An open letter to those offering headline writing tips for the world

If you have ever written a blog post, article or other piece that even remotely offers advice on how to write headlines, this message is for you. And it’s quite a simple message: please stop.

The world needs a whole lot less of this and we would all appreciate it if you would cease and desist. Thank you.

Why should you stop? It’s a fair question. You see, even though all computers (tablets, smartphones, etc.) are equipped with a keyboard, this does not make everyone a writer.

Sure, everyone can write. But there should be limits on what the average person does write. And that limit, I argue, does not include headlines.

Emails? Sure. Texts? K.  Notes to your mother? You betcha.

Headlines? No.

A little about headlines

Did you know that most headlines in news media aren’t written by the author of the piece? It’s true. They are usually written by an editor or a headline-specific writer, someone who hones their craft writing headlines for a living.

Some of the greatest stories ever told started with a great headline. Here are some historical examples:

Titanic sinks four hours after hitting iceberg

Greatest crash in Wall Street’s history

Assassin kills Kennedy, Lyndon Johnson sworn in

Nixon resigns

War on America

These headlines make clear right away what the story is about. Yet they are still able to pull you in for the details. That’s what a headline should do…not trick you into clicking on some link-bait line designed to puff up a site’s unique visitors.

With a good headline, there are no tricks, no numbers to pull you in, because they simply aren’t needed.

Granted, we’re typically not talking about these kinds of world events in Content Marketing, but we should take inspiration from these great examples — that were very effective, by the way — and use the biggest best practice there is: have a writer write the headline (if not the whole piece).

Advertising is closer to what we do.

Ads are much more like what we do in Content Marketing and the good ones have compelling headlines, written by copywriters. Why? Because a headline is the front door of your message…and don’t you want just anyone answering your front door, do you?

Good advertising headlines are a great expression of the brand itself. Here are a few of my faves (and the brand they promote):

Calling it transportation is like calling sex reproduction. (Porsche)

Drinking champagne is a perfectly acceptable way to celebrate being elected president. Of France. (Jack Daniel’s)

When was the last time you met a stranger and knew he was a brother? (Harley Davidson)

If your Harvey Probber chair wobbles, straighten your floor. (Harvey Probber Furniture)

You know the story the brand is telling right away. And, more than likely, you know if you agree or not — as soon as you’ve read the headline. A great headline tells you where a brand stands and asks if you want to come on over and stand there, too.

If painting by numbers is bad, why are there ‘formulas’ for writing headlines?

Quite simply, there shouldn’t be. Don't get me wrong, painting by numbers is fun for fun's sake. But it's not for the professional world and it's definitely not how to promote a brand.

It seems to be understood that only designers should design, but everyone is a writer. Plumbers fix sinks. Doctors fix ailments. Attorneys fix whatever it is they fix. All of these professions have a respected seat at the table and an area of expertise.

Where is the seat for writers? Oh, we’re way down here at the end of the table.

Writing headlines.

Don't DIY your content

We all like to think of ourselves as do-it-yourselfers from time to time. We may try to fix a minor plumbing problem or do a little interior decorating around the house.

But when it comes to your brand — whether a personal or professional brand — please, I’m begging you, don’t DIY your content.

Clearly, everyone has their own unique skills and abilities. By the time we get out of school and get a real job, we all know what these things are within ourselves. 

We can list the two or three things we do really well (and, let's be honest, none of us do 18 things really well). Everything else is just dabbling. And dabbling is fine if you’re painting the inside of your garage.

But not your car.

Some things aren’t as visible; if we screw them up, few people will know. Creating content for your brand is highly visible and, if we screw that up, there’s hell to pay.

Everyday you can see people — well-intentioned, trying-to-be-helpful people — passing along tips and tricks designed to help you create your own content. One of my favorites goes something like this: '15 tips on how to write a headline.'

Eek.

I mean, tips and tricks are one thing, but writing headlines and graphic design are specific skills people either have or they don't. As an example, I couldn't design my way out of a paper sack. I just know this about myself. So I leave it to the people who can.

Can people create their own content today? Absolutely. I would argue that whether people should create their own content is another question entirely. And it's a question each of us has to answer for ourselves.

My take is this: If you consider creating content one of the top three things you do well, go for it! If people compliment your writing or ask your opinion about their own content, you're clearly doing things well.

But if you're not sure, keep this in mind: just like painting your car, unless you create content well, you should really consider talking to a pro.

Of course, you could use one of those really big, bristly brushes and paint the car yourself. I mean, how bad could it be, right?

It’s your call.

What did you just say?

When creating content, we have an obligation to be clear and helpful

Using words to confuse people used to be the exclusive territory of lawyers and snake oil salesmen. Some of them still live there, of course, but others have joined them, sadly including us marketers.

Marketing is charged with doing many things: attracting people to a brand, helping sales close the deal and others. One of the most important things we do is making things easy to understand for the people we’re trying to attract. Using words and images to clarify and be helpful — you know, Content Marketing!

Content Marketing gives us a perfect opportunity.

In this new world where people decide what brands they will invite into their lives, we need to be useful, helpful and interesting. Unfortunately, many of us are still trying to do that with industry jargon and what I’ll call thick language.

When we do this, we outsmart ourselves.

I work in the insurance space and, as an industry, we’re big offenders. The language we use, especially in documents like policies and contracts, makes things so hard to understand that people often just give up.

For instance, many of us talk about things like ‘subrogation’ and ‘liability’ without explaining what these terms mean — heck, we’ve even done research that tells us people don’t fully understand more basic terms like ‘premium’ and ‘insured’.

And it’s not because people aren’t smart. It’s because they don’t have time to learn all of this stuff. People are busy and we, as marketers, have an opportunity to help.

How about an example?

Let’s take a look at how two insurance companies define the term ‘subrogation’:

One way:

In insurance, the substitution of one party (insurer) for another party (insured) to pursue any rights the insured may have against a third party liable for a loss paid by the insurer.

What?

Here’s a different way:

With subrogation, we can pay you for your claim faster because it allows us to give you your money now, rather than waiting to see if the person who caused the damage (like the person driving the car that hit yours) can or will pay for the damage they caused. If that person (or their insurance company, if they have one) does pay, that money will come to us since we’ve already paid you. We’re simply taking your place in the process because we know you just want to get back to living your life.

As you can see, it may take a few more words to help people understand a confusing term. But, in the long run, we believe people will appreciate the effort (and you). Also, keep in mind that you may get some pushback on longer copy internally, so be ready to remind your boss or business partner that people do still read long-form content — especially if it helps them.

And it's not just insurance. What are the terms in your industry that people may not completely understand? Ask them! And, when you do find those confusing words or phrases, take a minute in your copy to help them understand.

Okay, enough preaching from me. I’m going to get back to finding ways to help people understand the words we use and what they mean. But, please, consider doing this in your own content, as well.

Your audience will thank you with their loyalty.