Dispelling Common Headline Writing Myths
WebFox: Web Design Welland
Is my title boring? Should I have put more “oomph” in it with some catchy clickbait words?
Holy moly! The Top 1 Million Reasons to StOp WrItInG ThIs WaY!!!
Ghosts in the Internet? The Most Common SUPERNATURAL Reasons You’re Losing Traffic!
Traffic Down? You’ll Never Guess What Secret Can Fix THIS Problem!
You’ve seen plenty of title like this, and you’ve probably even clicked a couple—I know I have. The question then becomes; is this the right way to write my titles?
This style is extremely popular on clickbait sites to generate traffic to garbage articles. Usually coupled with an innocent but semi-related picture.
Would you click a picture of a polar bear hugging a person or a cat that can play the piano?
Hell yeah you would—and so would I.
The issue then becomes your style of writing perpetuating myths that will end up hurting you in the long run. I’ll show you a few of the myths today so you can improve your titles and avoid making the mistakes that will cost you.
Myth 1:
Exclusively Write Curiosity Gap Headlines
Truth:
Exclusive use of the curiosity gap hurts your credibility
This is probably the most successful style of title to write. You may also know the curiosity gap as the “emotional intrigue” headline.
The theory basically says people desire to gain new information or knowledge. You take something people know about vaguely and claim to fill the gap between what they know and don’t know already. You’ll lure them in like a fish by creating curiosity in your title.
Why is this a bad thing? It seems fantastic—and it is, but… you must deliver. Any time your title is saying you will “whole new world” your readers like Aladdin to Jasmine; you must back it up.
Don’t use clickbait unless you’re actually delivering what you say you’re delivering. Once people realize your articles are hollow crap that are using titles to generate traffic, you’ll damage your credibility beyond repair.
Does clickbait work? Yes. Should you use it in every single piece of content you write? No.
Myth 2:
Writing Sexual or Sensational Headlines is Great
Truth:
Run the Risk of Alienating your Base
There’s a lot of great usage of these sorts of headlines, but it comes with a side effect. Long-term people will avoid your website.
Think about why you’re writing content to begin with—is this the right style for your audience?
In my experience in Welland web design, these sorts of titles actually do nothing. All you’ll get is a few extra clicks followed by angry people leaving your website. Once people get to your website and see they got bamboozled by your link, they’ll leave and never come back.
Just think of those Facebook ads. “324 photos celebrities don’t want you to see!”, with half-naked men or women as the picture. Maybe you’ve clicked them, maybe not. Once you’re inside the link, it’s a lot of harmless pictures you would never even think about wanting to see. They got your click and you got tricked into thinking you were going to view something other than what was there. Are you going to click it again?
Myth 3:
Shocking Headlines Rule
Truth:
Shocking headlines aren’t great for your value.
What do shocking headlines do? They may get you a couple extra clicks.
Being shocked is a great feeling. It releases dopamine and we all know that’s fantastic.
Why are shocking headlines bad then? The content rarely matches up with the headline.
Content is abundant on the internet; it just feels like you’re abusing shocking headlines whenever anyone sees them. It immediately makes readers feel like you’re trying to trick them and steers them away from your site. It reeks of desperation.
The simple truth is shocking headlines are usually led into boring articles which are built on fabricated stories or opinions.
So, if none of these are good, how do you write a headline?
Writing a Perfect Headline
I don’t think there’s even a point in saying “perfect” here, you’ll never achieve perfection in anything except algebra. What is perfect even supposed to be in the context of writing?
Headlines are usually going to follow trends and morph based on cultural factors. It depends on who your audience is.
If you can’t write perfect, how in the world do you write better headlines?
Think About Your Audience
Your goal shouldn’t be to generate as many clicks as possible, but to catch the attention of the people who you would expect to read your content.
Think of a newspaper. What if they suddenly started printing pictures of cats with headlines like “The Top Ten Dog Tricks You’ve Never Heard of—Only on Page 13!”. Probably not what the average newspaper reader would be interested in.
Try to avoid focusing on general traffic. Instead focus on the right traffic.
Build Credibility
When you create a headline, you’re also putting your own personal credibility and reputation on the line. It will be attached to your name on the internet for as long as the internet exists.
What you say will directly impact how your audience will react to things written by you in the future.
Don’t only think what will make people click your articles, but what will impact your own personal credibility.
Value
Value is the most important part of Welland web design. Any content that delivers what the headline says it will deliver is going to give you a boost.
The real issue with clickbait is it doesn’t deliver value in most cases. After the user clicks the article, the actual content inside doesn’t match the “greatest article of all time” title that preceded it.
Don’t think too much on trying to create the perfect headline. Focus instead on the types of headlines that will build your reader (not click) base. Clicks aren’t as important as readers. Doing this will put you at the forefront of whatever you’re trying to do.
If you’re interested in having a website designed for you, we offer a wide variety of digital marketing services including graphic design, web design, SEO (search engine optimization), social media management and more. Contact WebFox Welland Web Design to inquire about a free custom mock-up. We are the premier Web Designers In Welland.