Small Business Consulting for the Self-Employed

Home > Self-Employed Success Blog > Marketing & Sales > 3 Headline Formulas For Non-Copywriters
3 Headline Formulas For Non-Copywriters

3 Headline Formulas For Non-Copywriters

Karyn Greenstreet

This blog post is for the rest of us – people who are NOT professional copywriters but need good copy and good headlines for our websites, email newsletters, and social media ads.

Let’s focus on writing good headlines. 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.

I’ll share 3 headline writing tips today:

  1. Use numbers
  2. Tell a secret
  3. 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 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. 🙂

Reader Interactions

Comments

  2. kathy

    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

  4. NatalieJo

    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

  5. Susan Klein

    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.

    • Karyn Greenstreet

      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.

  10. Miki Strong

    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?

    • Karyn Greenstreet

      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!”

      🙂

  11. Helga Matzko

    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

  13. Cherri

    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:)

  14. Sandra

    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?

    • Karyn Greenstreet

      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.

  18. RLee Davis

    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

  21. Debbie

    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!

  23. Donna

    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

Trackbacks