While sites like upworthy, buzzfeed, the huffington post and business insider are often mocked for formulaic display copy -- "you'll never believe who taylor swift is dating now," or "these 13 otters are so cute you'll plotz" -- the quantitative approach has in fact led to major innovations in headline writing and the creation of effective new tropes, says koechley.
How to write online dating headline
He knows a thing or two about headlines that never see the light of day, having worked as a writer and editor at the onion.
Write a dating headline
"we write what some people would call clickbait headlines and we try to live up to that," says koechley.
Header for online dating
But, for whatever reason, readers like being told what they're going to feel by a headline like "finally, pictures of gorgeous women that make you feel better about yourself instead of worse" or "student comes out to teacher in writing assignment.
Specifically, forget the rules that say headlines must be informative, objective or even grammatically correct.
Is what those "you'll never believe who taylor swift is dating now" headlines do, quite effectively, even if it turns out you will ultimately believe who taylor swift is dating now.
Koechley, one of the site's cofounders, offered coaching on the art of writing better headlines in a talk at the first native advertising summit on wednesday.