Goins, Writer

On Writing, Ideas, and Making a Difference

5 Easy Tricks to Help You Write Catchy Headlines

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On the average, five times as many people read the headline as read the body copy. When you have written your headline, you have spent eighty cents out of your dollar. 

—David Ogilvy

In a world full of noise, how do you get people to actually read what you write? It takes more than good content or great design. The most important part of writing an article is the headline.

Same principle applies to blog posts, book chapters, and so on: The title is where your focus should be. You should begin and end every article with the question: “Would this make me want to read on?”

If not, don’t publish until you’ve got a catchy headline. Concentrate on this, and you’ll get more readers, more buzz, and more love.

Newspaper Clipping - Catchy Headline

Photo credit: John Taylor (Creative Commons)

How to write catchy headlines

Too often the headline is the most neglected part of writing an article. People just gloss over it without taking much time to consider it. In their minds, it’s the cherry on top.

No, friends; it’s not. The headline is the sundae.

I sometimes deliberate over titles for 30–60 minutes before settling on one that works. And I often go back and change them. This is what it takes to write a good headline.

If you need some help concocting catchier headlines, here are a few simple tricks:

1. Use numbers

There’s a reason why so many copywriters use numbers in their headlines. It works.

Do an experiment: Go to the grocery store, and scan the magazines in the checkout lane. Look at the front-page article headlines.

It doesn’t matter if it’s a fitness magazine or a tabloid; many of them will be using numerals to start off the headline.

There aren’t really any rules (as far as I know) regarding what numbers work best, but people typically only remember three to five points. That said, sometimes a really obscure number like 19 or 37 can catch people’s attention.

2. Use interesting adjectives

Here are some examples:

  • Effortless
  • Painstaking
  • Fun
  • Free
  • Incredible
  • Essential
  • Absolute
  • Strange

3. Use unique rationale

If you’re going to do a list post, be original. For example consider the following:

  • Reasons
  • Principles
  • Facts
  • Lessons
  • Ideas
  • Ways
  • Secrets
  • Tricks

If possible, never use things. Please, for the love of Pete, don’t use things. You can do better than that.

4. Use what, why, how, or when

These are trigger words. I typically use “why” and “how” the most, because I’m often trying to persuade or enable someone.

Typically, you’ll use either a trigger word or a number. Rarely does it sound good to do both.

5. Make an audacious promise

Promise your reader something valuable.

Will you teach her how to learn a new skill? Will you persuade her to do something she’s never done before? Will you unlock an ancient mystery?

What you want to do is dare your reader to read the article. Without over-promising, be bold. Be seductive (in the most innocuous way possible, of course). Be dangerous.

And then deliver what you promised.

Try this formula

Here’s a simple headline-writing formula: Number or Trigger word + Adjective + Keyword + Promise

Example: Take the subject “bathing elephants.” You could write an article entitled, “How to Bath an Elephant” or “Why I Love Bathing Elephants.”

Or you could apply this formula and make it: “18 Unbelievable Ways You Can Bathe an Elephant Indoors”

Another (more serious) example: Take a bold promise like “selling your house in a day.”

Apply the formula and you get: “How You Can Effortlessly Sell Your Home in Less than 24 Hours”

People don’t want to be tricked into reading something boring; they want to be drawn into something exciting. Make it worth their while. Take extra long time to consider what headline will grab people’s attention the most, and make sure that it describes your content in an honest, but attractive, way.

They won’t regret it, and neither will you.

Other articles on writing catchy headlines:

What tricks for writing catchy headlines do you use? Share in the comments.

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About Jeff Goins

I help people tell better stories and make a difference in the world. My family and I live outside of Nashville, TN. Follow me on Twitter, Facebook, or Google Plus. To get updates and free stuff, join my newsletter.

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  • Shawn Leberknight

    I’ve never really put that much thought into a headline but it makes a lot of sense. Especially when I examine which articles/blog posts I read, I find it was the title that drove me to read it in the first place. Good stuff Jeff!

    • http://goinswriter.com/ Jeff Goins

      Thanks, Shawn. Best thing to do, as you noted, is look at articles you’re already reading and see how the titles are written.

  • http://davidsantistevan.com David Santistevan

    Love it. Agreed 100%. More bloggers need to apply this. Their content needs to be read but their titles are so boring we never click them. I think people maybe feel like they’re tricking readers or over-promising, like you said. But as a reader, it doesn’t feel that way to me. I like being invited into the mystery.

    • http://goinswriter.com/ Jeff Goins

      I think you’re right, David. My hypothesis is that it’s a lack of confidence; they under-promise so that they don’t disappoint. But what they should do is commit more time to writing quality content so that an audacious title doesn’t make a promise that their content can’t deliver.

  • http://www.abrahamchronicles.com Dustin

    Jeff, this is really good information. I’ll be honest, most of the time the header is the last thing I think about and it suffers. I need to be more intentional and strategic in how I title my posts. Good info, thanks for sharing.

    • http://goinswriter.com/ Jeff Goins

      Thanks, Dustin. Let me know if you need any help.

  • http://www.SammyAdebiyi.com Sammy A

    Great stuff Jeff… I realized the hard way that it wasn’t good enough to simply have great content because my link to said content is often drowning in an ocean of a million other links from bigger, better writers with larger platforms. 

    My only ‘shot’ so to speak is to ‘purple cow’ my headline. I’ve noticed a direct correlation between my most creative titles and my highest traffic. A friend once said to me, ‘dude, what’s the deal, I always have to click your links cause even when I ignore it, I still am wondering what in the world its about’. To me that was the ultimate compliment. 

    I’m stoked to add what you outlined above to my arsenal. Here are some examples of some of my post titles…[BTW I'm an black Pastor from Africa] 

    1. I’m not good at being black 
    2. Pimp my trashcan: when Jesus doesn’t care if you tithe or cuss. 
    3. I think I’m better than Jesus. 
    4. How to win a gun fight with an unloaded gun
    5. Why i hope my white wife births an indian baby. 
    6. 5 reasons why you should stop reading my blog. 
    7. Dear reader, you’re NOT that special -God. 

    I think it’ll be pretty hard not to at least notice any of the articles above when i tweet them. Thats my goal. And when you read my posts, they actually all make sense so its not just randomness.  

    But it takes A LOT of time but I’m learning. I’d love to share more of the how but this is already super long and I don’t wanna write a novel. 

    Anyways, thanks for the help Jeff. I’ve read your blog more than any other blog in the last week. I appreciate your work and you’re helping me become a better writer. But the best part is your heart. I love your heart. It jumps off the pages. I prayed for a heart like yours. Thank you. 

    • http://goinswriter.com/ Jeff Goins

      Love that, Sammy! You do a good job of daring your audience to read your blog posts.

  • http://FacesOfLions.net Dave Wilson

    Great article Jeff. Very helpful. As an advertising copywriter, I can tell your readers that your suggestions are spot on.

    Regarding using magazine headlines, this recent copyblogger article provides some suggestions as to some of the best publications to emulate: http://www.copyblogger.com/how-magazines-sell/.

    Thanks Jeff,
    Dave

    • http://goinswriter.com/ Jeff Goins

      Thanks, Dave. I love Copyblogger.

  • http://www.storywrought.wordpress.com Lizzie

    How very true.  I always save the headline for last, but after putting so much effort into the blog post, I find myself tiredly slapping on any old title.  Never again (well, hopefully)!  Thanks for the formula…I will be applying it momentarily.

    • http://goinswriter.com/ Jeff Goins

      Here’s a trick that I (and other copywriters) user, Lizzie: Write the headline first.

  • Anonymous

    This is great advice and guidance. I’ve always considered grabby headlines as an art form, but you’ve deftly distilled them down to a science. This is definitely an area that I need to improve upon. Thanks again!

    • http://goinswriter.com/ Jeff Goins

      Thanks, Tor. Definitely an art and a science. I’ll share more about the former another time.

  • http://markharai.com Mark Harai

    These are some great tips Jeff, thanks for sharing them sir ; )

    • http://goinswriter.com/ Jeff Goins

      You’re welcome, sire. Hope CR is treating you well!

  • http://www.tonyjalicea.com Tony Alicea

    I like what you say in #5 “Without over-promising, be bold.” It’s important to not go overboard with hyperbole. If you write an outlandish headline and your post doesn’t live up to the hype, people won’t trust you after that.

    Go bold but deliver the goods.

    • http://goinswriter.com/ Jeff Goins

      Right, but don’t compromise being remarkable. You should write an audacious headline and then have to live up to it.

  • http://www.jeffrandleman.com Jeff Randleman

    I have to say, writing headlines is probably the weakest part of my writing.  I’ve read pklenty about why they are important, but I forget all that when I’m writing.  I  have to work on that!

    Great stuff today!

    But the headline in the photo is the part that grabbed my attention first.  Where did you find a pic with my name in it?

    • http://goinswriter.com/ Jeff Goins

      CreativeCommons.org – I actually thought of you when I chose this photo.

      • http://www.jeffrandleman.com Jeff Randleman

        I have to admit… It made me laugh out loud.  And then I forwarded a link to lots of family and friends…

        • http://goinswriter.com/ Jeff Goins

          Awesome ain’t it?!

  • http://startworkingonline.blogspot.com/ Rory Mullen

    Thanks Jeff,
    While newer internet marketers do not understand that we have a limited amount of time to garner the visitors interest, maximizing the use of catch words like you have pointed out is useful.

    I often ponder if the written number vs the actual number 4 or four attracts more views. 4 sticks out but if you want to look more professional Four is better.

    Great Job again, and I will be back for future reading!!!

    • http://goinswriter.com/ Jeff Goins

      I struggle with this, too, Rory.

    • http://goinswriter.com/ Jeff Goins

      I notice that most magazines use numerals in their headlines, even for numbers less than 10. I’m experimenting with this right now. You’ll notice that I’m not consistent with numerals and written numbers, but I’d like to be.

    • http://goinswriter.com/ Jeff Goins

      Just asked Copyblogger about this. They do both.

  • http://stevencribbs.com Steven Cribbs

    What timing!!! You say to never use “things” in a title.  I almost always try to avoid “things” as part of a title – even if it is a heading or title of a list within the post. 

    However, today I posted an article with the title “The #1 Thing A Great Leader Should Ask For“.  I tried to come up with a different word – in this case it just seemed like the best fit.

    Anyone have a better/different thought?

    Great thoughts Jeff!  I have read several posts/articles on writing headlines – I greatly appreciate your simple, concise, challenging, and useful insights.

    • http://goinswriter.com/ Jeff Goins

      Thanks, Steven. It’s not the end of the world to use “thing” but it should be used sparingly, as it is often a lazy, nondescript word. But just for fun, here are a couple of other ideas (since you asked):

      “The One Request Every Leader Should Make”
      “Why Every Leader Should Desire Wisdom”
      “The #1 Desire A Great Leader Should Have”
      “The Best Wish a Leader Can Make”

      Something you might play around with is using terms like “every” or “any” that make your headlines a little stronger. To say “this is what every leader needs” is stronger than saying “this is what a great leader needs.” In some cases, it makes sense to broaden your headline so that the reader would think, “Well I would be a fool to not consider myself included in that group.”

      Hope that helps and makes sense.

      • http://stevencribbs.com Steven Cribbs

        Those are great thoughts!  Thanks for the input and helping me work through the process of creating better titles.  It’s really helpful to see some different alternatives for one of my titles.

  • Al Pittampalli

    Good post, Jeff.  Headlines are important in a world where attention is getting scarcer. And once you have the attention, delivering is critical.  Or else, trust, the greatest asset of all is broken.

    • http://goinswriter.com/ Jeff Goins

      So true, Al.

  • Jim Martin

    Jeff, very good post.  I enjoy reading your blog and am doing so regularly.  Great content!

    • http://goinswriter.com/ Jeff Goins

      Thanks, Jim!

  • Anonymous

    Great practical advice…I’ve been much more conscious about my headlines lately and have tried to be more creative with them.

    Thanks!

  • http://thewholedangthing.wordpress.com Ben Emerson

    I think the hard part is writing the headline and then making the content fit the headline. That can get tricky.

    But once again you bring up great points!

    Two questions: Does this change at all for people who have personal blogs rather than advice blogs?

    How has writing good headlines made you a better writer? (if it has, of course.)

    • http://goinswriter.com/ Jeff Goins

      Yes I think so, slightly but in general people should write more compelling and descriptive titles. Regarding the second question, I’ll have to answer that later. I may blog about it.

    • Sha Gaji

      Awesome writing job
      content writing services

  • http://hopefulleigh.blogspot.com/ HopefulLeigh

    I struggle with this! My posts aren’t “how-tos” but are more generally stories.  I see how these tips could be effective but I’m just not sure how to tweak them for what I’m writing.

    • http://goinswriter.com/ Jeff Goins

      What’re some examples?

  • http://www.johnmichaellane.com John Lane

    To me, writing interesting titles is the hardest part of blogging. I have a much easier time writing the actual article!

    • http://goinswriter.com/ Jeff Goins

      Me too!

  • http://peterpaluska.com Peter Paluska

    Catchy titles are fun, yes, but ultimately meaningless if the content doesn’t deliver.
    Good ideas for crafting cunning attention-getters here, Jeff, that’s for sure!

    Peter

    • http://goinswriter.com/ Jeff Goins

      I agree.

  • http://about.me/jonfulk Jon Fulk

    These are great tips!  I have a hard time with this, as exemplified by my post a few days ago called “5 Things that…”   I might have to edit that one.

    • http://goinswriter.com/ Jeff Goins

      Oops! Didn’t mean to call you out. Thanks, Jon!

      • http://about.me/jonfulk Jon Fulk

        haha!  not offended, just learning :)

        • http://goinswriter.com/ Jeff Goins

          Thanks, Jon. Me, too.

  • http://michaelhyatt.com Michael Hyatt

    Hugely helpful, Jeff. I would also recommend the book, Advertising Headlines That Make You Rich: Create Winning Ads, Web Pages, Sales Letters and More. This is my secret weapon. ;-)

    • http://goinswriter.com/ Jeff Goins

      I’m buying it now! Any book you recommend is gold.

    • http://www.texas-careers.blogspot.com/ Dr. Anthony C. Edwards

      Thanks for this resource, @mhyatt:disqus!

  • http://www.spencesmith.com Spence Smith

    and how does one bathe an elephant indoors?:)

    • http://goinswriter.com/ Jeff Goins

      You’ll have to read the post won’t you? ;)

    • Gdgdg

      im confused

  • http://blog.cyberquill.com Cyberquill

    For me, probably most important quality of a catchy headline is for it to scan well, to have good rhythm. Goes for all writing, but for headlines in particular. Hard to explain, but the ones I like generally sound musical when I tap them out. This applies to memorable quotations in general, such as—to use the example given in Elements of Style—“These are the times that try men’s souls,” which probably wouldn’t have caught on had it been phrased “In times like these, men’s souls are being tried.” Doesn’t really have anything to do with the words themselves, but with the way they flow.

    And frankly, I’m not too crazy about the numbers conceit, such as “Five Easy Ways” or “Ten Simple Steps” or whatever. I find it overused and formulaic. Of course, if you pick an esoteric number and it isn’t followed by a term like “ways” or “steps,” it’s a different story.

    • http://goinswriter.com/ Jeff Goins

      Thanks for sharing. I agree that using numbers can be formulaic. It’s a temptation and challenge. That said, it can be extremely effective.

  • Amy Dixon

    I love your advice. And you are right. One of the most popular blog posts I wrote was: HOW to bless your spouse. It had more hits than any other post I wrote. As usual, you have dispensed some great wisdom. Thanks! 

    • http://goinswriter.com/ Jeff Goins

      Thanks, Amy. I’d love to read that post. Sounds fascinating.

  • http://www.thedailywalk.net Adam

    These are some great tips that I look to put into practice. I have used google keywords in the past to aid me in creating better keywords for my headlines.

    Thanks for the advice.

    • http://goinswriter.com/ Jeff Goins

      I do the same, Adam. That’s a great tool.

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  • http://www.behappyanddowhatyoulove.com/blog Mary Eve

    I love this post, I’ll use it for my blog and it even got me thinking for my upcoming book title.

  • Klsjfadsfu

    thx this helped

  • http://becominghiseve.wordpress.com/ Hannah Williams

    you’ll have to sell your home in 24 hours if you bathe an elephant in your home and it gets out of control. 

  • http://uppside.blogspot.com/ susan upp

    This is a fantastic post. But now I’m wondering how I have any viewership at all – if anything most of my titles are a play on words – even elusive at times and poetically hinting at the post content. I feel like what I’m doing works for the type of material I write…. but maybe I’m wrong? How would I know? (you ARE the writers’ therapist, btw)

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  • http://marketingwithsergio.com/ Sergio Félix

    Hey Jeff,
    Thanks so much for putting this information together.

    My headlines normally suck so I’m really happy to see that with your simple formula I can come up with more appealing headlines.

    • http://goinswriter.com/ Jeff Goins

      Glad to hear it!

  • http://www.Josh-TV.com/ JoshTV

    Is this valid for music blogs and entertainment sites that aren’t “teaching” anything (if that makes sense)?

    • http://goinswriter.com/ Jeff Goins

      sure!

  • Helena Dupri

    thanks dear,helped me a lot I applied Most of it to my blog  K2mingle.blogspot.com

  • Utkarsh Bhatt

    The Formula may surely help!!!

  • guest

    Any difference for Business Pitches?
    Getting beyond the GateKeepers and making your ptich remarkable is a challenge…tips/suggestions?

  • http://www.texas-careers.blogspot.com/ Dr. Anthony C. Edwards

    Thanks for sharing this headline “formula.” It provides lots of options and is a great place to start when I don’t know what to write about or need to give my post an engaging title.

  • Christina Daves

    Great post Jeff! Great headlines are one of, if not the most important aspects when pitching the media. It’s how you stand out in a sea of email.

    • http://goinswriter.com/ Jeff Goins

      Totally. Thanks for sharing your expertise, Christina! Glad to hear this works in the world of PR, too!

  • SmSorif Khan

    This is really my very first time here, great looking blog.
    I discovered so many interesting things inside your blog especially its
    discussion. Paper Writing Services

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  • Emeka

    I love this! As soon as I came across it I was like “I must bookmark this whore” (pardon my french. But the thing is having the numerals on almost all your headlines makes it too monotonous and boring. (unless the adjective is a killer or you really do have an outstanding emotional hook)

  • Vee Tardrew

    Hi Jeff. Thanks for the post. I think I may be a bit guilty of using both trigger and number on occasion. Will have to revisit those and see if there isn’t a better option.

    • Kattie

      All The Best! :)

  • http://www.shernettewhyte.com Shernette

    I am new to blogging and found this post very helpful. Thanks.

  • Garrett Ka’ili Wells Jr.

    Hi Jeff! GREAT ARTICLE! I’ve actually quoted you in my blog post about writing effective advertisements here: How to Write an Effective Advertisement – Part 4. I really enjoyed it and I’m bookmarking it for future reference. Thanks a bunch!

  • Kattie

    Great Post! Thumbs Up! :)

  • Maxwell

    Could You Please Help Me Out With This Topic: Delhi Metro & Low Floor Buses
    Please Give Me A Solution.
    I Want A Catchy Header.
    #ThankYou!

    • http://storiesmadepowerful.com/ Arlen Miller

      Maxwell, I think you need to first determine what is the problem with Delhi Metro and the Low Floor Buses, before the solution can be determined. Then address the problem or fear with a solution you provide.

      Are people scared of riding the buses?
      What are people most afraid of when riding the metro?
      Do people have to ride but don’t actually want to?

      Ideas from Jon Morrow’s “Cheat Sheet”:
      How Safe Is Your Luggage When Riding the Delhi Metro?
      How Can you Guarantee your Luggage is Safe on the Delhi Metro?
      7 Warning Signs you Should Not Ride the Delhi Metro
      7 Steps to Ensure your Ride is Safe on Delhi Metro
      The Top 10 Reasons to Not Ride Delhi Metro and Buy a Car
      How to End Theft Problems on the Delhi Metro
      The Shocking Truth about Delhi Metro
      5 Ways to Make your Ride Safer on Delhi Metro

      Check out Jon Morrow’s sheet for more ideas: http://www.copyblogger.com/headline-hacks-report/

      • Maxwell

        Thank You Very Much Arlen Miller.
        I Truly Appreciate Your Advice.
        :)

  • Justin

    Isn’t it difficult to choose a catchy headline given Google’s new shortened display of title tags in search results? What is your solution to this? Thanks.

  • Niyati Sethi

    Thank You so much Jeff for this informative article. it is really a lot of help to a beginner in
    blogging. I just started my blog “Anything and Everything” and this was a problem i tackled far too often but this article has helped me a lot. Thank You so much. Please do visit my blog “Anything and Everything” at http://www.lotsofinterests.blogspot.com

    It would be a honour. And any one else who is free please visit it. Thank you. :)

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  • http://www.techpost.ug/ David Okwii

    Very helpful and easily explained. Thanks

  • RachkLondon

    Great information! Clear and actionable – one of the best ‘how to’s’ I’ve read in relation to blogging and content.

  • Kayla

    Thank-you so much! I found all of this advice extremely useful.

  • k king

    thanks bro great articel

  • J Susan

    i found this VERY useful and written in plain English!

  • Ashlee McNicol

    Great post! This is very useful for writers in terms of drawing readers in. What do you think is the most important component of choosing headlines – conveying a purpose, initiating a quick response, instilling curiosity? Well done.

  • Christine Leeb

    Thanks, Jeff. Your information was easy to understand, and I appreciate that it was only 5 steps. Thanks for keeping it simple yet very informative and helpful. I’m looking forward to trying out your formula for my next post!

  • Gladys Cruz

    Hello Jeff
    Love this post!
    Will this work for writing a headline for a newsletter?

    The headline will be used over and over.

    Thank you

  • http://www.paleofitnessmama.com/ paleofitnessmama

    Great Tips! Gonna try them out!

  • Joe Robinson

    Thanks, you are an inspiration I must say.

  • Realist

    Wow, these tips are atrocious. This article’s headline should be more like, “how to write clickbait headlines that will leave your reader disappointed.” If the title doesn’t reflect what the article is truly about, that’s not a headline. That’s a lie. Of course your readers will regret clicking on the article! You didn’t deliver what you promised!

    • http://goinswriter.com/ Jeff Goins

      I agree. I don’t think I’m advocating for click bait. Good headlines describe, not deceive.

  • Quan Tran

    It’s amazing, I’m inspired by this post. It’s extremely useful to me now. Thank you very much :).

  • http://www.webarticlebiz.com Siv Vaidhyanathan

    Easy to understand…but when the comments are contrary, it makes my eyebrows raise.

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