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.