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.
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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:​

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.

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.
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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:

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:

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:

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:

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.
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​2 examples from successful ads:

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:

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:
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2 examples from successful ads:

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:

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.)

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.
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