emotional impact

We’ve all heard it: while 80% of people read headlines, only 20% read body copy. What does that mean in practice, though? In other words, how do you create headlines that entice that elusive 20% to keep reading? Or to share, comment, and convert? The truth is that viral headlines are rare, and they take time, effort, and skill to master. Fortunately, the content marketers who develop solid headline skills have a better chance of standing out from the crowd. Modern customers are attracted to quality and effort, and a great headline reflects both. The good news is that headlines like these aren’t out of reach. Here’s your complete guide to creating them. What Makes a Headline Viral? If you want to create viral headlines, you must first understand what, exactly, makes them go viral. What are the components they include, and what’s their foundational structure look like? Here are a few critical elements of every good headline, as laid out by Steve Rayson in a BuzzSumo article: Viral headlines have an emotional element Viral headlines use content elements to their advantage Viral content covers trending topics Viral headlines follow a format Viral headlines promise the reader something Here’s Rayson’s table, to illustrate: According to him, most viral headlines employ not one, not two, but three or four of these elements. This combination allows them to perform in a unique way, and to grab your readers’ attention. Which Headlines Get Shared? The good things about learning to write viral headlines is that there’s a lot of information about which headlines get shared and which don’t, and this can help guide your efforts. For example, in 2014, OkDork published a post that showcased the results of a survey that analyzed more than 1 million headlines. Here’s what they found: The Most Popular Phrases in Viral Headlines The OkDork survey found that the most popular words and phrases in headlines were: As you can see, list posts top the charts time and time again. And this makes sense – they’re easy to skim, valuable for readers, and ideal for virtually all industries. Beyond that, the survey also made it clear that people love personalization, and that content that addresses the reader personally (by using the words “you” and “your”) sat at the top of the list, as well. Readers also loved any post that promised a better situation or hinted it would teach them to do something. As you can see, using the right words in your headline is essential, and can make all the difference in your readership. Emotional Headlines As the web has become more personalized and targeted, there’s been a push toward emotional headlines. These headlines take all forms. They can be shocking, infuriating, laugh-inducing, or curiosity-inspiring. Readers just want to feel something when they read your headline. This requires the use of power words. Some power words, like free, easy, and DIY are already included in the list above. There are many others besides these, though. Terms like approved, competitive, unsurpassed, and confidential all inspire strong emotional reactions in readers, and help drive shares for your content. There’s science to back this up, too. According to CoSchedule, posts with a higher emotional value earn more shares than posts with little emotional value. Headlines That Utilize Trigrams A trigram is a three-word phrase used in a headline. While the number 3 has significance throughout nature and mythology, it’s also a powerhouse in the world of writing and, specifically, headlines. The rule of three states that things that come in packs of three are funnier, more impactful, and more satisfying than things that don’t and this holds true for a viral title. BuzzSumo reports that certain trigrams within headlines earn more shares and likes than others. Here are a few to get you started: X Pictures That X Signs You’re How Well Do Can We Guess You Should Never X Things Only The Science Of History Of The The Art Of The Future Of As you can see, these trigrams are just a skeletal structure that you can apply to any headline in any industry. Superlative-Rich Headlines If you’re like most writers, you’ve been taught not to use superlatives in your writing. It’s time to turn that on its head, though. According to BuzzSumo, superlatives can increase the share volume of your headline when used correctly. Because they boost the emotional value of a headline and make it easier for readers to get excited about them, superlatives are ideal for creating viral posts that spread widely across the web. Here are a few superlatives to get started with: Amazing Inspiring Surprising Successful Particularly useful for content designed to be shared on social, superlatives can make your headlines more impactful, promising, and exiting for your readers. Content Formats There are a few content formats that get shared more often than others, and using them is a great way to make your content more viral. These include lists of ten things, how-to guides, and quizzes. Quizzes are especially exciting since they represent a form of interactive content many marketers aren’t creating. In addition to going viral, interactive content like this also allows you to expand your reach and help you stand out as a leader in your industry. How to Write Viral Headlines: 5 Tips Now that you know which types of headlines go viral let’s talk about how to write them for yourself. 1. Evaluate The Headline’s Emotional Impact Remember: headlines with a high emotional impact get shared more frequently than minimally emotional headlines. With this in mind, use a tool like the Emotional Marketing Value Headline Analyzer from AMI. Designed to evaluate the way your headline’s word groups come together to elicit emotional responses from readers, this tool is free and easy to use. Here’s an example of what it looks like in action: 2. Follow a Formula If you’re just getting started with headlines, and you want to ensure yours perform well, look for ways to include tried-and-true methods in your headline approach. Trigrams like those mentioned by BuzzSumo are always a fantastic jumping-off point. In addition to making your … Read more