How to Write Clickbait That Works (Without Selling Your Soul)

Let’s be honest, the word “clickbait” has a bad reputation.

It conjures up images of sensationalized headlines, misleading promises, and a general sense of internet sliminess. But what if I told you that clickbait, when used ethically and effectively, can be one of the most powerful tools in your content marketing arsenal?

I know what you’re thinking. “But Holly, I don’t want to be one of those copywriters.” I get it. You want to build a brand that is built on trust, authority, and a genuine connection with your audience. You’re not interested in cheap tricks or empty promises.

And that’s exactly why you need to understand how to write good clickbait. Because at its core, clickbait is simply the art of writing a headline so compelling that your audience can’t help but click. It’s about understanding human psychology, sparking curiosity, and creating a sense of urgency that drives action.

IMO, the problem isn’t with clickbait itself; it’s with the way it’s been abused. For years, marketers have used clickbait to lure people in with sensationalized headlines, only to deliver content that is underwhelming, irrelevant, or just plain disappointing. This has created a sense of distrust and cynicism among internet users, and it’s made it harder for all of us to get our message heard.

But it doesn’t have to be this way. It is possible to write clickbait that is both effective and ethical. It’s possible to create headlines that are irresistible, without resorting to deception or manipulation. And in this post, I’m going to show you how…

What Is ClickBait?

Clickbait is a style of headline writing designed to provoke curiosity and drive clicks, often by using exaggerated, emotionally charged, or incomplete statements. 

For instance, if a headline uses phrases like “for the first time!”, “this will shock you…”, and “…of all time,” then it’s probably clickbait, and it’s working by getting you hooked so you can’t resist the click to find out the answer!

While clickbait can be effective at attracting attention, it often prioritises clicks over clarity, which can damage trust if the content does not deliver on the promise.

The Psychology Behind Your Click

Before we dive into the nitty-gritty of how to write clickbait, it’s important to understand the psychology behind why it works. 

Clickbait is all about tapping into our innate human curiosity. We are wired to seek out new information, to solve puzzles, and to fill in the gaps in our knowledge. A good clickbait headline creates an “information gap” that we feel compelled to fill.

This is a psychological concept known as the “curiosity gap,” and it’s one of the most powerful tools in a copywriter’s toolkit. When we are presented with a headline that teases us with a piece of information but doesn’t give us the full story, our brains go into overdrive. We start to wonder, “What happens next?” or “What’s the secret?” And the only way to find out is to click.

Another key psychological principle at play is the fear of missing out, or FOMO. We are social creatures, and we have a deep-seated desire to be in the know. When we see a headline that suggests that everyone else is in on a secret, we feel a sense of urgency to find out what it is. This is why headlines that use words like “secret,” “shocking,” or “revealed” are so effective.

Finally, there’s the power of emotion. We are emotional creatures, and we are more likely to be persuaded by a message that makes us feel something. A good clickbait headline will tap into a specific emotion, whether it’s excitement, anger, or amusement. By evoking an emotional response, you are creating a stronger connection with your audience and making your message more memorable.

The Anatomy of a Killer Clickbait Headline

Now that we understand the psychology behind clickbait, let’s take a look at the specific elements that make up a killer headline. 

While there is no one-size-fits-all formula, there are a few key ingredients that all great clickbait headlines share. (Tip: We use this framework at Empowered English, too, to create powerful clicky titles that get us great results).

Of course, not every headline will have all of these elements. But the best ones will have at least two or three.

The key is to create a headline that is both intriguing and informative, that promises value without giving away the whole story.

Ethical Clickbait (Getting the Click Without Losing Trust)

Now for the million-dollar question: how do you write clickbait that gets the click without resorting to cheap tricks and deceptive tactics? 

The answer is simple: you have to deliver on your promise. The problem with most clickbait is not the headline itself; it’s the content that follows. If you write a headline that promises a shocking secret, you better deliver a shocking secret. If you write a headline that promises a life-changing tip, you better deliver a life-changing tip.

This is the golden rule of ethical clickbait: your content must be as good as your headline. 

If you can do that, you’re not just writing clickbait; you’re writing great content. You’re creating a seamless user experience that starts with a compelling headline and ends with a satisfying piece of content. And that’s how you build a brand that is built on trust, authority, and a genuine connection with your audience.

Here are a few tips for writing ethical clickbait:

• Be specific: Instead of writing a generic headline like “How to Lose Weight,” try something more specific like “How to Lose 10 Pounds in 30 Days Without Giving Up Your Favorite Foods.”
• Use numbers: Headlines with numbers are more likely to get clicked. For example, “7 Ways to Improve Your Writing” is more effective than “How to Improve Your Writing.”
• Ask a question: A question-based headline can be a great way to spark curiosity. For example, “Are You Making These 5 Common Writing Mistakes?”
• Create a sense of urgency: Use words like “now,” “today,” or “before it’s too late” to encourage people to act now.
• Promise a benefit: Tell your audience what they will get out of reading your article. For example, “How to Write a Blog Post That Gets 10,000 Views.”

The Final Word on Clickbait

Clickbait is a powerful tool, but with great power comes great responsibility. It’s up to us as marketers to use it ethically and effectively. 

By understanding the psychology behind why it works, by crafting headlines that are both intriguing and informative, and by delivering on our promises, we can create a better user experience for everyone.

So, the next time you sit down to write a headline, don’t be afraid to be a little bit clickbaity. Just make sure you’re doing it for the right reasons…! 

Not sure where to start when it comes to SEO blogging and creating content that makes you money? We can help. If you’re ready to write clickbaity content or otherwise, book a call with our expert copywriters today, and let’s show you how you can turn your blog into a revenue generating machine.

Frequently Asked Questions