The Art Of Crafting Irresistible Headlines

A great title is a promise, a hook, and an entry point all at once. It’s what stops a scrolling reader in their tracks, sparks curiosity, and compels them to dive in. But crafting the perfect title requires precision and a deep understanding of your audience.

Remember Pulse Candy? The original headline—”Behind the Pulse Candy Success Story Is Vulnerable Contract Labour”—spelled out the topic plainly but left little to the imagination.

The revised headline—What No One Will Tell You About How Your Favourite Pulse Candy Is Made—did two crucial things. One, addressing the reader’s “favourite candy” establishes an immediate hook, putting them at the center of the story. Two, the phrase—“What No One Will Tell You”—sparks curiosity!

Three, by referencing “Your Favourite Pulse Candy,” the headline zeroes in on their experience—making it personal and relevant.

Four, effective headlines introduce friction or conflict—like the suggestion that something you love might have a dark side. Identify the tension in your story (controversy, unexpected twist, hidden detail) and amplify it upfront.

Here are a few ways you can ensure your title is irresistible:

A good title is specific and never oversells:

How Mayilamma Fought Against Coca-Cola’s Ground Water Exploitation

A good title does not have jargon:

Why Is Parenting Unappealing To Modern-Day Adults? — A Millennial POV

Here are even more hooks/ideas/angles you can play around with for titling your story:

• Make it a personal ritual to come up with at least 11 titles for your story.
• Write headlines that juxtapose two unlikely concepts—like Luxury Hotels Are Going Bankrupt—Here’s Why That’s Great for Backpackers—spark mental friction, making people eager to see how the two elements connect.
• Use a number or data point in the title. For example, “7 Ways to…” or “A 3-Step Shortcut…” implies your content is organized, actionable, and easy to digest. Research shows list headlines can increase click-through rates by giving readers a clear sense of structure.
• Ask a direct question to your reader. For example, Are You Making These Resume Mistakes? speaks directly to the reader. Questions feel like invitations, pushing people to open the article for answers.
• Highlight an unexpected benefit. People love discovering hidden or counterintuitive perks that help them stand out or improve.
• Name-drop something familiar. For example, What Netflix’s ‘Drive to Survive’ Teaches Us About Office Politics plays off a popular show to draw readers in.
• Speak to a specific audience. People feel more compelled to click when they sense the content directly addresses their unique situation or identity. For example, An Introvert’s Guide to Networking on LinkedIn makes the article feel tailor-made for a certain group.

If you want to learn the art of titling, pick up stories you love, and try giving them alternate titles.

Remember a headline that stayed with you? Share in the comments below