As a content marketer, you want people to click on your headlines.
So they will read your posts.
And buy your stuff.
Understood. I wouldn’t want otherwise.
This is what me, you and your boss have been waiting for.
But resorting to clickbait to get those clicks? It’s not an option.
Why? I’ll explain shortly, but first…
What are clickbait headers?
Clickbait headlines are made up of words and symbols to arouse curiosity. Whatever way these headlines are to make them stand out in any post. So readers will click on your titles compared to other competitors’ titles.
Exclamation marks to excite. Strong words to provoke. Not everything is fair when it comes to persuading the reader to click.
Here are a few:
- HOW TO LEFT YOUR JOB, MOVE TO HEAVEN AND GET MONEY TO CHANGE THE WORLD – JON MORROW
- CHOOSE TO BE PERFECT (OR CHOOSE TO CONTINUE SUCKING) – JOHNNY B. FALSE
- HOW DID WE SPEND $162,301.42 ON CLOTHING? – NEIL PATEL
There are 33 more.
Scan a little. Click on some. But do not resort to using them.
Why should you avoid clickbait headlines?
Here are three main reasons that come to mind.
Your bounce rates will increase
“Simply amazing”, “you will be amazed”, “the most amazing story ever.” Rarely do such sensational statements fulfill these promises.
When you write to shock, you fail to meet the reader’s expectations. It will then leave your page and return to Google search results, which will increase your bounce rate.
Your rank will drop
When people return to search results, search engines count the first click as a mismatch between search and find. In other words, when your bounce rate goes up, your search rankings go down.
And then fewer people overall will visit your content.
Facebook has published commonly used phrases for clickbait headlines. If you use these expressions, you will rank lower in the news feeds as well.
you will lose your trust
You work hard to build credibility for your brand. Don’t spoil it now by trying to lure readers with fantastic and sensational stuff.
clickbait maybe It works in the short term, but certainly not for long.
Of course, create a catchy title as long as your content delivers what the title implies.
5 ways to write headlines without resorting to the clickbait
There are dozens (and dozens) of approaches to writing captivating titles. But I don’t want to occupy your brain. This piece focuses on a valuable few that I use often.
1. State the benefits
Indication of benefits in a title or title a) thoughtful and B) useful.
Thoughtful, because you are thinking and writing from the reader’s point of view. Many brands write from their own perspectives. “We”, “we”, “we”, “we”.
As I’ve said in a few posts before, people care more about themselves than you do.
Useful, because you are setting an expectation of what will happen in the post or article. This helps readers decide whether they want to click and read. And when you write it right, it will make the reader want more.
A few examples:
- 5 easy ways to get your readers to say ‘yes’
- How would you describe your business clearly when writing your new homepage?
- Identify the 6 best technologies to run and grow your freelance business
Mentioning the benefits helps readers answer the inner question: “Why should I read this?”
2. Be clear rather than clever
While catchy and clever, nothing beats clarity.
When you are clear about your title (or any copy) you make it easier for the reader. Anything else forces the reader to do brain translation—which requires brain calories.
Don’t force the reader to do the heavy lifting to understand what you really mean. They won’t. They will stop and go instead of clicking and reading.
And please… don’t use tired, overused, vague, expressions. Like these…
trying to be smart
- “Take advantage of the power of digital innovation”
- “Disrupt your industry”
- “Transform your business”
Rewritten for clarity
- “Apply the right technology to solve your most important business problems”
- “Try new ways of doing things”
- Who knows what that means? There are so many ways to interpret this.
I repeat. Do not use jargon phrases in which the eyes sparkle and sparkle.
I’ve heard of it before. “Our viewers understand what that means.” Bull-pucky. Write any of these terms in a notebook, give them a room of like-minded people, and ask them to write their comments. You will get different reactions.
If you want your readers to click on your headlines, specify the obvious. Write a few versions, okay. Maybe you can rewrite one to be clear. and clever. But do not exclude the net.
I mean it.
Here are more tips for writing clearly on social media.
3. Ask a question
Just seeing a question mark in a title pushes the reader to bow with interest. A powerful way to start a conversation where your content keeps the conversation going.
Questions, especially odd ones, grab the reader’s attention and make them want more.
The best questions show empathy for your readers.
Here’s one from the late great copywriter Bill Jayme.
- “Do you close the bathroom door even when you are the only person in the house?”
Is your brain activated to answer this question? I wonder if you have an answer normal compared to others? Nice, huh?
A few more examples:
- “Do you go to the movies alone?”
- Do you feel awkward talking on the phone while sitting at the pot?
- “Do you know how to write a one-line text to clearly describe your work?”
As with all these approaches, support your headline with clear, honest and relevant content.
Here are some useful tips for writing great captions on Instagram.
4. Include numbers
This may seem obvious, but it’s impossible to stop writing effective headlines. People are interested in numbers. Period. It is easy for the brain to process. It lets the reader know that the content will likely be easy on their brains as well.
Numbers work because people like predictability and dislike uncertainty.
Which would you prefer to happen?
Enter the waiting room at the doctor’s office… and just wait?
Or walk in and say the doctor will see you in 15 minutes?
Any predictability allows your brain to relax by having some (none) expectations. Same for your headers.
Here’s what a Conduct research on the use of numbers shows:
A few examples:
- 45 Productivity Tips for Overly Busy People – via Muse
- 9 Things You Should Never Say When Asking For A Raise – Via Salary.com
- 40 Essential Social Media Marketing Statistics for 2017 – here via this blog
Help your readers by setting an expectation. They’re more likely to reward you with a click -vs- by hitting the back button.
5. Express a problem
My favorite technique for getting the reader’s attention is to show empathy. How? By stating an important problem they are experiencing.
Do this and the reader will feel that you understand them.
They’ll want to read more to see how you can help them resolve their pain.
Of course, this requires doing your research and homework (which it should always be).
Here are some questions worth answering when starting any post:
- What’s the problem?
- Who lives?
- Why would that be a problem?
- How does it make them feel?
- When do they feel?
This forces you to think and learn about your target audience.
Sometimes I write the title before I write the outline and content. This allows me to focus on everything that goes into the post.
Other times, I’ll create an outline and write the content first. Next, write some titles based on the post. I will choose a title that works best.
Both work well, it depends on how you want to engage your brain.
Here are some examples of simply stating a problem (combining the ‘question’ technique):
- “Do you stumble when people ask what you do?”
- “Are the words on your website more about you than your readers?”
- “Do you sit and stare and cry while writing your social media headlines?”
Framing the opening lines around a problem gets the brain excited, which in turn creates curiosity.
Plan and share your best clickbait-free headlines across all your social channels using Moyens I/O. Try it for free today.
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