How can you use contrast and surprise to create catchy headlines?

You know that headlines are crucial for grabbing attention and driving clicks, but how do you write headlines that stand out from the crowd? One way is to use contrast and surprise, two powerful techniques that can make your headlines more intriguing, memorable, and effective. In this article, you'll learn what contrast and surprise are, how they work, and how to apply them to your own headlines.

1 What is contrast?

Contrast is the difference between two or more elements, such as words, colors, images, or ideas. Contrast creates interest, tension, and curiosity, as it makes the reader wonder how the elements are related or why they are different. For example, contrast can be used to highlight a problem and a solution, a before and after, a benefit and a drawback, or an expectation and a reality.

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Adepeju Adenuga

PhD Candidate, English Literature and Criticism
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Contrast and surprise can be helpful in creating headlines if the headline is something that is unique and is of interest to the reader. This will keep the reader engaged and informed throughout the article.

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Saloni Mittal

Marketing and Communication UK&I | Saint-Gobain Construction Chemicals
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I would like to call the contrast and surprise headlines the Success story headlines. Personally, I have always been attracted to these headlines because they sound promising and positive. Although, I have been too cautious to use them in my own articles, mostly to avoid sounding gimmicky.

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Anuj Pareek

Copy Manager, Hindi Lead Writer, Brand Storyteller, Conceptualizer, Strategist, Writer - Advertising, Print - Digital, Radio-TV scripting, Lyrics-Jingle.
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Contrast is the a person or thing that shows differences when compared to another.difference or unlikeness (as in color or brightness) between related things especially when very plain.

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2 What is surprise?

Surprise is the unexpected or unusual twist that catches the reader off guard and makes them want to know more. Surprise can be used to challenge a common belief, reveal a hidden truth, or offer a new perspective. For example, surprise can be used to make a bold claim, share a surprising fact, or use humor or irony.

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3 How to use contrast and surprise together

Creating catchy headlines that spark curiosity and engagement can be achieved by combining two contrasting elements and adding a surprising twist. For instance, you could craft headlines such as: 'How to Lose Weight Without Dieting or Exercising', 'Why You Should Quit Your Job and Travel the World', 'The Secret to Happiness That No One Talks About', 'How to Make Money Online While You Sleep', or 'The One Thing You Should Never Do in a Job Interview'. This technique of contrast and surprise can be an effective way to capture attention and generate interest.

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Angelina Ivanova

✒ The mastermind behind meticulously crafted, timeless and user-centric content. | 🎯 Digital Marketing that establishes credibility and fosters recognition for your business | Hopeless wine enthusiast ❤️
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Contrast and surprise work best if one connects unconnectable, uncompatible fields, topics i. e. Having a nice website and not writing content regularly is like driving a Mercedes like if it were a Lada Niva. 👿😉

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4 How to find contrasting and surprising elements

To use contrast and surprise effectively, it's important to consider your topic, audience, and purpose when looking for relevant elements. You can draw on your own experience and knowledge, as well as your audience's pain points, goals, and interests. Additionally, you can look at the headlines and content of your competitors. There are also numerous online tools and resources you can use for keyword research, headline generation, or question databases. Finally, brainstorming and testing different combinations and variations is a great way to find contrasting and surprising elements.

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5 How to avoid pitfalls and mistakes

When using contrast and surprise in your headlines, there are a few pitfalls and mistakes to be aware of. For example, you should ensure that your headline accurately reflects the content and that it does not mislead readers. Additionally, it is important to be realistic and credible, as making false claims could damage your reputation. Lastly, it is important to be original and fresh in order to stand out from the crowd. Using the same old formulas or ideas that everyone else is using can be ineffective.

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Christie Clancy

Marketing Communications Specialist - Research Communications - Social Media Expert - Strategic Communications - Artist
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Ensure you aren't too "click-baity" with the headline. Create an air of intrigue or use a rhetorical question using these ideas, because anything that comes off as too "spectacular" could not only be trolled but could become an issue with your reputation. It could also lead to legal issues.

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6 Here’s what else to consider

This is a space to share examples, stories, or insights that don’t fit into any of the previous sections. What else would you like to add?

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How can you use contrast and surprise to create catchy headlines?

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1 What is contrast?

2 What is surprise?

3 How to use contrast and surprise together

4 How to find contrasting and surprising elements

5 How to avoid pitfalls and mistakes

6 Here’s what else to consider

Digital Copywriting

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