Creating a winning headline that will hook your readers is one of the most important elements of your copywriting. Besides that, it can also be the most enjoyable. As you begin to implement this approach into your content marketing, you'll start seeing results right away.
One simple way to achieve good performance in your blog posts, newsletters, or any other articles you write is by writing magnetic headlines. After you publish a post, you should play around with its title to improve its conversion rate.
In this article, I will walk you through a process you can use to write consistently great headlines. I believe this is the most important thing I can teach a person who wants to make money from the Internet. However, you must practice - a lot!
Article titles and headlines determine whether a visitor engages with your content or ignores it. You never make money if you're ignored!
I have found it challenging to teach headline writing because it involves so many bursts of creativity. It's true that you can use templates to make it easier - and I will provide you with many templates in this article.
However, the best headlines always require some crafting. For me, writing winning headlines is a process that begins with reviewing the content, identifying the hooks and stories in the piece, and then using my creative imagination. My templates are a good starting point when I'm stuck. After crafting the headline, I change or remove words, trying to strike that perfect balance when I find the perfect headline.
Later, I'll give you a list of headline templates as well as some advice on how to write a compelling headline.
Begin Your Educational Journey!
When I first started writing, I lacked marketing expertise and copywriting training. I wrote awful headlines, simply put.:)
Writing blog articles and subject lines for my newsletter made me realize the importance of a strong headline (or subject line). My main source of knowledge came from articles written by marketers, bloggers, journalists, and editors.
In order to fully understand the situation, you must shift your thinking to meta-thinking (asking why things happen as they do).
If I came across a blog post that covered a similar topic to mine but performed better, I started searching for answers.
Almost in every case, I found that good headlines - better than mine - won audience views. Regardless of whether the content was good (in my humble opinion! ), it was read and shared far more than my content if the headline was good.
Aside from that, I noticed which marketers and which writers were effective at getting me to open emails. Communication style played a role in it.
It allowed me to examine what worked, how the words were used, which were effective, and how the style and personality were communicated. Some of these things are very difficult to assess, but I was gradually able to do so.
I learned which headlines generate traffic based on my performance and simply by trial and error with practice.
You are now ready to begin your educational journey, which you can then take away and start using.
As I said at the beginning of this article, improving your ability to write winning headlines is an important step to improving your content marketing.
Attention-grabbing Headline Formats
First, I'll tell you what I use most often when writing. You can copy these as templates.
The “How” Headline
Bloggers are probably more likely to use the "How" headline format than any other. A widespread title format is "How To Do Something," if it proposes to help explain how something works.
Here are some "How" headlines examples:
- How To Take The Headache Out Of COPYWRITING
- How To Become Better With COPYWRITING In 10 Minutes
- How To Deal With(A) Very Bad COPYWRITING
- How To Handle Every COPYWRITING Challenge With Ease Using These Tips
The "Why" Headline
Next on the list is the "Why" format. It opens up a window in the minds of readers because of its format. Although the headline explains why something is important, relevant, secret, or effective, you must read the article to find out for sure why.
This is called opening a loop, and it is a great way to trigger action. Curiosity is created by opening a loop the brain must close, and to do that, one must read the article.
Headlines often close the loop, answering the headline's question before readers read the article. Don't ever let this happen!
With the powerful question mark (? ), "Why" headlines also work well as stated questions. An open loop is the ultimate - the reader asks a question, and the answer is revealed through reading the article.
Listed below are a few examples of "Why" headlines:
- Why Copywriting Will Make You More Creative?
- Why copywriting can make you an essential member of your marketing team?
- Why Copywriting Is Similar to Dating and How to Master It?
More Open Loops
Open-loop principles can be applied to any headline, especially question headlines.
- “Is All Advertising Good Advertising?”
- Is Your Marketing Strategy Based On This Powerful Principle?”.”
- Where Do You Lose Your Creativity?”.”
- “What Drives You To Do What You Do?”
- Are You Solving The Problem Or Just Messing About?”
In all of these headlines, a question is posed with the expectation that the answer will be in the article. Therefore, if the headline appeals to you, you may feel compelled to read the article to see if it applies to you.
The (Brackets) Headline
In brackets headlines, you emphasize or combine elements using brackets as a separator.
A good rule of thumb is to place the element that draws attention within brackets, highlighting the words inside. The words in brackets often make a headline more captivating, and the words outside the brackets often summarize the article's content better.
Here are some "Brackets" headlines examples:
- "What Successful Internet Copywriters Know (But You Don't?)."
- "Take Control Of Your Website (Or End Up Like.......)"
- "The Truth (And Myth) About Passive Income"
- "How Not To Be Annoying (And Why Your Website Will Thank You)"
List Headlines
A list headline is one of the most effective formats in print, and they perform equally well online.
Generally, my favorite and most effective numbers are 7, 10, or 3.
Here are some list headlines examples:
- "7 Tips To Super-Charge Your Copywriting"
- "My Top 10 Methods To Make Passive Income"
- "7 Blogging Tips You Can Apply Now."
- "3 Steps To Avert Disaster When Things Go Naughty."
- "3 Questions To Ask Yourself Before Starting Your Company."
Additionally, you can personalize your headlines with a pronoun such as "my" or use the word "steps" when teaching.
The phrase "A Step-By-Step Guide To..." would be good if you wrote many tutorial articles. You can apply this to pretty much any niche.
What's Behind the Words?
In this section, we will cover the most common headline formats. Even so, they can all differ in subtle ways. So it comes down to brainstorming to come up with the best words once you know the format you want to use.
Pulling headlines from a swipe file is not always sufficient when writing blog posts despite the ease of use of template formats. Your performance needs some magic, creativity, and a sense of what will appeal to your audience.
To help you write blog headlines that grab attention, here are a few psychological triggers and hot points you should consider.
Using the Famous Name Technique
Take a look at this headline...
- Microsoft, Donald Trump, and Katy Perry: what do they have in common?
This article's headline says nothing about it.
It can be very effective to use the names of famous people or famous places in the headlines. Certain celebrities or places are always well known enough to be used any time, but sometimes they are time-sensitive since something noteworthy is happening.
However, if there are any famous names within the article itself, it's worth considering if that's the most effective way to hook the reader.
Using the Controversy Technique
This headline is powerful, but what makes it so?
- "Is Email A Bigger Productivity Killer Than Marijuana? (Finland Study Says Yes)"
It's controversial, and that's what makes it intriguing. I would suggest, similar to the case with famous names and places, to use a controversial angle within the article itself to develop a headline.
Using Repetition and Rhythm
While it can be challenging to use alliteration (the repetition of sounds like the rain in Spain) in your headline, having good pacing or flow will make your headline well-received.
If you cannot naturally read the flow in a headline, ask someone who can give you feedback. Simply changing one word in a headline can change the way it sounds when someone reads it. A headline that is too chunky turns people off. Don't be afraid to read it aloud if you're unsure.
Using Mainstream Terms and Formats Is Never a Good Idea
You may find yourself doing some research online for good headline phrases. The problem is that you will often end up using widespread cliche expressions that will turn people off by their very nature. When your headline sounds common, it's assumed that your article will be too.
To keep visitors interested, you don't want to show them five "how to" headlines in a row. Every word is read in the context of the other words and elements around it. Themes that are repeated too often become monotonous.
The Shorter, the Better
A pop-up has a maximum time limit of three seconds to catch visitors' attention, especially if it is intended as exit intent.
Visitors aren't interested in reading long, meaty headlines. Instead, get your message across quickly by using short, simple, and clear text.
This rule is challenging to adhere to, but it is a good one. Fewer words have a greater impact. Fewer words have more whitespace surrounding them, which makes them stand out. There's not much to read, so apathy and laziness won't set in. It works for me.
Don't Use Passive Voice
Instead, you should make any "ing" word, like "Planning," active, like "Plan." It will take some practice, but eventually, you will be annoyed by passive tense.
Take, for example, this headline: "Writing Award Winning Blog Headlines"
As soon as I see the word "Writing," I know it should be "Write," but you have to be careful to identify the right words to make active - this isn't a rule that applies to all instances. In the headline, you might have noticed the word "Winning" as well, which does not need to change to "Win" or "Won" because it just wouldn't make sense.
Once you get the hang of it, you will quickly see how to change passive letters to active, often converting them to a popular headline format like "How To" or "Why."
It would be better to phrase the headline as "How To Write Award Winning Blog Headlines".
I made this mistake a lot when writing headlines on this blog during the first few years.
Ensure Your Headline Is Accurate and Clear
A clear headline sets the right expectations. You'll make sure your readers know what they'll receive.
By building trust, the user experience will be seamless.
Researchers found that misleading headlines make it harder for readers to recall an article later. They might even get confused.
What can you do to make your headline super clear?
Here are some ideas:
1. Be specific. It is much easier to read and click on "20 Fitness Hacks to Help You Lose Weight" than "How to Lose Weight."
2. Use accurate headlines and don't mislead with clickbait and inaccurate content.
3. Include numbers and percentages in your headlines (these boost click-through rates on their own).
4. Stop using business or marketing jargon--think "disruptive," "scalable," "industry leader," or anything you wouldn't say in a friendly conversation.
Use Powerful Headlines
Use hard-hitting headlines.
You can do so by:
- Demonstrating and highlighting your value proposition. How will your visitors benefit from using your product or service? Instead of blah copywriting for product features, talk about that.
- Psychologically or emotionally triggering words. As humans, we crave words that evoke our most human desires, such as power, ease, or status. "Free" and "easy" are examples.
- Making your headlines more reader-friendly. Use "you" rather than "we."
Write Headlines That Create Urgency
Visitors won't feel pressured to purchase if your offer appears to be available forever. Instead, create a time-sensitive offer to create urgency. Use language indicating that a deal expires tomorrow or that there is a limited time left.
In most cases, scarcity and urgency work together to produce outstanding results.
Take a look at these examples!
- Last chance! 70% of all products end tomorrow!
- Here’s $10 off. This purchase only!
- Check out our exclusive offers – only for a limited time!
- Free shipping if you complete your purchase within 15 minutes!
- Free shipping on orders over $39. Offer expires on [date]
- Sign up for our newsletter to get 30% off! Hurry, the offer ends in 3 days!
Having covered the basics, let's now walk through some copy headline examples you can use to improve your own headlines.
Ideas for Promotional Headlines
These headlines are meant to sell. I listed here the highest-ranking performers:
1. Check out now and receive [number]% OFF
2. Get a $[number] gift card
3. Take [number]% off your first order
4. Sign up now for an instant [number]% off coupon
5. Save [number]% now!
6. Sale at [company name]! Up to [number]% off!
7. Enter your email for a special discount
8. Join our email list and get free shipping today
9. Get [number]% off your first purchase
Email List-building Headline Ideas
You want a list-building headline to beef up your subscriber list.
See the ones that perform best for our users:
- Keep up with the latest news!
- Sign up for the newest copywriting tips you won’t want to miss!
- Sign up to get an exclusive sneak peek into affiliate marketing!
- Subscribe to our newsletter and get our ultimate guide for FREE!
- Get a free copy of [ebook]!
- Before you go… Grab your free eBook!
- Join [number] of customers already enjoying [benefit]
- Enter your email for your chance to win.....
- Get your free membership today!
- Don’t miss out on our amazing offers!
- Enter to win your dream [product]
- Subscribe for access to email-only deals
- Receive special offers only available to subscribers
- Enter your email and get a free gift!
- Sign up to receive your promo code
- Get the latest tips from top influencers
- Get free instant access
Ideas for Question Headlines
Ask your visitors a question to build excitement and prime them for future action (e.g., "would you like a discount?" gets them eager to buy from you).
Here are my winners:
- What are you waiting for? 60% off
- Up to 60% off [product]?
- Are you ready to boost your [blank]?
- Do you want to boost your [blank]?
- Want to score 40% off your first purchase?
- Are you ready? Get your bonus right now!
- Leaving so soon? We just wanted to give you 60% off…
Here's a Bonus Tip: 27 Magic Words That Make a Difference in Headlines
Make your pop-ups more compelling with these words. Popular pop-up headlines regularly include them.
Add the following magic words to your headlines to increase impact:
- New
- Join
- Latest
- Now
- Free
- OFF
- Offer
- Save
- Exclusive
- Unique
- Ultimate
- Best-selling
- Download
- Special
- Sale
- Limited
- Discount
- Extra
- Immediately
- Coupon
- Gift
- Code
- You
- Tips
- Get
- Wait
- Guide
We've Reached the End of Our Journey!
With this basic framework, you can get started. I haven't even covered all the topics where there are headlines you can study, but as I mentioned earlier, practice is more important than studying, so get out there and create content, such as articles and emails, that needs titles.
Good luck crafting your winning headlines!
