Entrepreneur Steve Rayson looked at 100 million articles published in 2017 to determine what phrases were common in the headlines of articles that were widely shared. Their results will make you gasp in surprise—unless you’ve spent a few minutes on the Internet at some point in the past few years. The study found that the most successful headlines don’t convey facts, they promise you an emotional experience. The most common phrase among successful Facebook headlines, by nearly twofold, is “will make you,” as in “will break your heart,” “will make you fall in love,” “will make you look twice,”
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