10 years of work headline with these words. How to write a selling headline that will captivate the reader

“Headlines determine the success of any text and are the key factor that determines whether the reader will pay attention to the text or not. It is the headlines that trigger the first stage of the AIDA marketing model, and therefore require special approach from the copywriter side."

History is replete with a lot of brilliant examples that had truly fabulous success. Today we will look at what techniques are used to create the most effective, most effective and most catchy headlines, and we will also try to explain why they have such an effect on the reader.

Legendary header examples.

If you want to get acquainted with real examples of headlines that have reliably written themselves into the history of world marketing, then the trilogy will be useful to you.

Effective headlines: principle of operation.

Before we start, a little lyrical digression. For real effective headlines influence the human psychosomatic system through so-called psychohooks. In other words, such headlines evoke a psychological reaction in a person, which is expressed in increased brain activity and evocation of the emotions desired by the author. If the headline does not catch a person (does not contain psycho-hooks), then there is no change in the reader’s state and, as a result, the impact is reduced to zero.

Techniques for creating headings.

List of techniques for creating headings:

Question.
Solving the problem (answering the question).
Personal experience.
Mystery, secret, intrigue.
Numbers.
Accents.
Instilling fear.
Guarantees.
Non-standard approach.
"Salt in the wound."

So let's get to the point. Now we will look at several techniques for creating headlines, examining in detail what psychohooks are used in them, and what effect they have on a person.

1 question.

The question in the title forces a person to answer it. Subconsciously. The highlight is that in order to answer a question, you need to comprehend it, let it pass through yourself. This means that regardless of whether he wants it or not, the reader pays attention to your text.

Questions can be rhetorical, they can be specific, they can be abstract. However, they always have one thing in common: directly or indirectly, they indicate that the answer lies in the text, but for this you need to read the text.

Heading examples:

Why are you feeling dizzy?

Why can't you afford a holiday in the Maldives?

How much time a day do you spend killing yourself?

Where is your conscience?

Where do you see yourself in 5 years?

How much does an hour of your work cost?

Different questions evoke different reactions and focus the reader's attention on different aspects.

2. Solving the problem (answering the question).

People, by nature, are terribly lazy creatures. Of course, I am generalizing and exaggerating, but, in essence, that’s how it is. If it is possible to get a ready-made solution actual problem Instead of looking for the answer yourself, most people will take advantage of this. The answer to the question is a Klondike for any copywriter in terms of influencing the audience. The trick is simple: choose a problem, give its solution in the text, and in the title let the reader know that the solution is in the text.

Heading examples:

How to stop worrying and start living.

Where can I get a lot of money at once?

How to get rid of back pain.

How much does freedom cost?

The most popular titles are those that begin with the word “How.” The general stereotype suggests that behind the word “how” there is, by default, practical guide, which is very, very useful, which is why readers have special confidence in this word.

Notice how people enter search queries when they are looking for lessons on something: “How to make a mask”, “How to send a boss”, “How to seduce girls”, etc.

3. Personal experience.

People always have more trust in those who have already done something, rather than in those who simply talk about how to do something. Demagoguery and results are completely different things. Compare the two headers:

How to earn $1000 in a week.
How I earned $1000 in a week.

Which one do you have more interest and trust in?

Heading examples:

How I lost 20 kilos in 2 weeks.

How I dismantled the toilet in the State Duma.

How a pack of Marlboro helped me in a fight with 5 hooligans.

In addition, the title may include not only personal experience the author, but also a third party. The more authoritative and well-known this person is, the more trust you can inspire in the reader.

Heading examples:

How Bill Gates made his first million.

What does Schumacher do when he gets a flat tire?

How bankers make money on exchange rate dynamics.

4. Mystery, secret, intrigue.

People simply love secrets and mysteries, especially if these secrets will allow them to gain certain advantages. People also love other people's secrets, even just like that, without advantages. By playing on human curiosity, you have a very high chance of attracting readers' attention to your text.

Heading examples:

Money that you walk on without noticing.

Nero's secret secret that made him great.

The secret of getting double profits as an entrepreneur in Ukraine.

5. Numbers.

The numbers in the headings act as a conditional quantitative indicator of the saturation or ease of assimilation of the material. In other words, numbers are a measure that allows a person to a priori assess how much benefit he will get from reading a particular text, and how easy it will be for him to perceive the information offered. The higher the number, the richer the material, and this attracts with its volume, while the smaller the number, the simpler and more practical it is, and attracts with its lightness and transparency. By introducing such certainty, the copywriter can manipulate the audience, for example, by mixing useful information with a commercial layer.

Heading examples:

100 and 1 ways to become the life of the party.

A book that will make you a superhero in 20 minutes.

5 surefire ways to find inspiration.

24 vices of beginning programmers.

6. Accents.

Accents give headlines qualitatively new properties, strengthening them several times. By themselves, accents may be ordinary, inconspicuous words, but when combined with a headline, they increase its effectiveness. Distinctive feature accent is that it always points to something.

Heading examples:

THIS rake will make your neighbors jealous.

NOW…! You will begin to predict the future!

Who ELSE wants to earn $1000 a month without any effort?

Buy our alarm system, and the thieves of your car will ALWAYS be behind bars.

You are losing hundreds of dollars a year due to ignorance of THIS nuance.

7. Instilling fear

Fear is a very strong motivating factor. If you fill your headlines with fear, they encourage the audience to read the main text. It's simple. A person instinctively tries to protect himself from everyone negative factors. If there is at least some chance that he will find salvation in the article and protect himself, then the person will read it.

Heading examples:

You're losing $3,000 every year without this skill.

Mixing these products disables the stomach within a day.

Just one word can save your marriage from destruction.

8. Warranties.

Guarantees, in essence, are a derivative of fear, only served with a different sauce. When a person feels protected, he becomes more loyal to the text he reads.

Heading examples:

24 hours and your skin is glowing! Otherwise we will refund your money!

You will forget about your problems forever!

You will never lack for anything!

9. Non-standard approach

In most cases, people have a filter on many headlines because people basically know what to expect. Non-standard or controversial solutions attract attention and are able to break through this filter.

Heading examples:

I will put you in a trance while you read this text!

Take your money!

Don't you dare read what is written here!

A full house in the midst of a severe fiasco.

10. “Salt in the wound”

Finally, the most strong headlines- these are headlines that precisely and strongly hit a person’s most painful place: pride, pride, fears, problems, etc., which are relevant for this person. In this case, the success of the headline sharply exceeds the 90% mark.

Heading examples:

Forget about losing hair!

How long will you continue to work “for your uncle”?

Tired of fighting weeds?

conclusions

“People are interested, first of all, in their problems and their needs.”

If your headline is directly or indirectly related to these needs, then there is a very high probability that a person will start reading the main text. Of course, in each specific case the title will have its own unique specifics, however general principles The audience impacts outlined in this article can help you increase the impact of your headlines several times over with just one or a couple of words.

Do you like the information? Tell us about it on your social network!

Having studied this material, you will learn:

“As you name the ship, so it will sail” - this expression applies to everyone who writes texts. I suggest you fully master the craft of writing the best headlines.

How to come up with a good article title?

When we open a newspaper, magazine, article or news feed, the first thing we pay attention to is the headline. Only then we decide whether it will be useful to us this information or not.

Interesting headlines– this is 50% success. They attract readers, make the article popular and exciting. Despite the fact that the headline consists of only a few words, copywriters often have difficulties when writing it. They're spinning in my head different variants, a lot of thoughts come up, so sometimes it’s not easy to write a headline that will blow the reader away. It often takes too much time to choose a name for a material. If you often encounter a similar problem, then I will teach you how to write beautiful and effective headlines in a matter of minutes.

I decided to devote this section to the criteria for catchy headlines and compose some information-cheat sheet for copywriters, which you can look into if you quickly need to create an original headline.

Criteria for a catchy headline:

Intrigue

Instantly affects a person’s consciousness, awakens curiosity, and quickly attracts attention. Intrigue the reader! Let him linger on the title and want to get acquainted with all the information presented.

Target orientation

The correct article title is always focused on a specific target audience. It makes it clear to the person that the material was created specifically for him and will be useful to him. The name must fully meet the expectations of the target audience and then it will really “work”.

Benefit

When we scour the Internet and look for specific information, we may notice that not all headlines are thought out correctly. After reading them, the reader immediately thinks about whether the information will be useful to him and whether it is worth spending his personal time reading it. Interesting article headlines encourage us to look at the site and find answers to questions that are important to us, to find out why we, in fact, went to the Internet.

Types of text headings + examples

Titles are attractive in two ways:

They give an initial idea of what will be discussed in the publication and are often called "talking" headlines. They present a condensed essence of the material and do not contain aphorisms. If you need such a title, it won’t be difficult to come up with one. First write declarative sentence, then remove unnecessary words, making sure to leave the active verb. You will end up with a good informative headline.

Examples of “talking headlines”:

Hook titles- Another popular headline option. They are often called figurative or playful. The main function of such a headline is to instantly intrigue and force you to read it. Unlike “talking” titles, they use catchphrases, aphorisms. As a rule, they consist of two parts and form a special mood in the reader, thereby making it easier to “enter” the article:

My advice: Do not overdo it with such titles, because they can scare off the reader and not inspire confidence in the author.

The following rules will help you easily come up with unique page titles:

while writing text write out important words and phrases, which can be used as ideas for the title of your publication;
focus on specific details and images that arise in your mind when reading the material, on the emotions that it generates;
use words“high-quality”, “effective”, “best”, “fast”, “easy”, etc.;
very often people need a push to start or continue moving towards their goals, so in the titles of some publications you can use the words: “succeed”, “build”, “find”, “create”;
remember, that The title must fit completely in Google search(write up to 70 characters, approximately 6-8 words) – this is a trick not only to improve readability, but also SEO;
Titles of articles should not be pretentious or feigned.

Most “working” headlines include numbers, for example: “top 10 best web studios in Ukraine”, “5 advantages construction company"Step", "10" interesting facts about Thailand that you didn't know." You can start the title with the word “How”, for example: “ How to open a business without investment”, “How to get rid of varicose veins forever”.

There is a very good formula that will help weed out unnecessary words from your title if it turns out to be too long and you need to highlight the most important thing in it. So, I present to your attention this formula:

For example: "10 simple steps things you can do now and be happier." I would like to immediately draw your attention to the fact that the proposed formula is not universal.

In fact, the power of a well-chosen word is limitless. That is why many experienced copywriters also use this simple formula to write attractive headlines:

For example, amazing examples, unrivaled advice, legendary strategies, fantastic ideas. Titles like these work well for many magazines and business books.

Personally, I am hooked by headlines that guarantee benefits. For example: “How to attract new clients without spending money?”, “How to get rid of wrinkles: 5 proven face masks” and so on.

To correctly write a title in Word, highlight it in bold or another color. Be sure to select heading h1, heading h2, after which the titles will change size and color.

Best Techniques for Writing Selling Headlines

Often copywriters have to write selling texts, for which it is extremely important to choose the right title. If you don’t know how to write a selling headline, then the next block of my article will be very useful to you.

Below are a few additional tips to help you come up with a great sales headline:

users search the Internet for a specific product, expecting to find the most profitable proposition. The copywriter’s task is to clearly articulate the benefits of the product that needs to be sold. The title plays a special role here and can reflect, for example, the main advantages or properties of a particular product;
in the title you can indicate what benefits the buyer receives after purchasing the product. Here are a couple of options for successful selling titles: “ Women's clothing By best price in Ukraine”, “Spare parts for microwave ovens with a manufacturer’s warranty”, “Sugaring with a 50% discount”.

When composing a sales text, follow the rule of the four “W’s”.

Based on it, the title and subtitle should be:

ultra-specific;
unique;
terribly relevant;
amazingly useful.

Summarizing all the material presented, I would like to once again focus your attention on the fact that the title should not be:

too short and not too long, try to fit it into one line;
formulaic, hackneyed and boring (try to come up with an informative and original title for the text).

Titles should consist of approximately 3-5 words, since bulky titles will negate interest in the material.

By following these tips, you will never write “dull” headlines again, but turn them into a selling masterpiece.

Four header functions. A successful headline has 4 important functions:

To attract attention.
Audience screening.
Transmits the entire message.
Creating reader interest in the text. Most people skim read, so your headline only has a moment to grab the reader's attention.

Don't use ALL CAPITAL LETTERS. We have learned to recognize the “shape” of words on an unconscious level. Words printed in capital letters appear as RECTANGULAR PRINTED BLOCKS, so the person viewing the page will miss the entire message.

Simple and clear. Do not use abbreviations, jargon or Difficult words. A well-written title with body text should be easily understood by a 7th grade student.

Don't underestimate the client's intelligence. The decision to spend your hard-earned money is never easy. People need exact facts and guarantees that they receive Best offer. Today's consumers can't stand even a hint of airs, dances, tricks and songs from salespeople.

Target your audience. Try to immediately outline the audience in the title. If you try to reach everyone, you will end up with uncertainty and no one will be impressed. When selling a cure for kidney stones, mention kidney stones in the title.

Accuracy. Don't write blind headlines that don't make anything clear about your offer. The title should be self-sufficient so that the reader does not have to read its meaning into the text. He still won't read the text.

Engage your senses. Engage maximum amount senses (sight, hearing, smell, taste, touch) to captivate the reader's imagination. Remember, “Sell the taste, not the steak.” It is important to imagine not a piece of meat, but the aroma of seasonings, the juice sizzling on hot coals, the smell of the most tender tenderloin and the stains of barbecue sauce on the chef's new apron.

Captions that spark curiosity. Add entertaining captions under each photo. People are always looking at images, and good photo with an intriguing caption will definitely attract the reader's attention.

Get ready! Gather all the information you can about your product and target audience to find a hook to use in your headline. The best headlines come to mind during the process of researching information when writing an ad. Good text and a successful headline are not possible without effort and preparation.

Use a thesaurus. When writing your title, look up each of your words in a thesaurus to find the most accurate synonyms.

Sand until shiny. Rework the title, rearrange the word order, and come up with several versions, never stopping to think about a better option. Choose the best one. Good title takes longer than the main text. Look from a new angle, in a different direction, or scroll various options, trying to see your title through the eyes of the reader so that it is not boring and can intrigue.

Try to touch the reader’s selfishness on an emotional level. A high-quality headline should contain an element that has a motivating effect. These may be the following emotions:

fear
need
wish
curiosity
real news or interesting statistics
nagging question

Learn from the masters. Creating a working title from scratch is not easy. Successful copywriters use proven formulas that get results by rewriting classic models that have stood the test of time. The following is a list of successful headlines that can be used as a foundation for almost any situation:

“Lord, give me strength to move on” (fear/curiosity/selling insurance)
“God give my children the strength to survive this”
“How to get people to talk about your food” (vanity/curiosity)
“How to Save Up to 15% on Car Insurance Before November 20th” (accuracy/timing/incentive)
“How to increase your pension by 14.55% by the end of the year” (accurate statistics)
"How to Reduce Home Insurance Costs by 28%"
“How to quickly relieve strain on tired eyes” (an exact solution to a common problem)
“How doctors quickly get on their feet” (expert revelation/curiosity/authority)
"How to retire in 15 years when you're 40" (hard numbers and facts)
“How to quickly pump up your abdominal muscles and make others envy you” (hurt vanity)
“Do you know the 7 most common mistakes in the advertisements? (curiosity)
“7 mistakes on the first date” (curiosity)
“Is your husband proud of your culinary talents?” (vanity)
“How to win arguments and convince people” (double benefit)
“Quick test for pregnant women” (attracting a specific audience through curiosity)
“At first they laughed, but then I started playing...” (curiosity, interest)
“This face cream made me jealous even best friend"(vanity/curiosity)