Helpful or informative blog posts shouldn’t be hampered by headlines that repel readers. Here are some how-to suggestions for better headlines and variables that hurt the spread of your word:
1. Relentlessly negative headlines. Occasionally going negative with headlines can increase the number of people checking out what you have to say. If condemnation is all you’ve got, I’d rather watch puppies and kittens wrestle on YouTube.
2. Sex sells, but not too much. You’ll get fewer retweets among the squares. Many of the people who aren’t square won’t retweet, either. It’s not that they’re prudes, but Mom’s on Twitter, too. Stay classy…like “The Art of Seduction” instead of the sexier headline I’m really thinking of.
3. Insular headlines don’t help. “Cover reveal”, for instance. Please give us more of a reason to click that link. It’s not that cover reveals are necessarily bad. It’s that it’s only for the people who already know you. We all want to expand our audiences beyond our inner circles, so be more welcoming to the uninitiated.
4. Vague headlines. “Author interview” seems a tad lacklustre, especially if you don’t at least name the author.
5. Pull quotes are better. You just did a hilarious interview with an author. Quote them in the headline or add the joke to your tweet. To get us to click the link, we want to know we’ll have fun when we get to your blog.
6. Provocative is fine. Don’t be misleading or a dick. In the case of today’s headline, I added the parenthetical “getting read” so those clicking quick would still have their clothes on by the time the page loaded. Please note that all my blog content is enjoyed best naked, however. That’s how I write it.
7. A headline is a promise of a sort. The headline should fit the content, but make both more fun. When I was in Journalism school we were told to only write headlines with verbs in them. I don’t believe in putting writers in straitjackets, but it’s not a terrible idea.
8. Brief is better but your tweet doesn’t have to be limited to your headline. Add appropriate hashtags. Add a pull quote. Offer more clues so we know what to expect. Can’t do it with one attention-grabby headline? Follow up with another tweet tomorrow that doesn’t use the headline but points out an angle of the content. Or write a better headline in the first place.
9. Spend more time on writing headlines. What would get you to click? The words, “how to” and “review” get more clicks. Asking a question can get people to check out what you have to say. Using key words in your tags will help you find more readers, so think about what words you would search to find out about your topic. However, don’t overuse key words. Google spiders are smarter than they used to be about that and, worse, that kind of thinking lends itself to flat, repetitive articles.
10. Write your headline last. Some people write headlines first to maintain focus, but that can lead to plain and linear headlines (which aren’t necessarily bad if it’s something people need immediately and it’s something they’re searching for.) The first stab is not always best and it will be more clever if you give it some time to percolate as you write. People like Top 10 lists, perhaps for the brevity (and so they get less of me naked.)
It’s okay to tweet old posts if the material is evergreen. Get more mileage out of your work. It’s still going to be new to a lot of people.