It’s no secret…
Headlines are the most important aspect of copywriting.
Want proof?
If this blog’s headline did not grab your attention, you wouldn’t be reading this right now.
The same is true with everything you write for clients.
If your copywriting headlines do not grab your client’s ideal reader’s attention, they will not read a single word you write.
And if they don’t read your copy, you will NEVER make enough money to live your copywriting dream life.
No client in their right mind would pay a copywriter who cannot get them good results and provide value.
But you don’t have to worry about that.
Because after you read this post, you will have the raging confidence to bang out attention-grabbing headlines that get read like a bestseller.
In this blog post…
I’m going to cover what a copywriting headline is, why copywriting headlines are so important, 11 insider tips for writing better headlines, 10 copywriting formulas to quickly bang out world-class headlines and the 100 best copywriting headlines of all time to model after.
What is a Copywriting Headline?
A copywriting headline is simply the first few words that readers see when they come across your content.
Headlines are used for all types of mediums.
For example:
- Emails (subject lines)
- Social media content
- Advertisements
- Website pages
- And much more
In the wise words of Joseph Sugarman (A-list copywriter):
The one and only job of your headline is to grab the attention of your ideal readers and get them to read your first sentence.
That’s it.
Why are Copywriting Headlines SOOO Important?
It’s widely known amongst top copywriters that headlines are the MOST important part of your copy.
Why?
Because if your headline does not grab your ideal reader’s attention, they will not read, respond or buy from you.
Often, copywriters spend 80% of their time writing headlines.
I write dozens (sometimes HUNDREDS) of headlines per copywriting assignment before selecting the best one.
You’ll want to learn, study and practice writing headlines throughout your career.
The stronger your headline game is, the more value you’ll provide clients.
And the more value you provide them, the more money they’ll pay you.
Simple math.
11 Tips for Writing Better Copywriting Headlines
#1. Novelty in News Headlines
David Ogilvy once said that “new” is one of the most powerful concepts in advertising.
Humans are ADDICTED to new.
Think of all the NEW stories (and headlines) brought to us each day by CNN, FOX and MSNBC.
Here’s you can profit from what’s “NEW”:
Grab your reader’s attention by emphasizing the “new” in your client’s product with innovative concepts, features, benefits and stories.
2 examples from successful ads:
- "Now! Revealed For The First Time Ever! The Amazing Blackjack Secret Of A Las Vegas Mystery Man!
- "Doctor Reports New "Miracle" Diet Cures Arthritis"
#2. Mastering How-to Headlines
Your readers only do what they WANT to do.
So…
Grab your reader’s attention by tapping into your audience's self-interest.
These headlines promise readers the key emotional benefits derived from your product or service.
Start with the magic words "how to" and unveil the desired results.
2 examples from successful ads:
- "How to Win Friends and Influence People"
- "How to Cook the Perfect Steak: A Chef's Guide to Grilling"
#3. Evoke Curiosity in Headlines
Ever wonder why horror movie characters march towards spooky sounds?
Curiosity!
Arousing curiosity in your readers ensures undivided attention.
After all, Gary Halbert, the world’s most famous copywriter, revealed that curiosity is the #1 reason why people buy products (EVEN if they had no prior interest).
IMPORTANT:
Nobody likes clickbait headlines. Don’t betray your reader’s trust. Always deliver on your promise and make your copywriting headline relevant to your message.
2 examples from successful ads:
- "The Financial Hack That Banks Don't Want You to Know"
- "Double Your Productivity with This Unconventional Time Management Trick"
#4. Harnessing Emotions through Headlines
Copywriting truth:
You sell with emotions and use logic to justify the purchase.
However, you can also tap into your readers’ emotions to hook their eyeballs.
Here’s how:
Discover the common negative emotions surrounding the BIG problem your product solves and feature them dramatically in your headlines.
Whether it's addressing insecurity, fear, guilt, or shame, tapping into your audience's emotions ensures captivating headlines that demand attention.
2 examples from successful ads:
- "Are You Ever Tongue-Tied at a Party?"
- "Do You Make These Mistakes in English?"
#5. Posing Questions in Headlines
A relevant question, asked to the right person, is almost IMPOSSIBLE to ignore.
It’s like fireworks in broad daylight. You just HAVE to pay attention.
Ask relevant questions focused on your reader's self-interest, guiding them toward the answers they seek.
Let your questions create a sense of intrigue that compels your audience to delve deeper into your copy.
2 examples from successful ads:
- "Who Else Wants a Screen Star Figure?"
- "Have You a "Worry" Stock?"
#6. Embracing Contrast in Headlines
This phenomenon has grabbed our attention since the dawn of man.
Humans had to pay special attention to predators lurking in the midst. So, if we noticed something different (contrasting), we’d shoot into survival mode.
This still has a DEEP impact on our brains today.
Dig deep into your reader’s psyche by adding polar opposites in your headlines.
Big vs small.
Night vs day.
Evil vs good.
And so on.
The more dramatic these opposites are, the easier it is to stop your audience dead in their tracks and draw them into your compelling copy.
2 examples from successful ads:
- "The Amazing Money-Making Secret of a Desperate Nerd from Ohio!"
- "How a New Discovery Made a Plain Girl Beautiful"
#7. The Attention-Grabbing Call Out
Imagine strolling down a bustling city street and spotting a friend in the distance.
How would you grab their attention?
You’d simply shout their name.
Apply the same principle to your copywriting headlines by calling out to your audience.
No. You can’t use their names.
But you CAN use trigger words and refer to your target audiences’ specific situations:
For example:
- “Calling all left-handed golfers”
- “For women who struggle with anxiety”
- “For college players desperately trying to improve their jump shot…”
2 examples from successful ads:
- "To People Who Want to Write - But Can't Get Started"
- "Who Else Wants Lighter Cake - In Half the Mixing Time?"
#8. Numerical Appeal in Headlines
Capitalizing on the human love for numbers, lists, and exact instructions can be a total game-changer.
Hook your reader's attention by presenting benefits, mistakes to avoid, or reasons to act now in numerical format.
Like these 2 ads did…
2 examples from successful ads:
- "161 New Ways to a Man's Heart - In This Fascinating Book For Cooks"
- "11 Amazing Secrets Discovered by Top Ad Expert Can Help You Make Huge Amounts of Cash... Even During a Recession!"
#9. The “Late to Work” Mindset for Writing Killer Headlines
I like to get into this mindset before writing headlines…
Imagine…
You are calling your ideal reader.
You’ve never spoken to them before, but you know that they’d love what you’re selling.
Anyway, they are late to work and speeding like a menace.
You only have ONE sentence to get them to not only not hang up on you, but to pull over to the side of the road and BEG you to tell them more.
What would you say?
(HINT: what you say is FAR more important than how you say it.)
#10. Write to ONE Person
Even though many people will read your copy, you only want to write to ONE person.
Find out WHO your client’s ideal buyer is.
Then, study them like a final exam.
What are their biggest desires?
What frustrating challenges are they trying to overcome?
What interests them most?
What racing thoughts are playing inside their head?
Find this out through research and keep this info in mind when writing headlines.
Plus:
It’s much easier to grab the attention of one person, who you know very well, versus a crowd of strangers.
#11. Write Multiple Headlines
Most A-list copywriters spend most of their time writing headlines.
They will write dozens of headlines before selecting the best one.
Start new assignments by writing headlines first.
Bang out as many as you can.
Do not stop to edit.
The more you have to work with, the easier it is to find the winner winner, chicken dinner.
10 Attention-Grabbing Headline Copywriting Formulas
Want to slash the time it takes you to write winning headlines in half?
Don’t recreate the wheel.
Top copywriters have already done the hard part for you (through tests, sweat and money spent).
Use these 10 proven headline formulas to quickly bang out attention-grabbing headlines:
1. How-to Copywriting Headline Formula
"How to [Achieve Desired Result] in [Specific Timeframe]"
Example:
"How to Boost Your Productivity in Just 15 Minutes a Day"
2. Numbered List Copywriting Headline Formula
Example:
"7 Powerful Strategies to Skyrocket Your Sales"
3. Question Copywriting Headline Formula
Example:
"Struggling to Sleep at Night? Discover the Ultimate Sleep Solution"
4. Problem-Solution Copywriting Headline Formula
Example:
"Solve Stubborn Acne with Our Revolutionary Skincare System"
5. Curiosity Gap Copywriting Headline Formula
Example:
"Uncover the Secret to Effortless Weight Loss"
6. Testimonial Copywriting Headline Formula
Example:
"Fitness Expert Proclaims Unprecedented Results with Our Training Program"
7. Fear-Appeal Copywriting Headline Formula
Example:
"Avoid Financial Disaster by Implementing These Investment Strategies"
8. Direct Benefit Copywriting Headline Formula
Example:
"Achieve Radiant Skin with Our Advanced Beauty Serum"
9. Comparison Copywriting headline Formula
Example:
"Discover Why Our Fitness Program Outshines the Competition"
10. Challenge Copywriting Headline Formula
Example:
"Take the 30-Day Writing Challenge and Transform Your Content Skills"
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Feel free to mix and match these formulas to suit your specific context and target audience.
Remember, the key is to be clear, compelling, and relevant to your audience's needs and desires.
The 100 Best Copywriting Headlines to Model After (Includes Templates & Formulas)
Want a goldmine of copywriting headlines to study and profit from?
In Victor Schwab’s book, How to Write a Good Advertisement, he revealed the top 100 headlines (at the time) and gave great insights into why they worked so well.
Here is a link to the 100 best copywriting headlines plus Victor Schwab’s insights.
Study them and use them as inspiration for writing your own breakthrough headlines.
Conclusion
You now have everything you need to start writing irresistible copywriting headlines.
Refer to this guide often and practice writing headlines using these tips and templates.
In no time, you can impress your clients with headlines that demand attention and drive response.
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