Headlines should teach readers something new

A headline is your first, maybe only, shot to grab a reader, pull them in and prove what's to come is worth their time.

• Why it matters: Done well, it can mean the difference between 20 clicks and 20,000. Done poorly, you're something else that’s overlooked – wasting the time you took to write it and hours of follow-ups you field from folks who never read it. 

What works: The goal is to teach your readers something specific and memorable with the few words you have for a headline — or title, or subject line — so they feel more informed.

How to do it:

• Be brief — Cap headlines at 10 words or 60 characters. It’s highly memorable and about the maximum length someone can read and immediately repeat. 
• Be specific — 59% of readers will share an article on social media without ever clicking the link. If your headline is all they see, make sure they learn something from it. 
• Be bold — Short, punchy words speed up read time without sacrificing urgency. 
• Be honest — Never slip into hyperbole or clickbait. Readers see through it, and it fractures long-term trust. 

Why it works: Together, these tips produce a headline that’s authoritative, concrete and clear. For readers scrolling fast, they’ll take away something new, and for everyone else, you’ll have a much better shot of your message getting read than “marked as read.”  

Let’s look at two examples:

💡 Takeaways: 

• Be brief: Don’t use 19 words when 5 are sharper and more memorable.
• Be bold: Authority instills trust. If something is true, say it confidently.
  

💡 Takeaways:

• Be specific: Don’t use flat, vague language when you have the space to be precise.
• Be honest: At times, longer is better. Smart Brevity should maximize the value of every word, while giving readers only what they need to see the big picture. 

Go deeper: Once you’ve hooked readers with a strong headline, you’ll need to build on it with a sharp and straightforward first sentence.