What are some of the characteristics of people who crank out blog titles that work really well most of the time? Is it something anyone can learn?
Yes, and except in very rare cases, writing great post titles and other headlines can likely only be learned. Rather than relying on natural talent, people who consistently produce winning headlines have learned to do three basic things:
1. They understand that all compelling headlines make an intriguing promise that makes it almost irresistible to its target audience. Understanding the intended audience is key — a really great headline generally won’t appeal to everyone, and watering it down for mass appeal will only hurt you.
2. They study headlines that have been proven to work, and that usually means direct response advertising headlines. In that context, “proven to work” means people responded to that particular headline by pulling out their wallets and making a purchase. You can also learn by studying some of the top magazine headline writers, who work for Cosmopolitan and similar glossies, and even the tabloids you see at the supermarket checkout lane.
3. Most importantly, rather than simply mimicking great headlines, they understand why the headline works, and therefore can make an educated decision as to which type of headline structure is most appropriate, and how to tweak it within a certain context.
So what about the title of the blog post you’re reading right now?
1. Starting off your post title with “why” at the beginning of a declarative statement (instead of a question) is one easy way to focus in on the benefit of reading your article. That’s one of the reasons why the title of this post works, but the words that follow the “why” are what’s most important.
You can do the same by starting with “here’s why,” “what,” “when,” or “how,” or you can simply make a strong statement that clearly demonstrates that the elaborated answer will be provided in the body content. And of course a carefully worded question can magnetically draw in your intended readers as well.
2. The title is modeled after this famous advertising headline:
Why Some People Almost Always Make Money in the Stock Market
Within the context of what I wanted to convey with this post, the basic structure of this classic headline works perfectly.
Why?
3. Credibility. The use of the word “some,” and having “almost” modify “always,” make the headline much more plausible. Not even the highest paid copywriters in the world always nail a headline that works, and some people never write great post titles, because they don’t take the time to learn how.
Many people feel that a great headline is bombastic and full of hyperbole, but that’s usually not the case. If people don’t believe you can deliver on your promise, they won’t bother reading further, and your over-the-top headline fails.
As the people aiming to land on the front pages of Digg, Delicious, and other social bookmarking sites up the ante with headlines that strain credibility, their results will diminish, while you will gain an advantage by becoming a true student of great headline writing. Understanding what type of headline is appropriate to a specific context is the real key to writing magnetic post titles that will get your writing read.
Recommended:
David Garfinkel’s headline swipe file book (with analysis and examples) available from Amazon
This is the sixth installment in a series of posts called Magnetic Headlines.
Subscribe to Copyblogger today!
24 comments... add one
#1 Mike → 07.26.06 at 10:06 pm
Another great instructional post.
Don’t forget to mention to not use Barbie and Furby in your headlines !
#2 Damien → 07.27.06 at 1:46 am
Just started reading your blog a few days ago; and I’m loving your newest series. Looking forward to the next installments.
#3 Bloggers Buzz → 07.27.06 at 4:52 am
[…] Copyblogger has come up with a post answering the age old question of Why Some People Almost Always Write Great Post Titles. Its a question that has at times occurred to me, mostly at the time i realise my current headline sucks and am rewriting it for the umpteenth time. […]
#4 PACO_FERY → 07.27.06 at 2:44 pm
Very good post.
I think that at the end the most important thing is “Credibility”:
A man can get a reputation from very small things.
Inachus by Sophocles.
#5 Nick Hebb (aka The Flow Chart Geek) → 07.27.06 at 11:46 pm
I stumbled upon your site a few weeks ago and have fallen in love with it. I recommend it everywhere.
My background is in manufacturing and most of the career-related writing I’ve done has been for ISO 9000 procedures and work instructions. I can’t help but laugh when I think what my documents would look like if I used your techniques:
Why Some Operators Almost Always Produce Zero Defects …
How to Keep Your Job: The Top Ten Steps To Properly Setting up the SMT Screen Printer …
TR3657 Connector Mount Assembly Secrets Revealed …
Who knows? Maybe the operators would have actually read the documents if I had. ;-)
#6 Clair → 07.28.06 at 1:15 am
Writing headlines is something I find difficult. I was reading about writing for the Web and I recall that the writers encourage that we be quite concise and descriptive so that the message would be clearer to the readers, also for search engine optimization. The difficulty I have with this sometimes is that some blog entries seem a bit too boring or overused.
Your blog entry has made me think a lot more about the way I write my headlines.
You are also right about one more thing: understanding why headlines work is important. I don’t get to read much printed material but on the Net I need to see how things fit, more or less so I could write better headlines.
#7 Brian → 07.28.06 at 6:01 am Copyblogger
Nick, hilarious! I likewise wonder what would have happened if I would have written my legal motions that way.
Actually, some lawyers do…
Clair, one thing that I’ve found is if you understand how headlines work, you don’t need to try to write a homerun headline for every blog post. But you will end up writing snappier headlines off the top of your head, even for the more day-to-day mundane posts.
#8 Tiziana → 07.28.06 at 6:48 am
Thanks a lot. Very interesting article!
#9 ming → 07.29.06 at 3:12 am
i found a new way of doing headlines.. now if only i can think of a name for it.
#10 Tammy → 07.29.06 at 1:12 pm
Another great post in this series - I’m finding that when I write a “better” headline I’m actually simply following your advice. Above all else - keeping it reader focused helps alot even if its a mediocre headline. :-)
Tammy
#11 A.H → 07.29.06 at 2:16 pm
Hello,
Been reading your blog for a while now, and can’t wait for the next series to roll =)
A.H
#12 e-tech → 08.01.06 at 1:18 pm
Same here, been reading a while and totally enjoying what i’m reading.
Thanks
#13 vaspers the grate → 08.04.06 at 9:11 am
This is a beautiful, well designed and written blog.
You could also add, “Use numbers.”
Titles like “12 Ways to Improve Your Blog Writing” work well.
Also “Use variety”.
Christopher Locke told me some of his highest traffic posts of the past had totally irrelevant, silly, weird titles.
“Amoogo Monkey Bombs” or whatever.
It makes readers curious, “what the h is that?”
Peace, brother attorney!
#14 Brian → 08.04.06 at 9:25 am Copyblogger
Hey Vaspers, welcome! You must have missed the previous headline post, “7 Reasons Why List Posts Will Always Work”. :)
And I too am a huge Chris Locke fan. He’s uniquely qualified to work those pure curiosity titles. I’ve been falling for them for over 7 years.
#15 The Messaging Times → 08.04.06 at 12:52 pm
What Good Copywriters Do to Optimize Their Words…
Copywriting is a skill that must be practiced. When writing in competition for an audience, it simply isn’t enough to provide quality content. First, you must attract readers to your piece. Here are four tips that will almost always drive traffic…
#16 What Good Copywriters Do to Optimize Their Words :: The Messaging Times :: Online communication, interactive marketing, email, Internet, RSS, podcasting, social networks, blogs, etc. → 08.04.06 at 1:14 pm
[…] When writing for the Internet, whether it is for a blog, an email newsletter or a website; it is important to optimize your headlines: those few but oh so important cover words that describe your article, product announcement, link content or blog post. A good headline will entice readers to continue reading. So what makes a headline great? For some valuable headline tips, check out Brian Clarke`s 10 Sure Fire Headline Formulas that Work and Why Some People Almost Always Write Great Post Titles. […]
#17 Article Writing For Cowards at RyanEven.com | Internet Marketing Blog → 08.12.06 at 2:02 am
[…] For tips on writing headlines for your articles check out: http://www.copyblogger.com/why-some-people-almost-always-write-great-post-titles/ […]
#18 Roshawn → 11.02.06 at 3:20 am
Do you ever stop writing great articles? I’m fast becoming a “copyblogger junkie.” :-)
#19 The Secret to Blog Success is in the Title « //engtech → 11.22.06 at 1:01 pm
[…] Why Some People Almost Always Write Great Post Titles […]
#20 30 Blogging Resources For Newbie Bloggers | Rich Minx → 07.03.07 at 8:05 pm
[…] 10 Tips For Writing a Blog Post from ProBlogger 12. Why Some People Almost Always Write Great Post Titles from CopyBlogger 13. Avoid Bad Blog Posts With These 3 Writing Tips from […]
#21 BlogRush Saved by San Isidro - DigitalORDER → 09.18.07 at 4:29 pm
[…] Why Some People Always Write Good Post Titles? […]
#22 Grow Your Blog By Capitalizing on Search Trends: Part 1 of 3 | Philoking.com → 02.06.08 at 11:40 pm
[…] a search engine. Think of all the results I showed up in that didn’t click through (See writing great titles and writing SEO friendly blog […]
#23 How To Write Titles and Headlines Like a Genius : EarthFrisk Blog → 02.13.08 at 6:25 pm
[…] Why Some People Almost Always Write Great Post Titles […]
#24 How to write a great blog post? | olivetalks → 05.04.08 at 1:59 pm
[…] many eyeballs as possible. The way to catch the attention of your steady readers is to start with a good title and follow with a great opening. Attracting new readers who do not know yet about your blog is […]
Leave a Comment