3 Headline Mistakes I See Every New Writer Make
A few months ago, I shared my 9-step formula for writing highly clickable blog headlines. And while I stand behind that formula, I realized writing great titles isn’t just about what to do but also about what not to do.
Here are three headline mistakes I see beginners all the time (and used to make myself!). Once I started avoiding these headline mistakes, I saw an upsurge in views. Not only that, but I also gained confidence in finding the right words for my headlines.
Let’s dive into these easily avoidable headline mistakes so you can write headlines that get viewers, fit your niche, and make you feel good about your writing.
1. Trying to copy other people’s headlines
It’s weird to call this a headline mistake because it can work. But that’s exactly the problem.
Whenever I try to copy other people’s (successful) titles, I’m chasing virality instead of writing content I genuinely care about. It’s also a missed opportunity to inject my own personality into the title, which is super important for building a deeper relationship with readers and making your writing recognizable.
Here’s an example of this headline mistake: A while back, I saw a lot of bloggers posting psychology listicles with the following headline template:
“X Habits/Traits/Mistakes of [Adverb] [Adjective] [Noun for a group of people].”
So I adopted this headline and wrote articles like “Six Habits of Deeply Miserable People.” This particular title did go viral, but I know it’s mostly because I hopped on the bandwagon. I blindly followed a trend. Now, it no longer works.
The last time I tried to copy this headline formula, my article flopped and I felt crappy about using it because I didn’t actually care about the article itself.
And honestly? Most of the time, copying these types of headlines doesn’t work. Once a title is used, people have seen it. So even if your article is about something completely fresh and exciting, people have to assume it’s the same old content because they can only judge your article by its headline.
Typically, I’m much, much happier with my headlines when I resist copying a trending template. Avoid this headline mistake and try to stay fresh with your own headline ideas.
2. Being clever…but not clear
When a reader is deciding to click on an article or not, they have just three pieces of information:
Your header image
Your author name
Your headline
And let’s face it: writing a great headline is a BIG ask.
If you’re targeting newer readers, then the author name doesn’t do anything. In my opinion, header images are not that important.
Ultimately, your headline the main source of the initial information a reader has about your article. Your headline is what decides whether you get their click or not. So of course, it makes sense that many writers want to find a clever way to package their idea by being poetic, funny, or mysterious.
But that will lead you to the second headline mistake. Unfortunately, “clever” titles often make a terrible first impression. They confuse people! The problem is that the title may sound clever to you because you’ve pondered on it. You’re familiar with your topic, you’ve read 10,000 headlines on the topic, you’ve spent half an hour thinking about the headline structure.
But when you try to be too smart, anyone who looks at your hieroglyphic headline for the first time will need A LOT of brainwork to decipher it. And as a result, they’ll move on to something else, even if your article unpacks the best idea since sliced bread.
Here’s an example of this headline mistake. Let’s say I wrote a piece about three common problems of being a cat mom. I could try to be clever and go for a headline like, “Chumbo and Astrid Triggered a CATastrophe.”
It’s funny to me! I’m chuckling even as I drafted that headline mistake. But chances are, the average reader doesn’t know that my cats’ names are Chumbo and Astrid, nor what the hell I mean by a “CATastrophe.”
A better way? Simply say what the article is about. For example: “3 Massive Challenges of Being the Cat Mom of 2 Maine Coons.” Sure, there might be better alternatives. But that title is clear, specific, and valuable.
Generally, this boils down to these recommendations:
Don’t oversell your title (avoid hyperboles).
Say what your article is about in plain and simple language.
Only use puns, jargon, and metaphors if absolutely necessary, or if you’re writing for a niche industry that is intimately familiar with your word choice.
If you feel stuck, it can help to go back to the first instinct you had. Also, switching your main title with the subtitle can work wonders!
3. Not testing your headlines on real people first
Once you’ve finished your masterpiece, it’s so tempting to get it out there ASAP. But then you’re making a huge headline mistake: missing the opportunity to test your headlines on other people.
Honestly, this is some of the best research overall you can possibly do as a blogger.
The problem? It takes time! And often, feedback in the real world can be painful. But every time you go the extra mile, it’ll pay off.
The thing about writing online is that your audience can smell cheap titles and rushed work. However, discussing your work with others before launching it into the void of the internet works like a reality check.
For example, if you’re too embarrassed to share your headline with your mom, it’s usually a warning sign of exaggeration or cheap language. Likewise, when your sister gets confused about the meaning of your headline, it isn’t clear enough. Poke around and try again.
Steer clear of these three headline mistakes
Quick recap:
Instead of copying successful titles, create your own twist on a concept.
Instead of trying to get cute or clever with your headline, go simple and clear.
Instead of launching headlines as soon as you think of them, run tests on your friends and family.
At the end of the day, writing headlines remains a monstrous challenge. As a beginner, it’s very easy to make these three headline mistakes. But if you avoid them, keep experimenting, and take your time, you should start to see remarkable results. I wish you the best of luck on your journey of learning the art and science of headline writing.
