Buzzsumo recently looked at over 100 million headlines published between March 1st, 2017 and May 10th, 2017. For articles shared on the social media platform, Buzzsumo considered a post with direct user engagement (like share or comment) a success. The most successful headline consisted of the phrase “Will Make You.” In fact, an article posted on Facebook with the term “Will Make You” in the title received, on average, just shy of 9,000 engagements. The next most popular headline included “This is Why” with just under 4,100 engagements.
The very best copywriters understand the power of persuasion. Persuading someone to read an article and, at the end, follow through with the call to action requires finesse. It connects a reader to the content in an almost subliminal manner. The reader’s brain forges connections and thinks about recommended topics due to the phrasing utilized within the copy. This all begins with the title. The title “Will Make You” comes across as forcible terminology. In a way, it is. It doesn’t mandate the reader do anything, but the brain automatically steps into action. It also connects to a reader’s curiosity. They want to know if they really will do what the article suggests they will do. Some examples of “Will Make You” titles include “These Pictures Will Make You Laugh,” or “10 Headlines That Will Make You Feel Better About Your Life.” The term can prove useful in a variety of ways, yet it also prods the reader’s overall curiosity.
Emotional Connections Prove Essential
Many of the top headline phrases include emotionally driven information. Beyond the “Will Make You” headline, other top performing headlines include wording such as “Tears of Joy,” “Make You Cry,” “Give You Goosebumps,” “Is Too Cute,” “Shocked to See,” “Melt Your Heart,” and “Can’t Stop Laughing.” Nearly half of the entire top performing headlines in the 100 million headlines analyzed contains some sort of emotional connection or connotation.
Developing an emotional connection between consumer and product is nothing new. Many of the top companies in the world take advantage of forming an emotional bridge between the company and the buyer.