Eight seconds.
That’s how long you have to get your readers’ attention on a web page. For readers flicking through your magazine or newsletter, probably even less.
The sad truth is no matter how hard you’ve sweated over every word in your lovingly crafted charity story or web page, around eight in ten of your target readers will simply skim-read.
They’ll take a look at the headline, perhaps a few subheadings, look at the picture and then move on.
That means your headline has to work hardest of all – yet many treat headlines as an easy-to-write afterthought, something to be plonked on top after the main copy is written.
You could be losing readers that way.
Your headline should be the flashing neon sign that says to your audience:
“STOP. Read on! This article is for you. This web page has something to do with you.”
So, spend 80% of your writing time on the headline, and 20% on the body copy. It really is that important.
Write 100 headlines
And write 100 different headlines. Really; 100 different headlines.
Throw down as many ideas on paper as you can: silly ones, far-out ones, serious ones, explanatory and obscure ones. Allow each new idea should lead to another.
Now divide your list of 100 into tens. Then give each set of ten to different people in your office, or the coffee shop – or wherever.
Get them to pick the one that most intrigues, interests or inspires them.
Now, put those ten winning headlines against each other. Get someone who is as close as possible to your target audience to tell you which of those headlines most attracted their attention.
You’ve probably found the strongest contender to headline your story.
When working on your headlines:
- Try to get across the gist of your story in a nutshell – it may be the only thing your audience readers
- Tell the reader what the story has to do with them
- Use simple language, never jargon
- Don’t trick the reader – write what the article is really about
- Avoid oh-so-clever puns – they’re never as clear to the reader as you think
- Keep a folder of good, effective headlines that got you to stop skimming and read the article
