Good headlines are the lifeblood of social media.
Studies have shown that you can increase your conversion rate on a link by 73% if you use a compelling headline.
So here’s how to create headlines that will captivate readers.
1. What you want. What do your readers always, always want?
Readers click on headlines that promise a reward. And it has to be a reward they desire and identify with, such as a solution to their problem or a sure fire way to success. The most popular examples start with “How to” or “Tips for”.
- Example 1: How social media can save your marriage
- Example 2: Six steps to perfect blog structure
- Example 3: What everyone should know about Google
2. Intrigue. Tell a story, but don’t tell it all. This is possibly the hardest headline for readers to resist because it taps into natural reader curiosity.
- Example 1: How is it even possible to do this with social media?
- Example 2: Marketing has forgotten this technique, but it might just change the world.
3. Did you say Obama? Not surprisingly all the top tweets of 2012 feature high profile people, such as the Obama – four more years - hug and Justin Beiber saying goodbye to terminally ill child. Tap into existing popularity by linking your content and headline to something already popular and high profile.
- Example 1: How the Harlem Shuffle will change the way you blog.
- Example 2: Five things Psy can teach you about social media.
- Example 3: Oprah uses this twitter technique. Should you?
4. New. That’s what news is. Something new and relevant to your readers. The world spins fast in social media, and jobs and reputations depend on being up to date with the latest social media trends. Your headline should strive to say something new to rise about the social media clamor.
- Example 1: How new research will revolutionize your marketing practice.
- Example 2: This new discovery will change the way you use social media.
- Example 3: 5 social media trends you need to know right now.
5. They said what? Controversy is newsworthy and often creates the most social media attention. Tap into controversy in your area of interest, or create controversy by disagreeing with a generally accepted notion in an area you know about.
- Example 1: Why men hate Pinterest.
- Example 2. “F**k it NFL…Fine me and use the money to pay the regular refs.” (Packer T.J. Lang showing how it’s done.)
6. Fear. Very few things sell better than fear. Case in point, one of the most popular news headlines in the past few years ranked US cities for bedbug infestation. Could your readers be doing something wrong, embarrassing even, and not even know about it?
- Example 1: How to commit twitter suicide in 5 easy steps
- Example 2: Do you make these mistakes and not even know it?
7. Best and worst. What is biggest, fastest, the only, the first? Everyone loves a list for inspiration or mortification. Sharing lists ranks highly on twitter.
- Example 1. Funniest blogs topics of 2012
- Example 2: Top 10 tweets of 2012
- Example 3. Biggest social media mistakes 2012
8. It’s not me, it’s you. According to Copyblogger Dan Zarrella the most retweeted word or phrase is “you”. “I” doesn’t even make it to the top 20. Clearly, your headlines should speak directly to your readers and about your readers, and not about yourself.
Note – the best headlines will be a combination of techniques – such as taping into something already popular and promising useful information. Add a celebrity and you’ll be the envy of copywriters everywhere.
What headlines do you find irresistible?
For more information see:
http://www.jeffbullas.com/2010/07/16/how-to-write-a-mind-blowing-headline-for-twitter/
http://www.copyblogger.com/retweetable-headlines/