Tom WhitwellAssistant Editor, Online

The Times

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How to write awesome headlines. (So people read your stuff)

The first ever headline in The Times

(January 1st, 1785)

They were rubbish at selling stories

Headlines smaller than body copy. Sure about that?

Really big stories got proper headlines

Rubbish at SEO: No mention of Jack the Ripper

1929: Real headlines

1945: Front page is only small ads…

…even when there’s a really big story

1966: Far out! Headlines on the front

1967: Headlines get ‘clever’. The decline into decadence begins.

1983: Weak puns ahoy!

Magazine headlines: What? What does that even mean? Oh. OK.

2000: Yes, yes, very clever.

Then, suddenly, the internet.

1. Headlines were separated from stories

2. We found out what was really working

Headlines is serious business.

Yeah, but, it’s only the headline.

• Newspapers don’t know who’s reading which articles.

• On the web, we know.• The difference between a good

headline and a weak headline isn’t 5% or 10%, it’s 10x, 20x or more.

Yeah, but, it’s only the headline.

Yeah, but, it’s only the headline.

What makes people click?

• It’s not easy. Britney Spears nude having sex on Viagra while playing Runescape will not ‘get loads of clicks’

• It’s subtle• It’s working out what the story is, what

your reader will respond to, and how to squeeze all the goodness into 68 characters

What makes people click?

• Be specific. Why exactly should I read your story, not that other one?

• Tell the whole story in the headline• Don’t try to be clever• Don’t try to be funny• Play to your niche. Don’t over

simplify or patronise in the headline.

What makes people click?

• Quick wins: – Lists = force you to do research and

explain your points properly– Quotes = Often the most interesting bit in

the story– Numbers = Often the most interesting bit

in the story– Names = Most likely who the story is

about

What makes people click?

• Don’t worry about ‘being boring’. – If your story is boring, no amount of

headline jazz will help. – If your story is interesting, tell it in the

headline. • Write the headline first. Really. Always.• Great story which you can’t explain in

the headline = crap story

What makes people click?

• Work at it. Spend 20 minutes on the headline. Do research to get the words right. Don’t publish until you’ve got a killer headline. Remember: 20x more traffic!

• If you get stuck, tell someone the story. The way they react will tell you what should be in the headline.

What makes people click?

• You’re not actually writing the headline.

• You’re finding out what your story is really about.

I’m done. Sorry for ranting.