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Clear > Clever

If there is one overarching rule we want to encourage you to live by, it's to aim for "clear"
instead of "clever."

Headlines that try to be clever almost always end up falling short. The point doesn't get
through to the reader. The joke or pun falls flat. And as a result, readers end up
confused—and if the reader is confused, their default answer is, "No," as they scroll

past your content and move on to someone else's.

Instead, it's far more effective to practice the art of clarity in your writing—especially
when it comes to headlines. Try to be as specific as possible. "This is what it's about.
This is who it's for. And this is what you're going to learn/get out of reading this as a
result." Don't overthink it. If you are writing How To articles for Project Managers, name

the audience in the headline: "7 Productivity Tips For Project Managers." This is a far
better strategy than hoping your target audience will discover your content via their own
curiosity.

10 Proven Headline Formats

Not sure where to start?

Here are some of the most common formats when it comes to crafting headlines that
make readers stop in their tracks, pause, and decide whether or not they want to click
and read.

BIG Numbers: "3,000 People Just Filed For Unemployment In This Small Town In
Arkansas. Here's Why"

Dollar Signs: "$400 Million Is How Much You Need To Make In Order To Afford
This Insane Mansion In Malibu"

Credible Names: "Will Smith's Advice On How To Live A Fulfilling Life Will Change

The Way You See The World Forever"

"This Just Happened": "Michael Jordan Just Gave A Press Conference And NBA
Executives Are Furious"

Question/Answer: "Can't Be Productive In The Office? Try Organizing Your

Calendar Like This"

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How To Start Writing Online: The Ship 30 For 30 Ultimate Guide