The headline is often the only part of an advert, email or article that people read. It has to earn attention, communicate quickly and make someone want more. Writing good headlines is a craft, but it is one anyone can improve with practice and a few useful habits.
Write lots of options
Few writers find the best headline on the first attempt. Write many versions, exploring different angles, before you choose. Try leading with the benefit, the problem, a question, a surprising statement or a direct instruction. Quantity at the start leads to quality at the end.
Know the context
A headline for a billboard, a search advert, a social post and a long article will each work differently. Consider where it will appear, how much attention the reader is likely to give it and what surrounds it on the page or screen.
A headline checklist
Once you have a shortlist, run each option through these questions:
- Is it clear? Would someone understand it without extra explanation?
- Is it relevant? Does it speak to something the reader cares about?
- Is it specific? Does it avoid vague words that could apply to anyone?
- Is it honest? Does the content deliver what the headline promises?
- Is it on brand? Does it sound like your organisation?
- Is it short enough? Can any words be removed without losing meaning?
Avoid common traps
Clever wordplay can be memorable, but only if the meaning is still clear. Puns that need a second read are often ignored. Equally, avoid exaggerated promises. They may catch attention, but they damage trust when the content does not live up to them.
Read it aloud
Saying a headline out loud reveals awkward rhythm, repeated sounds and confusing phrases. If it is hard to say, it is probably hard to read. It also helps to step away and come back later. A headline that seemed brilliant late in the day may look different the next morning.
A strong headline makes everything beneath it work harder. If you would like help sharpening the words in your next campaign, the Northpeak team would be happy to talk.
