Best Copywriting Headlines Ever

Create some suspense

If you’ve ever watched a good thriller or movie, you know that tension is what keeps people watching. They want to see how it all ends.

How can you create more of that ending sense of thrill? You can do this with your headlines. When people at Brafton Software created headline samples for their content, they did so by creating levels of tension.

They started with the most benign-sounding headlining and worked their way up to being extremely tense. The difference between the contexts was which body part moved first when someone exhaled.

In one context, the heads wiggled slightly before breathing in. In the other, the heads jerked first. Both produced different results. It seemed like an obvious choice. The second one (the quick hit) because it was more engaging. Who doesn’t love a plot twist?

But what if you don’t have the ability to make a dramatic start to your headlines? Here are some tips that will get you thinking about ways to improve your own headlines.

Maybe not completely change them, but just tweak them enough to make them bigger or smaller on the page. It may sound simple, but it can make a big difference.

Tell a story

Stories are something we as humans love. They help create emotion in us, make us feel stronger, or smarter, depending on the story.

Stories also have an interesting effect on how we perceive information. For example, if you want to teach someone something, you can use storytelling to your advantage.

The part of the story where the narrator tells a tale is called the hook, or the tease. It’s what people listen for, but it’s not the actual lesson that they learn.

That comes after the narrative, when people realize this is telling a story and try to put the lesson into context. The point of the story is to motivate them to do something, like buy a product or go to school.

When there’s a storyline, everything else about the marketing becomes secondary. Your job is to give the audience a reason to care about the characters (your customers), and their job is to take action to solve the problem that you’re presenting.

If you can connect with stories, then they’ll trust you and listen to what you have to say. This way, you don’t distract them from the purpose of their visit to your site by trying to convince them of anything other than your message.

Use pop culture references

There’s a reason why catchy headlines are used in marketing campaigns that have millions of dollars behind them: they work.

However, using a headline with words that mimic human language is one thing; you also need to be aware of how people perceive words and sentences.

By being conscious of your choice of words, you can pack more punch into your headlines. Referring to pop culture events and phrases can help you raise awareness of your product while still getting someone’s attention.

A good example is the phrase “check out the new gadget!” This simple sentence gets customers excited about what they want for their money. It makes them feel like they are exploring or participating in some kind of fun hobby.

It breaks up the monotony of doing something mundane – picking out a device to buy. With this one little trick, you can get a customer’s interest piqued enough to read further to find out what they want to spend its value on.

The key is to do it without coming off as spammy or boring. Check out these examples to see how things can become clearer.

Focus on verbs

Most copywriters use headlines to draw attention to a topic and inspire action. But what makes a headline a killer inferno, your muse into one, or your content idea onto someone else’s, is the verb that you choose.

Your verb choice should be significant for your audience, considering both the message you want to convey and the level of understanding they need. It should also be significant for how it will appear in the dictionary (if you’re going with a clichéd term).

For example, try using “crash” instead of “blow up” when talking about explosions. The word implies crashing like a crash test dummy rather than blowing up like an air bag did. If you want something more dramatic, go with “blitz” or “take over.”

If you are talking about a group of people, such as a company or army unit, you can refer to them as a squad, a team, a regiment, etc. Verbs have different meanings to different languages, so consult an English translation before you use any heading.

Make it catchy

This is probably the most important part of any headline. If you don’t have a great headline, no one will read your content.

Your headline should be more than just text. It should convey whatever idea you want to get across.

It should be direct and clear so that if someone reads the title of your article, they know what the piece is about.

Furthermore, the way you write each word in your headline should help communicate your message. A well-written headline can make people hungry to learn more about the topic or buy the product you are selling.

If you want to use a clever way to do this, try replacing the words “ xx ” with their numbers. For example, instead of writing out the phrase “ me + xx = love ”, write “ i+xx=love ”. Both versions describe the same thing (in number form), but the first version uses words that carry a particular meaning for the reader, while the second version uses words that feel mathematical and cold.

The viewer/reader feels like they're reading an equation, which helps them associate math and logic with the sentence. In fact, research shows that sentences containing mathematics may grab readers' attention more strongly than statements without calculations.

Don’t forget headlines

Most people know that without a good headline, your ad might as well not exist.

But what many people don’t realize is that the headline of a product can be more important than the actual product itself.

Why? Because the truth is, we read to learn about something before we decide how to respond to it. And our decision is always based on whether or not we feel that someone understands us.

So if you understand them better by using a specific title or name for the product, they will buy it because they trust you more.

Headlines are powerful tools, so invest some time in deciding on one that captures the reader’s attention while still being search-engine optimized.

Some quick tips for making a great headline:

Be clear and direct

Is there a question hidden in the headline? Is the solution to a problem clearly stated? Or is the purpose obvious? There should be no confusion around which action to take.

It should grab people’s minds

There are dozens of different ways to say the same thing – each word choice makes a difference! A good writer would never fall into this trap.

Keep it short

People hate reading long pages full of jargon and information. It turns out that writing longer paragraphs made up of smaller chunks of text is actually harder for readers to process.

This becomes even more noticeable when the text is placed vertically (like

Try testing titles

Believe it or not, even double-digit sales numbers won’t help you win big contests if your potential customers don’t find value in what you have to offer.

As we discussed in our review of research studies here, people buy products and services they believe will meet their needs and solve their problems.

Your job is to give them reasons why they should choose you over the others. Even better, you can make them think of you as the only choice because your offerings are superior.

Headline is critical when promoting any product or service, but especially for consumers who aren’t familiar with you or your brand. Because consumer reviews are vital tools for engagement, so too are headlines.

The way most people view headlines is through the lens of whether they could cause someone to read the story or not. Storytellers must figure out how to be clever enough that readers want to pick up the tune before them.

Here are some headline principles that shoot for brevity and clarity:

If you say something funny, tell a story, describe an experience, reveal a secret, or explain something exotic (or maybe just weird), tell about it using a punch line.

Be playful – sometimes, casualness is more effective than precision. Don’t worry about grammar or semantics; focus on meaning.

And finally…

Some things do require a headline to state are goals

Be consistent throughout your website

This may sound simple, but there’s a reason it’s number one! When you have two similar pages, and both are poorly written and unorganized, people will leave an unsatisfying experience if they can tell that the page is struggling to put all of its content together.

You should be aware that some readers don’t know how to organize information effectively yet, so try to help them out by being organized yourself. It also helps when the font size is larger and easier to read.

Add color once in awhile, or use bold fonts, this makes the text more interesting. Again, many viewers/readers are not familiar with what strong colors mean, so make sure you choose your colors wisely.

Disclose everything about your business

When you are trying to get noticed by potential clients, be aware of how you are marketing yourself and what people will know about you. Things such as your reputation, past experiences, current commitments and objectives can help them understand whether or not they should work with you.

It is very important to disclose all this information so that readers can connect with you. It also helps you sell yourself because you have detailed up front about who you are and what you offer.

If you make a connection with someone, tell them! Nothing turns away customers faster than throwing sales pitches at them.

About The Author

Juice Staff Writer
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