Did you notice anything in particular about the preceding headlines?
Well beyond the fact that they’re all taking from printed publications, they’re all pretty abysmal.
So, where is it that these headlines are missed the mark?
Each of these titles offers far too much information in the title. Adding to that, each does a poor job of framing what is a larger story. “Hospitals resort to hiring doctors,” sounds like common sense to most folks. In fact, the average cynic would probably read the title and continue browsing until they found an article they deemed newsworthy.
However, what if the headline in context with the article was truly meant to serve as an expose on a private health care facility? Perhaps it was meant to highlight an employment shift in the medical industry? Unfortunately, most readers would never know because they wouldn’t take the time to affirm common sense.
Headlines like the aforementioned suffer a communication breakdown initially between the journalist and editor. Later this miscommunication is mass distributed resulting in a greater breakdown of communication — offering too much information early on can completely undermine the article content.
Whether or not you work in the world of print or digital sphere, you’ll want to equally avoid creating ‘clickbait’.
Clickbait – something (such as a headline) designed to make readers want to click on a hyperlink especially when the link leads to content of dubious value or interest. – Merriam-Webster