What makes a great headline, and why? How can headlines make the casual skimmer stop and read? While much has changed in media’s shift from print to digital, these fundamental questions haven’t. Editors and writers correctly describe headline writing as an art — but with all the technology out there, there is a scientific way to put evidence behind that art, and help publishers grow their engaged readership as a result.
Learn their language.
In an analysis of headlines and headline tests, we examined linguistic traits and found that certain traits can actually help or hurt reader engagement.* Identify the nuances in what really captures the attention of your unique audience by experimenting with your own headlines to learn what resonates the most with your readers.
