{"id":12723,"date":"2022-03-24T19:03:41","date_gmt":"2022-03-24T19:03:41","guid":{"rendered":"https:\/\/jboitnott.com\/?p=12723"},"modified":"2022-07-23T18:04:34","modified_gmt":"2022-07-23T18:04:34","slug":"back-to-basics-9-lessons-in-writing-tabloid-worthy-headlines","status":"publish","type":"post","link":"https:\/\/jboitnott.com\/zh\/back-to-basics-9-lessons-in-writing-tabloid-worthy-headlines\/","title":{"rendered":"Back to Basics: 9 Lessons in Writing Tabloid-Worthy Headlines"},"content":{"rendered":"<p class=\"graf graf--p\">Consider some of these actual historical examples of tabloid headlines:<\/p>\n<ul class=\"postList\">\n<li class=\"graf graf--li graf--startsWithDoubleQuote\">\u201cHeadless Body in Topless Bar\u201d (<a class=\"markup--anchor markup--li-anchor\" href=\"https:\/\/www.politico.com\/media\/story\/2012\/01\/the-real-story-of-headless-body-in-topless-bar-as-argued-by-veterans-of-the-post-000201\/\" target=\"_blank\" rel=\"noopener\" data-href=\"https:\/\/www.politico.com\/media\/story\/2012\/01\/the-real-story-of-headless-body-in-topless-bar-as-argued-by-veterans-of-the-post-000201\/\">New York Post, April 1983<\/a>)<\/li>\n<li class=\"graf graf--li graf--startsWithDoubleQuote\">\u201cSuper Caley Go Ballistic Celtic Are Atrocious\u201d (<a class=\"markup--anchor markup--li-anchor\" href=\"https:\/\/www.scotsman.com\/sport\/football\/celtic\/latest-celtic-news\/super-caley-go-ballistic-remembered-20-years-bobby-mann-recalls-celtic-park-triumph-1394932\" target=\"_blank\" rel=\"noopener\" data-href=\"https:\/\/www.scotsman.com\/sport\/football\/celtic\/latest-celtic-news\/super-caley-go-ballistic-remembered-20-years-bobby-mann-recalls-celtic-park-triumph-1394932\">The Sun, February 8, 2000<\/a>)<\/li>\n<li class=\"graf graf--li graf--startsWithDoubleQuote\">\u201cOVER \u00a3100M! Is this the rail price? Is this just fantasy? Caught up in land buys; No escape from bureaucracy!\u201d (<a class=\"markup--anchor markup--li-anchor\" href=\"https:\/\/www.bbc.com\/news\/uk-northern-ireland-22220002\" target=\"_blank\" rel=\"noopener\" data-href=\"https:\/\/www.bbc.com\/news\/uk-northern-ireland-22220002\">The Armagh Gazette, April 19, 2013<\/a>)<\/li>\n<li class=\"graf graf--li graf--startsWithDoubleQuote\">\u201cShe didn\u2019t see it coming: psychic arrested for $800,000 fraud\u201d (<a class=\"markup--anchor markup--li-anchor\" href=\"https:\/\/www.theguardian.com\/us-news\/2018\/may\/12\/new-york-psychic-arrested-zoe-fortune-teller\" target=\"_blank\" rel=\"noopener\" data-href=\"https:\/\/www.theguardian.com\/us-news\/2018\/may\/12\/new-york-psychic-arrested-zoe-fortune-teller\">The Guardian, May 12, 2018<\/a>)<\/li>\n<\/ul>\n<p class=\"graf graf--p\">Tabloid headlines excel at three things, in succession:<\/p>\n<ol class=\"postList\">\n<li class=\"graf graf--li\">First, grabbing a reader\u2019s attention;<\/li>\n<li class=\"graf graf--li\">Then persuading them to buy a copy of the tabloid;<\/li>\n<li class=\"graf graf--li\">And finally to read that article.<\/li>\n<\/ol>\n<p class=\"graf graf--p\">That\u2019s what makes them the perfect model for writing great content headlines. No matter what your niche or topic, and no matter what kind of content you\u2019re creating, <a class=\"markup--anchor markup--p-anchor\" href=\"https:\/\/www.clearvoice.com\/blog\/habits-of-successful-content-creators\/\" target=\"_blank\" rel=\"noopener\" data-href=\"https:\/\/www.clearvoice.com\/blog\/habits-of-successful-content-creators\/\">your goal as the writer or content marketer<\/a> is always to grab the attention of the audience you\u2019re targeting, then persuade them to read your article or blog post.<\/p>\n<h1 class=\"graf graf--h3\">How to write tabloid-worthy headlines<\/h1>\n<p class=\"graf graf--p\">Let\u2019s take a look at what makes tabloid headlines so successful at those tasks, and the nine lessons we can take away from them. These lessons can help you improve your content headlines and keep your users on your page and site for longer periods of time.<\/p>\n<h2 class=\"graf graf--h3\">1. Boil it down to foundational facts<\/h2>\n<p class=\"graf graf--p\">Before you try to create something pithy, witty, punny, or just funny, first make sure you\u2019re communicating something essential about your content. Note that each of the four examples above tell you the basics of the story, or at least a few major points to give you the contours of the underlying facts.<\/p>\n<p class=\"graf graf--p\">While tabloid headlines, just like catchy digital content headlines, often use humor, puns, or cultural references to grab attention, that\u2019s not their only function or purpose. The headline makes a promise that the body of the content must deliver on if you want the user to keep reading. If there\u2019s any kind of substantial disconnect there, the user will feel duped or deceived. This is one of the primary reasons users will derogatorily label a piece \u201clinkbait.\u201d<\/p>\n<p class=\"graf graf--p\">To avoid this, start by simply jotting down words and phrases that convey the most elemental facts of your piece or story, which you can then work into short and creative headlines.<\/p>\n<h2 class=\"graf graf--h3\">2. Add specific\u00a0details<\/h2>\n<p class=\"graf graf--p\">Headlines are not the place for vague references and archetypes\u200a\u2014\u200anot if you want them to zing. Be specific. You\u2019re not simply writing about \u201cheadlines\u201d but \u201ctabloid headlines,\u201d or \u201cHR in the fintech industry\u201d instead of just \u201cHR.\u201d The more specific you are, the likelier you are to hit your target.<\/p>\n<p class=\"graf graf--p\">Look at the elemental words and phrases you jotted down in the first step. How can you add specificity and nuance to those elements? Play around with those words and phrases so that you can target your headline with precision to the exact kind of readers you want to target. Don\u2019t worry yet about the character length of your headline. You can always tighten it up before publishing.<\/p>\n<h2 class=\"graf graf--h3\">3. Decide how best to support your piece with the\u00a0headline<\/h2>\n<p class=\"graf graf--p\">A headline can stake out territory along a number of different spectrums. Should your headline be formal or funny? Should it cite data or should it use poetry? Who exactly are you trying to reach?<\/p>\n<p class=\"graf graf--p\">Think about the contours and the nature of the content you\u2019re writing. A snarky, funny or punny headline works great for a piece that\u2019s light-hearted and infused with humor, but it will be jarring and inappropriate paired with a more serious and business-like piece of content. Let the content tell you what kind of headline it needs.<\/p>\n<h2 class=\"graf graf--h3\">4. Make it\u00a0negative<\/h2>\n<p class=\"graf graf--p\">It might seem counterintuitive, but negativity sells. Consider using your headline to stoke just a little fear or anxiety. Your readers will be more inclined to click and read a piece on \u201c7 Ways to Avoid Getting in Trouble With the IRS\u201d than a piece on \u201cHow to File Taxes Properly.\u201d<\/p>\n<p class=\"graf graf--p\">You can also evoke that need-to-know feeling in your reader by conveying urgency and a built-in deadline or consequences. But don\u2019t think you have to state an actual date or specific consequence to prompt that click. \u201cWhat You Must Know Before You File Your Freelance Taxes,\u201d for example, is more compelling than \u201cHow to File Your Freelance Taxes.\u201d<\/p>\n<h2 class=\"graf graf--h3\">5. Create curiosity<\/h2>\n<p class=\"graf graf--p\">Remember when we suggested you make your headlines clearer and more specific? We still think that\u2019s a good idea\u200a\u2014\u200abut you also need to create a bit of mystery and curiosity with your headline. Nothing draws in a reader and persuades them to keep reading like an unanswered question.<\/p>\n<p class=\"graf graf--p\">What can you withhold from your fundamental facts to <a class=\"markup--anchor markup--p-anchor\" href=\"https:\/\/www.clearvoice.com\/blog\/what-is-content-marketing\/\" target=\"_blank\" rel=\"noopener\" data-href=\"https:\/\/www.clearvoice.com\/blog\/what-is-content-marketing\/\">stoke a little curiosity<\/a> in a person who comes across your headline? For example, \u201c3 Financial Missteps That Will Ruin Your Startup\u201d evokes a little fear, a little negativity (see above) and also some curiosity. What are those three missteps? A startup founder or CFO will absolutely want to find out.<\/p>\n<h2 class=\"graf graf--h3\">6. Add a bit of\u00a0wit<\/h2>\n<p class=\"graf graf--p\">Smart puns, clever wordplay, or a dash of humor can transform a good headline into an outstanding one. This isn\u2019t easy to learn\u200a\u2014\u200asome folks seem to have a facility with written humor whereas others find it a challenge.<\/p>\n<p class=\"graf graf--p\">Here are a few tips for infusing your headlines with humor or wit:<\/p>\n<ul class=\"postList\">\n<li class=\"graf graf--li\"><strong class=\"markup--strong markup--li-strong\">Pay attention to letter sounds<\/strong>. Even a little alliteration can create enough interest to prompt a click. Consider \u201cFive Financial Fumbles for Startups to Watch Out For\u201d versus \u201cFive Financial Mistakes Startups Should Avoid.\u201d The additional alliteration with the third \u201cf\u201d sound in \u201cfumbles\u201d gives the headline just a dash more color and fun.<\/li>\n<li class=\"graf graf--li\"><strong class=\"markup--strong markup--li-strong\">Use a thesaurus to find similar words that you might be able to build into pun<\/strong>s. Be careful with puns, though; they work well with the right kind of content tone but if your piece is serious or professional in tone, puns can be off-putting.<\/li>\n<li class=\"graf graf--li\"><strong class=\"markup--strong markup--li-strong\">Consider a short, well-placed parenthetical<\/strong>. In a headline, it can provide just the right format for a small, funny aside that makes your user do a double-take and click out of curiosity. Consider the difference between \u201cFinancial Stumbles Every Startup Should Avoid\u201d and \u201cFinancial Stumbles Every Startup Should Avoid (Yes, I\u2019m Speaking from Experience)\u201d\u200a\u2014\u200athey\u2019re both clear and persuasive but that second one adds a personal bit of schadenfreude and self-deprecation that most readers won\u2019t be able to resist.<\/li>\n<li class=\"graf graf--li\"><strong class=\"markup--strong markup--li-strong\">Subvert reader expectations<\/strong>. With headlines, the best way to do this is through a twisted cliche. A headline along the lines of \u201cA bird in the hand is worth a year of your CEO\u2019s salary\u201d or \u201cNo use crying over spilled single malt scotch\u201d will take the reader by surprise and encourage them to read the piece that accompanies it.<\/li>\n<li class=\"graf graf--li\"><strong class=\"markup--strong markup--li-strong\">Go big<\/strong>. Overstating things a little makes readers roll their eyes. Overstating things to a wild degree makes readers laugh\u200a\u2014\u200aor at least want to read more to see how you defend your characterization. \u201cHow to gain an Instagram audience the size of Switzerland\u201d is funny. No one will take it literally (probably), but it\u2019ll definitely grab their attention.<\/li>\n<\/ul>\n<h2 class=\"graf graf--h3\">7. But don\u2019t go overboard<\/h2>\n<p class=\"graf graf--p\">To keep your humor appropriate and avoid offending a large swath of your audience, follow these tips:<\/p>\n<ul class=\"postList\">\n<li class=\"graf graf--li\">Make your humor self-deprecating, where possible. This might not be as practical with headlines as it would be for the body of the content itself.<\/li>\n<li class=\"graf graf--li\">Avoid humor that\u2019s insulting or derogatory toward any person or type of person.<\/li>\n<li class=\"graf graf--li\">Keep it simple and minimal. Think about adding a dash of spice to a nearly perfect dish, rather than dumping in too much and ruining it.<\/li>\n<li class=\"graf graf--li\">Don\u2019t force the issue. Humor that feels forced or crammed into the headline purely for the sake of making it funny almost never has the desired effect. Err on the side of caution.<\/li>\n<\/ul>\n<h2 class=\"graf graf--h3\">8. Review the headline with an eye toward\u00a0SEO<\/h2>\n<p class=\"graf graf--p\">Humor, wit, a little scarcity or negativity\u200a\u2014\u200athese are all helpful ingredients to a tabloid-worthy headline. But on the web, they must all get in line behind <a class=\"markup--anchor markup--p-anchor\" href=\"https:\/\/www.clearvoice.com\/blog\/optimizing-existing-content\/\" target=\"_blank\" rel=\"noopener\" data-href=\"https:\/\/www.clearvoice.com\/blog\/optimizing-existing-content\/\">readability and SEO<\/a>. Make sure you\u2019ve included your primary targeted keywords and that it reads like it was written for a human being, not a computer.<\/p>\n<p class=\"graf graf--p\">If you have to sacrifice the funny bits or the SEO, you\u2019ll want to keep the SEO in most cases. Of course, there are always exceptions. You might have a piece of content that\u2019s so strong that it\u2019ll get shared often enough to overcome any SEO shortcomings. If that\u2019s the case, keep the humor, lose the keywords.<\/p>\n<h2 class=\"graf graf--h3\">9. Trim your headline down to keep it lean and\u00a0punchy<\/h2>\n<p class=\"graf graf--p\">With few exceptions (like that Armagh Gazette example doing a punny riff on \u201cBohemian Rhapsody\u201d by Queen), shorter and pithier is better for tabloid-style headlines. Keep it tight. Don\u2019t use nine words if you can use five. Don\u2019t use five if four will do just as well.<\/p>\n<p class=\"graf graf--p\">Of course, you want to avoid trimming it so much that you lose meaning. The classic example is the exhortation to \u201comit unnecessary words.\u201d You could trim that to \u201comit words,\u201d but something rather essential gets lost in the edit.<\/p>\n<h1 class=\"graf graf--h3\">Remember the headline\u2019s sole\u00a0purpose<\/h1>\n<p class=\"graf graf--p\">The goal of every headline is to convince the reader to click on the link, to read the article, and to keep reading because the content is actually valuable and of interest.<\/p>\n<p class=\"graf graf--p\">The value of writing tabloid-like headlines is that they help meet that goal. Always keep your eyes on the objective, whether you\u2019re writing a headline, subheads, a dek, or the copy itself: Keep that reader interested so they stay on the page.<\/p>\n<p>&nbsp;<\/p>\n<p><strong><em>Thanks for reading! Do you want to create thought leadership articles like the one above? If you struggle to translate your ideas into content that will help build credibility and influence others, sign up to get John\u2019s latest online course \u201c<a href=\"https:\/\/jboitnott.com\/zh\/writing-from-your-voice-course\/\">Writing From Your Voice<\/a>\u201d here.<\/em><\/strong><\/p>","protected":false},"excerpt":{"rendered":"<p>Consider some of these actual historical examples of tabloid headlines: \u201cHeadless Body in Topless Bar\u201d (New York Post, April 1983) \u201cSuper Caley Go Ballistic Celtic Are Atrocious\u201d (The Sun, February 8, 2000) \u201cOVER \u00a3100M! Is this the rail price? Is this just fantasy? Caught up in land buys; No escape from bureaucracy!\u201d (The Armagh Gazette, [&hellip;]<\/p>\n","protected":false},"author":1,"featured_media":12725,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[258],"tags":[316,1026,171,1025],"class_list":["post-12723","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-marketing","tag-content-marketing","tag-headlines","tag-marketing","tag-tabloid-headlines"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.5 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Back to Basics: 9 Lessons in Writing Tabloid-Worthy Headlines - John Boitnott<\/title>\n<meta name=\"description\" content=\"These tabloid lessons can help you improve your headlines and keep your users on your page and site for longer periods of time.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.clearvoice.com\/blog\/writing-tabloid-worthy-headlines\/\" \/>\n<meta property=\"og:locale\" content=\"zh_CN\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Back to Basics: 9 Lessons in Writing Tabloid-Worthy Headlines - 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