Because “how-to” blogs are really popular and because I like to deviate from time to time from my norm, today I shall provide advice on how to write a great headline for blogs and online articles. Even if you don’t write blogs or online articles, you’ll no doubt find this information entertaining, if not life-changing. So read it and share it with a million of your friends.
As with my more faith-oriented blogs, I don’t claim to always practice what I preach. But when it comes to headlines, I do have some credibility. As a newspaper journalist in a former life, I sometimes wrote headlines for the print edition of the Arkansas Democrat. And, in fact, I even won an award for one.
That probably prompts at least three questions. 1.) “What’s a print edition?” 2.) “Do they really give awards for writing headlines?” And 2.) “OK, then, Mr. Smarty Pants, what won you the award?”
So a print edition is like what you read online only it comes printed on paper. Some publications still provide this option, but more frequently they’re found only in museums. The answer to No. 2. Is, “Yes.” Well, I assume they still do. But I know they once did, because I’ve got a certificate in a box somewhere to prove it. And as for my award-winning headline, it described an Associated Press story about the 1987 men’s tennis championship at Wimbledon. You no doubt recall that Pat Cash upset Ivan Lendl, the Czechoslovakian who was ranked No. 1 in the world at the time. So the headline read: “Cash better than Czech at Wimbledon.”
This leads perfectly into the first of my tips for blog/article headline writing, which, to be clear, is different from writing headlines for print editions of a newspaper.
- Make it clever. If that were easy, of course, we’d all do it more often, and not just in headlines. As it is, some of us try and most of us fail. But keep trying even if you keep failing. Filter your attempts through a lame-o-meter. My personal lame-o-meter isn’t very accurate, so I usually ask for a second opinion from my wife. Most headlines don’t survive a good lame-o-meter, which is why so few headlines are clever.
- Make a practical promise. For the most part, this involves creating a list in your blog or article and then selling that list at the start of the headline. Fast Company is great at this. I get regular emails from Fast Company that woo me into their content. One such email included headlines that promised, among other things, “Two items that …,” “Four steps to …,” “9 methods of …,” and “Three easy steps for …” But there are other ways do to this. That same Fast Company email also had headlines that included “a surprisingly simple trick for…” and the ever-popular “How to …” and “When to …”
- Make an aspirational promise. It’s great to promise practical advice, but it needs to take readers someplace they want to go. It has to meet their so-called “felt needs.” Again, I turn to the masters, Fast Company, for my examples. Their articles/blogs promised to help me be more productive, be happier, have more breakthrough ideas, lead more effective meetings, be a better listener, avoided a wasted day, boost my productivity, embrace uncertainty, and choose my career path. And that was just from one email!
If you can somehow combine a practical promise, an aspirational promise, and just the right dash of cleverness, well, then you have yourself a winner. It will lead to “opens” and “visits” and “clicks” for all the content you “curate.” And it will change your life!