Many headline formulas that were once considered “cheesy” are still surprisingly effective. For example, the most popular headlines on Facebook (as measured by click-through rates) tend to include emotional or intellectual payoffs for readers. That’s why it’s important to consider these kinds of headline phrases when you write.
Another way to create compelling headlines is to use an article title in the form of a question, especially when it evokes curiosity or suspense (think: Did you know this about the Titanic?). The question also helps to draw readers in, leveraging their natural instinct to want to know the answer.
Other proven techniques include putting a number in the headline, which signals that there’s data or statistics supporting the story, as well as using list posts and question headlines (although avoid overusing these). It’s also important to keep in mind that readers are usually skimming content. In addition to making sure that the first words in a headline are thumb-stopping, it’s important to keep in mind that email subject lines get truncated at 45 characters or so and search engine titles often appear in a very short space, so make sure that your headline is concise.
Shelby Blackley, senior editor at the Washington Post and a frequent presenter for the Upworthy webinars, points out that a great headline is not necessarily an obvious one. She says to try to imagine what the story is like from a reader’s perspective and think of how it will connect with them emotionally. She recommends writing lots of headlines and experimenting with different approaches, using the results of your experimentation to identify what works best for your audience.