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9 Secrets That Will Make Your Headline Go Viral
WHAT YOU’VE BEEN TAUGHT
Aberrational
Behavior and the
Causal Effect of
Incentives
WHAT WORKS
Freakonomics:
A Rogue Economist
Explores the Hidden
Side of Everything
• sold four million copies
• became a New York Times
bestseller
• led to a movie, a podcast,
a blog, a column in the
New York Times, a follow-
up book, and a consulting
group
THE FLORIDA TIMES-
UNION
Woman Tells
Putnam County
Deputy That Son, 4,
Shot Her in Back
While She Was
Driving
FIRST COAST NEWS
Deputies: Jackson-
ville Woman Shot by
4-Year-Old Son
“Stable”
MAIL ONLINE
Pro-Gun Poster Girl
Is Shot in the Back
by Her 4-Year-Old
Son While Driving in
Florida After the Boy
Found Her Pistol on
Back Seat of Truck
“Just because the Mail Online represents some
of the least savory aspects of digital
journalism doesn’t mean the rest of us can’t
learn from what it does well. Finding the most
compelling angle for a given story, and
presenting it in a way that will encourage
online audiences to read and share it, should
be a part of every journalist’s skill set by now.”
— Will Oremus
9 Secrets That Will Make Your Headline Go Viral
9 Secrets That Will Make Your Headline Go Viral
Here’s What a
Headline Does
9 Secrets That Will Make Your Headline Go Viral
Here’s Why a
Headline Is So
Important Today
“Once headed for a bland retirement within
newspapers, the headline is making a
striking comeback online. No longer the
exclusive province of copyeditors, it is now
the cornerstone of emailed political appeals,
the fulcrum of crowdsourcing capital on
Kickstarter, and arguably the basis of an
entire communications medium, the all-
headlines microblogging system Twitter.”
—Ryan Grim
“We are in a street fight for human attention.”
—Amy O’Leary
“The headline is our one chance to reach
people who have a million other things that
they’re thinking about, and who didn’t wake
up in the morning wanting to care about
feminism or climate change or the policy
details of the election.”
—Peter Koechley
Here’s What
Headlines Look Like
Today
“Imagine your headline not as it looks above
your article, but as it looks at the bottom of
an unrelated site, in someone’s Twitter or
Facebook streams, or in a search result.
Think of your headline as an emissary for
your post, written to travel around the
internet, selling the material to potential
readers.”
—Matt Thompson
9 Secrets That Will Make Your Headline Go Viral
9 Secrets That Will Make Your Headline Go Viral
9 Secrets That Will Make Your Headline Go Viral
9 Secrets That Will Make Your Headline Go Viral
Here’s the Power
of a Headline
That’s how many people will read your headline.
That’s how many people will read the rest of your article.
That’s how many headlines Upworthy tests for every article.
1. Hey White Guys! I Got Your Back
2. Do You Know How Hard It Is Being a White Guy?
3. Being a White Guy Is Harder Than You Think
4. You Don’t Know What It’s Like Being a White Guy
5. White Guys Don’t Have All the Luck
6. If You Knew What It Was Like for White Guys, You’d Keep Complaining
7. Seriously, Who Is Watching Out for the White Guys
8. This White Guy Thing Is Pretty Rough
9. You Don’t Know What It’s Like Being a White Guy
10. Imagine You Were a White Guy. You Know How Hard That Is?
11. Why Are White Guys Always Being Picked On?
12. Seriously, White Guys Can’t Catch a Break
13. White Guys Have So Many Problems, if Only You’d See That
14. An Open Message on Behalf of All White Guys Everywhere
15. This Is What a White Guy Has to Deal With
16. Put Yourself in a White Guy’s Shoes. Comfy, Right?
17.The Life of White Guys Is Way Harder Than You Realize?
18. This Is Why You Should Feel Sorry for White Dudes
19. An Open Letter From White Dudes to America
20. A Public Service Announcement on Behalf of All White Dudes
21. White Dudes Have It Really Hard
22. Being a White Dude Is Harder Than Being Not a Woman or Not a Person of Color
23. Do You Know How Hard It Is Being a Woman? Try Being a White Dude
24. It’s Pretty Hard Out There for a Dude
25. Your Life Is Hard? Try Being (1) A Dude and 2. White
9 Secrets That Will Make Your Headline Go Viral
HEADLINE CLICKS IMPRESSIONS CLICK-
THROUGH
RATE
9 Secrets That Will Make Your
Headline Go Viral
31 42,946 .04
The Surefire Way to Make Anything
Go Viral
8 10,375 .08
The Closest Thing We Writers Have
to a Silver Bullet
2 5,683 .08
The Single Most Important Thing
You Can Do to Make Your Content
Go Viral
1 1,314 .08
How to Write the Perfect Headline
Every Time
1 1,228 .07
REVEALED: Every Trick in the Book
to Write a Magnetic Headline
1 1,386 .07
9 Secrets That Will Make Your Headline Go Viral
That’s how many drafts it took David Ogilvy
to perfect his Rolls Royce copy.
9 Secrets That Will Make Your Headline Go Viral
9 Secrets That Will Make Your Headline Go Viral
That’s how many slogans the Washington Post
brainstormed before deciding on a winner.
9 Secrets That Will Make Your Headline Go Viral
That’s how many times Thomas Edison failed
en route to inventing the light bulb.
NUMBERS
✓ X out of 10 people will read your headline.
✓ X out of 10 will read your article.
✓ Upworthy tests XX headlines per article.
If These 6 Case
Studies Don’t
Convince You,
Nothing Will
9 Secrets That Will Make Your Headline Go Viral
9 Secrets That Will Make Your Headline Go Viral
FREEENTERPRISE.COM
Entitlements: Face
the Truth or Face
the Consequences
FREEENTERPRISE.COM
10 Entitlement Truths
That Will Blow Your
Mind
895 views 26,627 views
IOWA HOUSE DEMOCRATS
Zach Wahls
Speaks About
Family
MOVEON.ORG
Two Lesbians Had a
Baby and This Is
What They Got
2.8 million views 17.4 million views
9 Secrets That Will Make Your Headline Go Viral
DEALBOOK
Realities Behind
Prosecuting Big
Banks
• Andrew Ross Sorkin
• 970 words
• 82 comments
• Mark Gongloff
• 509 words
• 4,591 comments
• 2,300 likes
THE HUFFINGTON POST
Eric Holder Admits
Some Banks Are Just
Too Big to Prosecute
THE NEW YORK TIMES MAGAZINE
How Companies
Learn Your Secrets
FORBES
How Target Figured
Out a Teen Girl Was
Pregnant Before Her
Father Did
• Charles Duhigg
• 6,800 words
• 60 likes
• Kashmir Hill
• 1,200 words
• 13,000 likes
“I was stunned. It was an amazing anecdote
that crystallized so much anxiety we feel
about corporate data collection, how much
‘they’ know about us, and how they’ll use it. I
couldn’t believe it was buried nearly 5,000
words into the story rather than being the lede
or broken out on its own.”
— Kashmir Hill
“The New York Times article is a delicious
nine-course dinner; mine is an equally tasty,
bite-sized snack for readers on the go. Most
readers online are looking for something quick
and easy to digest, so my version worked
better for them.”
— Kashmir Hill
9 Secrets That Will Make Your Headline Go Viral
9 Secrets That Will Make Your Headline Go Viral
THE NATION
The Hunted and the
Hated: An Inside
Look at the NYPD’s
Stop-and-Frisk
Policy
UPWORTHY
Meet the 17 Year Old
Who Blew the Lid Off
Racial Profiling With
His iPod
40,000 views 2.5 million views
THE WASHINGTON POST
Business Coach Anne
Loehr Tries to Bridge
Diverse Generations:
X, Y, Baby Boomer
GAWKER
“Generational
Consultant” Holds
America’s Fakest
Job
• Ian Shapira
• 1,568 words
• 1 hour to interview
• 2.5 hours to attend
• 4 hour to transcribe
• 1 day to write
• Hamilton Nolan
• 436 words
• 1 hour to write
“Nearly every day a Washington Post staffer
not only sends us links to its expensive
reporting, but even pulls out the most
interesting quotes so as to make it easier to
pirate.”
— Gabriel Snyder
CASE STUDIES
✓ When you got it, _____ it.
✓ Don’t serve up your summary. Serve up
your _____.
✓ Pull out your meatiest ______.
Let’s Talk About the
Science of Headlines
OLD MEDIA
The Debt Ceiling
Explained in Three
Videos and One Chart
NEW MEDIA
The Debt Ceiling
Explained in 3 Videos
and 1 Chart
OLD MEDIA
How Social Networks
Change the World in
5 Ways
NEW MEDIA
5 Ways Social
Networks Are
Changing the World
OLD MEDIA
King of Thrones:
America’s Best
Restroom Is in
Minneapolis
NEW MEDIA
King Of Thrones:
America’s Best
Restroom Is In
Minneapolis
OLD MEDIA
When “60 Minutes”
Checks Its Journalistic
Skepticism at the Door
NEW MEDIA
When ‘60 Minutes’
Checks Its Journalistic
Skepticism at the Door
OLD MEDIA
Boom, Roasted:
Here’s Why You Don’t
Ask a Feminist to
Hawk Your Sexist
Product
NEW MEDIA
BOOM, ROASTED:
Here’s Why You Don’t
Ask a Feminist to Hawk
Your Sexist Product
OLD MEDIA
The Single Best Short
Talk About Psychology
NEW MEDIA
The Single Best Short
Talk About Psychology
[VIDEO]
9 Secrets That Will Make Your Headline Go Viral
listicle
“The geek
equivalent of a
Cosmo cover.”
—Anil Dash
“Contemporary media culture prioritizes the
smart take, the sound bite, the takeaway —
and the list is the takeaway in its most
convenient form. You are, initially, sucked in
by the promise of a neatly quantified serving
of information or diversion. There will be
precisely 10 (or 14, or 33) items in this text,
and they will pertain to precisely this stated
topic. You know exactly what you’re going to
get with a listicle.”
—Mark O’Connell
“Promise me 11 things; I will at least read
three of them.”
—Choire Sicha
HEADLINE SOURCE
7 Important Tax Facts About Medical
and Dental Expenses
75 Facts About the 75th Secretary of
the Treasury
The 10 Most Unintentionally Hilarious
Propaganda Videos
8 Things We Still Get Wrong About
Policing
The 6 Things You Never Thought
to Tell House Guests
SCIENCE
✓ “List” + “article” = ________.
✓ Write numbers as numbers,
or with letters?
✓ Where do numbers go?
✓ Should you capitalize each word?
✓ Double quotes, or single quotes?
✓ Italics, or capital letters?
Let’s Talk About the
Art of Headlines
9 Secrets That Will Make Your Headline Go Viral
9 Secrets That Will Make Your Headline Go Viral
“Did the local sports team win
tonight’s big match against
their rivals? We’ll tell you,
next.”
“A well-known politician got
into a screaming match with
reporters today. The video,
after this break.”
You Will Not
Believe What Mitt
Romney Wants
to Do to You
Just right: I can’t help
but click.
Mitt Romney
Says Something
Bad, Again
Too vague: I don’t want
to click.
Mitt Romney
Says, “I Want the
Middle Class to
Be Tied to the
Roof of My Car”
Too specific; I don’t
need to click.
Adorable
Chimpanzee
Does Something
Rather
Unexpected
Just right: I can’t help
but click.
This Is an
Amazing Video
Too vague: I don’t want
to click.
Chimpanzee
Sniffs Own Butt,
Passes Out From
Doing So
Too specific; I don’t
need to click.
Now This Is Why
I Voted for
Barack Obama
What’s this mean? I
must know! Click…
Click… Click…
Obama Blasts
Obama’s Evasive
Stance on Gay
Marriage
Great job, but now I
know what it is and
don’t need to click.
Obama Says
Same-Sex
Marriage Should
Be Legal
Boooring. Already
done.
9 Secrets That Will Make Your Headline Go Viral
“Headlines now are a strange cross between
imperative and inviting. The tone is soothing,
seductive and at least a little bit demanding,
like every character ever played by Linda
Fiorentino.”
—Choire Sicha
Bold
Fun
Contrarian
Be Bold
You’re Doing It Wrong: Poached Eggs
This Awesome Ad, Set to the Beastie Boys, Is How to Get Girls
to Become Engineers
Why the FBI Director Is Wrong About Encryption
All the Problems at Bloomberg Come Down to One Stat
Bill Gates Makes Over $1 Million Every Day Doing Almost
Nothing
Be Fun
Why Infographics Are Terrible, in One Terrible Infographic
Demand Media’s Bold New Strategy for eHow: Suck Less
What Shamu Taught Me About a Happy Marriage
Headless Body in Topless Bar
9 Secrets That Will Make Your Headline Go Viral
Be Contrarian
Think Like a Woman and Make More Money
Congress Deserves a Big Fat Raise
Coverage You Can’t Buy: Why the Disastrous Healthcare.gov
Rollout Could Be Good for Obamacare
Don’t Say Goodbye When You Leave a Party. Just Ghost
Why Tom Brady Is the Most Overrated Quarterback
in NFL History
Personal
Immediate
Exaggerated
Make It Personal
Don’t Ask Hillary Clinton About Abortion if You Can’t
Handle Her Answer
Everything You Need to Know About iOS 8
19 People Who Are Having a Way Worse Day Than You
What Recruiters Look at During the 6 Seconds They
Spend on Your Resume
9 Questions About Syria You Were Too Embarrassed to Ask
9 Secrets That Will Make Your Headline Go Viral
Make It Immediate
Here Is What Happens When You Cast Lindsay Lohan
in Your Movie
10 Things You Need to Know Before the Opening Bell
The 15 Best Countries for You to Move to Right Now
The U.K. Has Officially Begun the Brexit Process. Here’s
What Happens Now
POPULAR SCIENCE
Meet the Climate
Change Denier
Who Became the
Voice of Hurricane
Sandy on Wikipedia
GAWKER
This Guy Is the
Reason Hurricane
Sandy’s Wikipedia
Page Didn’t Mention
Climate Change
Until Today
Make It Exaggerated
The Impossible Choice That Had Elon Musk on the Verge
of a Nervous Breakdown
The Most Sensational Murder Trial You’ve Never Heard of
Started 100 Years Ago
A Heartbreaking Work of Staggering Genius
The Pope Just Published One of the Most Powerful Critiques of
Modern Capitalism That You Will Ever Read
This Is the Greatest Hoodie Ever Made
9 Secrets That Will Make Your Headline Go Viral
9 Secrets That Will Make Your Headline Go Viral
A Boy Makes Anti-Muslim Comments in Front of an American
Soldier. The Soldier’s Reply: Priceless
See Why We Have an Absolutely Ridiculous Standard of Beauty
in Just 37 Seconds
Dustin Hoffman Breaks Down Crying Explaining Something That
Every Woman Sadly Already Experienced
9 Out of 10 Americans Are Completely Wrong About This Mind-
Blowing Fact
This Amazing Kid Died. What He Left Behind Is Wondtacular
This Amazing Kid Died.
What He Left Behind Is Wondtacular
Get Specific
GENERAL
How to Use
Android
SPECIFIC
Android for
Dummies
GENERAL
How to Sell Social
Media
SPECIFIC
15 Case Studies to
Get Your Client on
Board With Social
Media
GENERAL
How to Get Better
at Organizing Your
Day
SPECIFIC
The 5-Minute Guide
to Organizing Your
Day for More Focus
and Productivity
GENERAL
Telecommunications
Best Practices for
the 21st-Century
Enterprise
SPECIFIC
7 Simple Ways
Enterprises Can
Cut Telecom Costs
Use Power Words
WEAK WORDS
11 Tips to Writing
POWER WORDS
11 Quick Tips to
Brilliant Writing
WEAK WORDS
5 Grammatical Tips
Everyone Needs to
Learn
POWER WORDS
5 Grammatical
Errors That Make
You Look Dumb
WEAK WORDS
5 Beliefs That
Make It Harder
to Write
POWER WORDS
5 Crippling Beliefs
That Keep Writers
Mired in Mediocrity
WEAK WORDS
Don’t Do This With
Your Marketing
Efforts
POWER WORDS
The Most Dangerous
Threat to Your Online
Marketing Efforts
THE ART
✓ Create an ____.
✓ Make your headline i__________ and i_______
✓ Imperative: Be b___, f__, and c_________.
✓ Inviting: Make it p_______, i________, and
e__________.
✓ Get ________.
Columbus’s Discovery
of the New World
9 Secrets That Will Make Your Headline Go Viral
9 Secrets That Will Make Your Headline Go Viral
9 Secrets That Will Make Your Headline Go Viral
9 Secrets That Will Make Your Headline Go Viral
Books
9 Secrets That Will Make Your Headline Go Viral
9 Secrets That Will Make Your Headline Go Viral
9 Secrets That Will Make Your Headline Go Viral
Movies
9 Secrets That Will Make Your Headline Go Viral
9 Secrets That Will Make Your Headline Go Viral
9 Secrets That Will Make Your Headline Go Viral
9 Secrets That Will Make Your Headline Go Viral
9 Secrets That Will Make Your Headline Go Viral
9 Secrets That Will Make Your Headline Go Viral
9 Secrets That Will Make Your Headline Go Viral
9 Secrets That Will Make Your Headline Go Viral
9 Secrets That Will Make Your Headline Go Viral
9 Secrets That Will Make Your Headline Go Viral
9 Secrets That Will Make Your Headline Go Viral
The Major Events
of the 20th Century
1916
“Physicist Dad” Turns His
Attention to Gravity, and You
Won’t Believe What He Finds
[PICS]
1928
This One Weird Mold
Kills All Germs
1945
These 9 Nazi Atrocities
Will Make You Lose Faith
in Humanity
1948
5 Insane Plans
for Feeding West Berlin
You Won’t Believe Are Real
1969
This Is the Most Important
Photo of an Astronaut
You’ll See All Day
1989
You Won’t Believe
What These People
Did to the Berlin Wall [VIDEO]
Let’s Talk About
Those Counter-
arguments
“Millions of readers are lured by
sensational headlines, only to be
disappointed to find a superficial
dispatch with no new information,
dashed off by a harried journalist
tasked with producing three stories
a day.”
—Steven Levy
“Upworthy posts don’t go viral because
people click — Upworthy posts go viral
because people share. ‘Clickbait’ is a
totally viable way to get a bunch of initial
views. But it doesn’t create viral content.
By far the most important factor in
getting people to share a post is the
actual quality of the content. To share,
they have to love what they see.”
—Upworthy Insider
“There is hyperbole and the occasional
withholding comment, and then there is
the pulling at your bleeding heartstrings
with the subtlety of a monster truck.”
—Lexi Nisita
“Today’s headlines may appear
gimmicky, and no doubt some still are.
But when a gimmick endures after the
novelty wears off — when it proves
resilient to the backlash and to changing
tastes and algorithms and market
conditions — eventually it’s no longer a
gimmick.”
—Will Oremus
“What special virtue is there in letting
great videos, articles, and images fall
into the Internet’s abyss simply because
nobody thought of the right combination
of words to unlock their audience?
What’s more, when readers find
themselves hating a headline picked by
a testing audience and shared by 10
million people, whose tastes are we
really objecting to — Upworthy’s or
ours?”
—Eli Pariser
Clickbait is such a scourge that
Facebook recently changed its news
feed algorithm to reduce the prominence
of these deceptive headlines.
“This is Facebook’s fourth or fifth
algorithm tweak in the past two years
that was aimed at reducing clickbait.
The problem is that clickbait headlines
tend to get lots of clicks. So should
Facebook alter its behavior based on
what people do, or based on what they
say they want?”
—Mathew Ingram
Here Are 3
Questions You
Should Ask Yourself
Would I share this article if I saw
only its headline?
If others are writing about this
subject, is my headline different
enough to stand out?
Should you write your headline
first or last?
“You may know some of the elements you’re
going to include, you may know how you
want it to begin and end, and you may know
a dozen other big ideas that have to be in
your story. But until you can come up with a
headline, chances are you are going to end
up like me, with all the hard work behind
you and this small sign before you, demon-
strating as clear as a Bahamian bay that the
greater purpose was never framed and
fixed.”
—Mike Long
QUESTIONS
✓ Can I envision this headline in the sidebar
of ____ _______ articles?
✓ Would I ____ this article or post it on
________ based on the headline alone?
✓ If others are writing about this subject,
is my headline _________ enough to stand
out?
TESTING TOOLS
9 Secrets That Will Make Your Headline Go Viral
9 Secrets That Will Make Your Headline Go Viral
YOU TRY IT!
YOU TRY IT!
✓ Your organization’s blog
✓ A recent news release from your
organization
✓ An important email you recently sent
✓ A memo or proposal you recently wrote
✓ A current event
JonathanRickPresentations.com
9 Secrets That Will Make Your Headline Go Viral
9 Secrets That Will Make Your Headline Go Viral
9 Secrets That Will Make Your Headline Go Viral
9 Secrets That Will Make Your Headline Go Viral
9 Secrets That Will Make Your Headline Go Viral
9 Secrets That Will Make Your Headline Go Viral
9 Secrets That Will Make Your Headline Go Viral
9 Secrets That Will Make Your Headline Go Viral
9 Secrets That Will Make Your Headline Go Viral
9 Secrets That Will Make Your Headline Go Viral
9 Secrets That Will Make Your Headline Go Viral
9 Secrets That Will Make Your Headline Go Viral
9 Secrets That Will Make Your Headline Go Viral
9 Secrets That Will Make Your Headline Go Viral
9 Secrets That Will Make Your Headline Go Viral
9 Secrets That Will Make Your Headline Go Viral
9 Secrets That Will Make Your Headline Go Viral
9 Secrets That Will Make Your Headline Go Viral
9 Secrets That Will Make Your Headline Go Viral
9 Secrets That Will Make Your Headline Go Viral
9 Secrets That Will Make Your Headline Go Viral
9 Secrets That Will Make Your Headline Go Viral
9 Secrets That Will Make Your Headline Go Viral
9 Secrets That Will Make Your Headline Go Viral
9 Secrets That Will Make Your Headline Go Viral
9 Secrets That Will Make Your Headline Go Viral
9 Secrets That Will Make Your Headline Go Viral
9 Secrets That Will Make Your Headline Go Viral
9 Secrets That Will Make Your Headline Go Viral
9 Secrets That Will Make Your Headline Go Viral

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9 Secrets That Will Make Your Headline Go Viral

  • 2. WHAT YOU’VE BEEN TAUGHT Aberrational Behavior and the Causal Effect of Incentives WHAT WORKS Freakonomics: A Rogue Economist Explores the Hidden Side of Everything • sold four million copies • became a New York Times bestseller • led to a movie, a podcast, a blog, a column in the New York Times, a follow- up book, and a consulting group
  • 3. THE FLORIDA TIMES- UNION Woman Tells Putnam County Deputy That Son, 4, Shot Her in Back While She Was Driving FIRST COAST NEWS Deputies: Jackson- ville Woman Shot by 4-Year-Old Son “Stable” MAIL ONLINE Pro-Gun Poster Girl Is Shot in the Back by Her 4-Year-Old Son While Driving in Florida After the Boy Found Her Pistol on Back Seat of Truck
  • 4. “Just because the Mail Online represents some of the least savory aspects of digital journalism doesn’t mean the rest of us can’t learn from what it does well. Finding the most compelling angle for a given story, and presenting it in a way that will encourage online audiences to read and share it, should be a part of every journalist’s skill set by now.” — Will Oremus
  • 9. Here’s Why a Headline Is So Important Today
  • 10. “Once headed for a bland retirement within newspapers, the headline is making a striking comeback online. No longer the exclusive province of copyeditors, it is now the cornerstone of emailed political appeals, the fulcrum of crowdsourcing capital on Kickstarter, and arguably the basis of an entire communications medium, the all- headlines microblogging system Twitter.” —Ryan Grim
  • 11. “We are in a street fight for human attention.” —Amy O’Leary
  • 12. “The headline is our one chance to reach people who have a million other things that they’re thinking about, and who didn’t wake up in the morning wanting to care about feminism or climate change or the policy details of the election.” —Peter Koechley
  • 14. “Imagine your headline not as it looks above your article, but as it looks at the bottom of an unrelated site, in someone’s Twitter or Facebook streams, or in a search result. Think of your headline as an emissary for your post, written to travel around the internet, selling the material to potential readers.” —Matt Thompson
  • 19. Here’s the Power of a Headline
  • 20. That’s how many people will read your headline.
  • 21. That’s how many people will read the rest of your article.
  • 22. That’s how many headlines Upworthy tests for every article.
  • 23. 1. Hey White Guys! I Got Your Back 2. Do You Know How Hard It Is Being a White Guy? 3. Being a White Guy Is Harder Than You Think 4. You Don’t Know What It’s Like Being a White Guy 5. White Guys Don’t Have All the Luck 6. If You Knew What It Was Like for White Guys, You’d Keep Complaining 7. Seriously, Who Is Watching Out for the White Guys 8. This White Guy Thing Is Pretty Rough 9. You Don’t Know What It’s Like Being a White Guy 10. Imagine You Were a White Guy. You Know How Hard That Is? 11. Why Are White Guys Always Being Picked On? 12. Seriously, White Guys Can’t Catch a Break 13. White Guys Have So Many Problems, if Only You’d See That 14. An Open Message on Behalf of All White Guys Everywhere 15. This Is What a White Guy Has to Deal With 16. Put Yourself in a White Guy’s Shoes. Comfy, Right? 17.The Life of White Guys Is Way Harder Than You Realize? 18. This Is Why You Should Feel Sorry for White Dudes 19. An Open Letter From White Dudes to America 20. A Public Service Announcement on Behalf of All White Dudes 21. White Dudes Have It Really Hard 22. Being a White Dude Is Harder Than Being Not a Woman or Not a Person of Color 23. Do You Know How Hard It Is Being a Woman? Try Being a White Dude 24. It’s Pretty Hard Out There for a Dude 25. Your Life Is Hard? Try Being (1) A Dude and 2. White
  • 25. HEADLINE CLICKS IMPRESSIONS CLICK- THROUGH RATE 9 Secrets That Will Make Your Headline Go Viral 31 42,946 .04 The Surefire Way to Make Anything Go Viral 8 10,375 .08 The Closest Thing We Writers Have to a Silver Bullet 2 5,683 .08 The Single Most Important Thing You Can Do to Make Your Content Go Viral 1 1,314 .08 How to Write the Perfect Headline Every Time 1 1,228 .07 REVEALED: Every Trick in the Book to Write a Magnetic Headline 1 1,386 .07
  • 27. That’s how many drafts it took David Ogilvy to perfect his Rolls Royce copy.
  • 30. That’s how many slogans the Washington Post brainstormed before deciding on a winner.
  • 32. That’s how many times Thomas Edison failed en route to inventing the light bulb.
  • 33. NUMBERS ✓ X out of 10 people will read your headline. ✓ X out of 10 will read your article. ✓ Upworthy tests XX headlines per article.
  • 34. If These 6 Case Studies Don’t Convince You, Nothing Will
  • 37. FREEENTERPRISE.COM Entitlements: Face the Truth or Face the Consequences FREEENTERPRISE.COM 10 Entitlement Truths That Will Blow Your Mind 895 views 26,627 views
  • 38. IOWA HOUSE DEMOCRATS Zach Wahls Speaks About Family MOVEON.ORG Two Lesbians Had a Baby and This Is What They Got 2.8 million views 17.4 million views
  • 40. DEALBOOK Realities Behind Prosecuting Big Banks • Andrew Ross Sorkin • 970 words • 82 comments • Mark Gongloff • 509 words • 4,591 comments • 2,300 likes THE HUFFINGTON POST Eric Holder Admits Some Banks Are Just Too Big to Prosecute
  • 41. THE NEW YORK TIMES MAGAZINE How Companies Learn Your Secrets FORBES How Target Figured Out a Teen Girl Was Pregnant Before Her Father Did • Charles Duhigg • 6,800 words • 60 likes • Kashmir Hill • 1,200 words • 13,000 likes
  • 42. “I was stunned. It was an amazing anecdote that crystallized so much anxiety we feel about corporate data collection, how much ‘they’ know about us, and how they’ll use it. I couldn’t believe it was buried nearly 5,000 words into the story rather than being the lede or broken out on its own.” — Kashmir Hill
  • 43. “The New York Times article is a delicious nine-course dinner; mine is an equally tasty, bite-sized snack for readers on the go. Most readers online are looking for something quick and easy to digest, so my version worked better for them.” — Kashmir Hill
  • 46. THE NATION The Hunted and the Hated: An Inside Look at the NYPD’s Stop-and-Frisk Policy UPWORTHY Meet the 17 Year Old Who Blew the Lid Off Racial Profiling With His iPod 40,000 views 2.5 million views
  • 47. THE WASHINGTON POST Business Coach Anne Loehr Tries to Bridge Diverse Generations: X, Y, Baby Boomer GAWKER “Generational Consultant” Holds America’s Fakest Job • Ian Shapira • 1,568 words • 1 hour to interview • 2.5 hours to attend • 4 hour to transcribe • 1 day to write • Hamilton Nolan • 436 words • 1 hour to write
  • 48. “Nearly every day a Washington Post staffer not only sends us links to its expensive reporting, but even pulls out the most interesting quotes so as to make it easier to pirate.” — Gabriel Snyder
  • 49. CASE STUDIES ✓ When you got it, _____ it. ✓ Don’t serve up your summary. Serve up your _____. ✓ Pull out your meatiest ______.
  • 50. Let’s Talk About the Science of Headlines
  • 51. OLD MEDIA The Debt Ceiling Explained in Three Videos and One Chart NEW MEDIA The Debt Ceiling Explained in 3 Videos and 1 Chart
  • 52. OLD MEDIA How Social Networks Change the World in 5 Ways NEW MEDIA 5 Ways Social Networks Are Changing the World
  • 53. OLD MEDIA King of Thrones: America’s Best Restroom Is in Minneapolis NEW MEDIA King Of Thrones: America’s Best Restroom Is In Minneapolis
  • 54. OLD MEDIA When “60 Minutes” Checks Its Journalistic Skepticism at the Door NEW MEDIA When ‘60 Minutes’ Checks Its Journalistic Skepticism at the Door
  • 55. OLD MEDIA Boom, Roasted: Here’s Why You Don’t Ask a Feminist to Hawk Your Sexist Product NEW MEDIA BOOM, ROASTED: Here’s Why You Don’t Ask a Feminist to Hawk Your Sexist Product
  • 56. OLD MEDIA The Single Best Short Talk About Psychology NEW MEDIA The Single Best Short Talk About Psychology [VIDEO]
  • 59. “The geek equivalent of a Cosmo cover.” —Anil Dash
  • 60. “Contemporary media culture prioritizes the smart take, the sound bite, the takeaway — and the list is the takeaway in its most convenient form. You are, initially, sucked in by the promise of a neatly quantified serving of information or diversion. There will be precisely 10 (or 14, or 33) items in this text, and they will pertain to precisely this stated topic. You know exactly what you’re going to get with a listicle.” —Mark O’Connell
  • 61. “Promise me 11 things; I will at least read three of them.” —Choire Sicha
  • 62. HEADLINE SOURCE 7 Important Tax Facts About Medical and Dental Expenses 75 Facts About the 75th Secretary of the Treasury The 10 Most Unintentionally Hilarious Propaganda Videos 8 Things We Still Get Wrong About Policing The 6 Things You Never Thought to Tell House Guests
  • 63. SCIENCE ✓ “List” + “article” = ________. ✓ Write numbers as numbers, or with letters? ✓ Where do numbers go? ✓ Should you capitalize each word? ✓ Double quotes, or single quotes? ✓ Italics, or capital letters?
  • 64. Let’s Talk About the Art of Headlines
  • 67. “Did the local sports team win tonight’s big match against their rivals? We’ll tell you, next.” “A well-known politician got into a screaming match with reporters today. The video, after this break.”
  • 68. You Will Not Believe What Mitt Romney Wants to Do to You Just right: I can’t help but click. Mitt Romney Says Something Bad, Again Too vague: I don’t want to click. Mitt Romney Says, “I Want the Middle Class to Be Tied to the Roof of My Car” Too specific; I don’t need to click.
  • 69. Adorable Chimpanzee Does Something Rather Unexpected Just right: I can’t help but click. This Is an Amazing Video Too vague: I don’t want to click. Chimpanzee Sniffs Own Butt, Passes Out From Doing So Too specific; I don’t need to click.
  • 70. Now This Is Why I Voted for Barack Obama What’s this mean? I must know! Click… Click… Click… Obama Blasts Obama’s Evasive Stance on Gay Marriage Great job, but now I know what it is and don’t need to click. Obama Says Same-Sex Marriage Should Be Legal Boooring. Already done.
  • 72. “Headlines now are a strange cross between imperative and inviting. The tone is soothing, seductive and at least a little bit demanding, like every character ever played by Linda Fiorentino.” —Choire Sicha
  • 75. You’re Doing It Wrong: Poached Eggs This Awesome Ad, Set to the Beastie Boys, Is How to Get Girls to Become Engineers Why the FBI Director Is Wrong About Encryption All the Problems at Bloomberg Come Down to One Stat Bill Gates Makes Over $1 Million Every Day Doing Almost Nothing
  • 77. Why Infographics Are Terrible, in One Terrible Infographic Demand Media’s Bold New Strategy for eHow: Suck Less What Shamu Taught Me About a Happy Marriage Headless Body in Topless Bar
  • 80. Think Like a Woman and Make More Money Congress Deserves a Big Fat Raise Coverage You Can’t Buy: Why the Disastrous Healthcare.gov Rollout Could Be Good for Obamacare Don’t Say Goodbye When You Leave a Party. Just Ghost Why Tom Brady Is the Most Overrated Quarterback in NFL History
  • 83. Don’t Ask Hillary Clinton About Abortion if You Can’t Handle Her Answer Everything You Need to Know About iOS 8 19 People Who Are Having a Way Worse Day Than You What Recruiters Look at During the 6 Seconds They Spend on Your Resume 9 Questions About Syria You Were Too Embarrassed to Ask
  • 86. Here Is What Happens When You Cast Lindsay Lohan in Your Movie 10 Things You Need to Know Before the Opening Bell The 15 Best Countries for You to Move to Right Now The U.K. Has Officially Begun the Brexit Process. Here’s What Happens Now
  • 87. POPULAR SCIENCE Meet the Climate Change Denier Who Became the Voice of Hurricane Sandy on Wikipedia GAWKER This Guy Is the Reason Hurricane Sandy’s Wikipedia Page Didn’t Mention Climate Change Until Today
  • 89. The Impossible Choice That Had Elon Musk on the Verge of a Nervous Breakdown The Most Sensational Murder Trial You’ve Never Heard of Started 100 Years Ago A Heartbreaking Work of Staggering Genius The Pope Just Published One of the Most Powerful Critiques of Modern Capitalism That You Will Ever Read This Is the Greatest Hoodie Ever Made
  • 92. A Boy Makes Anti-Muslim Comments in Front of an American Soldier. The Soldier’s Reply: Priceless See Why We Have an Absolutely Ridiculous Standard of Beauty in Just 37 Seconds Dustin Hoffman Breaks Down Crying Explaining Something That Every Woman Sadly Already Experienced 9 Out of 10 Americans Are Completely Wrong About This Mind- Blowing Fact This Amazing Kid Died. What He Left Behind Is Wondtacular
  • 93. This Amazing Kid Died. What He Left Behind Is Wondtacular
  • 96. GENERAL How to Sell Social Media SPECIFIC 15 Case Studies to Get Your Client on Board With Social Media
  • 97. GENERAL How to Get Better at Organizing Your Day SPECIFIC The 5-Minute Guide to Organizing Your Day for More Focus and Productivity
  • 98. GENERAL Telecommunications Best Practices for the 21st-Century Enterprise SPECIFIC 7 Simple Ways Enterprises Can Cut Telecom Costs
  • 100. WEAK WORDS 11 Tips to Writing POWER WORDS 11 Quick Tips to Brilliant Writing
  • 101. WEAK WORDS 5 Grammatical Tips Everyone Needs to Learn POWER WORDS 5 Grammatical Errors That Make You Look Dumb
  • 102. WEAK WORDS 5 Beliefs That Make It Harder to Write POWER WORDS 5 Crippling Beliefs That Keep Writers Mired in Mediocrity
  • 103. WEAK WORDS Don’t Do This With Your Marketing Efforts POWER WORDS The Most Dangerous Threat to Your Online Marketing Efforts
  • 104. THE ART ✓ Create an ____. ✓ Make your headline i__________ and i_______ ✓ Imperative: Be b___, f__, and c_________. ✓ Inviting: Make it p_______, i________, and e__________. ✓ Get ________.
  • 110. Books
  • 114. Movies
  • 126. The Major Events of the 20th Century
  • 127. 1916 “Physicist Dad” Turns His Attention to Gravity, and You Won’t Believe What He Finds [PICS]
  • 128. 1928 This One Weird Mold Kills All Germs
  • 129. 1945 These 9 Nazi Atrocities Will Make You Lose Faith in Humanity
  • 130. 1948 5 Insane Plans for Feeding West Berlin You Won’t Believe Are Real
  • 131. 1969 This Is the Most Important Photo of an Astronaut You’ll See All Day
  • 132. 1989 You Won’t Believe What These People Did to the Berlin Wall [VIDEO]
  • 133. Let’s Talk About Those Counter- arguments
  • 134. “Millions of readers are lured by sensational headlines, only to be disappointed to find a superficial dispatch with no new information, dashed off by a harried journalist tasked with producing three stories a day.” —Steven Levy
  • 135. “Upworthy posts don’t go viral because people click — Upworthy posts go viral because people share. ‘Clickbait’ is a totally viable way to get a bunch of initial views. But it doesn’t create viral content. By far the most important factor in getting people to share a post is the actual quality of the content. To share, they have to love what they see.” —Upworthy Insider
  • 136. “There is hyperbole and the occasional withholding comment, and then there is the pulling at your bleeding heartstrings with the subtlety of a monster truck.” —Lexi Nisita
  • 137. “Today’s headlines may appear gimmicky, and no doubt some still are. But when a gimmick endures after the novelty wears off — when it proves resilient to the backlash and to changing tastes and algorithms and market conditions — eventually it’s no longer a gimmick.” —Will Oremus
  • 138. “What special virtue is there in letting great videos, articles, and images fall into the Internet’s abyss simply because nobody thought of the right combination of words to unlock their audience? What’s more, when readers find themselves hating a headline picked by a testing audience and shared by 10 million people, whose tastes are we really objecting to — Upworthy’s or ours?” —Eli Pariser
  • 139. Clickbait is such a scourge that Facebook recently changed its news feed algorithm to reduce the prominence of these deceptive headlines.
  • 140. “This is Facebook’s fourth or fifth algorithm tweak in the past two years that was aimed at reducing clickbait. The problem is that clickbait headlines tend to get lots of clicks. So should Facebook alter its behavior based on what people do, or based on what they say they want?” —Mathew Ingram
  • 141. Here Are 3 Questions You Should Ask Yourself
  • 142. Would I share this article if I saw only its headline?
  • 143. If others are writing about this subject, is my headline different enough to stand out?
  • 144. Should you write your headline first or last?
  • 145. “You may know some of the elements you’re going to include, you may know how you want it to begin and end, and you may know a dozen other big ideas that have to be in your story. But until you can come up with a headline, chances are you are going to end up like me, with all the hard work behind you and this small sign before you, demon- strating as clear as a Bahamian bay that the greater purpose was never framed and fixed.” —Mike Long
  • 146. QUESTIONS ✓ Can I envision this headline in the sidebar of ____ _______ articles? ✓ Would I ____ this article or post it on ________ based on the headline alone? ✓ If others are writing about this subject, is my headline _________ enough to stand out?
  • 151. YOU TRY IT! ✓ Your organization’s blog ✓ A recent news release from your organization ✓ An important email you recently sent ✓ A memo or proposal you recently wrote ✓ A current event