Five things that make good headline

1.Good headline gives yougood reason to click.

Answer their question: „What do I find behind that door?“

Write 1 sentence

that will wake him up.

No

abstract

art.

2.Good headline knows its target group.Yet aims at wider audience.

Step A: First, approach specific group of peopleand make them read your article.

Step B:Try to underline something that would excite everyone. Regardless of his or hers interests.

People get excitedby stories.

People get excited by

valuable information.

People get excitedby curiosities.

People get excited by emotions.

Do not screw it up.

3 Good headline would use

everyday

language.

Internet is not

your city hall´s

bulletin board

Vyhýbajte sa odborným výrazom

Avoid technical terms at all costs

Alway use verb, it is the magic stick.

to be

to have

to want

active verbs are better

character (who)

action (what)

Story!

+=

4.Good title does not

make you think.

no metaphors

Always use the first and clearest meaning of words.

5.Good headline does not lie and does not set false expectations

Goya´s ghosts

Only 2% Goya.

Half-truth is lying, too.

Omiting important fact is also lying.

Four popular myths about

headlines

1.You dont need any verb

1.You dont need any verb

Print = title + second title+ third title + photo + quotations ...

= you dont need verbs all the time

internet needs

verbs

2.Title should simply describe what the article is about

2.Title should simply describe what the article is about

In theory:

1)You say what the article is about

2)People that are interested

would click

In reality:

They do not click.

Didnt you overestimate the value of your topic / product?

General decription

makes sense if your topic (and product)

REALLY excites

people.

people are bored.

Most of the time,

Avoid cliché.

Answer their question: „What do I find behind that door?“

Is there something important that

nobody has said before?

Good reasons:

What is surprising?

No

abstract

art.

3THEORY:If I describe more than one thing,

everyone will find something

interesting in it

3REALITY:If I describe more than one thing,

everyone will find something

that makes him uninterested

Internet nie je

úradná nástenkaAlways talk about

onespecific thing.

Exception:opposites.

4.Question will attract attention.

4.Question will attract attention.

Well, not always....

question

call-to-action

The single doubt will

make them run away.

You can ask, but only if:

-you give answer, right in the title

- if you do not need question mark

Wrong question:

Do you inspect your tyres

regularly?

Congratulations!

You just got rid of½ of your readers!

Better question:

Do you know how to use

air conditioning?

It does not really need question mark.It is controversial (as much as airconditioning

can be controversial.)

Why is it good

Good question (with the answer):

Do you want to get some free

shark teeth? In Miskolc, you can.

5 recipesfor those who

got lost

Do not waste these tips!

1. chart

2. how-to

3. call-to-action

4. name the form

5. ride the wave

Thank you.

Ján Šifra / marketing @ Etarget

blog.etarget.hu