The perfect headline makes people want to read your article. Most good headlines belong to one of 6 types (how-to, goals, secrets, problems, news, and entertainment), and they use words that trigger a feeling: worry, surprise, laughter, anger, attraction, or curiosity.
What is great, interesting, and informative content worth if no one is tempted to read it? Nothing. So how do you get people to read your article or blog post? By giving it an attractive and intriguing headline.
The headline is what draws people to your article, and it does not only appear on your blog. Search engines often show it as the title of your page in their results, unless you set a separate title for them. Social media show it when you or someone else shares your post. So your headline really has to catch the eye of potential readers.
This article collects the typical types of headlines and the kinds of words that get the attention of new readers.
Types of headlines
Titles and headlines, whether in search results, social media, newspapers, or blogs, fall into a few categories. Here are the most popular ones, for inspiration and guidance.
How-to
The "how to" headline is one of the most popular kinds of titles, mainly on blogs and in magazines. People are eager to learn and try out new things. Tutorials, recipes, formulas, or simple steps toward a goal are often wrapped in an enticing "how to" headline.
This kind of headline meets the wishes of your potential readers, and it promises them the solution right away.
"How to" is also a popular way to start a search when people look for an explanation or a way to do something, so these headlines do well in search engines.
For example: How to gain more social media followers in 10 days
Goals
Headlines that name a goal are particularly common in magazines, and on their covers. Why? Because almost everyone wishes to become healthier, wealthier, more attractive, or more successful. Headlines that describe these goals are very attractive to the right audience.
They are similar to how-to headlines, but they do not promise a step-by-step tutorial.
For example: 100 ways to get your dream job
Secrets
Everyone has secrets, and everyone is tempted by the chance to learn new ones. Advice, tips, and tutorials can easily be wrapped in a headline that promises to reveal a secret, whether it comes from an expert, a celebrity, or you.
For example: Successful fitness coach shares his secrets to a healthier lifestyle
Problems
Headlines about problems are the counterpart of goal headlines. They connect with readers by naming a problem they may have had themselves. A problem, a fear, or a worry speaks to everyone who has experienced it. Look at any newspaper, and you will see that fear tends to sell well.
Headlines that name a problem usually lead to content that informs and, at best, offers a solution to that problem as well.
For example: Flu epidemic: this is how you avoid getting sick this winter
News
Headlines that announce news are among the most popular types in newspapers, magazines, blogs, and online articles alike, especially breaking news or a newsflash. Besides being popular, this kind of headline is very versatile. You can use it to share gossip and rumors just as well as to announce a new software release or the launch of a new project.
News headlines are especially popular online, because online media can report news much faster than a printed newspaper. Everyone wants to be the first to know and to spread new insights, so breaking news articles with matching headlines are shared quickly.
However, this is a short-term success rather than a long-term one. Breaking news is out of date after a few hours. So news headlines do not suit tutorials or evergreen content, which stays useful for years.
For example: Breaking news: new Windows update available now
Entertainment
One of the main purposes of content is to inform, but many readers look for only one thing: entertainment. Social media in particular are built on entertaining topics, whether a funny video or set of photos, a joke or a pun, or a link to other amusing content.
Entertaining headlines, and the content behind them, can work as icebreakers that win a new audience.
For example: Woman leaves her toddler alone with her German shepherd: you won't believe what happens next!
Words that make readers act
Sparking interest in your article is important, but what you really want is for your readers to act. Captivating words in your headline create an emotional reaction in the reader.
Here are the kinds of words to keep in mind if you want to draw your readers' attention and make them act, even if the action is only a like, a comment, or sharing your link with a friend. Make them laugh, cry, or feel angry or indignant: just make them feel something.
Fears, worries, scams, and problems
As mentioned with the problem headlines above, fear sells. Trigger clicks by speaking to the fears and worries of your audience, but always give them useful information or a solution to their problem in return.
Surprise
Shock your readers and take them by surprise. Be different, and show them something they have probably never read before and certainly did not expect.
Laughter and tears
Tug at your audience's heartstrings: make them laugh, or make them fight back tears. Happiness and sadness are strong emotions that engage an audience. From jokes to tear-jerkers, use them to create a strong reaction.
Anger and rage
Anger is just as strong an emotion as sadness or joy. Talk show hosts and articles that try to enrage you about an important topic show how a reader's anger can earn clicks. Use it with care, though: readers who feel manipulated do not come back.
Attraction
Be attractive, cute, or sensual. "Sex sells" is one of the oldest sayings in advertising, and it needs no explanation.
Curiosity and confusion
Tempt readers with a riddle or a puzzle. They will click and read on just to find out what you are talking about. Get an idea stuck in their heads with your title.
Compare and contrast
X vs. Y or Which is the fastest, the best, or the worst?
Challenge common wisdom, and contrast known ideas with unknown ones. Draw your audience in by addressing stereotypes and assumptions.
Whatever type you choose, a headline must keep the promise it makes. How to formulate the perfect headline in 5 steps turns these types into a method, and 40 examples for the perfect headline gives you templates to start from. A typo in a headline is the most visible typo of all, so check it with the Spell Checker before you publish.