Power words and phrases have been used in sales copy since the birth of advertising. Repeatedly, tactical word use has been proven to impact consumer engagement. In fact, word use is at the center of nearly every sales message. Yet, while some writers still add massive power word lists to their swipe files every day, other contemporary copywriters and content creators cringe at the idea. <\/p>\n\n\n\n
So, what\u2019s wrong with power words? …and, do they actually make your online headlines more clickable? Read on to find out. <\/p>\n\n\n\n
Here, we\u2019re going to cover: <\/p>\n\n\n\n
- Why Do Some Copywriters Curse the Idea of Power Words?<\/a>
- Disruptive Trends in Modern Marketing<\/a><\/li><\/ul><\/li>
- Key Factors That Contribute to Headline Clickability<\/a>
- Emotional Triggers<\/a><\/li>
- Urgency<\/a><\/li>
- Relevance<\/a><\/li>
- Grammar & Clarity<\/a><\/li>
- Character Length<\/a><\/li>
- Numbers<\/a><\/li><\/ul><\/li>
- 50 Powerful Words to Use in Content Headlines<\/a>
- +Bonus: Alternatives to Use Instead of Boring Words<\/a><\/li><\/ul><\/li>
- Conclusion<\/a><\/li><\/ul>\n\n\n\n
Read carefully because you can tremendously<\/em> improve headline clickability if you apply everything you read in this article. <\/p>\n\n\n\n
Why Do Some Copywriters Curse the Idea of Power Words for Headlines? <\/h2>\n\n\n\n
My sixth-grade language arts teacher once gave me an \u2018expressive words\u2019<\/em> list printed on a sheet of hot pink paper. I carried it around in the back of my binder through my high school graduation day — dust-stained edges, handwritten notes, and all. Since then, a lot has changed. <\/p>\n\n\n\n
In the mid-2000s, I remember reading a survey that estimated somewhere close to 80% of people on the planet aspired to write a book. And, I can\u2019t imagine the number has changed much. Most people want<\/em> to be writers. Unfortunately, a tiny portion of those who have the desire ever reach the end goal. <\/p>\n\n\n\n
The point: Professional writers put a ton<\/em> of work into skill development. Copywriters specifically learn to write headlines that engage, inform, and captivate. They learn the nuances of how to keep readers interested and moving through sales funnels. Writers\u2019 unique methods are developed over time through thousands of hours of education, research, trial, and error. <\/p>\n\n\n\n
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Now, imagine that someone comes along and tells an experienced sales writer that if they use a word like \u201cmagnificent\u201d in their headlines, more readers will click through to view their articles and landing pages<\/a>. At this, the writer rolls their eyes because they know it\u2019s not<\/em> that simple. <\/p>\n\n\n\n
The Latest Disruptive Trends in Modern Marketing<\/h3>\n\n\n\n
In addition to the recoil you get from copywriters, consider the world right now. We\u2019re in a pandemic and, if it doesn\u2019t already, this should<\/em> have a major impact on your content marketing.<\/p>\n\n\n\n
The current global crisis pressed the fast-forward button on an already gimmick-intolerant consumer market — here are some facts to illustrate. <\/p>\n\n\n\n
- An \u201cuntrusted company\u201d is #3 on the list of top factors that steer consumers away from doing business with a brand<\/strong> (PWC<\/a>). If people don\u2019t trust you, they don\u2019t want to do business with you. And, if you think you\u2019re going to manipulate readers with your headlines, you\u2019ll only build skepticism. <\/li>
- More than half of commercial content was predicted to be created outside marketing departments by 2020<\/strong> (ResearchGate<\/a>). User-generated content has always had a higher trust factor than brand-created promotional materials. All corporations might as well be run by reptilian hybrids who only want us to obey and consume. As a brand, you almost have to prove otherwise. <\/li>
- In 2020, the brands that humanized and softened themselves were the ones who kept consumers connected when people weren\u2019t purchasing<\/strong> (CommerceNext<\/a>). Every marketing agency leader and company owner I\u2019ve talked to since the onset of COVID-19 has had the same opinion — this year marks a time for brands to get real. <\/li>
- Authenticity, hope, camaraderie, empathy, compassion, and <\/strong>factual context<\/em><\/strong> are the prescribed brand messaging themes in response to the Coronavirus pandemic<\/strong> (Inc<\/a>). People are stressed. Most of us carry unusually heavy weight right now. We can\u2019t handle any more B.S. <\/li><\/ul>\n\n\n\n
These trends show that brand messaging must<\/em> be genuine. No matter who your audience, inauthenticity poses the risk of making people feel as if your company doesn\u2019t notice or care about them. <\/p>\n\n\n\n
Notwithstanding, there are<\/em> proven steps you can take to boost headline clickability while educating, helping, and being real with your readers. <\/p>\n\n\n\n
6 Key Factors That Contribute to Headline Clickability <\/h2>\n\n\n\n
You can\u2019t just haphazardly throw together multiple power words to hypnotize headline viewers to click. There\u2019s a craft you must learn. Mastery over the following can make your headlines more enticing for readers. <\/p>\n\n\n\n
1. Emotional Triggers <\/h3>\n\n\n\n
If you know about sales psychology, you understand that emotional triggers drive action<\/a>. Article and page headlines are considered effective when they drive the reader to click through and read more. For optimal clickability, stimulate the right emotions. <\/p>\n\n\n\n
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When they describe headline psychology, experts typically declare five or seven or ten basic emotions to trigger. None of these people are wrong. However, there\u2019s another approach. <\/p>\n\n\n\n
I like to study something until I understand it inside and out, then simplify it to it\u2019s most relevant parts before I tuck it into my tool belt. In the case of headline writing, I focus on one central emotion: curiosity<\/em>. <\/p>\n\n\n\n
Curiosity alone leaves readers with an impulse to learn more. But, people are busy, so it\u2019s best to go the extra mile. Curiosity paired with a secondary emotion<\/em> can give someone enough energy to actually follow through on their click impulse. Reflect for a moment on what it\u2019s like when you feel the following. <\/p>\n\n\n\n
- Curiosity + Excitement <\/li>
- Curiosity + Contempt <\/li>
- Curiosity + Passion <\/li><\/ul>\n\n\n\n
These combinations aren\u2019t easy to ignore. So, when you write a headline, imagine whether or not readers will feel curious when they read it. If you\u2019re sure they will, you\u2019re on the right track. <\/p>\n\n\n\n
2. Urgency <\/h3>\n\n\n\n
Next in the chain of clickability command is to create a sense of urgency. When writing headlines, you should be asking, \u2018How can I make readers want to learn more right now<\/em>?\u2019 <\/p>\n\n\n\n
There are numerous ways you can do this. <\/p>\n\n\n\n
First, urgency can be nurtured through supply or time-scarcity: <\/p>\n\n\n\n
- Only Three Spaces Left\u2026 <\/li>
- This Promotional Pricing Ends Today<\/li>
- Final Deadline: October 29, 2020<\/li><\/ul>\n\n\n\n
Next, you can pose a threat: <\/p>\n\n\n\n
- If You\u2019re Not Ready, You Might Have to Close Your Doors<\/li>
- This Guy Missed Out on $10K Because They Didn\u2019t Have This<\/li><\/ul>\n\n\n\n
But, these aren\u2019t my favorite strategies. Instead, I like to write headlines that simply hint at answers to pressing questions. <\/p>\n\n\n\n
- Are You Making This Mistake? (Wait\u2026 what? I don\u2019t know\u2026 am I?… *click*)<\/em><\/li>
- Here\u2019s How to Get X Right (I have been curious about how to X\u2026 *click*)<\/em><\/li>
- 7 Ways to Make Your Content Stand Out (I wonder if there\u2019s something here that I haven\u2019t already heard\u2026 *click*)<\/em><\/li><\/ul>\n\n\n\n
The latter approach is softer and — as long as your content delivers the goods — more trustworthy. Ultimately, brand messaging needs be handled on a case-by-case basis and there\u2019s no shame in using any tactic you like. The essential clue here is that if you can drive urgency, it will give readers the push they need to click through. <\/p>\n\n\n\n
3. Relevance <\/h3>\n\n\n\n
Now, this brings us to relevance. Your headline must be relevant to your content. Your content must be relevant to your audience. And, your headline needs to appeal to your target audience in a fitting way. <\/p>\n\n\n\n
If your readers are c-level executives at enterprise financial companies, you probably don\u2019t want your headlines to include metaphors about dog food. Instead, maybe you want to mention fintech, banking, or another relatable figure of speech. <\/p>\n\n\n\n
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However, there is an exception to this rule. If your ideal buyer personas tell you<\/em> that c-level executives at enterprise financial companies tend to purchase dog food, go for it! <\/p>\n\n\n\n
The more you know about your audience and their desires, the more fuel you have for your headlines. All parts of your offer, including article and page headlines, should resolve their pain points. <\/p>\n\n\n\n
4. Grammar & Clarity<\/h3>\n\n\n\n
What is central message of your headline? In most cases, clarity comes down to simple grammar. When we get carried away with keyword phrases and SEO factors, sometimes our headlines just don\u2019t make sense. <\/p>\n\n\n\n
Unfortunately, if readers don\u2019t immediately understand what you\u2019re saying, they quickly move on to the next thing and never look back. <\/p>\n\n\n\n
Luckily, you don\u2019t have to be a native English speaker or even a lit guru to get grammar right. Writing helper tools can go a long way in giving your headlines more clarity. <\/p>\n\n\n\n
Here are three proofreading tools that I trust: <\/p>\n\n\n\n
- Grammarly<\/a> <\/li>
- Hemingway<\/a> <\/li>
- Outwrite<\/a> <\/li><\/ol>\n\n\n\n
If you\u2019re not 100% certain that your headlines and content are clear and grammatically correct, use one of the above tools and\/or hire a proofreader to review your content before you hit publish. <\/p>\n\n\n\n
5. Character Length <\/h3>\n\n\n\n
Now, headline length plays a major<\/em> role in clickability. And, there are two central factors that should determine the length of your headlines: Psychology and distribution channel(s). <\/p>\n\n\n\n
According to Fast Company<\/a>, at first glance, readers only look at the first three and the last three words in a headline. So, they say headlines should be six words in length. But, if you settle on this approach, you will<\/em> lose sight of clarity. <\/p>\n\n\n\n
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The author knows as well as anyone that there isn\u2019t a black and white answer to how long a headline should be. So, here\u2019s what to keep in mind. <\/p>\n\n\n\n
- How will your headline render when a link is shared on social media? <\/li>
- How will your headline appear in search results? <\/li>
- Will readers be able to view the entire headline or will it be cut-off? <\/li>
- If it will be cut-off, have you front-loaded the most important words? <\/li><\/ul>\n\n\n\n
As of today, the fourth result in a Google search for \u201cheadline length<\/a>,\u201d shows a headline that cuts off in the middle of a statement:<\/p>\n\n\n\n
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In this case, it doesn’t really matter that some of the words are missing because the point has been made. Plus, the missing portion leaves readers with a new question: \u2018Are short headlines more what<\/em>?\u2019 which makes it even more engaging (remember: curiosity is priceless).<\/p>\n\n\n\n
Note that every distribution channel has distinct character limits for page titles. <\/p>\n\n\n\n
- Search Engine Results Pages
- Google – Up to 70 Characters<\/li>
- Yahoo – No Limits<\/li>
- Bing – Up to 71 Characters<\/li><\/ul><\/li>
- Social Media Platforms
- Facebook – 40 Characters<\/li>
- LinkedIn – 80-120 Characters<\/li>
- Twitter – 70-100 Characters<\/li><\/ul><\/li>
- Email subject lines – ~50 Characters (varies by platform)<\/li><\/ul>\n\n\n\n
To choose an appropriate headline character length, pay attention to what people will see the first time they come across your headline and how this rendition is likely to make them feel and think. <\/p>\n\n\n\n
Hint<\/strong>: For a single piece of content, advanced distribution strategies often include a variety of headlines customized for each channel. <\/p>\n\n\n\n
6. Numbers <\/h3>\n\n\n\n
Obviously, not all headlines include numbers because they\u2019re sometimes irrelevant. For those that do, here\u2019s some food for thought: <\/p>\n\n\n\n
First of all, you\u2019re writing for online readers, not your English teacher — numbers below ten don\u2019t necessarily need to be spelled out. Yes, as an AP style guide rule, it\u2019s proper to write-out number below ten. In marketing, you have permission to break the rules. <\/p>\n\n\n\n
In doing so, you do two things: <\/p>\n\n\n\n
- Free up character space that you can use for another word<\/li>
- Draw more attention to your statement <\/li><\/ol>\n\n\n\n
When you free-up character space, there\u2019s a better chance readers on all distribution channels can see your entire headline. \u201c7\u201d in place of \u201cSeven\u201d makes room for four additional characters in an already limited space (The US English Scrabble dictionary has 3,996 four-letter words<\/a> that you could fit into your headline — just sayin\u2019).<\/p>\n\n\n\n
Seven Easy Ways to Make a Noisy Dog Stop Barking<\/em><\/p>\n\n\n\n
7 Simple Ways to Get a Rowdy Dog to Stop Barking <\/em><\/p>\n\n\n\n
Headlines with numbers, specifically a numeric digit or \u201carabic\u201d symbol are easier for the human brain to process and play a significant role in the customer journey<\/a> — Arabic, verbal, and analog (on a number line) representations seem to be the strongest. <\/p>\n\n\n\n
Next, certain numbers do seem to have more power than others. A few years ago, Buzzsumo released research from 100K headlines<\/a>. Here, they found some pretty interesting statistics about which numbers triggered the most headline engagement on Facebook. <\/p>\n\n\n\n
<\/figure>\n\n\n\n
So, when you use numbers, use Arabic symbols, and know that listicles have a high chance of being shared virally<\/a>. <\/p>\n\n\n\n
50 Powerful Words to Use in Content Headlines <\/h2>\n\n\n\n
As long as you sprinkle these words into your headlines with a full understanding<\/em> of what it takes to drive clicks, they can contribute to higher CTRs. <\/p>\n\n\n\n
This<\/td> Proven <\/td> First<\/td> Dire<\/td> Secret<\/td><\/tr> Controversial<\/td> Known<\/td> Current<\/td> Critical<\/td> Untold<\/td><\/tr> Dispute<\/td> Official<\/td> Fresh<\/td> Desperate<\/td> Restricted<\/td><\/tr> Solve<\/td> Verified<\/td> Latest<\/td> Crucial<\/td> Unknown<\/td><\/tr> Who<\/td> Validated<\/td> Original<\/td> Intense<\/td> Confidential<\/td><\/tr> What<\/td> Certified<\/td> Novel<\/td> Compelling<\/td> Hidden<\/td><\/tr> When<\/td> Authentic<\/td> Advanced<\/td> Drastic<\/td> Concealed<\/td><\/tr> Where<\/td> Genuine<\/td> Modern<\/td> Extreme<\/td> Disguised<\/td><\/tr> How<\/td> Simple<\/td> Disclose<\/td> Wild<\/td> Invisible<\/td><\/tr> Why<\/td> Easy<\/td> Reveal<\/td> Complex<\/td> Covert<\/td><\/tr><\/tbody><\/table><\/figure>\n\n\n\n +Bonus: Alternatives to Use Instead of Boring Words<\/h3>\n\n\n\n
<\/figure>\n\n\n\n
Using the same words over and over will kill their emotional impact. Take a look at the following, for example. <\/p>\n\n\n\n
\u201cLet\u2019s go to the store,\u201d said Sally.<\/em><\/p>\n\n\n\n
Henry said, \u201cOk. While we\u2019re there, I need a gallon of milk.\u201d <\/em><\/p>\n\n\n\n
Sally said, \u201cI need a sack of potatoes.\u201d <\/em><\/p>\n\n\n\n
\u201cI\u2019ll be ready in a few minutes,\u201d said Henry. <\/em><\/p>\n\n\n\n
\u201cAwesome. I\u2019ll wait for you in the car,\u201d said Sally. <\/em><\/p>\n\n\n\n
Are you bored out of your mind yet? Now, notice the difference when we remove the word \u201csaid\u201d from the dialog. <\/p>\n\n\n\n
\u201cLet\u2019s go to the market,\u201d Sally invited.<\/em><\/p>\n\n\n\n
Henry agreed, \u201cOk. While we\u2019re there, I need a gallon of milk.\u201d <\/em><\/p>\n\n\n\n
Sally replied, \u201cI need a sack of potatoes.\u201d <\/em><\/p>\n\n\n\n
\u201cI\u2019ll be ready in a few minutes.\u201d <\/em><\/p>\n\n\n\n
\u201cAwesome. I\u2019ll wait for you in the car.\u201d<\/em><\/p>\n\n\n\n
Better, right? Your headlines are not likely to be written in dialogue form. I just wanted to illustrate the power of diversification. <\/p>\n\n\n\n
If you can use an alternative in place of a boring and dull word, it will instantly give any statement more impact. Remember this when you are tempted to use a word like \u201cgood\u201d or \u201csmall.\u201d<\/p>\n\n\n\n
Said<\/strong><\/td> Declared<\/td> Announced<\/td> Stated<\/td> Responded<\/td> Affirmed<\/td><\/tr> Good<\/strong><\/td> Worthy<\/td> Brilliant<\/td> Awesome<\/td> Powerful<\/td> Influential<\/td><\/tr> Bad<\/strong><\/td> Poor<\/td> Inadequate<\/td> Terrible<\/td> Awful<\/td> Sorry<\/td><\/tr> Small<\/strong><\/td> Compact<\/td> Miniscule<\/td> Puny<\/td> Slight<\/td> Meager<\/td><\/tr> Big <\/strong><\/td> Substantial<\/td> Immense<\/td> Enormous<\/td> Vast<\/td> Epic<\/td><\/tr><\/tbody><\/table><\/figure>\n\n\n\n Conclusion<\/h2>\n\n\n\n
Power words can<\/em> certainly have a positive impact on clickability (hence the list of my favorites above). However, to be effective, article and page headlines must be strategically crafted to pique curiosity with clarity<\/em> and relevance<\/em>. And, increased click-through rates are worthless if your brand message is inauthentic or inconsistent — people ultimately want to do business with the brands they trust.\u00a0<\/p>\n\n\n\n
If you follow the advice here, you\u2019ll be well on your way to higher headline CTRs. What\u2019s your favorite headline writing tip? Let me know in the comments!<\/p>\n","protected":false},"excerpt":{"rendered":"
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