Introduction

Headlines are the gateways to your content. In the digital age, where content saturates every corner of the internet, crafting a compelling headline is more crucial than ever. A great headline grabs the user's attention and stands out in an endless sea of blog posts, newsletters, and op-eds. However, writing an effective headline is no simple task as there are infinitely more combinations of words that do not work together compared to those that do.

In this post, we will explore the elements that define a good headline and analyze some of the worst and best examples. By the end of this article, you will understand what makes a headline effective and be equipped with the knowledge to craft your own compelling headlines.

Criteria for a Great Headline

Before diving into examples, it's essential to understand what makes a headline effective. Generally speaking, a successful headline should satisfy three basic criteria:

Attention-Grabbing: It should capture the reader's attention immediately.
Clear and Concise: The headline must be easy to understand and get the point across quickly.
Relevant: It should accurately represent the content that follows.

Poor Headline Examples to Avoid

Monkeys Hate Flying Squirrels, Report Monkey-Annoyance Experts

At first glance, this headline seems more humorous than harmful. However, it grossly misrepresents the research it intends to highlight. Originally published in the Christian Science Monitor, the article discussed monkeys mistaking flying squirrels for predatory birds, such as hawks and eagles. Instead of explaining the scientific findings, the headline opts for a farcical tone, which, though entertaining, fails to give justice to the content. It reduces scientific research to a trivial topic, making it misleading.

Surging Wealth Inequality Is a Happy Sign That Life Is Becoming Much More Convenient

This Forbes headline appeared in 2018, and its intention was clear: provoke. The claim made by the headline is counter-intuitive and controversial, designed to pull in readers driven by outrage or curiosity. However, headlines that incite strong negative reactions can often harm your brand's trustworthiness. While the actual article dives into the positive aspects of economic disparity in connection to societal convenience, the headline does not appropriately set up those nuanced arguments and is overly long and misleading.

Bugs Flying Around With Wings Are Flying Bugs

This gem of redundancy and circular reasoning appeared in an article by Wayne Hansen and succeeded in confusing rather than informing its readers. Though the article itself was educational, addressing questions about a specific type of bug, the headline failed to reveal any meaningful information, such as what type of bugs were being discussed or why the article would be worth a read. Headlines need to promise value or intrigue, and this one fails spectacularly on both fronts.

Perfect Headline Examples to Learn From

How I Made $100,000 With a Fool Idea

This historical headline is a masterclass in evoking curiosity and FOMO (Fear of Missing Out). Published before the stock market crash of 1929, it plays on the reader's emotions by juxtaposing the concepts of foolishness and immense financial success. Modern headline analyzer tools rate this headline highly, even suggesting minor optimizations. Its success stems from its blend of numeric specificity and promise of an unexpected success story.

14 Secrets for Getting People to Like (Even Love) You

Originally published on Inc.com and later syndicated to The Muse, this headline builds upon the universally compelling desire to be liked or loved. By promising insider "secrets" and using emotionally charged words like "love," it captures readers’ attention. Adding a number to the headline provides clarity on what to expect while suggesting concise, actionable advice.

GIRLS! Want Quick Curls?

A classic from 1947, this headline promotes hair care products and is effective because it is catchy, uses rhyme, and includes a question format to engage readers. The use of an exclamation mark adds urgency, and the concise structure makes it memorable. In modern marketing, such question headlines are beneficial as they create a sense of intrigue and are good for search engine optimization (SEO).

The Lazy Man’s Way to Riches

First used in a 1979 book advertisement, this headline is compelling due to its simplicity and broad appeal. It addresses a desire many people have: achieving wealth with minimal effort. The direct, easy-to-understand language ensures it resonates with a wide audience, serving as a perfect call to action.

I Hate To Break It to You, but if You Recognize Any of These 32 Pictures, You Are Officially Old

One of BuzzFeed’s most popular articles in 2023, this headline works due to its length, detailed promise, and the use of humor. As studies show, longer headlines perform better on social media platforms like Facebook. The promise of 32 nostalgia-inducing pictures adds specificity and draws readers in for a fun and engaging read.

Best Practices for Crafting Headlines

Crafting the perfect headline is more art than science. However, several best practices can guide you:

Use Numbers: Headlines with numbers, especially odd ones, see higher engagement rates.
Emotional Triggers: Words that provoke emotion, whether it's excitement, curiosity, or even fear, improve click-through rates.
Questions: Asking a question can engage readers by prompting them to find an answer in your content.
Clarity and Relevance: Ensure your headline accurately reflects the content. Misleading headlines can lead to higher bounce rates.
SEO Optimization: Determine keywords that potential readers might use when searching for information related to your headline.

Conclusion

Writing great headlines involves creativity, strategy, and an understanding of your audience. While bad headlines can mislead or disinterest potential readers, good ones grab attention, provide clarity, and drive engagement. By studying both poor and excellent examples, you can refine your skills and create headlines that stand out in today's crowded digital landscape.

FAQ

Why are numbers effective in headlines?

Numbers provide specific, tangible information that readers find attractive. They offer a clear indication of what to expect, making the headline more appealing.

How much importance should be placed on emotional triggers in headlines?

Emotional triggers are crucial as they prompt an immediate reaction, whether it’s curiosity, excitement, or fear. This emotional engagement often leads to higher click-through rates.

Are question headlines more effective?

Question headlines can be very effective as they create a sense of curiosity and prompt readers to seek answers. They are also beneficial for SEO and voice search optimization.

What should be avoided in headlines?

Avoid misleading headlines as they can lead to higher bounce rates and damage your credibility. Overly complex or jargon-filled headlines can also deter readers.

How important is SEO in crafting headlines?

SEO is important as it helps your content get discovered by search engines. Using relevant keywords increases the likelihood that your headline will appear in search results.