I suppose that i should use this place to talk about how important headlines are, but you’re smart and you got here so you already know that : -) So let’s jump right into the beef. Agree? Here’s how to write headlines that work:
Use Curiosity
I am a very curious person, but wait…aren’t we all? It is simply human nature. Write a headline that will tease just enough, and we just can’t resist clicking. This is why websites like ViralNova and BuzzFeed are successful.
Just a grab of headlines of these sites will prove it:
-
Who Is This Man And Why Are His Photos Showing Up On My Phone?
- Passers By Made This Unbelievable & Freakish Discovery On A Beach On Florida
Now here is the original source (CNN) that gives it away right in the headline:
Giant Florida eyeball belonged to a swordfish, state says
Umm..not as exciting isn’t it?
Abusing curiosity this way isn’t exactly fair, because the “discovery” isn’t really “freakish” and “unbelievable” – which makes for a sad reader : -(
So how do you use curiosity the right way? How do you pull them in only to keep them begging for more? Give them what you promised in the headline. Over deliver on that. Make it epic. Touch them right in the heart..Just please, don’t leave them with “mweh”!
I personally like these headlines, because they deliver. Read them and become a better entrepreneur:
- How to Do Reciprocity Right… So It Actually Persuades Instead of Fostering a Culture of Takers
- Google Didn’t Want Us To Use The Keyword Planner This Way. But It Works Nicely.
- Why Creating Your First Blockbuster Online Product Is Easier Than You Think
Make A Bold Promise
Here’s the trick: Write your headline first. Make it epic. And then make sure the content is headline worthy.
If you are following the SEO world a bit, you’re not unfamiliar with terms like “Panda” – “Penguin” or even “Hummingbird”. You know that link building is highly frowned upon by the almighty Google. Even though we all know that it works.
So this headline on Search Engine Land appeals to their audience with this headline:
How-To [Insert Desired effect/outcome]
People can never get enough of how-to posts. With people i mean myself.
Especially when it’s something i want to accomplish, i would definitely read it.
And since you clicked on this link, you probably agree 
Some simple examples:
How To Effectively Reduce Stress.
How To Become 3 Times More Productive.
How To Seduce A Woman.
How To Regain Your Health.
Can you see how this headline will never ever ever lose it’s power? A how-to post simply learns you something new. We love that. We are suckers for it. Especially if it’s something we want.
Here are some recent examples from blogs i love to read:
This post contains an infographic. Now when you go out and share it on social media. You could say: [Infographic] How To Get The Most Value Out Of Your LinkedIn Posts.
- How To Recognize Great Conversion Optimization People
- How To Write the Highest-Performing AdWords Ads, Ever
- How To Measure Social ROI On Facebook Ads
- FAQ On How To Become An Idea Machine
This will let people know that it won’t take a lot of time to check it out, and it will also just clearly tell them what they will get when they click on the link.
Did you notice that [with a 5 step template]? I am sure you did. This is powerful stuf.
Goodies
If you can think of a goodie to give away, go for it! You could even ask them to share your article for the PDF (only do this for 1500-2000+ word articles) or you could create something else that they would like, or is practical.
If you happen to write an article about scheduling blog posts..and you use a practical template for it…Why not let readers download your template in exchange for their e-mail address?
Shock Them Into Reading
A shocking fact will get your readers attention for sure. Consider this headline:
Pretty shocking right? If you text while driving, you might want to check that out 
Neil Patel wrote a great article on how to use shock for conversion optimization:
The headline sounds very, very manipulative right? But if you really read the article you will find that:
The idea of shock sounds somewhat disturbing, almost unethical. But the truth about shock is that humans are designed to benefit from the right kind of shock.
It’s true. Think about this scenario:
You are very fat, and your doctor tells you that you will die of a heart attack within 2 years if you won’t change your diet. Will that shock you? Would you at least try to change your diet?
Probably it will do both. Not for everybody. Not for those who have already accepted their “faith”. But those who enjoy life and those around them, this might be the point where they decide to make a 360 flip with their life. They had to heir their doctor say it to them. Shocking, but life changing.
The ads of Unicef say “Every 4 Seconds A Child Under The Age Of 5 Dies”.
In the article of Neil Patel, he says there are 5 types of shock:
1. Contrarian Shock
The contrarian shock is when you go against the grain. You can catch a lot of buzz with this, but it is a risk. I would advice to only write such a post when you actually have a case.
Personally i have never written such a post, but they can be excellent. Glen from ViperChill went against some of the biggest heads in the online marketing industry in this post:
It’s a highly recommended read not only for the info, but also what it takes to write a worthy contrarian post
2. Scatological Shock
This is simply said vulgar language..This definetly isn’t always the right one to choose either, but in some cases can be brilliant!
- The Most Successful People Poop At Work
- Is Farting At The Work Place Acceptable?
- Pooping Makes You Smarter
Alright, i feel kind of disgusted now, so lets dive into health schock (which isn’t much better
3. Health Shock
This kind of shock can really inspire you to change your ways..or pay more attention to something concerning. Because you might be shocked to know the facts of the habits you may have. This is why they want shocking pictures on cigarette packages. But how can i better show you than some examples:
- Driving while Texting Six Times More Dangerous than Driving while Drunk`
- Sitting At Work: Why It’s Dangerous And What You Can Do
Can you see how this could draw attention to serious subjects?
4. Language Shock
Sometimes you can use words like “fuck” to shock people. Like any type of shock, you should use it with caution. But when used right, the results can be (fucking) great!
This headline didn’t shock me that much, but it caught my attention and put a smile on my face right away!
This one puts it right in your face. I really like this article, too. It shocks, inspires and then motivates.
5. Quirky Shock
This is a really mild form of shock, but it certainly helps to grab the attention.
Let’s compare these 2, one without the quirky word and the second is the real one. Which has more power?
- Have You Fallen For This Design Trend In Pop-ups?
- Have You Fallen For This Scuzzy Design Trend In Pop-ups?
A pro-tip: use http://www.thesaurus.com to find quirky synonyms for words you have in mind
“Bombproof” could be replaced with a lot of words. Amazing – Perfect – Strong – Powerful…Whatever.
But i’m sure Bryan Collins chose this word because it’s less common, which grabs your attention.
Ask A Question
This very effective approach to writing headlines will surely drive clicks if you do it the right way.
For example, take this headline: Are you making these [insert specific subject] mistakes?
This particular headline will trigger a lot of emotions. Let’s say you are a copywriter and you saw the headline:
Are you still making these common copywriting mistakes?
Huh?! Which mistakes? Could i learn something from this article? Which common mistakes are being made?
Since you don’t give the answer in the headline, they have to click the link to find out. Just make sure the article is worth the click, so they’ll come back
Here are some more great examples:
Notice that they don’t give you the answer or you won’t read the article. Got it?
Conclusion
Hopefully you have plenty of “ammo” to write a whole arsenal of headlines that work.
The funny thing is, by you should start to recognize patterns in headlines everywhere.
Try deconstructing the headlines. It’s fun — and before you know it, you’ll have more blog ideas than time to write!