We looked at how people interacted with 100,000 headlines in our network. Data suggests your audience doesn’t always want to be told what to do.
We discovered titles that make references to the reader (i.e., “you,” “your,” or “you’re”) performed 21% worse than titles that didn’t. Including “must” or “need” in headlines generated 20% lower CTR.
When crafting your headlines, aim for pull, not push. In other words, don’t grab your reader by the collar, lure them in! There are more insights about “pushy” headlines where this nugget came from.
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