This blog post is for the rest of us – people who are NOT professional copywriters but need attention-getting copy and strong headlines.
Let’s focus on writing good headlines for website sales pages and social media. Or, in the case of email newsletters, good subject lines.
The purpose of a headline or subject line is to grab the reader’s attention and motivate them to want to read further. If you can’t get them past the headline, the rest of your copy is wasted, no matter how elegantly it’s written.
Most of the examples are funny, but you’ll get the point.
When you’re done, check out my companion blog post, 6 Copywriting Steps for Non-Copywriters.
And then go back to your own website, emails and social media posts and try ONE new idea!
I’ll share 3 headline-writing tips today:
- Use numbers
- Tell a secret
- Use emotion
Use Numbers
Formula:
- _____ (number) _____ (adjective) Ways To _____ (thing they want to do or to have or to become)
- _____ (time) to Learn/Get _____ (topic)
Examples:
- 10 Easy Ways to Wash Your Dog
- 5 Exciting Ways to Make Spinach that Children Will Eat
- 20 Minutes to Learn Chess Like a Pro
- Get a Complete Personality Makeover in 10 Minutes or Less
Tell a Secret
Everyone wants to learn the “insider secrets” from people who have been successful.
Formula:
- My Secret Formula to _____ (the thing they want to do, or have, or become)
- Insider’s Guide to _____
- Easy Success Secrets to Create _____
Examples:
- I’m Drawing Back The Curtain and Revealing My Secret Formula to Buying Pencil Holders
- 10 Secrets Steps to Finding Online Grammar Mistakes
Use Emotion
People are only motivated by two things: to go towards pleasure and to get away from pain. But pleasure and pain can be subtle. For instance, I find it a pleasure to learn something new, to increase my mastery of a subject. So, if I see a headline that promises to teach me something, I will always continue reading.
Another thing that motivates people is scarcity. If you truly have a limited number of items available (don’t lie to people about this, folks, they can see right through a scam), then telling them how many are left can get them to read the rest of your web page or email newsletter. For instance, you might only allow 20 people in your upcoming workshop. Also, if there is a time limit or deadline, that motivates, too.
Think about which emotions your customer wants to feel. Confident? Energetic? Free? Safe? Take a moment and put yourself in your customer’s shoes. Then you can write a headline that speaks to their emotional needs.
Formula:
- _____ (number) Keys to_____ (topic or outcome)
- Learn _____ (topic)
- How to _____ (outcome)
- Only _____ (number) of _____ (item) Available
- You Have Done _____ , Now Try _____
- Do You Have _____ (name of problem)?
- _____ (name of problem) Got You Down?
- Do You Want _____ (name of desired item or outcome)?
- Never Be _____ Again!
To increase the motivation level, use phrases like hurry, last chance, and only.
Examples:
- 3 Keys to Better Peanut Butter Sushi
- Learn to Buy Fresher Bread
- Only 5 Seats Available for My Seat Sitting 101 Seminar
- Last Chance! Special 1 Percent Off Coupon Expires Wednesday
- Do You Want a Better Goldfish?
- Find Your Keys. Find Your Children. How to Solve Your Clutter Problems.
(Okay, some of these are silly. Just making sure you’re paying attention!)
Plain and Simple
Don’t forget the basic, informational headline. You don’t always have to get jazzy with your headline or subject line; sometimes just saying what the article is about is motivating enough. What if you were to see these simple headlines or subject lines?
- 50 Percent Off All Classes
- How To Type Faster
- The Recording Is Available Now
TAKE ACTION NOW: Now take these headline tips and write three possible headlines or subject lines for your next article or email newsletter. Play with them until they feel right. Then try them out and watch the results!
Want more information on copywriting? Let me know in the comments area of this post and I’ll create more copywriting blog posts in the future! I could write about this stuff all day. 🙂
GREAT article! Thanks for the tips, will put them to use immediately.
Glad you liked it, Kimberly! I hope you’ll post some of your sample headlines. 🙂
Thank you for your Generosity there is a program on the radio at the moment analysing the Hymn “My God How Great you art” and with that your email pops up and it is great. So when I give thanks for my blessings I will give thanks for you twice.
Take care,
Kathy S
I’m glad you found the blog post helpful, Kathy. Blessings are everywhere.
Hi Karyn!
LOVE the article – great advice I can use right now. Keep it coming!
Val
Is there any particular part of copywriting you’d like to learn more about, Val?
Perfect timing for me too I’m just starting to write some articles and these title ideas will come in very handy. Loved the photo too.
Thanks for sharing.
NatalieJo
Karyen,
Thank you for this article. It is concise, with “follow the bouncing ball” steps that can be immediately taken.
I appreciate you sharing your vast knowledge and expertise with clear examples.
Write more blogs regarding copywriting. You write down to earth about the subject. Supply to the needs of the people.
Will do, Sharon! 🙂
Thank you for the article… I have printed it off and will refer to it often when creating the title of my articles.
Good luck with writing your new and improved article titles, Candace! 🙂
Thank you Karyn,
This is definitely one of the areas in which I struggle. The examples were simple which helps me to work with my own ideas.
Please keep us informed!
Will do, Cynthia! I have found copywriting to be easy if 1. Someone explains it simply and give examples, and 2. You take time to practice it and pay attention to the results you get.
Karyn:
Very timely information for me. Good, quality “stuff” here! Thanks!
Glad you liked it, Karen! 🙂
I LOVE shortcuts Karyn … and I love simple … these formulas are both. And great tip on using emotions in the headline … we make decisions based on our emotions and use logic to back it up, right?
I think it’s a cycle of emotion and logic, Miki:
1. “I feel bad, what could be wrong?”
2. Find out what’s wrong
3. “Great, now I’ll never fix it and I’ll be broken forever”
4. Search for a solution
5. “Too many choices! How do I know what’s the one, perfect, right, guaranteed solution?”
6. Read the marketing copy
7. “Will it do everything I want?”
8. Read the marketing copy again, this time paying attention
9. “Oh, this sounds great! I’ll buy it!”
🙂
Thank you, Karyn, as much as ever.
I am presently re-writing my website “again” and will certainly be able to use some of your wonderfu, as always, suggestions.
I hope that you’ll never develop Alzheimer!!!
God bless, Helga
Karyn,
This is very helpful. Some of this I know, but forgot, other suggestions are just what I needed to hear right now.
Thank you.
Admittedly, I have to be reminded, too. That’s why I wrote the list! 🙂
Hi karyn,
Thank you so much for these tips! I will put them to good use immediately. Please share more on your knowledge on these copywriting issues:)
Will do, Cherri! I have so many copywriting tips and ideas to share!
Great tips – thanks so much. Now I just need to figure out what would work for my audience – primarily HR professionals to whom I’m selling training programs – any tips there?
Why not try a test, Sandra? Split your mailing list into two lists (temporarily, of course) and send one email with Subject Line Test 1 and another email with Subject Line Test 2, and see which gets the better response.
Love these ideas, Karyn. Thanks for sharing them.
Thanks for these clear & simple tips, ready-to-use!
I appreciate your pragmatism SO MUCH. And YES, I’d love more copywriting tips for non-copywriters. 🙂
I am the first to admit that I am not a professional copywriter, but I certainly know how words can make a person react, and feel, so any information that I can learn about how to use words in the context of my work is both desireable and appreciated! And this is fabulous! Thanks Karyn!
Lee
This is great, Karyn… I esp. appreciate the simple email test suggestion: split in half; watch results with 2 test headlines. Simple and SMART!
You can never have enough copywriting shortcuts – especially with headlines. Love how you’ve broken this down Karyn! 🙂
Ah, Amy, you could teach us a thing or two, eh? 🙂
Karyn,
Thank you for this important information! I am currently preparing to launch a new product and the webinar introducing the product will utilize this methodology!
Saving this! Gold! Thank you.
Much appreciated.
You’re welcome, Tina. I’m glad you found it helpful.
Great article and I appreciate you sharing it for free!
I am already thinking of ways to use your suggestions. I love the examples they really make it sink in.
Thanks! I’m off to read more of your website now!
Donna, Founder of More Than a Review
Thanks Very Much
Great Ideas For Marketing
It is a great formula here that you have just given out for free. Thanks.
Thank you so much, Karyn, for sharing this. I feel like I can do this, because you made it easier and simpler. I always appreciate your sending us such a useful tip.
You’re welcome, Shoko, I’m so pleased you found these copywriting tips helpful and you can use them right away!