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social media how toAre your headlines performing as well as you’d like?

Do you want to write more effective headlines?

Using a few simple techniques, you can craft headlines that capture attention and convince people to click through to your content.

In this article you’ll discover six tips for writing effective headlines that drive traffic.

write headlines that drive traffic

Discover 6 tips for writing headlines that drive traffic.

Listen to this article:

#1: Begin With Numbers

Headlines containing numbers typically perform better than other types of headlines. A list-type post promises to be quick and easy to read, and that’s important in today’s busy world.

You can use a low number to illustrate how concise your article is, or a high number to illustrate how comprehensive it is. But don’t use too high a number or you’ll lose the benefit of the content appearing easy to consume.

high number

Use a high number to convey how comprehensive your article is.

Odd numbers generally perform better than even numbers, as they appear less conveniently packaged than even numbers, and the number seven works well in headlines.

numeral 7 example socialy sorted

The number seven is effective in headlines.

Make sure you use a numeral rather than spell out the number. Numerals stand out better in headlines and take up less space.

#2: Highlight Value

Why should people read your post? What’s in it for them? The benefit should be clear, simple and direct in the headline.

How-to headlines always work well, in part because they’re so clear. The reader can see instantly the benefit to be gained by reading the article.

how to andrea vahl

Explain to the audience what they’ll get out of reading the article.

Your headline should promise something. And the more specific you can make that promise, the better.

how to maximize your social

Convey a specific benefit in your headline.

It’s an added bonus if you can incorporate drama, excitement or humor in the headline, but don’t lose credibility. People distrust outrageous or unlikely claims, so make sure your benefit is genuine and believable.

#3: Pique Curiosity

Headlines with questions can be effective, provided you compose them the right way. The golden rule is never to ask a question that your reader can answer no to.

Likewise, if you answer the question in the headline, there is no need for people to read the article. They already know the answer.

The question in the following headline creates tension. Readers will want to know the answer, so they’ll read the article to find out.

question razor social

Ask a question that readers will want to know the answer to.

Questions arouse curiosity, which is a powerful emotion.

#4: Stay Away From Positive Superlatives

We’re conditioned to always be positive in our communications. But is that tactic effective in headlines?

A study by Outbrain found that the average click-through rate on headlines containing negative superlatives (“never” or “worst,” for example) performed 63% better than those containing positives (like “always” or “best”).

In fact, headlines containing positive superlatives performed 29% worse than those without any superlatives. One reason is that the overuse of superlatives (such as best, fastest or cheapest) in marketing has led to them being ignored, or worse still, disbelieved.

Negative terms are more likely to be viewed as authentic and genuine.

negative supurlatives

Negative superlatives can be effective in headlines.

#5: Add Adjectives and Power Words

Unlike superlatives, which can turn readers off, adjectives (if used correctly) can create interest.

Incorporate adjectives like beautiful, brilliant, effortless, essential, fun, horrifying, incredible, strange, useful and valuable in your headlines. These words grab your readers’ attention and intrigue them sufficiently to read on.

power words

Use power words to grab your audience’s attention and motivate them to keep reading.

To write more persuasive headlines, try these five power words: you, free, because, instantly and new. Beloved by copywriters, these words have been used in headlines for decades.

If you use these words in your headlines, you’re pretty much guaranteed a boost in your click-through rates.

#6: Use Punctuation

The Outbrain study mentioned above also found that simply adding a hyphen or a colon to a headline increases click-through rates by 9%.

punctuation

Using a hyphen or colon in your headline improves clarity.

It’s a simple technique to use. Place your main keyword before the colon or hyphen, and add your clickbait headline after it.

Note Optimal Headline Lengths

While eight words might be best for a blog post title, other platforms and applications may have their own restrictions. For example, Twitter has a 140-character limit, and you need to allow enough room for people to retweet with a comment or a mention.

According to Buffer, these are the optimal lengths for social media posts:

  • Twitter: 71 to 100 characters. Tweets under 100 characters receive 17% more engagement.
  • Facebook: Although Facebook doesn’t have a character limit, posts with 80 characters or fewer receive 66% more engagement than longer ones.
  • Google+: The ideal length of a Google+ headline is fewer than 60 characters.

Analyze and Improve Your Headlines

When you start to apply these principles in your headline writing, you’ll soon find that you have several headline variations to choose from for your articles. Use a tool like CoSchedules Headline Analyzer to test your headlines and see which one ranks highest.

The Headline Analyzer gives your headlines a rating out of a possible score of 100. The higher the rating, the more effective the headline is likely to be.

headline analyzer 1

The Headline Analyzer rates your headline out of a possible score of 100.

This tool looks at several different factors, including the headline type (for example, list, how-to or question), the right balance of words (common, uncommon, emotional and power words) and the length of your headline.

headline analyzer 2

The Headline Analyzer looks at these factors when assessing your headline’s strength.

In addition to a score, the Headline Analyzer will provide suggestions to improve your headline.

Aim for a score of B+ or better (around 75). If you score less than that, revise the headline following the suggestions given until you get up to that level or higher.

Conclusion

According to Copyblogger, only 20% of people who see your post will read beyond the headline. A great headline will make the difference between your post being read and shared like crazy, or sitting unread and ignored.

What do you think? Have you used any of these techniques to write headlines? What tactics work well for you? Please share your thoughts in the comments below.

writing headlines that drive traffic

Tips for writing headlines that drive traffic.

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  • Daniel Grant

    “Never to ask a question that your reader can answer “no“ to” – simple but true. Sometimes I wonder why bloggers create such “dry” headlines. I’d like to share my personal hack here: before you will create the headline, read as many relevant high quality articles as possible. It’s a perfect way to get inspiration and find out what audience is looking for. But don’t be foolish, if you just copy/paste the headline that already exist, Google will catch you and punish. Check your content with plagiarism checker and protect yourself. For sure, your readers and Google gonna love your blog!

  • Saiga Tatsumi
  • thank you…..

  • Oksana Hrunska

    Simple and clear for dummies))) Thank you!!!

  • Ritika Jain

    Great Post…!

  • Advrtsmnt Sara
  • Great! thank you!

  • A question you can never say no to is the same approach telephone solicitors use very effectively.

    An example is “Which day is best for our representative come over, Monday or Tuesday?”

  • Interesting. Beginning with numbers, quite good advice. Also, not asking questions your client can answer simply with yes or no are excellent, you don’t need those answers. Questions should cause curiosity, so readers will want to read the article to find out the answer. Our favorite is definitely not to be always positive. People want to feel, so changing from positive to negative and clockwise is recommendable.

  • That’s true Gary, but it’s not used in the same way! That’s a sales technique called the ‘alternative close’, which forces (or tries to), people to choose between two ‘yes’ answers.

    What we are trying to do here, is prevent the reader from answering it themselves without reading the article.

  • Glad you liked it Dan, thanks for the feedback.

  • Eman Ameen

    i love it ..thanks

  • Joseph

    I have learnt so much from your article and I appreciate. One thing I need to contribute is on the aspect of conversion. No matter how good the headline and other aspects of your copy is and it does not convert your visitors to customers/buyers, I don’t think it worths the effect.