How to write effective headlines. Intriguing headlines Heading phrases should be interesting

The main purpose of any headline is to attract attention. Headlines launch the first stage of the AIDA marketing model. Legendary, spectacular examples of headlines that made projects famous. How does it work and is it possible to learn how to write headlines?

Headings determine the success of any text and are a 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

Effective headlines: how they work

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 cause 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.

Title Techniques

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 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 to get a lot of money at once
• How to get rid of back pain
• How much does freedom cost?

The most popular headlines 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 to make your 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 people's curiosity, you have a very high chance of attracting readers' attention to your text.

Heading examples:

• Money 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, and the lower, it means simpler and more practical, 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 Sure 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 envy you
• NOW…! you will begin to predict the future!
• Who ELSE wants to earn $1000 a month without any effort?
• Buy our alarm system and your car thieves 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 your 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!
• Full house in the face 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.

Tips and examples from Azamat Ushanov

Many were shocked by the last title of my letter, which sounded like this...

• “Fuck you, [NAME]!”

Some people took this headline personally. Someone guessed that this was a typical example of a marketing provocation in the headline. The result was that the blog almost burst from traffic. And the mailbox is from very positive and very negative responses. In a word, it was a hurricane of emotions.

(The most dangerous thing in online business is when they think about you “neutral”). This entire hurricane was caused by one small line of text in the subject line. Well, today we will talk about letter headers...

First of all, I want to warn you. Never use in your practice those crazy headlines that you see in my newsletters.

For my experiments know no boundaries. And I myself am a little bit of that. Crazy in short;)

However, I can teach you 10 “safe” (but also somewhat extreme) email subject line techniques that you can start using today to dramatically increase the response to your emails.

Please keep in mind that in mailbox your subscriber, your letter is by no means the only one. You are competing with at least 10 other emails.

However, while your competitors are constantly sending their subscribers letters with banal headlines in the style of “Vasya, a new issue of our newsletter has been released!”, you can use the following alternative options.

They very quickly stir up the interest of any person. So, let's go...

Lightening Header

You simply communicate in two or three words that one of the very pressing problems that your potential clients are experiencing has finally come to an end.

For example, at one time I received a very big effect on a letter with the heading “The poke method has come to an end,” in which I recommended Evgeniy Popov’s course on technical issues...

Calling title

I once wrote in the title of a letter, “Your idea is bullshit,” and in the letter itself I wrote about how many people constantly disparage their own ideas and don’t believe in them.

The headline provoked many people to tell me to go to hell, but also... to open the letter... in the text of which they saw themselves. The proposed podcast helped them a lot.

Scary title

The most frightening headlines in my practice in my memory are two...

• "Your account is blocked"
• "Pair swear words about you…"

Each of them was inextricably linked with the theme of the letter itself. The effect was great. First shock - then relief and clicking on the link.

Compromising header

• People love to peek...

No matter what online market you serve, this headline will always spark interest. “Shocking photos from a drinking session of Internet entrepreneurs.” Oooh, I remember this letter was read by almost all active subscribers...

Title - result

• "Newbie makes 154 sales in first month"
• “An example of lightning-fast website promotion”

Any short headline that states the result that your audience of potential clients wants to achieve will be effective and will bring a large number of clicks

Headline - yellow press

• “Internet – special forces are taking over the Czech Republic!”
• “Shocking news from Kyiv!”

These headlines brought a lot of interest to our live seminars in Prague and Kyiv in 2007. Open any tabloid newspaper to easily get a dozen more examples of similar headlines. Yes, it's corny, but it works.

Cheat title

People always want to find the “easy way”. Take a shortcut to the result. Therefore, if you say something like this in the title...

• "Workaround to [YOUR TOPIC]"
• “Quick cheat sheet for [YOUR TOPIC]”
• "My secret way to [YOUR TOPIC]"

You will always attract the attention of your subscriber.

Unfinished title

Typical cutting off the statement at the most interesting point. Such headlines simply force a person to open the letter...

• “The best way to promote a website is...”
• “Azamat looks under the tree - and there...”
• “There is something valuable inside the letter called...”

Let your imagination run wild. You can come up with a lot of interesting ways.

Question title

Nothing supernatural. It's stupid, but it works. Makes the reader nod affirmatively when opening the letter and say “yes, I have this problem, let’s see what solution you can offer.”

Here are a couple of examples that I have used successfully.

• “Do you want to finally automate [PROBLEM]?”
• “Need help with copywriting?”

Friendly Heading

Believe it or not, this is one of the most effective headlines in my practice...

• "From Azamat"

Why? Don't know. But there is a guess. Think about how many times you have written a letter to your friend on the Internet with the heading “ Newest Formula gaining slim figure in 14 steps in minimal time blah blah blah..."

Most likely you write in the topic simply.

• "From Volodya"
• "From Seryoga"
• "From Lyudmila"

Sometimes you need to do the same with subscribers. By making such a headline from time to time, you will become closer to your subscriber. As if you were writing to your friend or acquaintance. And the subscriber will feel the same.

Well, here are 10 great email subject line hacks you can start using today to increase the readability of your emails.

But remember that in the long run, you need to act and conduct your personal mailings in such a way that people decide whether to read your letter or not to read it based on the left column in the mailing list (the “From:” column), and not on right column with heading.

You can achieve this in three steps...

1. Stop worrying about what others think of you;
2. Become a master at creating great content for your readers;
3. Lead your mailing list balanced, charismatic and not like everyone else.

And if the first step can only be taken independently, by making a decision within yourself. Then for the second and third steps, I can offer you 2 excellent step by step videos– manuals.

25 killer headlines

• 10 Facts about... which you didn't know!
• 10 reasons to hate...
• 10 Best Blogs About...
• 10 Secrets...
• How does it work... ?
• How to be the best in...
• 10 Worst Mistakes You Can Make in...
• 10 Shocking Facts About...
• 10 Questions about...
• Everything you know about... is wrong!
• 10 Best videos about...
• 10 Best quotes about...
• 10 Experts on... on Twitter
• 10 Tweets about...
• 10 Rules... you should know
• How I increased my ... by 200%
• 10 Effective techniques in..., which you are not yet using
• The fastest way...
• 10 Myths about...
• 5...for which you wouldn’t mind giving everything!

All that remains is to substitute the right words.

For your letters, using which you can increase the open rate of your own letters in your mailings.

1. Question title.

Every question requires an answer. Reading a question title, a person subconsciously has a desire to find out the answer to it. And you can find it, naturally, only by opening the letter.

“Do you want to know how to easily lose 12 kg without dieting or exercise?”
"Need money?"

2. Unfinished title.

The understatement in the title exploits our curiosity. And this is a very powerful thing. When something interests us, and then it ends... interesting place. This is usually practiced in TV series, but it can also be successfully used in e-mail marketing.

Here are examples of unfinished titles.

"Most effective method dealing with objections is..."
“You will never double your sales if you don’t use...”

3. A scary headline.

Fear is a very powerful feeling. The instinct of self-preservation is stronger than even the instinct of procreation. Therefore, any “message” that carries something intimidating or frightening to a person forces him to immediately react.

"Your email has been deleted"
"Your account is blocked"
"Your data has been destroyed"

4. Delivering title.

This type of headline informs a person about getting rid of some problem that has been bothering him for a long time and has been a peeve in business or life.

For example. “Computer viruses have come to an end”, “The problem of finding clients no longer exists”, “Lack of weight has been defeated”, etc.

5. Compromising headline.

People love to dig through dirty laundry and then wash the bones. Any compromising evidence arouses interest, and therefore is so actively used in headlines by various newspapermen.

“The Internet entrepreneur’s shocking confession about his subscribers”
“Scandalous recording from a conference on blog promotion in Runet”

6. Headline-fact.

The reader is simply told a specific fact. For example, a result that was achieved and which people would also like to repeat.

“217 thousand rubles on the first day of sales”
“Over 1000 visitors to the site per day, in three months”
“An ordinary schoolboy who made a deal worth half a million rubles”

7. Secret title.

You definitely want to know any secret. Therefore, any headlines that reveal any secrets to us have always attracted, and will continue to attract, attention.

“The strategy of playing on the stock exchange that the bankers hid”
"Secret Method" quick learning foreign languages in the FSB"
“Revealed recipe for the signature pie of the Kremlin cuisine”

8. Friendly title.

Such headlines are usually used when writing to your friends or acquaintances, but in e-mail marketing this is necessary to get closer to the audience. Also, similar headlines can be used when using a personal brand.

"From Alexander"
"Alex Ivanovsky"

9. Permanent header.

This type of header is a permanent name of the same type that never changes. People get used to such constancy and in the future they will no longer confuse you with anyone. The response of such letters is stable, since the reader never knows what awaits him in today's issue, but willingly opens it, because... loves this newsletter.

“New business ideas. Issue 167"
"Magazine newsletter culinary recipes»

10. Intriguing title.

An intriguing title piques the reader's interest. But unlike other types of headlines, intriguing ones never reveal the essence of the offer. That is, in order for a person to find out what we're talking about, you need to open and read the letter.

“You have to see this!”
“In 8 years of practice, I have never seen anything like this!”

11. Targeting headline.

Targeting means selection, segmentation. This type of headline is aimed at a specific audience from total mass, for example, only for women or motorists, or those who keep animals at home, etc.

"For those who love beer more water»
“If they don’t buy books from you in the online store”

12. News headline.

Everything is very simple here. News headlines carry some kind of news.

"Latest changes in algorithms search engines»
"New rules for delivery tax return»

13. Title-gift.

People love free things, and therefore any mention of gifts, discounts, bonuses and anything that is offered for free always arouses interest. Especially if it costs money.

“Get a video course worth RUB 2,500. absolutely free"
"Let me give you a gift"

14. Title Guarantee.

A guarantee is a protection against risk, so using it in the headline makes any offer safe. That is, with a guarantee, a person gets the opportunity not to fear for the future result and, if something happens, to return everything back.

“This shampoo will get rid of your dandruff, or we’ll give you your money back.”
“A system that 100% guarantees the recruitment of the first 1000 subscribers in three days”

Naturally this is not full list techniques for writing headlines for letters, but even these are quite enough to increase the readability of your newsletter. I have given several examples based on which you can generate your own headings for topics. I am sure that if you try, they will be stronger and even brighter than mine.

So, a selection of 200 catchy and working headlines for texts, slogans, appeals, advertising, marketing, SMM and simply for general development.

1. ___ reasons to use ____
2. Why is ____ popular with tens of thousands of customers?
3. ___ answers to question _____
4. NEW! _________
5. SENSATION! _________
6. THE INCREDIBLE HAPPENED! ________
7. FREE! ___________
8. ATTENTION! ___________
9. CAUTION! __________
10. THIS IS INCREDIBLE! _________
11. THIS HAS NEVER HAPPENED BEFORE! ________
12. Are you _______?
13. How do I _______
14. Secrets found ______
15. Who else wants ______?
16. Find out how I _______
17. Give me ____ and I _______
18. How to make _____ with your own hands?
19. How to increase ______ several times?
20. I also used to think that _________
21. Special offer For ________
22. Special offer for _________
23. What is ______?
24. If you _____, you can _____
25. Who said that _______?
26. ___ myths about _____
27. ____ advice about _____
28. ______ are required
29. Are you sure that _____?
30. ___ main advantages _____
31. ___ main disadvantages _____
32. Do you know enough about _____?
33. Finally it happened: __________
34. Do you recognize _______?
35. How do you understand that you are _____?
36. Revolutionary innovation in _______
37. What is the difference between ____ and ____?
38. We have proven that ________
39. In the end, you ______
40. All you need is – __________
41. How to save money on _____?
42. New way ______
43. Look how easy it is to _____
44. How to earn ____ thanks to ____?
45. What to do if _____?
46. ​​The whole truth about _____
47. Crushing effect ______
48. The shocking truth about ______
49. How to _____ without any risk?
50. THIS will help you ______
51. Do you _______
52. Now you don’t need _____
53. Protect your ______ with ______
54. You are invited to ________
55. Latest news O ________
56. One day ______
57. Are you ready for _______?
58. What don’t you know about _____
59. How to get ahead of your competitors with _____?
60. Briefly about the main thing ______
61. Do you make these mistakes in ______?
62. A simple recommendation For _______
63. Last chance for _______
64. Warning for _____
65. Who else wants ____?
66. _______ from any computer
67. Guaranteed source ______
68. ______ only now and never again
69. Reveal secrets about ______
70. I say “NO” __________
71. I say “YES” __________
72. Important improvement in _______
73. How to force yourself to _______?
74. Cure yourself from ________
75. The story of how _______
76. People deceive you when _____
77. Existing features _______
78. Our best product: ____________
79. Exciting fact about _______
80. How much does _______ cost?
81. Healing power _______
82. How to overcome the fear of _____?
83. How much does _______ actually cost?
84. You should see THIS ______
85. Looking for ______?
86. ______ prevents you _______
87. ____ creative ideas for _____
88. Save time with ______
89. Why can’t you ______?
90. If you are worried about ________
91. ___ dangerous symptoms _____
92. Each of these ______
93. How to save ________?
94. ___ secrets that can _____
95. You don’t know about ______?
96. Improved version ______
97. Get a discount on _______
98. Little-known methods ______
99. Only for those who _______
100. A New Look on ______
101. How to succeed in ______?
102. Fantastic story O _______
103. How can ______ be several times faster?
104. Plan the perfect ______
105. How to get rid of ________?
106. Today I ________
107. Today you ________
108. How to rationally use _____?
109. ____ proven steps to _____
110. Make ________ work for you
111. Imagine you ______
112. What would you do if _____?
113. What do I hate about ______?
114. Improve your performance in _____
115. ______ is already nearby
116. You still can’t ______?
117. The only important thing about ________
118. Why do people _____
119. How to start _______ correctly?
120. Unforgivable mistake _______
121. How to avoid _______?
122. A great way to _______
123. What should we expect from _______?
124. A relaxing way to _______
125. _______ is absolutely easy!
126. Phenomenal breakthrough in _______
127. Unexpected news about ______
128. If you are _____, then _______
129. Amazing opportunity for ______
130. How to defeat ________?
131. Limited Edition _____
132. Professionals reveal their cards: _______
133. Don’t know what to do with ______?
134. How to win ______ over to your side?
135. Revolutionary formula _______
136. Experience the thrill of _______
137. Ideal solution for ______
138. ______ has just appeared
139. Advantages and disadvantages of ________
140. Fast way ______
141. An unexpected turn in _______
142. What is the success of ________?
143. Gain an advantage thanks to ______
144. How many more times do you need ______?
145. ___ practical advice For ______
146. How to get the most out of ________?
147. Zero risk in ______
148. TOP 10 reasons why _____?
149. There is nothing better than _______
150. _______ of your dreams
151. Sensational message from ______
152. Time-tested: _________
153. A breakthrough has been made in _______
154. Live like ______
155. “Three pillars” ____________
156. ____ ways to ____ and make money
157. How to improve your _______?
158. How ____ made me ______
159. Announce _____ loudly with ______
160. Non-standard solutions for ______
161. Behind-the-scenes secrets ______
162. Amazing way to _________
163. When is it appropriate to _________?
164. A miracle happened: ________
165. What are ______ keeping silent about?
166. Finally you can ______
167. Urgent message about ______
168. Are you tired of _______?
169. ________ that really work
170. How to avoid making mistakes in _______?
171. ________ of the future
172. How to develop _______ in yourself?
173. Have you always wanted to ________
174. How to choose the right ______?
175. This method will help you ______
176. How to enjoy _______?
177. You need to know this when ________
178. ___ questions to ask ______
179. All the pros and cons ________
180. The most unusual _________
181. How many times can you _______?
182. 100% guarantee ____________
183. Increase your earnings by ______
184. Save money with _________
185. What can ________ teach you?
186.Are you tired of ________ yet?
187. Probably the most ________
188. How to learn ______?
189. ___ examples ______
190. One of the best ______
191. Read only for those who ________
192. The fastest way _______
193. ____ true reasons _____
194. What does _____ actually mean?
195. Get access to _____
196. Save ___% on _____
197. It’s hard to believe, but _______
198. Captured by ________
199. Get the most out of _______
200. What is hidden behind ______?__

Intrigue + Aim + Benefit = Perfect name

Intrigue

The title should arouse curiosity and a desire to find out: “What is so interesting, useful, unusual that the author will tell you now?”

For example, the title “Initial blog promotion” sounds a bit boring, but the title “The most current methods of blog promotion in 2016” is intriguing, and how!

Aim

The title should have a clear purpose. A good headline is addressed to a specific person. target audience and immediately makes it clear for whom the article is intended.

For example, the article “Sources of finding clients for a flower shop” will not be easy for flower business owners to pass by.

The more specifically you identify your potential target audience, the deeper you go into the topic, the easier it will be for you to find a response among readers.

Benefit

The headline should show what benefits can be obtained from reading or purchasing the article.

For example, in the headline “12 free ways to get links,” the benefit is clearly expressed by the word “free.”

How to come up with an article title: tricks of cunning copywriters

A headline in the form of an intriguing question

Any question in itself creates intrigue. After reading a question, the reader sometimes even against his will wants to get an answer to it. And the answer can only be obtained by reading the article.

Therefore, we take note of the following questions:

• Why?
• When?
• Which?

However, if you need a really effective headline, then you need to remember all three criteria. The intrigue contained in the question needs to be enhanced by the elements of Target and Benefit.

If the title of the article directly addresses the target audience you need, then the chances of meeting grateful readers increase dramatically.

Thus, the article “How to make money at home for mothers on maternity leave?” will not leave many mothers indifferent. As you can see, two whole terms of our formula already appear here.

Reasons, tips, methods, recommendations, techniques, laws, rules should be combined into a separate heading category because they instantly inform the reader: this is an article in the form of a list with reasons, tips... and so on. Structured, clear, specific articles always go great!

In the title “12 tips for a beginning copywriter” you see not only an indication of the structure of the content, but also a magical text enhancer that attracts attention - a number.

Figures, figures, facts always attract attention and increase the persuasiveness of the text. Accompany your headings with specific numbers - and you will be happy.

how to make a selling headline: marketer maneuvers

Don't be afraid to juggle words in your title. For example, what can you do with the title “How to come up with an article title?”

Be specific

If you do a little magic you get interesting options:
— “How to come up with an article title in 30 seconds”
— “How to come up with an article title in 30 seconds - 10 ways”

Reveal secrets

All people love secrets. But also more people love NEW secrets. So, it makes sense to transform the title into “10 New Secrets to Creating Catchy Headlines in 30 Seconds.”

Encourage action

Headlines encouraging you to get started practical actions, also work great: “Create a killer headline in 30 seconds right now.”

Focus on quickly solving the problem

Let’s compare two more options: “How to come up with a selling headline?” and “How to quickly come up with a selling headline?” What interesting things did you notice?

Imagine: a man is sitting at a monitor, he needs to push his information product through the Internet. In front of it there are links to two identical articles, but in the title of one of them there is the word “quickly”. Which link will he click on first?

How to write an SEO title?

From a search engine optimization perspective, the title must meet several requirements:

• The title uses a key phrase for which the text is optimized.
• The key phrase is used as close to the beginning of the title as possible, ideally the title begins with the key.
• Whenever possible, words in a key phrase are not broken up by punctuation marks. However, if commas and dashes cannot be avoided, they must be placed in accordance with the rules of the Russian language.

118 magic words of a copywriter

And now it’s time to reveal the secret that successful world-famous copywriters know. It turns out that using certain words greatly enhances the effectiveness of a headline.

The words below tap into our emotions. And that's why they are so effective.

Benefit, safety	Novelty	Emotions	Actions, dynamics
For free	New	Suddenly	How to do
Advice	New	Amazing	Now
Fast	Already here	Significant	Imagine
Easily	Just showed up	Awesome	Compare
Advantageous purchase	Important improvement	Miracle	Hurry up
Improved	Improvement	Magic	Required
Discount	Sensational	The truth about...	Last chance
Income	Revolutionary	Difficult but solvable task	Urgent
Present	Offer	Exciting	Recommend
Way	Finally	Exclusive	Here
Business	First	Fantastic	Open
Is it true	Opening	Breathtaking	Are you doing...
Profitable	At the time...	Treasure	Protect
Money	Breakthrough	Incredible	Fast
Expensive	Know-how	Initial
The only one		Love
Double		Limited
Triple		Phenomenal
Profit		Special
Focus		Successful
Reliable		Hypersensitive
Guaranteed		Unique
Guarantee		Beautiful
Accurate		You
Safe		Advanced
		Introducing
		Secrets about...
		Facts that you...
		The truth about...
		Powerful
		Life
		Agreements
		Yes
		How many
		As if...
		This
		Only
		Hatred
		Effective
		Sex
		First class
		Darling
		Beautiful
		Woman
		Formula
		Ideal
		Brilliant
		Fact
		Temptation
		Radical
		Collection
		Legendary
		Principle
		Modern
		Magic
		Popular
		Famous
		Best
		Cardinal
		Magnetic

These words live in the texts of famous Western and domestic copywriters. They are heard in the calls of marketers of the largest companies. They pour on us every day along with a stream of television and radio advertising.

Now these words will serve you faithfully. From now on you are armed.

Copywriter Cheat Sheet: Over 200 Effective Headings

And now a nice bonus for site readers! Here is a convenient cheat sheet of hundreds of ready-made article titles. Submit your data and enjoy the result.

Well, to make the process of creating the perfect headline more fun, let your role models be united by one more or less boring topic.

Suppose, on the territory of a semi-closed military camp, a rally of little green men with stars on their shoulder straps is expected, dedicated to the disposal of chemical weapons. This is a trivial topic about burying ammunition at a training ground.

Only the delegation arrived not by helicopter, but on a flying saucer, straight from star system Sirius. And as you already guessed, these little men are not in green uniforms from Yudashkin, but in green skins from Mother Nature...

So, let's go!

Headings in question form

How?

• How will messengers from Sirius help the Russians and Americans disarm?
• How to dispose chemical weapon with taxpayers' money from Sirius?
• How to get rid of unpleasant odor in a house on the edge of the landfill?
• How to choose the right protective suits in an online store from Sirius?
• How should you communicate with a representative of an extraterrestrial race?

Who?

• Who will bury bombs at a site near Saratov?
• Who and how will destroy chemical weapons in the Saratov region?
• Who should I offer minesweeper services to?
• Who makes the most money from Sirius?
• Who is capable of causing harm in your garden?

What?

• What interested the delegation from Sirius in the mustard gas testing laboratory?
• What is the disposal of poisons using the reptilian method?
• What should you know when choosing a garden trowel?
• What should be used to protect plants from poisonous gases in the atmosphere?
• What should you consider when purchasing fertilizers from sales representatives from Sirius?

Where?

• Where will the delegation from Sirius be stationed?
• Where to look for buried chemical weapons in Russia?
• Where to look for advertising specialists in mirages out of the blue?
• Where is the best place to spend a winter holiday on Sirius?
• Where is the best place to buy spaceships?

Why?

• Why are thousands of people being taken away from a chemical weapons destruction facility?
• Why is the detoxification of the country beneficial to the residents of Sirius?
• Why do many Sirian flower seed speculators fail?
• Why solar panels with asteroid deposition have so many advantages?

When?

• When will the destruction of chemical weapons in the Saratov region be completed?
• When is the best time to go on holiday to Sirius?
• When is the best time to send an email to your subscribers from Sirius?
• When should a private deminer require advance payment?

Which?

• What new suit has our scientists developed to protect against sarin?

Where?

• Poison disposal: where do chemical weapons go?

Headline addressed to the target audience

• Secrets of aliens: how to look 30 at 50
• What should a new Sirius translator do first?

• 6 fatal errors aspiring gladiator on Sirius
• 12 reasons to buy phones in online stores of the Kin-dza-dza galaxy
• 10 new Martian cabbage salads.

Headings based on catchphrases

• Everything you wanted to know about mortgages on Sirius, but were afraid to ask
• Outsiders are not allowed to enter

200 successful headlines with magic words

• 10 reasons to take advantage flying saucer
• Why synchrophosotrons Are they popular with tens of thousands of customers?
• 25 answers to the question: “How will the Martian like it?”
• NEW! Tear-resistant nano-tights
• SENSATION! Live dinosaur at the Moscow Zoo
• THE INCREDIBLE HAPPENED! Chalk turned to gold
• FOR FREE! Flytrap flower from Saturn for every third buyer
• ATTENTION! The Venus flu has reached Novosibirsk
• CAREFULLY! Elevators with teleportation effect
• THIS IS INCREDIBLE! Levitation from diapers
• THIS HAVE NOT HAPPENED BEFORE! Gymnasts performing on the moon
• And you took a ticket to orbit ?
• Like me took Martians to cafes
• Secrets found eternal youth
• Who else wants will go on a motorbike ride along Verener ?
• Find out how I am grew the seeds of giant plants
• Let me fulcrum , and I congratulations to the young people
• How to do laser sword with your own hands?
• How to increase height several times?
• I used to think too the speed of light is the fastest
• Special offer for collectors of ancient artifacts
• Special offer for loans to earthlings

• Get access to Koshchei's egg
• Save ___% on ___
• It's hard to believe, but ___
• Captured by the 7 Dwarves
• Get the most out of ___
• What's behind seven castles?

Ageeva Veronica.

“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 drive the first stage of the AIDA marketing model, and therefore require a special approach from the copywriter.”

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 begin, a short lyrical digression. Truly effective headlines affect the human psychosomatic system through so-called psychohooks. In other words, such headlines cause 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:

1. Question.
2. Solving the problem (answering the question).
3. Personal experience.
4. Mystery, secret, intrigue.
5. Numbers.
6. Accents.
7. Instilling fear.
8. Guarantees.
9. Non-standard approach.
10. "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 there is an opportunity to get a ready-made solution to a pressing problem instead of looking for the answer yourself, then most people will take advantage of it. 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 headlines are those that begin with the word “How.” The general stereotype suggests that behind the word “how,” by default, there is a practical guide that 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:

1. How to earn $1000 in a week.
2. 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 the personal experience of the author, but also of 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, and the lower, it means simpler and more practical, 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. A distinctive feature of an 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 all 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!
• Full house in the face of a severe fiasco.

10. “Salt in the wound”

Finally, the most powerful headlines are those 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 headline will have its own unique specifics, but the general principles of influencing the audience given in this article can help you increase the impact of your headlines several times over with just one or a couple of words.

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