The Psychology of Human Emotions
Posted: Sun Feb 02, 2025 8:23 am
Texts for newsletters, posts on social networks, informational and advertising articles are not among the most difficult genres in copywriting. However, creating a “tasty”, laconic, memorable and original title is a rather difficult task. You can’t do without a title: it is by it that readers will judge whether they need to read the entire text or watch the presentation, what interesting things they will find for themselves by clicking on the link. We present to your attention a selection of practical tips on how to write a title that attracts the target audience.
How to Write a Good Headline:
Let's start with statistics and dry facts.
Copyblogger reports that the ratio of those who read the entire article versus those who read the headline is as follows: out of ten people, eight will read the headline, but only two out of ten will read the text to the end. The need for quality headlines is obvious.
How to Write a Good Headline: The Psychology pharmaceuticals email list of Human Emotions
Source: shutterstock.com
The KISSmetrics team studied reader tendencies and found that people consciously perceive only the first three and last words in a title. That is, the ideal length of a title is six words. But is it always possible to fit the meaning into such a number? In any case, no matter how long the title is, try to put the most important things at the beginning and end (make a strong start and an elegant end). Then the title will be “sticky” and memorable.
You don't have to stretch it to six words. Titles like "Booking Without Travel Agents" or "World Tourism Sensation" are also very effective.
In order to write a selling headline and effective text, it is advisable to understand the psychology of your target audience (TA).
Texts are perceived in their own way by readers of different ages, genders, solving different problems and current tasks, but there are also common patterns for all, which any author is simply obliged to take into account when composing titles.
Involuntary (not conditioned by a directed interest) attention lasts very shortly, about two seconds. During this time, the reader should catch a word or phrase in the title. But this may not happen. Then the person will not realize and will not remember what they have read. Therefore, the first two or three words should have the maximum impact.
Information is perceived much easier when it is associated with past experience or relates to current problems, tasks, needs. For example, a fisherman automatically picks out words from any text that relate to his hobby, and a marketer is hooked by terms from his professional sphere: "conversion", "optimization", "keys". In psychology, such words, which appeal to significant images and motivate to action, are called triggers.
Attitudes also influence how a person reads texts. To write a good title for an article, connect it with the current “pains” and difficulties of a potential client. He is ready to perceive such information and is already set to search for it. So, if you are interested in coaching courses, you will pay attention to every contextual advertising ad that mentions them.
By relying on different channels of perception, you make the headline more "tangible", and therefore understandable and effective. Examples: "Feel all the charm of summer cruises on the Volga!", "A look into the future: how to promote your business quickly?", "Listen to yourself and choose a cosmetic service to your taste." Many neurolinguistic programming (NLP) methods are based on this principle.
How to Write a Good Headline:
Let's start with statistics and dry facts.
Copyblogger reports that the ratio of those who read the entire article versus those who read the headline is as follows: out of ten people, eight will read the headline, but only two out of ten will read the text to the end. The need for quality headlines is obvious.
How to Write a Good Headline: The Psychology pharmaceuticals email list of Human Emotions
Source: shutterstock.com
The KISSmetrics team studied reader tendencies and found that people consciously perceive only the first three and last words in a title. That is, the ideal length of a title is six words. But is it always possible to fit the meaning into such a number? In any case, no matter how long the title is, try to put the most important things at the beginning and end (make a strong start and an elegant end). Then the title will be “sticky” and memorable.
You don't have to stretch it to six words. Titles like "Booking Without Travel Agents" or "World Tourism Sensation" are also very effective.
In order to write a selling headline and effective text, it is advisable to understand the psychology of your target audience (TA).
Texts are perceived in their own way by readers of different ages, genders, solving different problems and current tasks, but there are also common patterns for all, which any author is simply obliged to take into account when composing titles.
Involuntary (not conditioned by a directed interest) attention lasts very shortly, about two seconds. During this time, the reader should catch a word or phrase in the title. But this may not happen. Then the person will not realize and will not remember what they have read. Therefore, the first two or three words should have the maximum impact.
Information is perceived much easier when it is associated with past experience or relates to current problems, tasks, needs. For example, a fisherman automatically picks out words from any text that relate to his hobby, and a marketer is hooked by terms from his professional sphere: "conversion", "optimization", "keys". In psychology, such words, which appeal to significant images and motivate to action, are called triggers.
Attitudes also influence how a person reads texts. To write a good title for an article, connect it with the current “pains” and difficulties of a potential client. He is ready to perceive such information and is already set to search for it. So, if you are interested in coaching courses, you will pay attention to every contextual advertising ad that mentions them.
By relying on different channels of perception, you make the headline more "tangible", and therefore understandable and effective. Examples: "Feel all the charm of summer cruises on the Volga!", "A look into the future: how to promote your business quickly?", "Listen to yourself and choose a cosmetic service to your taste." Many neurolinguistic programming (NLP) methods are based on this principle.