Headlines are the salt in the soup in the world of marketing. No press release, no poster, no Google Ads ad and no TV commercial can do without a good headline.
This article will help you to write optimal headlines in the future – interesting and exciting at the same time!
In everyday life we are surrounded by slogans and headlines. But our ability to absorb new information every day is limited. That is why only texts with effective headings make it into our attention grid.
But how do you write a good headline?
We have put together 10 tips for writing good headlines:
1, The headline must match the medium
First you should ask yourself which medium you are writing the headline and text for. The headline of a poster differs considerably from the headline of an article in the newspaper or an advertising brochure.
Of course, it also makes a difference whether you write for a print medium, for a blog post or a Facebook post.
2, Write directly for your target audience
The next question is about your target audience: Who do you want to reach? Are you writing for colleagues, customers, a specific age group or a general public?
This depends on whether your headline should sound scientific, factual, informative, relaxed, sensational or funny.
3, Get your readers’ attention
Get your readership interested. There are several ways to get attention or interest. You can definitely score with an original headline.
In case of doubt, you should opt for factual information rather than incomprehensible puns!
4, Give the content of the text
However, there should always be one thing in a heading: reflect the content of the article. If a headline promises something other than what the text can deliver, it creates a feeling of frustration and even real injustice in the reader.
The success that you want to achieve with your text will then not materialize. You should avoid this danger!
5, Make headings simple and concise
Get your headline to the point. A good headline is neither too short nor too long. People don’t have much time these days, so headlines need to be quick and easy to grasp. Cross out unnecessary filler words, verbs can be dispensed with if necessary. Many headings are written face-to-face ( “France increases education budget by 80 percent” ).
Read your headline out loud. If it sounds good, it reads well.
6, The important and known come first.
Familiar names and important facts, figures and words come first. Readers quickly sort according to their priorities.
So put the important signals right at the beginning ( “Bruce Willis is going to be a father again” ).
7, Make promises and solve problems
If the reader can see added value for himself in the headline, this is an attractive incentive to read. This can be useful and interesting information or the announcement of step-by-step instructions.
Season the headline with promises and problem solving. ( “Ten steps to better headlines” ).
8, Use Numbers, Dates, and Lists
There are a few tricks that make headings sound more interesting. Bulleted lists are all the rage right now. Therefore, numbers, lists and times in headings always look good.
The larger number is more effective than the smaller ( “51 percent of all newborns are boys” ).
9, Address your readers directly
At least in online media, you can address your readers directly. A direct address is more personal than the word “man”. Build (provocative) questions ( “Are the Germans to blame for the euro crisis?” ) Or assertions in the headline ( “Train tickets are too expensive” ).
Call-to-actions in headlines work just as well ( “lose weight now in 4 weeks!” ).
10, Use Keywords
There are keywords that will work effectively over the long term, such as “now” , “new” , “future” as well as “top” , “best” , “simple” and “surprising” or “secret” .
Superlatives like “faster” and “better” also have an effect on the reader ( “This is how you improve your fitness quickly” ).
Good headlines from a search engine optimization perspective
Good headlines work everywhere. Nevertheless, there are a few extras to consider for online texts. Readers on the Internet show a different reading behavior. The more strenuous reading on the screen reduces the attention span!
Since there is an oversupply of texts on the web, the focus when reading for the first time is on a preselection. This means that the readership is scanning more than he is reading. Headings and sub-headings get a bigger meaning.
Search engines read the headlines first
When writing headlines for online texts, remember that the search engine crawlers read with you!
The headline gives the search engines the crucial information about the subject matter and relevance of the text for various search queries.
Headings structure the text
Headings give a text the necessary structure – structure, in turn, improves readability. An online text should have exactly one H1 (main heading), followed by one or more H2 as sub-headings. If necessary, H3 headings are used if sub-subheadings are required in a long text.
In addition, headlines can be formulated in such a way that the search terms of the users appear in them. So that important keywords are recorded quickly, they are placed far up front.
Good headlines ensure good search engine results
Headlines that have been optimized for readers and search engines are more easily found on the web. Therefore, consider the SEO aspects (text structure and keyword selection).
Professional support from agencies that specialize in communication
Communication with customers, business partners and employees is essential. The communication effort is also increasing. The way in which one has to communicate with different recipients can be very special.
Here it can save time and human resources to seek professional support. Communication agencies have understood the different needs for communication and are taking the path of specialization. So there are:
- Political communication agencies,
- Online communication agencies,
- Agencies for employee and corporate communication,
- Agencies for dialogue and direct marketing, and
- PR agencies with editorial contacts.
Buying expertise is never a mistake. Make use of the expertise of proven communication professionals!
Conclusion and one last tip
Successful companies must deal openly with customers, employees and business partners. Transparent and credible communication in the spoken and written word is essential. And all of this very often starts with a good headline.
Write the heading at the end! Then you will know exactly what the core message is – and how to get to the heart of it.
I wish you success!