I write copy for a living, so I’m fascinated by what makes Bob or Barbara click on one article, but not another.
I know I'm not first to the party on this, but it's always better to arrive late.
You know, when people are drunk, the music's loud and everyone's open to having a conversation about cotton buds.
Anyway...
Lots has been written about why readers can't resist certain headlines, so I won't repeat that. Instead, I'm getting practical.
I've rounded up some of the most-clicked stories from this week's Guardian newspaper for a quick analysis. If you've got a dodgy heart, tread carefully as we're going to cover some sexy territory.
Headline 1
The only 4 spaghetti recipes you’ll ever need
Why it made so many of us click
It makes a bold claim and feeds (whoops!) into a desire for neat and simple solutions in life. Essentially, it promises a clear reward, a foodie's jackpot, for clicking. So you just have to go there.
Headline 2
Put down the cotton buds - a quick guide to cleaning earwax
Why it made so many of us click
You always thought cotton buds were useful, right? Not according to this headline. It makes us question our beliefs, and that piques our curiosity, so we click. It even promises the added benefit of a ‘quick guide’, so we can find what we need fast. Click, click, click.
Headline 3
Gone too Tsar: the erotic period drama that has enraged Russia
Why it made so many of us click
Toe-curling pun alert! I'll bet you any bad-ass box-set of your choice that this headline would have worked just as well without that pun. It's a winner because it uses well-chosen, evocative words. Who doesn't want to read about Russians being enraged by eroticism?
Headline 4
May’s immigration policy seen as ‘almost reminiscent of Nazi Germany’
Why it made so many of us click
Some proper news now. This one made an impact because the story’s the perfect fit for its audience. It reinforces the attitudes of its left-leaning readers. We already knew she was a cold-hearted cyborg who's allergic to humanity. Here, that perception is pushed to the limit. We say, I knew she had the emotions of Siberia, but I didn't realise she was that bad. And we click.
Superfast (but cooked through) takeaways
The next time you're penning a headline and clamouring for clicks, apply these tips:
- Make a catchy promise that readers won't be able to resist
- Show what's most surprising about your story. You want people to feel curious, then they'll click
- People want their information fast, so using phrases like 'quick guide' really works
- Your story doesn't have to be sexy to sound sexy. Find the most evocative, unusual or engaging adjectives and use them
- Play to your crowd. Mirror their attitudes and beliefs and if you've got a powerful quote in your story, don't be shy about using it in your headline
- Puns are pants
If you need help finding the right words for your business, get in touch at thewritinglabcreative.com