I think William Shakespeare would have thrived as a blogger. His snarky sense of humor and exceptional wordplay are key ingredients to writing shareable articles.

But even a master like Shakespeare would get lost in the blogosphere without a good headline.

Most people, including myself, have an online attention span equal to a cat in a roomful of laser pointers. The only thing that stops my scrolling thumb is a compelling photo or a strong headline.

Digital content experts are quite aware of this and have analyzed our online behavior to identify the types of headlines that snap us out of our browsing fugue. To illustrate, I’ve applied six of these headlines to Shakespeare’s works.  

The List Headline

10 Things Your Apothecary Isn’t Telling You
from Romeo and Juliet

The reporter in me hates the phrase “win-win,” but list articles really are close to perfect for both the writer and audience. Their basic structure makes them easy to write and they appeal to our basic need for order and patterns.

The How To Headline

How To Alienate Friends and Topple a Monarchy
from Hamlet

Honestly, most “how to” articles I read are not ones I was looking for. A strong headline reels you in and suddenly you’re reading “How to Pickle Cantaloupes.”

The Facts and Tidbits Headline

Why 95% of Spot Cleaners Don’t Work
from Macbeth

Bite-size pieces of information are the true currency of social media. They’re easily shareable and great for buying acceptance around the water cooler. Set them up for success with one of these headlines.

The Upcoming Trends Headline

Donkey Heads Next Big Thing: Fashion Insiders
from A Midsummer Night’s Dream

No one likes to feel left out. A strong prediction headline and its accompanying article appeals to the emotional need to be a part of something bigger.

The Secret Wish Headline

The Real Reason You Missed That Promotion
from Othello

These headlines play to our deepest, unadmitted insecurities. Think about what keeps your target audience up at night and write a headline that taps into it.

The Worst and Best Headline

The Best Knives For Carving a Pound of Flesh
from The Merchant of Venice

Life hacks are a huge trend and worst/best headlines serve them up with ease. These headlines ask the question: Don’t you deserve the best? And, conversely: Why would you waste your time and money on the worst of something?