The headline is the marquee of an article – it frames and distills the information that follows. The best headlines are clear, concise, entertaining, pithy and — perhaps most importantly — clever, all in limited space. The news industry, much like advertising copy writers, has a knack for creating compelling headlines that entice readers to engage with the content they’ve worked so hard on.
The story may be fascinating, but if the headline fails to capture the reader’s attention, the article is unlikely to get the clicks it deserves. To avoid this fate, editors should prioritize the needs and interests of their readers when writing headlines. They should also be mindful of the fact that people are often skimming the internet, and that headlines play a critical role in guiding readers to the content they want to read.
For example, an op-ed headline can include a question to prompt curiosity and intrigue in the reader, while a feature headline might use a powerful word that will catch the eye of the reader (like “shocking,” “unbelievable,” “ultimate,” “only,” or “guaranteed”). A great headline is more likely to generate interest when it offers something new or unexpected, rather than rehashing a topic or story that has already been covered elsewhere.
A final point to remember is that the most effective headlines are conversational in tone, with a voice and cadence that would sound natural if someone were reading it out loud. Headlines should always strive to evoke emotion, as well as be as specific as possible in the limited space that is allowed by things like character counts on search engines or social feeds.