{"id":26610,"date":"2021-05-03T13:20:09","date_gmt":"2021-05-03T17:20:09","guid":{"rendered":"https:\/\/www.wyliecomm.com\/?p=26610"},"modified":"2024-01-17T10:08:58","modified_gmt":"2024-01-17T14:08:58","slug":"why-write-a-clever-headline","status":"publish","type":"post","link":"https:\/\/www.wyliecomm.com\/2021\/05\/why-write-a-clever-headline\/","title":{"rendered":"Why write a clever headline?"},"content":{"rendered":"<h2>Concrete headlines easier to understand, more memorable<\/h2>\n<p>Two professors from Texas A&amp;M University and one from the University of the Andes aimed to find out whether concrete or abstract information was more:<\/p>\n<figure id=\"attachment_26612\" aria-describedby=\"caption-attachment-26612\" style=\"width: 600px\" class=\"wp-caption aligncenter\"><img loading=\"lazy\" decoding=\"async\" data-attachment-id=\"26612\" data-permalink=\"https:\/\/www.wyliecomm.com\/2021\/05\/why-write-a-clever-headline\/clever-headlines\/\" data-orig-file=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2021\/05\/clever-headlines.png\" data-orig-size=\"450,300\" data-comments-opened=\"1\" data-image-meta=\"{&quot;aperture&quot;:&quot;0&quot;,&quot;credit&quot;:&quot;&quot;,&quot;camera&quot;:&quot;&quot;,&quot;caption&quot;:&quot;&quot;,&quot;created_timestamp&quot;:&quot;0&quot;,&quot;copyright&quot;:&quot;&quot;,&quot;focal_length&quot;:&quot;0&quot;,&quot;iso&quot;:&quot;0&quot;,&quot;shutter_speed&quot;:&quot;0&quot;,&quot;title&quot;:&quot;&quot;,&quot;orientation&quot;:&quot;0&quot;}\" data-image-title=\"clever-headlines\" data-image-description=\"\" data-image-caption=\"&lt;p&gt;&lt;strong&gt;Readers prefer clever headlines&lt;\/strong&gt;. Clever headlines may convince readers to read stories. &lt;a href=&quot;https:\/\/www.shutterstock.com\/image-photo\/newspaper-headlines-shown-side-on-stack-124029454&quot; rel=&quot;noopener&quot; target=&quot;_blank&quot;&gt;&lt;em&gt;Image by Brian A Jackson&lt;\/em&gt;&lt;\/a&gt;&lt;\/p&gt;\n\" data-medium-file=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2021\/05\/clever-headlines-300x200.png\" data-large-file=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2021\/05\/clever-headlines.png\" tabindex=\"0\" role=\"button\" data-src=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2021\/05\/clever-headlines.png\" alt=\"Why write a clever headline?\" title=\"Why write a clever headline?\" width=\"450\" height=\"300\" class=\"size-full wp-image-26612 lazyload\" data-srcset=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2021\/05\/clever-headlines.png 450w, https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2021\/05\/clever-headlines-300x200.png 300w\" data-sizes=\"(max-width: 450px) 100vw, 450px\" src=\"data:image\/gif;base64,R0lGODlhAQABAAAAACH5BAEKAAEALAAAAAABAAEAAAICTAEAOw==\" style=\"--smush-placeholder-width: 450px; --smush-placeholder-aspect-ratio: 450\/300;\" \/><noscript><img loading=\"lazy\" decoding=\"async\" data-attachment-id=\"26612\" data-permalink=\"https:\/\/www.wyliecomm.com\/2021\/05\/why-write-a-clever-headline\/clever-headlines\/\" data-orig-file=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2021\/05\/clever-headlines.png\" data-orig-size=\"450,300\" data-comments-opened=\"1\" data-image-meta=\"{&quot;aperture&quot;:&quot;0&quot;,&quot;credit&quot;:&quot;&quot;,&quot;camera&quot;:&quot;&quot;,&quot;caption&quot;:&quot;&quot;,&quot;created_timestamp&quot;:&quot;0&quot;,&quot;copyright&quot;:&quot;&quot;,&quot;focal_length&quot;:&quot;0&quot;,&quot;iso&quot;:&quot;0&quot;,&quot;shutter_speed&quot;:&quot;0&quot;,&quot;title&quot;:&quot;&quot;,&quot;orientation&quot;:&quot;0&quot;}\" data-image-title=\"clever-headlines\" data-image-description=\"\" data-image-caption=\"&lt;p&gt;&lt;strong&gt;Readers prefer clever headlines&lt;\/strong&gt;. Clever headlines may convince readers to read stories. &lt;a href=&quot;https:\/\/www.shutterstock.com\/image-photo\/newspaper-headlines-shown-side-on-stack-124029454&quot; rel=&quot;noopener&quot; target=&quot;_blank&quot;&gt;&lt;em&gt;Image by Brian A Jackson&lt;\/em&gt;&lt;\/a&gt;&lt;\/p&gt;\n\" data-medium-file=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2021\/05\/clever-headlines-300x200.png\" data-large-file=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2021\/05\/clever-headlines.png\" tabindex=\"0\" role=\"button\" src=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2021\/05\/clever-headlines.png\" alt=\"Why write a clever headline?\" title=\"Why write a clever headline?\" width=\"450\" height=\"300\" class=\"size-full wp-image-26612\" srcset=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2021\/05\/clever-headlines.png 450w, https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2021\/05\/clever-headlines-300x200.png 300w\" sizes=\"(max-width: 450px) 100vw, 450px\" \/><\/noscript><figcaption id=\"caption-attachment-26612\" class=\"wp-caption-text\"><strong>Readers prefer clever headlines<\/strong>. Clever headlines may convince readers to read stories. <a href=\"https:\/\/www.shutterstock.com\/image-photo\/newspaper-headlines-shown-side-on-stack-124029454\" rel=\"noopener\" target=\"_blank\"><em>Image by Brian A Jackson<\/em><\/a><\/figcaption><\/figure>\n<ul>\n<li>Understandable<\/li>\n<li>Memorable<\/li>\n<li>Interesting<\/li>\n<\/ul>\n<p>First, the professors crafted a series of passages. Each passage was about 56 words long; all were written at about the same level of readability. Half the passages were abstract; the other half, concrete.<\/p>\n<p>Next, they wrote a series of abstract and concrete headlines, including:<\/p>\n<table class=\"pinktable\" style=\"background-color: #ffffff;\" border=\"1\" cellspacing=\"0\" cellpadding=\"3\">\n<tbody>\n<tr style=\"background-color: lightgrey;\">\n<td style=\"text-align:center;\">\n<h3>Abstract headline<\/h3>\n<\/td>\n<td style=\"text-align:center;\">\n<h3>Concrete headline<\/h3>\n<\/td>\n<\/tr>\n<tr>\n<td><span style=\"font-weight: 400;\">Domestic Devices<\/span><\/td>\n<td><span style=\"font-weight: 400;\">Countertop Gadgets<\/span><\/td>\n<\/tr>\n<tr style=\"background-color: lightgrey;\">\n<td><span style=\"font-weight: 400;\">Preferred Items<\/span><\/td>\n<td><span style=\"font-weight: 400;\">Favorite Junk<\/span><\/td>\n<\/tr>\n<tr>\n<td><span style=\"font-weight: 400;\">The Laws of Lift<\/span><\/td>\n<td><span style=\"font-weight: 400;\">How a Plane Flies<\/span><\/td>\n<\/tr>\n<tr style=\"background-color: lightgrey;\">\n<td><span style=\"font-weight: 400;\">A Science Find<\/span><\/td>\n<td><span style=\"font-weight: 400;\">Jungles in Ice<\/span><\/td>\n<\/tr>\n<tr>\n<td><span style=\"font-weight: 400;\">Mortal Justice<\/span><\/td>\n<td><span style=\"font-weight: 400;\">Death Penalty<\/span><\/td>\n<\/tr>\n<\/tbody>\n<\/table>\n<p>Then they asked 40 graduate students to read the headlines and rate them on such qualities as how interesting and easy to understand they were.<\/p>\n<p>The students rated the concrete headlines much more interesting and understandable.<\/p>\n<h3>Concrete headlines, copy more memorable.<\/h3>\n<p>Finally, the researchers had another group of graduate students read the copy and headlines. After time had passed, researchers asked the students what they\u2019d read.<\/p>\n<p>The students remembered:<\/p>\n<ol>\n<li><strong>Concrete text with concrete headlines<\/strong> best of all<\/li>\n<li><strong>Concrete text with abstract headlines<\/strong> second best<\/li>\n<li><strong>Abstract text, regardless of headline<\/strong>, least<\/li>\n<\/ol>\n<p>In fact, the students remembered the concrete text 70% better than the abstract text.<\/p>\n<p>Bottom line: Concrete material is more understandable, more interesting and easier to remember than abstract information.<\/p>\n<p>The researchers write: \u201cUsing more concrete language and content should have positive effects in making \u2026 text more comprehensible, interesting and memorable.\u201d<\/p>\n<h3>Readers prefer feature headlines.<\/h3>\n<p>Readers prefer feature headlines \u2014 like \u201cThe Smell of Corruption, the Scent of Truth\u201d or \u201cFace to Faith\u201d \u2014 according to a <a href=\"http:\/\/www.sciencedirect.com\/science\/article\/pii\/S0378216608002798\" target=\"_blank\" rel=\"noopener\">2009 study by researchers at the University of Athens<\/a>.<\/p>\n<p>Not only did participants rate the feature heads more interesting, they also said they\u2019d be more likely to read the stories.<\/p>\n<p>But wait! There\u2019s more! A catchy headline tops the list of elements that convince readers to read, according to a 2012 <a href=\"https:\/\/www.marketingcharts.com\/television-23675\" target=\"_blank\" rel=\"noopener\">Harris Interactive Poll<\/a>.<\/p>\n<h3>Write good headlines like the <strong><em>Times<\/em><\/strong>.<\/h3>\n<p>No wonder more than one in 10 <em>New York Times<\/em> headlines is a feature head. (This technique is not just for online dating sites.)<\/p>\n<p>We analyzed 99 headlines in a single edition of the <em>Times<\/em>. (We skipped the sports pages.) Of those, 12 \u2014 about 12% \u2014 were feature headlines.<\/p>\n<p>Steal a tip from the <em>Times<\/em>, and write headlines like these:<\/p>\n<h5>Riches to Rags for New York Teenager Who Admits His Story Is a Hoax<\/h5>\n<h6>Stuyvesant High School Student Now Says He Didn\u2019t Make $72 Million on Stocks<\/h6>\n<p>And:<\/p>\n<h5 class=\"standalone\">The Odd Math of Medical Tests: One Scan, Two Prices, Both High<\/h5>\n<p>And:<\/p>\n<h5 class=\"standalone\">Instead of Tenants, It\u2019s Cats, Trash and Little Progress for Brooklyn Project<\/h5>\n<p>Clever copy isn\u2019t just for dating profile headlines and ads on how to lose weight. Your readers will find themselves falling in love with clever headlines for social media, blog posts and other messages. Try strong action words and <a href=\"https:\/\/www.wyliecomm.com\/writing-tips\/how-to-create-micro-content\/how-to-write-a-good-headline\/feature-headline\/\">other feature headline techniques<\/a>.<\/p>\n<p style=\"text-align:center; font-weight:bold;\">How can you surprise and delight readers with great headlines?<\/p>\n<p>____<\/p>\n<p>Source: Mark Sadoski, Ernest T. Goetz and Maximo Rodriguez, \u201cEngaging Texts: Effects of Concreteness on Comprehensibility, Interest, and Recall in Four Text Types,\u201d <em>Journal of Educational Psychology<\/em> 92, 2000, pp. 85-95<\/p>\n<div id='MMC-Display' class='widgets_on_page wop_tiny1  wop_small1  wop_medium1  wop_large1  wop_wide1'>\n\t\t\t<ul><li id=\"custom_html-87\" class=\"widget_text widget widget_custom_html\"><div class=\"textwidget custom-html-widget\"><a title=\"Display copy-writing workshop, a mini master class\" href=\"https:\/\/www.wyliecomm.com\/corporate-communications-training\/mini-master-classes-home\/display-copy-writing-workshop\/\" target=\"\" rel=\"noopener\"><img decoding=\"async\" data-src=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2024\/02\/display-copy-writing-training-mmc.png\" alt=\"Display copy-writing workshop, a mini master class\" title=\"Display copy-writing workshop, a mini master class\" width=\"auto\" height=\"auto\" border=\"0\" style=\"--smush-placeholder-width: 250px; --smush-placeholder-aspect-ratio: 250\/250;float:left; text-align:left; margin: 0 auto; margin-right: 10px; margin-top: 2px; margin-bottom: 10px; font-size: 18x; line-height: 22px; padding: 0px; color: #FFFFFF; max-width:100%; max-height:100%;\" class=\"img-max lazyload\" src=\"data:image\/gif;base64,R0lGODlhAQABAAAAACH5BAEKAAEALAAAAAABAAEAAAICTAEAOw==\"><noscript><img decoding=\"async\" src=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2024\/02\/display-copy-writing-training-mmc.png\" alt=\"Display copy-writing workshop, a mini master class\" title=\"Display copy-writing workshop, a mini master class\" width=\"auto\" height=\"auto\" border=\"0\" style=\"float:left; text-align:left; margin: 0 auto; margin-right: 10px; margin-top: 2px; margin-bottom: 10px; font-size: 18x; line-height: 22px; padding: 0px; color: #FFFFFF; max-width:100%; max-height:100%;\" class=\"img-max\"><\/noscript><\/a><h3>Get the word out with display copy<\/h3>\r\n\t\r\n<p>\u201cReaders\u201d don\u2019t read. Even highly educated web visitors read fewer than 20% of the words on a webpage.<\/p>\r\n\t\r\n<p>So how do you reach \u201creaders\u201d who won\u2019t read your paragraphs?<\/p>\r\n\t\r\n<p>Learn how to put your messages where your readers\u2019 eyes really are \u2014 in links, lists and CTAs \u2014 at our <a title=\"Display copy-writing workshop, a mini master class\" href=\"https:\/\/www.wyliecomm.com\/corporate-communications-training\/mini-master-classes-home\/display-copy-writing-workshop\/\" target=\"\" rel=\"noopener\"><strong>display copy-writing workshop<\/strong><\/a>.<\/p>\r\n\r\n<div class=\"btn btn--depth\" style=\"text-align: center;  margin: 10px 0 20px; width:100%;\"><a id=\"btnTT\" style=\"\" title=\"BOOK NOW\" href=\"https:\/\/www.wyliecomm.com\/corporate-communications-training\/mini-master-classes-home\/display-copy-writing-workshop\/\" target=\"\" rel=\"noopener noreferrer\" data-width=\"91\">BOOK NOW<\/a>\r\n<!-- [if mso]>\r\n<p style=\"line-height:0;margin:0;\"><v:roundrect xmlns:v=\"urn:schemas-microsoft-com:vml\" href=https:\/\/www.wyliecomm.com\/corporate-communications-training\/mini-master-classes-home\/display-copy-writing-workshop\/\" style=\"width:153px\" arcsize=\"8%\" strokecolor=\"#D96237\" filled=\"t\"><v:fill type=\"gradient\" angle=\"180\" color=\"#f16522\" color2=\"#f16522\"><\/v:fill><v:textbox style=\"mso-fit-shape-to-text:t\" inset=\"0px,11px,0px,11px\"><center style=\"font-size:16px;line-height:24px;color:#FFFFFF;font-family:sans-serif;font-weight:bold;mso-line-height-rule:exactly;mso-text-raise:4px\">BOOK NOW<\/center><\/v:textbox><\/v:roundrect><\/p>\r\n<![endif]--><\/div>\r\n<\/div><\/li><\/ul><\/div><!-- widgets_on_page -->\n","protected":false},"excerpt":{"rendered":"<p>Concrete headlines easier to understand, more memorable<\/p>\n","protected":false},"author":6,"featured_media":26612,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_genesis_hide_title":false,"_genesis_hide_breadcrumbs":false,"_genesis_hide_singular_image":false,"_genesis_hide_footer_widgets":false,"_genesis_custom_body_class":"","_genesis_custom_post_class":"","_genesis_layout":"","_jetpack_memberships_contains_paid_content":false,"footnotes":""},"categories":[88],"tags":[12984,12985,12983],"class_list":{"0":"post-26610","1":"post","2":"type-post","3":"status-publish","4":"format-standard","5":"has-post-thumbnail","7":"category-headlines","8":"tag-abstract-headline","9":"tag-clever-headline","10":"tag-concrete-headline","11":"entry"},"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v23.4 (Yoast SEO v23.6) - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Why write a clever headline?<\/title>\n<meta name=\"description\" content=\"Readers prefer clever headlines. 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