"Attention Copywriters: How to Formulate Headlines"
The task of a successful headline is to capture the attention of a reader who skims and reads selectively, to engage them, and ultimately to guide them to the subsequent body text. Headlines help the reader to select what interests them and what doesn't. How catchy headlines are created, you will learn here.
1500 – 1800 dead! Apart from the fact that the mere fact had to generate attention that the unsinkable Titanic had indeed sunk, media professionals knew even then that numbers sell well. Numbers increase clarity, convey a sense of the scale of events, are easy to understand, and easy to remember. That's why numbers, percentages, and estimates increasingly appear in headlines — also known as headlines in modern parlance.
But of course, numbers are not a must. Just as there are other things to consider when writing good headlines besides using striking numbers.
Basics
First, the principles of constructing a headline. A headline, by common definition, should not exceed 65 characters and no more than 6 words. Active verbs should be preferred, and passive constructions should be avoided. This gives the text more dynamism and vitality. And as mentioned: Using interesting numbers increases clarity, but it's not a must — especially if the number is just pulled out of thin air.
Different Types of Headlines
How to create a good headline depends not least on the type of headline you choose. Basically, authors can choose from a 4-part set. The four different types are as follows:
Source: commons.wikimedia.org
1. The Fact Headline
Facts. Numbers and ratios are an effective means of generating more attention. Why? People can relate to numbers because they are tangible and easy to understand.
Examples:
"80% of all Germans use emails"
"The 25 highest-grossing start-ups in the republic 2016"
"3800 dead in the Mediterranean — just this year"
Source: flickr.com
2. The Direct Address Headline
If you believe you know your target audience well, you should also try to address them directly. Calls to action in a headline address the reader very clearly.
Examples:
"Attention authors: How to formulate headlines"
"Increase your sales with strong headlines"
"Test your text competence"
Source: flickr.com
3. The How or So Headline
The How or So headlines mainly offer the opportunity to address the reader more directly and thus arouse their interest.
Examples:
"This is how catchy headlines are created"
"How to master the balance between work and private life"
"How to influence your success through gestures"
Source: commons.wikimedia.org
4. The Question Headline
A provocative question does not miss its effect. The reader is directly involved and may feel compelled to answer the question themselves.
Examples:
"How do I become a billionaire?"
"How tight will it get for Blatter?"
"How do I become a more successful author?"
Source: commons.wikimedia.org
Formula for Good Headlines
If you are looking for a universal formula for good headlines, you come across a "mathematical" equation that roughly reads:
Number (or Trigger) + Adjective (flowery) + Keyword (what is it about?) + Promise (benefit for the reader) = catchy Headline
Examples:
How to bathe cats. After applying the formula, it becomes something like this:
18 (Number) incredible (Adjective) ways (Promise) you can bathe a cat (Keyword).
How to buy a house. After applying the formula, something like this:
How you can effortlessly (Adjective) buy your dream house (Keyword) in 24 hours (Trigger) (Promise).
Headlines and Click Behavior
The study shown here clearly demonstrates: The manner and content of a headline ultimately determine whether potential readers click on it and possibly read on. A good headline pays off multiple times. Especially because, according to current studies, twice as many readers read only the headline of a post and not the article itself. As an author, you wish you could get more than just 6 words into a headline.
