If you want more people to read what you write, write a headline that flags them down as they go sailing by and “forces” them to pay attention.

Because if you don’t, they’ll won’t, and they will (probably) move on and read something else.

One way to get their attention is to write something unusual, as I did with the archaic, journalistic spelling of “lead” in the headline of this post. It makes you stop and wonder if I misspelled the word or I mean something else.

For a second or two, you’re reading and, therefore, a bit more likely to continue reading.

Remember, you can’t bore people into reading. So do something different, interesting, or fun.

But that’s not the only way to do it. You can’t go wrong promising benefits, asking a thought-provoking question, or sharing a surprising fact, statistic, or quote.

You can also win friends and influence readers by leading with a story.

People want to hear what happened to your client, your friend, your friend’s client, or you.

Your headline should be simple, make the reader curious, and give them a reason to read your first sentence. Of course, that first sentence has to be good enough to get them to read the second sentence.

You can also get attention with images and other visual elements: charts, lists, color, bullet points, sub-heads, unusual typography, and a P.S. (in a letter or email).

But while all the above is true, it’s also situational. If you’re writing to someone who knows you personally, or to your list of regular readers, to some extent, you can assume you have their attention and can get away with being clever, mysterious or weird. People who know you are probably going to read what you write because they know you and want to hear what you say.

Which is why you will find more than a few of my headlines make you question my sanity and want to see my bar card.

Just having fun. Because if it’s not fun for me, I’m pretty sure it won’t be fun for you.

And if it’s not fun, why bother?

How to write something people want to read