What should you use for your webpage headline, blog post title, or email subject line? There’s only one rule.
The Rule: Make Them Want To Read On
The headline has one main job — get people to read further. That’s it.
The primary job of a title is not to summarize or sell anything. Just entice — with humor, a question, a promise to reveal a secret to success, or anything that brings out a thirst for more.
A Classic Example
The classic enticing headline is to promise a list, such as:
- “10 Best Ways To Save on Health Care”
- “5 Quick and Easy Snacks for Picky Eaters”
The list format might be trite, but it’s tried and true. (Evidence: 7 Reasons Why List Posts Will Always Work)
Just One Rule?
There’s only one rule in my book, but I’m adding one recommendation too:
Take that enticing title you wrote and try to include a descriptive keyword (something that captures the topic of your page). Not only is a keyword helpful for readers scanning a list of titles, the title is used by search engines to categorize your webpage.
Most headlines should include a keyword, but you don’t have to include one every time. If you have to choose, be enticing first.