Readability, “findability,” and sentiment can make your headline stand out
Published in · 4 min read · Jul 10, 2020
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Nobody likes clickbait, yet from time to time, we all fall for it. We’re suckers for headlines that promise us something we “won’t believe” (always accompanied by an exclamation mark), or claim to tell us which character from movie X we are, or what some celebrity might have said or done. The content of clickbait articles, however, doesn’t live up to the promise. It leaves the reader unfulfilled.
Fortunately, we don’t have to resort to clickbait tactics to write a great, attractive headline. Clickbait writers will collect a lot of clicks, but few loyal readers. People don’t like to be duped time after time.
Good content writers, on the other hand, are more likely to have a dedicated readership, but might have a harder time attracting initial attention. To get readers interested, headlines matter.
Three components to keep in mind when building your headline are readability, “findability,” and sentiment.
Unless you’re writing for a very specific audience, you want your headline to appeal to a wide potential readership. Your headline, in other words, should be easy to read and understand.
Give a teaser of the content, or ask a question. But, lest you end up with a clickbait article, ensure that you live up to the promise or answer the question.
How do you make a headline readable? That’s actually quite straightforward. Don’t use specialized jargon, sesquipedalian words, or vague words that are hard to define (although metaphors and double entendres, if used wisely, can be part of a great headline).
There are several tests or indices for readability. One of the most trusted ones is the Flesch–Kincaid Reading Ease score. It is a formula with several constants, the number of words, sentences, and syllables. It yields a score between 0 and 100. There are plenty of free online tools where you can check the score of your headline or text.
In general, you want to aim for a score above 60, which is categorized as “plain English.”
As an expert in content creation and effective communication, I understand the critical elements that contribute to a compelling headline. In this insightful article by Gunnar De Winter, he highlights three essential components for making a headline stand out: readability, "findability," and sentiment.
1. Readability: Readability is a key factor in capturing and maintaining the attention of a broad audience. A headline should be easy to read and comprehend, avoiding specialized jargon, complex words, or vague terms. Gunnar suggests using teasers or questions to engage readers while emphasizing the importance of delivering on the headline's promise to avoid disappointment.
To assess readability, Gunnar mentions the Flesch–Kincaid Reading Ease score, a widely trusted formula that considers factors like the number of words, sentences, and syllables. A score above 60 is recommended, categorizing the content as "plain English" and ensuring accessibility to a broader readership.
2. Findability: The term "findability" refers to the headline's ability to attract attention and be easily discoverable by the target audience. Gunnar emphasizes the need for writers to craft headlines that appeal to a wide readership, avoiding the pitfalls of clickbait. While clickbait may generate initial clicks, sustainable success comes from building a loyal readership through genuine and engaging content.
3. Sentiment: The sentiment of a headline plays a crucial role in shaping the reader's expectations and emotional response. Gunnar suggests incorporating elements like teasers or questions that create curiosity without resorting to misleading tactics. By maintaining a positive and authentic sentiment, writers can establish trust with their audience, fostering a dedicated readership over time.
In conclusion, Gunnar De Winter's article provides valuable insights into the art of headline creation. By prioritizing readability, findability, and sentiment, writers can craft headlines that not only attract initial attention but also deliver on the promise of quality content, building a loyal and engaged readership in the long run.
