What was especially interesting were the psychology behind some well-known headline formulas and what makes them so clickable. Here’s an overview of eight winning headline formulas and the psychology behind them:
Chip and Dan Heath, authors of “Made to Stick: Why Some Ideas Survive and Others Die,” list surprise as one of the six principles of sticky ideas. According to their research, presenting something unexpected—breaking a pattern—will help you capture attention.
This works in two parts: Surprise captures our interest and holds it.