Great headlines are a wonderful way to grab some attention from your audience but they are often difficult to construct.
I did a little checking with some of my colleagues and found out that some of those headlines or subject lines that got the most response were “Fat, Gay and Broke” by Suzanne Evans, “Tour Allure a Lie” (about a travel agency who was fraudulently advertising tours) and “Are You a Booty Call?” by Sandra Martini. Of course, all of us have seen what All My Children used to call The National Entruder’s eye-catching headlines such as “Women Gives Birth to Alien Child!”
So how do we create attention grabbing headlines for our own blogs, postcards, pamphlets and newsletters? Here are some guidelines.
1. Be Specific
Using numbers, dates and specific results work very well. For example, “Lose 10 pounds by May 1st” is much more compelling than “Lose Weight Quickly”. The first example gives the reader a subconscious image of themselves 10 pounds thinner just in time for shorts and bathing suit weather while the second one does not.
2. Elicit Curiosity
“How To Stroke Wrinkles Right Out of Your Face” was a headline that appeared in an ad by famous ad writer, Eugene Schwartz. And while it was probably bogus, it attracted a lot of attention. Even though most folks are not apt to believe there is a way to stroke wrinkles out of their faces, they still wonder “could it possibly be true”?
3. Seduce your audience – tell secrets
For instance “How Twitter Helped a Small-town Nurse Become a Big-Time Writer for Dr. Oz” would probably get your attention more than “Social Media Can Help You Get Invitations to Write for Famous People”. The first one causes the reader to wonder how she did it; the second example almost causes a “yeah, right” kind of response.
Readers want to learn “secret” skills and shortcuts so headlines beginning with “How to….” are very well received.
4. Appeal to your reader’s pain points
This tactic is a bit negative and should be used less frequently but it is effective. Headlines such as “Here’s the #1 Reason That No One is Reading Your Blog” appeals to many readers because it is a common complaint. Folks are searching for the answer and they want it now.
5. Ask questions
There is a headline that I see used SO often that it actually nauseates me. “Who Else Wants to…….(fill in the blank)?” It is effective for two reasons: it asks a question AND it implies that other people “want to” and that we might be left behind if we DON’T “want to”.
Other (better) questions that might be used in headlines are “Do You Make These 5 Mistakes When Handling a Sales Call?” or “Do You Want to Generate More Traffic to Your Website”?
6. Copy other headlines
Yes, I said it. But there’s a caveat. Take other headlines that inspire you and tweak them to use for your own topics. Take note of the headlines that get your attention on social media and jot them down. You can also find some of the greatest headlines while standing in line at the grocery store. Magazines and tabloids offer a plethora of ideas. Adapt some of those headlines for your own use.
What are some of your most successful headlines? I’d love to hear them.
