{"id":1315,"date":"2015-04-17T12:11:39","date_gmt":"2015-04-17T16:11:39","guid":{"rendered":"https:\/\/contentwriters.com\/blog\/?p=1315"},"modified":"2019-04-10T14:09:13","modified_gmt":"2019-04-10T18:09:13","slug":"the-ultimate-headline-writing-cheat-sheet","status":"publish","type":"post","link":"https:\/\/contentwriters.com\/blog\/the-ultimate-headline-writing-cheat-sheet\/","title":{"rendered":"How to Write a Headline: The Ultimate Headline Writing Cheat Sheet"},"content":{"rendered":"<div id=\"attachment_1316\" style=\"width: 694px\" class=\"wp-caption aligncenter\"><a href=\"https:\/\/contentwriters.com\/blog\/wp-content\/uploads\/Headline.png\"><img loading=\"lazy\" decoding=\"async\" aria-describedby=\"caption-attachment-1316\" class=\" wp-image-1316\" src=\"https:\/\/contentwriters.com\/blog\/wp-content\/uploads\/Headline.png\" alt=\"writing good headlines\" width=\"684\" height=\"513\"><\/a><p id=\"caption-attachment-1316\" class=\"wp-caption-text\">Writing good headlines require a connection, a promised benefit and a perceived value.<\/p><\/div>\n<blockquote><p><em>&#8220;On the average, five times as many people read the headline as read the body copy. When you have written your headline, you have spent eighty cents out of your dollar.\u201d David Ogilvy<\/em><\/p><\/blockquote>\n<p>Users create 2.2 Million blog posts every single day. With the World Wide Web so full of white noise, what can you do to stand out? <strong>Write good headlines!<\/strong><\/p>\n<p>Your headline is the first, and often the only, chance you\u2019ll get to entice a prospective reader into clicking (and reading) your content. A headline that lacks promise and flare will quickly get lost in the shuffle of search results coming from the more than 40,000 queries that are processed by Google every second.<\/p>\n<h2>80% of Your Spend Lies in these 6-10 Very Important Words<\/h2>\n<p>According to Ogilvy, your headline accounts for 80% of your content spend. If you don\u2019t have a catchy headline, there\u2019s an 80% chance the reader won\u2019t click on your title. Even if they do click, you\u2019re chances of the reader skimming the body of your content are only 20%. So, you better catch and convert them with that headline\u2014otherwise you\u2019ve already wasted the majority of your advertising or content marketing dollar.<\/p>\n<p>A headline should be<strong> 6 to 10 very important words.&nbsp;<\/strong>These should be well-chosen and long thought about words. According to <a href=\"http:\/\/www.quicksprout.com\/2014\/07\/03\/the-formula-for-a-perfect-headline\/\">Neil Patel<\/a>, the ideal length of a headline is six words because:<\/p>\n<ul>\n<li>People regularly scan headlines, and they take in the first and last three words of the title. With three words at the beginning and three in the end, a six word headline is almost guaranteed to be digested by the reader.<\/li>\n<li>People have short attention spans these days. A short, easy to read headline is memorable.<\/li>\n<\/ul>\n<p>Although only a fraction of the people who read your headline will ever ready the body of your content, a headline that doesn\u2019t entice the reader results in a loss of interest. Lost interest leads to lost chances of converting that reader into a customer or follower.<\/p>\n<h2>Are Words Really That Important?<\/h2>\n<p>ABSOLUTELY! In a <a title=\"tools to create catchy titles\" href=\"https:\/\/contentwriters.com\/blog\/6-brilliant-tools-to-help-you-come-up-with-more-blog-ideas\/\">previous post<\/a>, we talked about the importance of using \u201cpower words\u201d to produce catchy blog titles. We see it all the time, a single word change results in massively increased conversions. In fact, past businesses have reported improved conversion rates in excess of 100% after making single word copy changes; what\u2019s more, using tools such as <a href=\"https:\/\/www.optimizely.com\/\">Optimizely<\/a>, marketers are able to quickly and easily implement A\/B testing to gain conversion statistics that can ultimately improve their bottom line.<\/p>\n<p>Words connect with people and, when you have only six words to write a powerful headline, a single word can make a world of difference. Face it, people who are browsing the web are often bored, tired, or otherwise seeking a connection. If you can use words to connect with your reader, you can grab their attention and, quite possibly, entice them into becoming a continued follower or customer.<\/p>\n<p>If you\u2019re not convinced that a single word can make a world of difference, consider the experiment by social psychologist Ellen Langer. Langer asked to cut into the line at a copy machine so that she could make some copies. She tested three different methods of asking to cut into the line. Each was very similar, but changing just a few words, she noticed very different results:<\/p>\n<ol>\n<li>Excuse me, I have five pages. May I use the Xerox machine?<\/li>\n<li>Excuse me, I have five pages. May I use the Xerox machine <strong>because<\/strong> I\u2019m in a rush?<\/li>\n<li>Excuse me, I have five pages. May I use the Xerox machine <strong>because<\/strong> I have to make some copies?<\/li>\n<\/ol>\n<p>With the first instance, Langer did not give any definitive reason she should be able to use the machine before the other people in line. And, as a result, only 60% of those in line said OK.<\/p>\n<p>With the second instance, Langer proposed that she be allowed to cut in line because she was \u201cin a rush.\u201d 94% said OK when she asked this way.<\/p>\n<p>With the final example, Langer also gave a reason why she should be allowed to cut in the line, \u201cbecause I have to make some copies,\u201d and still 93% of people said OK.<\/p>\n<p>The power of the word \u201cbecause\u201d is proven here as a trigger that, regardless of what came next, made people more willing to allow Langer to cut in the line. You see, nearly just as many people allowed her to make her copies ahead of them when her reason was simply \u201cbecause I have to make some copies.\u201d The actual reason that followed the word \u201cbecause\u201d didn\u2019t matter as much as the fact that she had used a powerful word to evoke the emotions of those in front of her in the copy line\u2014emotions that caused a change of heart and provoked a willingness to let her go before them.<\/p>\n<p>Studies like the experiment with Langer, have proven that people are more likely to take action if you give them a reason to do so.<\/p>\n<p>Convey a Sense of \u201cNeed\u201d<\/p>\n<p>Here\u2019s an example:<\/p>\n<p>A <a title=\"9 Things About Google's Mobile Friendly Update You Must Know\" href=\"http:\/\/moz.com\/blog\/9-things-about-googles-mobile-friendly-update\">recent post on Moz<\/a> showed the following:<\/p>\n<div id=\"attachment_1320\" style=\"width: 820px\" class=\"wp-caption aligncenter\"><a href=\"https:\/\/contentwriters.com\/blog\/wp-content\/uploads\/post-from-Moz-insert-under-convey-sense-of-need.jpg\"><img loading=\"lazy\" decoding=\"async\" aria-describedby=\"caption-attachment-1320\" class=\"size-full wp-image-1320\" src=\"https:\/\/contentwriters.com\/blog\/wp-content\/uploads\/post-from-Moz-insert-under-convey-sense-of-need.jpg\" alt=\"good headlines convey perceived value\" width=\"810\" height=\"328\"><\/a><p id=\"caption-attachment-1320\" class=\"wp-caption-text\">Convey a sense of need for your readers.<\/p><\/div>\n<p>In this headline, Cindy Krum conveys the reader\u2019s sense of perceived \u201cneed\u201d through the use of the following words: <strong>\u201cThings You Need to Know\u201d<\/strong> These simple words alert the reader by promising that what\u2019s in the body is important. A reader, in this case a likely website owner, will feel compelled to click on the headline and read more because of the promise that the content will provide important details regarding the upcoming changes to a Google algorithm.<\/p>\n<p>When possible, headlines should include a promise and they should convey a sense of \u201cneed\u201d. The individual reading the headline should feel as if they <strong>MUST<\/strong> read the content, the <strong>NEED<\/strong> to read the content, and that the content <strong>WILL<\/strong> benefit them in some manner.<\/p>\n<h2>Good Headlines Provoke the Urgency to Take Action<\/h2>\n<p>To increase click through rates and conversions, good headlines should make the reader feel like he or she should take immediate action. Consider a <a title=\"Common places you are losing conversions\" href=\"http:\/\/www.forbes.com\/sites\/neilpatel\/2014\/09\/11\/common-places-to-lose-conversions\/\">recent post on Forbes<\/a> by conversion optimization and marketing guru, Neil Patel:<\/p>\n<div id=\"attachment_1321\" style=\"width: 925px\" class=\"wp-caption aligncenter\"><a href=\"https:\/\/contentwriters.com\/blog\/wp-content\/uploads\/neil-patel-losing-conversions-to-go-with-provoking-urgency.jpg\"><img loading=\"lazy\" decoding=\"async\" aria-describedby=\"caption-attachment-1321\" class=\"size-full wp-image-1321\" src=\"https:\/\/contentwriters.com\/blog\/wp-content\/uploads\/neil-patel-losing-conversions-to-go-with-provoking-urgency.jpg\" alt=\"headlines provoke urgency to take action\" width=\"915\" height=\"267\"><\/a><p id=\"caption-attachment-1321\" class=\"wp-caption-text\">Provoke a sense of urgency to take immediate action.<\/p><\/div>\n<p>The headline here causes the reader to think, \u201chmmmm\u2026\u2026 maybe I am losing conversions\u2026 I should read this post and figure out whether I am making these \u201clikely\u201d mistakes.\u201d<\/p>\n<p>Suddenly, the reader feels as if he or she must take immediate action \u2013 there\u2019s an urgency to take action which has been compelled by the headline.<\/p>\n<p>Anytime a headline creates a sense of, \u201chey, I need to read this because it MIGHT \/ WILL help me,\u201d you\u2019ve connected with the reader. Personal connections with the reader improve following, reduce bounce rates and are likely to result in higher conversions.<\/p>\n<p>Samples of headlines that convey an urgency to take immediate action:<\/p>\n<ul>\n<li><a href=\"https:\/\/contentwriters.com\/blog\/social-media-tricks-maximum-exposure\/\">Social Media Tricks for Maximum Exposure<\/a> \u2013 this headline makes the reader think that maybe what\u2019s to come will help them to gain exposure in their social media efforts.<\/li>\n<li><a href=\"https:\/\/contentwriters.com\/blog\/27-reasons-use-content-writing-services\/\">27 Reasons to Use Content Writing Services<\/a> \u2013 this headline will provoke the reader to become curious as to why they should \u201cuse content writing services\u201d<\/li>\n<li><a href=\"http:\/\/contentmarketinginstitute.com\/2015\/04\/bottlenecks-content-production\/\">Is Time Really the Problem? Break the Bottlenecks in Content Production<\/a> \u2013 this headline promises readers that the content supplied will help to reduce wated time in content production and, since time is something most are looking to save, provokes an urgency to read and learn more.<\/li>\n<\/ul>\n<h2>Great Headlines Promise a Benefit<\/h2>\n<p>The most engaging and likely to be read headlines promise the reader some benefit. After all, if there\u2019s no benefit to clicking, reading or sharing\u2014why do it?<\/p>\n<p>Headlines that make a promise, that there\u2019s something unforgettable, must have, can\u2019t be missed, to come, are the most likely to be read. For instance, in reading the following headlines, only one really snags your attention.<\/p>\n<ul>\n<li>What is Content Marketing?<\/li>\n<li>Content Marketing Spotlight: (INSERT RANDOM COMPANY HERE)<\/li>\n<li>101 Ways Content Marketing Can Immediately Improve ROI<\/li>\n<li>How Content Marketing Works<\/li>\n<\/ul>\n<p>If you\u2019re like most readers, the headline \u201c101 Ways Content Marketing Can Immediately Improve ROI,\u201d is the one that stands out to you. It\u2019s the headline that you are most likely to click on and read, even if you\u2019re punched for time.<\/p>\n<p>WHY? Because this headline promises a benefit, \u201cImmediately improved ROI.\u201d The other titles make no promises, they don\u2019t provoke the reader to take action and they in no way stand out. You may be slightly interested in a Content Marketing Interview or Spotlight if the \u201cRandom company\u201d that is inserted interests you, but even this headline makes no promises.<\/p>\n<p>But, \u201c<strong>101 Ways Content Marketing Can Immediately Improve ROI<\/strong>,\u201d stands out because it makes the reader feel a sense of urgency to read, it provokes a \u201cneed\u201d to get the information and it promises immediately improved ROI\u2014who wouldn\u2019t want that?<\/p>\n<p>A boring headline, such as \u201cHow Content Marketing Works,\u201d does not create perceived value, offers no promise and in no way entices the reader to think twice about the subject or the content that follows the headline. The improved ROI piece though, that headline promises so much and gives the reader something to talk about. \u201cHey, I know what I can do to turn your content marketing around and provide immediate results.\u201d Now that\u2019s something to discuss further and thus, that headline is worth a read.<\/p>\n<h2>Quick Tips for Catchy Titles<\/h2>\n<p>Now that you know how important it is to write headlines that create a sense of need, provoke an urgency to take action and which make a promise to provide benefit, here are some quick tips to get you started with writing catchy titles for your own blog:<\/p>\n<ul>\n<li><strong>Use trigger words<\/strong> (also referred to as power words) such as: Amazing, Sensational, Staggering, Jaw-dropping or Magic.<\/li>\n<li><strong>Use numbers to create list type posts<\/strong> that provide a promised number of points such as: Facts, Reasons, Tricks or Tips. (Studies have proven that odd numbers work best)<\/li>\n<li><strong>Make a promise\u2014and keep it!<\/strong> Whether you will promise to teach your reader a special skill or you\u2019re promising to provide the most over the top explanation of why something is WRONG\u2014whatever the promise is, make sure you fulfill it.<\/li>\n<li><strong>Don\u2019t forget what you learned in elementary school<\/strong> about Who, What, Where, When, Why and How. When writing catchy titles, remember to provide the reader with these details.<\/li>\n<li><strong>Don\u2019t be afraid to be BOLD.<\/strong> Catchy titles often make very BOLD statements, go against the norm or call the reader out. For instance, \u201c5 Ways You\u2019re Wasting Your Content Marketing Budget: (And What You Can Do To Turn Your Marketing Plan Around) This headline is rather long, BUT it first calls the reader out by claiming that he is wasting money and it also provides a promise that a solution will be provided.<\/li>\n<li><strong>Be very specific with your headline.<\/strong> A good headline will provide the reader with very specific information that allows them to make a decision as to whether or not they should read further.<\/li>\n<\/ul>\n","protected":false},"excerpt":{"rendered":"<p>&#8220;On the average, five times as many people read the headline as read the body copy. When you have written &#8230;<\/p>\n","protected":false},"author":3,"featured_media":1316,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[195],"tags":[263,133,261,262,260,259,258],"class_list":["post-1315","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-content-creation","tag-blog-titles","tag-catchy-titles","tag-good-headlines","tag-headlines","tag-healine-writing","tag-how-to-write-a-headline","tag-how-to-write-headlines"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.8 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>How to Write a Headline: The Ultimate Headline Writing Cheat Sheet | ContentWriters<\/title>\n<meta name=\"description\" content=\"Great headlines take finesse, power, &amp; time. 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This headline writing cheat sheet will teach you how to write headlines that drive clicks, shares, &amp; likes.\" \/>\n<meta property=\"og:url\" content=\"https:\/\/contentwriters.com\/blog\/the-ultimate-headline-writing-cheat-sheet\/\" \/>\n<meta property=\"og:site_name\" content=\"ContentWriters Blog\" \/>\n<meta property=\"article:publisher\" content=\"https:\/\/www.facebook.com\/FindContentWriters\" \/>\n<meta property=\"article:published_time\" content=\"2015-04-17T16:11:39+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2019-04-10T18:09:13+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/contentwriters.com\/blog\/wp-content\/uploads\/Headline.png\" \/>\n\t<meta property=\"og:image:width\" content=\"1024\" \/>\n\t<meta property=\"og:image:height\" content=\"768\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/png\" \/>\n<meta name=\"author\" content=\"Mary Lamphere\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:creator\" content=\"@_ContentWriters\" \/>\n<meta name=\"twitter:site\" content=\"@_ContentWriters\" \/>\n<meta name=\"twitter:label1\" content=\"Written by\" \/>\n\t<meta name=\"twitter:data1\" content=\"Mary Lamphere\" \/>\n\t<meta name=\"twitter:label2\" content=\"Est. reading time\" \/>\n\t<meta name=\"twitter:data2\" content=\"9 minutes\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\\\/\\\/schema.org\",\"@graph\":[{\"@type\":\"Article\",\"@id\":\"https:\\\/\\\/contentwriters.com\\\/blog\\\/the-ultimate-headline-writing-cheat-sheet\\\/#article\",\"isPartOf\":{\"@id\":\"https:\\\/\\\/contentwriters.com\\\/blog\\\/the-ultimate-headline-writing-cheat-sheet\\\/\"},\"author\":{\"name\":\"Mary Lamphere\",\"@id\":\"https:\\\/\\\/contentwriters.com\\\/blog\\\/#\\\/schema\\\/person\\\/834ae32885846c278057ef51e7ad2d1d\"},\"headline\":\"How to Write a Headline: The Ultimate Headline Writing Cheat Sheet\",\"datePublished\":\"2015-04-17T16:11:39+00:00\",\"dateModified\":\"2019-04-10T18:09:13+00:00\",\"mainEntityOfPage\":{\"@id\":\"https:\\\/\\\/contentwriters.com\\\/blog\\\/the-ultimate-headline-writing-cheat-sheet\\\/\"},\"wordCount\":1902,\"publisher\":{\"@id\":\"https:\\\/\\\/contentwriters.com\\\/blog\\\/#organization\"},\"image\":{\"@id\":\"https:\\\/\\\/contentwriters.com\\\/blog\\\/the-ultimate-headline-writing-cheat-sheet\\\/#primaryimage\"},\"thumbnailUrl\":\"https:\\\/\\\/contentwriters.com\\\/blog\\\/wp-content\\\/uploads\\\/Headline.png\",\"keywords\":[\"blog titles\",\"catchy titles\",\"good headlines\",\"headlines\",\"healine writing\",\"how to write a headline\",\"how to write headlines\"],\"articleSection\":[\"Content Creation\"],\"inLanguage\":\"en-US\"},{\"@type\":\"WebPage\",\"@id\":\"https:\\\/\\\/contentwriters.com\\\/blog\\\/the-ultimate-headline-writing-cheat-sheet\\\/\",\"url\":\"https:\\\/\\\/contentwriters.com\\\/blog\\\/the-ultimate-headline-writing-cheat-sheet\\\/\",\"name\":\"How to Write a Headline: The Ultimate Headline Writing Cheat Sheet | ContentWriters\",\"isPartOf\":{\"@id\":\"https:\\\/\\\/contentwriters.com\\\/blog\\\/#website\"},\"primaryImageOfPage\":{\"@id\":\"https:\\\/\\\/contentwriters.com\\\/blog\\\/the-ultimate-headline-writing-cheat-sheet\\\/#primaryimage\"},\"image\":{\"@id\":\"https:\\\/\\\/contentwriters.com\\\/blog\\\/the-ultimate-headline-writing-cheat-sheet\\\/#primaryimage\"},\"thumbnailUrl\":\"https:\\\/\\\/contentwriters.com\\\/blog\\\/wp-content\\\/uploads\\\/Headline.png\",\"datePublished\":\"2015-04-17T16:11:39+00:00\",\"dateModified\":\"2019-04-10T18:09:13+00:00\",\"description\":\"Great headlines take finesse, power, & time. 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