We’ve all seen them...
“Personal trainers wish you didn’t know this fitness shortcut.”
“Your competitors are using this secret. Are you?”
“The one productivity hack CEOs don’t want you to know about.”
Even when we know they’re overhyped, we often can’t resist the urge to click. And sure, sometimes we regret it, wishing we hadn’t bothered. But here’s the thing - clickbait works.
That’s because clickbait taps into our innate human desires: curiosity, FOMO (fear of missing out), and a love for secrets or shortcuts. It’s no accident that these headlines grab your attention; they’re crafted to do exactly that.
What's the difference between clickbait and headline hooks?
Clickbait and headline hooks may both aim to grab attention, but their approaches and outcomes differ greatly. Clickbait uses sensationalised, exaggerated, or misleading claims to generate clicks, often underdelivering on the promise and leaving readers frustrated. In contrast, a headline hook engages readers ethically by using curiosity, clarity, or emotional resonance to draw them in, while ensuring the content delivers real value. Clickbait prioritises shock value and short-term clicks at the expense of trust, whereas a headline hook builds credibility, satisfies the audience, and fosters long-term engagement. It’s the difference between baiting readers and inviting them into a meaningful experience.
But what if I told you that you could use clickbait tactics ethically, to grab attention without misleading your audience?
Why Clickbait Works
Clickbait is designed to evoke curiosity and emotion. It promises value, solutions, or insider knowledge that your audience didn’t even know they needed.
Take these examples:
“Coaches everywhere are buzzing about this game-changing strategy.”
“You’re making this mistake in your marketing—here’s how to fix it.”
Why do they work? Because they:
Tap into curiosity – We hate not knowing something that others are raving about.
Offer exclusivity – The promise of a “secret” or “game-changing” insight makes us feel like we’re gaining an edge.
Play on emotions – Whether it’s FOMO, excitement, or the desire to solve a nagging problem, these headlines speak to what we feel.
But the catch is the headline alone isn’t enough. You must deliver on the promise within the content.
The Ethical Way to Use Clickbait
When done ethically, clickbait headlines can intrigue your audience, draw them in, and actually provide the value they’re seeking.
Here’s how to do it:
1. Grab Attention Without Misleading
Your headline needs to pique interest, but it also needs to set realistic expectations. If you promise a “game-changing strategy,” make sure your content delivers exactly that.
For example:
“Lose 20 pounds in a week with this hack!” – This feels far-fetched and gimmicky.
“The fitness shortcut personal trainers swear by.” – Intriguing, without overpromising.
2. Keep It Clear, Inspiring, and Motivational
Clickbait often uses emotionally charged language, but it doesn’t have to be sleazy or negative. Instead, use words that inspire or motivate your audience:
“The secret every coach needs to know about building confidence.”
“This simple mindset shift could transform your business.”
These headlines still evoke curiosity but come across as positive and supportive rather than manipulative.
3. Use Curiosity to Drive Engagement
Headlines that keep the reader guessing are gold. Don’t give everything away in the headline—hint at the solution but leave them wanting to learn more.
Examples:
“The last productivity hack you’ll ever need.”
“Here’s what your competitors know that you don’t.”
“Why your ads aren’t converting (and how to fix it).”
These headlines leave just enough mystery to make people click.
4. Frame Problems as Solvable
Clickbait often highlights problems—but the key is to make sure you’re also offering solutions. No one wants to feel hopeless or defeated when reading your content.
For instance:
“You might be making this mistake in your marketing strategy—but it’s easy to fix!”
“Struggling with career clarity? Here’s how to shift your mindset today.”
These examples show empathy while giving readers hope that their challenges can be overcome.
5. Test Proven Clickbait Formulas
Here are some clickbait headline formulas that work time and time again:
“They don’t want you to know…” - Plays on the idea that knowledge is being kept from you, sparking curiosity.
“This is why…” - Addresses common problems and provides an explanation.
“The last [X] you’ll ever need…” - Implies that your content is the ultimate solution.
“X things you…” - Lists are universally loved because they promise clear, digestible insights.
“Did you know…” - Plays directly into the reader’s curiosity.
The Golden Rule: Always Deliver on the Promise
Clickbait tactics only work long-term if your content delivers on its promise. If your headline intrigues but the content underwhelms, you’ll lose your audience’s trust.
Here’s how to ensure you follow through:
Make sure your content matches the tone and expectations of the headline.
Provide actionable insights, valuable information, or clear solutions.
End with a call to action that ties everything together.
Ethical Clickbait in Action
Let’s revisit some examples and how they could work for you:
“Personal trainers wish you didn’t know this fitness shortcut.”
Content: A time-saving workout tip that actually works, with clear steps to implement it.
“Coaches everywhere are buzzing about this game-changing strategy.”
Content: A coaching framework or technique that’s been proven effective, backed by testimonials or case studies.
“Your competitors are using this secret. Are you?”
Content: Highlight a trending marketing tactic that’s gaining traction, and explain how to implement it yourself.
“The one productivity hack CEOs don’t want you to know about.”
Content: A simple yet powerful productivity habit or tool, with practical advice for integrating it into your routine.
Clickbait doesn’t have to be sleazy—it can be smart, ethical, and genuinely valuable. By crafting curiosity-driven headlines and delivering on your promises, you can captivate your audience, build trust, and drive meaningful engagement.
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