs – via Inc.
• Why You Should Never Get Out of Bed to Use the Restroom in the Middle of the Night – via Little Things

Technique #9: Brainstorm Multiple Headlines and Conduct a Vote

This is a strategy I’ve employed consistently since I began writing headlines for articles and titles for presentations. Allow yourself to freely generate as many headline ideas as possible. Explore different ways to combine and refine them. Subsequently, present the top three to five headlines to your team and conduct a vote. This process typically leads to a clear consensus fairly quickly.

By implementing these tips (and perhaps drawing inspiration from these 88 supplementary headline examples), you have the potential to elevate your headline writing and achieve new click-through rate heights!