Why the Most Hated Headline Structures Work So Well


A few years back, Upworthy stormed the publishing world — and eventually became the fastest growing media company ever, with 47 million monthly unique views after just 17 months in existence.

So what’s their secret? Tantalizing headlines.

Headlines you love to hate and hate to click but you click anyway, because you hate not knowing what’s behind that headline more than you hate Upworthy’s headlines.

We’ve all fallen for it.

The magic behind those headlines boils down to this: they were about issues we cared about, most involved a positive spin rather than a negative one, and, of course, each headline was built using a concept called the curiosity gap.

But in spite of their smashing success, Unworthy changed how they wrote headlines. Here’s the story — and the lessons you can learn from it.

In this 8-minute episode of Rough Draft with Demian Farnworth, you’ll discover:

  • Three headlines from the top five greatest Upworthy hits, circa 2013
  • What made the curiosity gap headline formula so irresistible
  • Five curiosity triggers that alert people to such a gap
  • Why Upworthy changed a formula that worked so well
  • An introduction to the five stages of audience awareness

Click Here to Listen to

Rough Draft on iTunes

Click Here to Listen on Rainmaker.FM

About the author


Rainmaker.FM is the premier digital marketing and sales podcast network. Get on-demand business advice from experts, whenever and wherever you want it.

The post Why the Most Hated Headline Structures Work So Well appeared first on Copyblogger.


Leave a Reply

Fill in your details below or click an icon to log in:

WordPress.com Logo

You are commenting using your WordPress.com account. Log Out / Change )

Twitter picture

You are commenting using your Twitter account. Log Out / Change )

Facebook photo

You are commenting using your Facebook account. Log Out / Change )

Google+ photo

You are commenting using your Google+ account. Log Out / Change )

Connecting to %s