2D2C Headline Framework: Write Irresistible Tech Article Headlines in the Age of Goldfish-Short Attention Spans

How to win the attention game when you have 9 seconds or less

Does writing headlines feel like pure guesswork?

Everyone around you seems to be writing those viral articles that tap directly into readers' psychology and pain points. But when you try to do it, you get nowhere. You write what feels like a solid headline, publish your article, and watch it get 12 views.

The thing about tech articles is that you want to sound clear, not smart.

Smart doesn't convert because it makes readers think "Is this for me?"

Clear headlines repel 90% of readers at the start, but the remaining 10% feel like they've found a hidden gem written just for them.

This article introduces the 2D2C framework - a repeatable system that delivers effective headlines every single time.

What is 2D2C Framework?

It's a four-step system that gets you from idea to polished headline, every time.

To be honest, I came up with the name "2D2C" just to make it more tangible and memorable. The framework itself comes from Nicolas Cole's book The Art and Business of Online Writing. I've been using his approach for years, just tweaked it to work better for tech content.

Here's what 2D2C stands for:

• Dump: Transfer the idea from your head to an editor in as many words as possible, without worrying about how it sounds or how clunky it is

• Deepen: Identify the promise in your headline and ask yourself "Can I promise more?" until the answer is no

• Clarify: Find and replace/remove any vague words from the headline

• Cut: Remove tiny connecting words to make the headline flow

Nothing more to it.

2D2C Framework Step by Step

You need to follow the framework as-is, without skipping parts.

Each step relies on the action you've performed in the previous step. Skip one, and the whole thing falls apart.

Dump: Get your idea onto paper

Say whatever you're trying to say in as many words as needed.

Don't worry how it sounds, don't worry about eloquence - just dump the idea into your editor and be as descriptive as possible. I'm in the middle of writing a faulty belief article series for developers, so here's the initial idea I dumped onto paper:

15 faulty beliefs you need to break free from as a developer to start writing online and unlock better career opportunities

The basic premise is that writing online unlocks better career opportunities. But that's vague. What does "better career opportunities" even mean?

Deepen: Improve the promise

Now think about what the reader actually wants.

Think about the struggles you were facing that made you write this article. This is your article promise - identify it, and ask yourself over and over again "Can I promise more?" until the answer is a clear no.

15 faulty beliefs you need to break free from as a developer to start writing online, build authority in your niche, and earn money from your writing

Now it's much clearer: writing online leads to you becoming an authority in whatever you're writing about, which leads to earning a decent side income. But it's still a bit vague.

Clarify: Remove vague words

You have clarity around the promise, but the headline likely contains weak or vague words.

The goal is for the reader's eyes to skim your headline and catch attention on two or three words that speak directly to their pain points. In my example, let's say that's building a side income from writing online as a developer.

15 faulty beliefs you need to break free from as a developer to start writing online, build authority, and turn words into a six-figure income

The entire phrase "in your niche" isn't really needed - it's implied.

"Earn money" becomes "six-figure income" because money is vague. It could be $1. Nobody wants that.

Cut: Remove tiny connecting words

Go through the headline and identify tiny connecting words.

Common phrases are "so that you can," "you need to," "that will make you," and similar. Spot words that disturb the flow and make the headline hard to read.

15 faulty beliefs developers must break to start writing online, build authority, and turn words into a six-figure income

The part "you need to break free from" was weak, weird, and clunky.

And that's it!

If you didn't end up with a strong headline after the last step, start from scratch.

Bonus: 7 Tiny Things To Make Your Headlines Hit On a Whole Different Level

I use the 2D2C framework every time I sit down to write.

But in the world of instant gratification, FOMO, and goldfish-short attention spans, you'll get more engagement with your content if you spike an interest. The 2D2C framework gets you a solid headline every time, but solid doesn't always cut through the noise.

I have an entire article dedicated to 7 headline phrasing strategies you can use to get more engagement. This isn't my opinion - it's backed up by data from 42,091 tech articles published on Medium in July 2025.

It works, and it works in 2025.

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Headlines take time, so embrace the process.

Sites like BuzzFeed require every writer to write 30 versions of the headline. Don't expect to have a viral hit on your first try.

No matter what you write, remember to always start with a headline. It doesn't have to be perfect, but have a clear direction of what you're writing about or you'll end up being all over the place.

Readers want specificity. 2D2C is all about being brutally specific.

Talk soon,

—Dario Radecic