Author
Tina Šoln
It is true that some topics naturally catch a reader's attention more than others do—whether due to their work, environment, interests, or the stage of life they are in. However, with a few simple tricks, we can "steal" some of their attention even with topics they might not otherwise focus on. So, what should a headline look like to attract the largest number of readers?
The headline should capture the essence of the content, so that the reader instantly knows what it’s about. While we aim for brevity, it’s important not to write a headline that is disconnected from the content. Even when writing about complex topics, stick to short and clear headlines—then, support and clarify the content further with a suitable subheading.
Where possible, include a number in the headline (e.g., 4 Tips for a Good Headline) or frame it as a question (e.g., How to Write a Good Headline?). Both numbers and questions in headlines are attractive to readers and catch their attention because they provoke curiosity.
You can also use powerful words—words that evoke emotions or interest. Strong words often trigger an immediate response from the reader. Examples of powerful words include astonishing, exceptional, charming, reliable, quick, strong, unbeatable, etc.
However, sensationalism gets clicks, right? Maybe, but it’s important that headlines—whether for press releases or other media posts—are in line with the reputation and values of our brand or company. While a single sensationalist headline might indeed bring more clicks and reach, in the end, it could do more harm than good to your brand or company.
If time allows, always prepare several headline options for a press release or media contribution. Some ideas might come to you before writing, others while writing, and others after reading through the finished content. If possible, share your headline ideas with colleagues and together choose the one that best suits the text, the purpose of the post, and the medium where it will be published.
We have already written a few words about a good press release headline on our blog in the post How to Write a Good Press Release? Check it out!