Articles with intriguing headlines open. How to Write Effective Headlines

Denis Savelyev

Before publishing an article, review, slideshow, or video, be sure to take a few minutes to make sure you choose the best headline. A good headline is a matter of life and death in content marketing. As the internet becomes more and more of a seething cauldron of chaos, you have less and less time to capture the attention of your audience.

By choosing a good title for the material, you instantly get a response from the reader. A headline helps your readers quickly determine whether they need your article or presentation, why they should buy, download, or open a page of your content, and what benefits they receive by clicking on the relevant link.

By choosing not good headline, you make your article, presentation, or other content invisible to most of your audience. The title is the most important element of Internet pages, advertisements, and video materials. It draws the audience's attention to the content. Content goes unnoticed if you use a dull and unattractive title.

This article will introduce you to the main characteristics of successful headlines. It includes 10 questions, by answering which you will learn how to create high-quality and “catchy” headlines. You can also use the title rating table, which is a handy tool quick definition their qualities.

The examples discussed below are primarily related to books. The names of the authors of most of them have become brands, and the books remain bestsellers, thanks in part to successful titles. However, these examples remain valid for content of any type - and, above all, for web content.

1. Does your headline promise the audience a benefit?

Choose a title that clearly communicates to readers the benefits and benefits they will receive from your product or service. The best headline solves a problem or helps the audience achieve a desired goal.

Compare the following titles:

Graphic design tools and techniques.
Master Your Design: A Guide to Basic Tools and Techniques.

The first heading tells the reader about the content of the article. The second title describes the benefits that the reader will receive after reading the article.

2. Does your headline contain specific details that highlight its relevance and value?

Specific details in the headline, such as exact numbers, draw extra attention to your content. Numbers structure information, as can be seen in the book “The 7 Habits of Highly Effective People” by Stephen Covey. Imagine the title of this book without the numbers: Habits of Highly Effective People. Doesn't sound very convincing, right?

The numbers in the title also help you “eat the elephant one piece at a time.” We are talking about achieving a complex goal step by step. For example, pay attention to the title of Terry Orbach's book "6 Steps to ideal marriage" Another example is Damir Khalilov’s article “100 main skills of an SMM specialist” (although, in our opinion, a round number sounds a little forced, as if the author adjusted the results to a “round” number; it would be much better to title the article “97 or 102 skills... ").

Moreover, numbers can make your content more relevant by giving the reader a specific deadline or timeline for achieving a goal. What do you think of the title of the book, Guerrilla Marketing in 30 Days, used by the authors Jay Conrad Levinson and Al Lautenslager? But the title, Lose 21 Pounds in 21 Days: The Martha Vineyard Detox Diet, sounds even better. The title of this book shows the reader exactly how many pounds excess weight it will reset and for what period. Buyers of books about diet and other methods of weight correction probably want to know the exact results of using the described methods.

Another example on the topic of numbers is designer Yana Frank’s diary book “365 days of a very creative person.” But, as you already understand, there are a lot of examples of successful headlines using numbers. The main thing is the ability to beat these numbers.

3. Does your title take into account the target audience the content is intended for?

Identify the target consumers of your content using the title where possible. This makes your content personalized. You can identify your target readers by naming them directly or by highlighting their key characteristics. The more obvious this is made, the better.

C.J. Hayden's book, Attract Customers: A 28-Day Marketing Course for Professionals, Trainers, and Consultants, defines the audience by occupation. Heidi Muroff and Sharon Maisel use the title "What to Expect When You're Expecting" to point out the book's target buyers by describing the circumstances in which they find themselves. A similar technique is used by the author of the book “Survival Guide for Single Moms,” Patrice Karst.

Jay Conrad Levinson remains a recognized master of targeting specific market segments. It was he who published the book “Guerrilla Marketing in 30 Days.” Levinson then adapted his ideas for consumers in different niches. This is how the publications “Guerrilla Marketing for Writers”, “... for Financial Advisors”, etc. appeared. In addition, Levinson wrote a separate book describing the use of his approach in the online sphere - “Guerrilla Marketing on the Internet.”

Some authors manage to define the target audience by saying who the readers are not. For example, Robin Williams created the guide “Design for Non-Designers” (English: The Non-Designer's Design Book, literally “Book about design for non-designers”).

4. Does your title help position your content?

The series of books “... for dummies” is one of the successful examples of positioning content using a title. For example, the book “Red Wine for Dummies” is unlikely to interest experts and fine connoisseurs of this drink. However, if you want to get basic knowledge about red wine, the said title will quickly grab your attention.

The title can position your content by directly indicating the method used to solve the problem. “Cancer prevention through natural means” is an example of this approach.

5. Are you trying to arouse curiosity among potential readers with your headline?

As we are told by all kinds of books on literary analysis and nature literary creativity, interest in the text (it is clear that the word “interest” here is very conditional - it is a set of feelings that are evoked in the reader by the text) is born when the text exceeds our internal expectations from it. And this happens thanks to certain techniques that “break” the general paradigm of the text, the usual picture of the world.

There are three such methods:

Metaphors. They make names more understandable and memorable. They create images that remain in the reader's memory. Metaphor is a transfer of meaning, the use of a word in figurative meaning. Examples of metaphorical titles: “How I ate a dog” by Evgeny Grishkovets (I didn’t eat it!), “I’m burning Paris” by Bruno Yasensky (I didn’t burn it!), etc. Coming up with a metaphorical title is very easy. But it is important not only to come up with it, it is much more important to play it out in the text. The headline is the bait, the hook. If you fail the reader's expectations by not "playing out" the headline in the text, you will lose confidence in your next headlines.
Alliteration is another way to make the name memorable. It involves the repetition of homogeneous or identical consonants in the words of the title. Alliteration is a technique more characteristic of poetic speech. But composing headings, believe me, is closer to versification than it might seem at first glance. As an example, we can name examples of books “ M Aster and M argarita" Bulgakov, " N very n Ezhna" by Fitzgerald, etc.
Contradictions or unexpected expressions also arouse the curiosity of readers. They remain winning against the backdrop of trivial headlines. Pay attention to the title of the fairy tale, “How Ivan the Fool Outwitted the Devil.” The emerging contradiction between “fool” and “outwitted” makes the reader wonder how Ivan outwitted the devil. The title of Tim Ferriss's book, The Four Hour work week" is an example of using an unexpected phrase. Many buyers do not believe that it is possible to work only four hours a week, so they are interested in the book. Another example: “Goal: A Process of Continuous Improvement” (a goal is not a finishing point, but a process over time) by Elia Goldratt and Jeff Cox. Well, the most eloquent example of a contradiction is “The Man Who Was Thursday” by Gilbert Chesterton.

6. Does your headline engage in dialogue with your audience?

Pack the title of your book or article with a promise made simple and in clear words. Best headlines retain an almost naive obviousness characteristic of everyday dialogues ordinary people. Please note the following examples:

“How to Finish What You Start” by David Allen.
« The easy way Quit Smoking by Allen Carr.
“I don’t know how to lose weight” by Pierre Dukan (the dialogue then easily continues: - do you know how? - no, unfortunately, I don’t know how either...).
"Before your teenager drives you crazy" by Nigel Latta, etc.

Choose regular verbs, creating headers. Also use verbal nouns. They form the attitude you need towards the product on the part of the reader.

Incentive verbs are one of the most successful forms for a title. They direct readers to a specific action. "Think and Grow Rich" by Napoleon Hill is one example of the use of motivating verbs in the title.
The verbal nouns used in the title describe ongoing actions. The book “Walking through torment” by A.N. Tolstoy demonstrates the possibility of using verbal nouns in the title.

7. How short is your title?

Let's say the obvious: short headlines attract more attention from your audience. Remember than less words you use in the title, the more each of them is remembered by the potential reader.

Author Malcolm Gladwell is considered the master of the short headline. Pay attention, for example, to the title of his book “Geniuses and Outsiders” (English: The Outliers) - succinct and short.

8. Do you use subheadings?

A subheading is a reinforcement of your headline. Combine short headings with longer subheadings that provide some detail. Here's an example of a bestseller with a two-word title and a 14-word subtitle: "Skinny Bitch: The Powerful Guide for Smart Girls Who Want to Stop Eating Junk and Look Hot." English version The subtitle consists of 17 words and contains profanity.

Garr Reynolds uses a multi-word title to draw attention to his book. And the subtitle gives readers Additional information. Reynolds' piece is called "The Zen Presentation: Design, Development, Delivery, and Examples."

Well, another example that we could not ignore. The book by Michael Stelzner, which is translated into Russian as “Content Marketing: New Methods of Attracting Customers in the Internet Age,” and in the original the title is even shorter and the subtitle is even longer - Launch: How to Quickly Propel Your Business Beyond the Competition.

9. SEO: Does your title include popular search terms?

Naturally, we could not ignore this issue. Web content needs to think about driving traffic. The most important traffic generators are search engines. But here you need to find a middle ground and not be led by “bare SEO”. The main thing is relevance to the content, and then “tailoring” it to search engines. Let's illustrate with the example of this article. We wrote the article itself, we already had a title in our heads - simple and succinct. The only thing we did was check which query was more frequent: “How to write a title” or “How to create a title.” Although I personally prefer the verb “create” in this context (it is closer to the nature of the action of coming up with headlines than the verb “write”), nevertheless, the final version of the title was coordinated.

In general, all of us, working with content and hand in hand with specialists in optimization and promotion of websites on the Internet, must keep in mind the frequency and competition for those requests that somehow coincide with our headlines. It is clear that not every request can be “pulled” to the top of search results only thanks to content. But if the page does not have textual relevance to the intended query, then the query will never make it to the top.

But the authors printed books You should also remember about Yandex and Google. Your works will be found faster on the “shelves” of online stores Ozon.ru, Books.ru, Amazon.com if their titles and subtitles contain popular queries.

10. Mixed Approach: Do you use more than one of the techniques listed above when creating your headlines?

Authors use two or more of the techniques described above to come up with compelling and popular headlines. For example, alliteration and metaphors can be combined well with subheadings that detail information.

Thank you for reading this far. As a thank you, we want to tell you this. Actually nature good text– and the title as part of it – is very contradictory. You can create a great headline that completely rejects all of our recommendations above. The geniuses of the pen will do it. And even talented copywriters with a “full” hand. But we are talking about the mechanics of creating texts, and not about the nature of talent. High-quality copywriting is the sum of the technologies that the author uses, learning from his own and others’ mistakes. And in this article we talked specifically about technologies, trying to analyze successful, in our opinion, headlines and generalizing their properties, leading these generalizations to some conclusions.

Speaking about the technological effectiveness of creating headlines, we can also recommend using the following technique.

Use the rating chart to determine the quality of titles for articles, books, blog posts, and in social networks and other content marketing products. Consider the best quality option, dialing greatest number points.

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 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 search engine algorithms"
"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.

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 create some kind of 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 familiarize himself with all the information presented.

Target orientation

The correct article title is always aimed at 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.

Preparing to Create a Header

Alexander Amzin, a teacher at the Faculty of Journalism at Moscow State University, teaches you to come up with a headline or a draft version of it before the text is written, and not after. Before you begin, determine the needs of your target audience, the purpose of the title, and search queries by topic. When all the text is ready, go back to the title and make your final decision.

The target audience. Address your target audience directly. The user will see that you speak directly to them and understand their needs.

100 life hacks for Moscow State University students

Earnings up to 40,000 rubles per month for housewives

Useful programs and services for copywriters

Target. The primary goal is obvious and applies to all types of content - to get the user to click on a link to read more or watch a video.

Secondary depends on the content of the content:

Suggest a solution to the problem - How to get rid of scratches on a car using X product

Show benefit - Save up to 50% on your purchase household appliances

Incentivize people to perform a conversion action (buy a product or sign a petition) - Buy an English course and win a car

Arouse curiosity - Smartphones with the best cameras named

Provoke emotions (fear, anger, irritation) - Every hour, 1000 people die from cancer. Get tested

SEO. Optimize your titles to attract search engine users. Readers who have purposefully searched and found the information they need will study it carefully. The time spent on the page will increase, behavioral factors will improve, and the site will rise in search results.

The title should match the main request as closely as possible. Make sure that the keywords in the title look natural.

User queries on the topic “Best water filter”

The first three articles for the search “Best water filter”

How different headers work

When I look at headlines on Facebook, I click the “read more” button on less than 10% of the posts in my feed. I actually read about a quarter of it. This means that I actually dive into the content of less than 2.5% of posts, the rest pass me by.

Pierre de Bro
content marketer at the international agency Spiralytics

Major media outlets and private experts are testing different types headlines to interest people like Pierre. Let's look at the research results.

Length matters. Experts provide conflicting data regarding headline length. The BuzzSumo service analyzed 100 million headlines on Facebook and Twitter and found that the most viral materials are those whose headline consists of 12-18 words, or 80-95 characters.

A report from the international news agency The Guardian found that eight-word headlines receive 21% more clicks than other headlines.

If you don't fit into six words, make sure that the most important information contained in the first and last three

Numbers are interesting. Numerical headlines are the leaders in click-through rates. The Moz tested different types of headlines and found that headlines with numbers get at least 15-25% more clicks than other headlines. Moreover, numbers attract women more than men. If you're writing for a female audience, keep this in mind.

Steve Davis from Baker Marketing advises using odd numbers, because they are perceived as more reliable. This is confirmed by a Content Marketing Institute experiment: the click-through rate of headlines with odd numbers is 20% higher than with even numbers.

Even and odd numbers in the header

Negativity overcomes positivity. A person is designed in such a way that he is most interested in negative news. Based on the results of an analysis of 65,000 headlines, it turned out that options using the words “best”, “superior” perform 59% worse than titles with the words “worst”, “most dangerous”. Calm headlines without superlatives were taken as the starting point.

Examples of headlines with a negative connotation:

7 most dangerous mistakes while driving a car

Named products that kill

The worst areas in Moscow where you should not buy real estate

The simpler and clearer, the better. From the title it should be immediately clear what the text or video is about. Between correctness and creativity, always choose correctness. The user will not waste time thinking about metaphors, he will simply move on to the next publication. The more accurate the title, the better it is perceived by the reader. Maxim Ilyakhov in his book “Write, Cut” recommends avoiding “flirting, creativity and rhymes.”

Yellowness in the headlines. Content marketer and SMM specialist Liya Kanarskaya in the article “Mind management: why hot headlines still work” gives a definition: “Intriguing headlines that do not correspond to the content of the article and deliberately mislead the reader are called yellow.”

Even large news portals such as Lenta.ru do not disdain “light” yellow headlines. Look, there are only two white headlines: “CSK left SKA without the Gagarin Cup final” and “Vladimir Yashke died in St. Petersburg.” All the rest somehow intrigue readers, making them want to find out more details.

Pronounced yellow headlines with fabrication and distortion of facts are most often found in the yellow press and in teaser advertisements. They are often accompanied by trigger words: “You will be shocked!”, “Sensation!”, “Let’s reveal a secret!” Such headlines play on the curiosity of readers and are designed for a mass audience.

The highest degree of yellowness in teaser advertising

How more degree“yellowness”, so more people will want to read the material, but the quality of the audience will be worse. Too much yellowishness worsens your reputation and reduces the trust of regular readers.

Maria Solodar,
expert in creating automatic sales funnels

Snippet - same subtitle

The effectiveness of a headline depends on many factors: the location of the content, the target audience, the topic, and the severity of the problem. The research results may not be confirmed in your particular case, so you should not take them as the ultimate truth. Try different options.

Formulas for creating a strong headline

The formulas help beginners apply fundamental marketing principles and professionals quickly move through headline milestones.

AIDA formula

Attention - miracles happen
Interest - what kind of tea
Desire - lose 5 kg in 10 days
Action - find out

Result: Miracles happen! Find out which tea will help you lose weight by 5 kg in 10 days

Formula 4U

Limited time or quantity (Urgency) - only until April 1
Usefulness - up to 50% discount
Uniqness - a unique Japanese cream
Specificity (Ultra-specificity) - anti-aging facial massage

Bob Bly's 4 Principles

Attracting attention is harmful to health
Appeal to the target audience - children's curds
Exact offer - test results
Getting drawn into reading text - why?

ODA formula

Offer - mortgage at 5.5%
Deadline - until the end of the year
Call to action (Action) - get your application approved online

Result: By the end of the year, a mortgage in SuperBank at 5.5% - get your application approved online

Comparison header formula: X vs Y

X - Lexus IS
Comparison - or (better, faster, tastier)
Y-Mercedes CLA

Result: Lexus IS or Mercedes CLA: honest test drive

Hello everyone, guys!

Do you think it's really important to know how to write headlines? Most likely, your answer will be positive. And I have no right to argue with this, because this part of the text is of great importance.

Absolutely all novice copywriters are very concerned about this issue. Today we will learn how to create great headlines for selling texts and informational articles.

What to do before writing a title?

Every action has a beginning. Writing a headline begins with a trivial analysis of the target audience. That is, before you start writing an article, and therefore a headline, you need to find out what the audience wants.

Everyone’s favorite Wordstat () will help you find out what the audience wants. Let's look at it with an example. Let's say I want to write an article about how to cook borscht. We enter this query into Wordstat and look at what else people are looking for for this query:

Pay attention to the queries that I highlighted in red: +how to cook delicious borscht and + how to cook borscht step by step recipe with photo. Having done such a small action, we have found what our target audience needs and can safely use it in the title, but more on that a little later.

Advice: copywriting on the Internet is primarily about sales and promotion search engines. So use statistics keywords Wordstat for more accurate targeting of the target audience, as well as for better promotion in search engines.

Writing a title

Great! We know what people are interested in the target audience. Now you need to learn how to write a headline correctly.

Question. The title consists entirely of a question. In our case, the entire key phrase will serve as the title. Example: How to cook delicious red borscht? Step by step recipe;
Availability of numbers. Numbers make the headline more attractive, effective and specific. Example: 3 recipes for delicious red borscht;
Intrigue. For most members of the human race, especially female, it is important to know all the secrets. The interest in such things is just off the charts. Why not use this in headlines? Example: Secret way cook delicious red borscht;
Appeal. Reaching out to people also works well. Example: Do you know how to cook delicious borscht?;
Problem. It’s quite possible to put pressure on the readers’ sore point. Example: Not tasty borscht? Recipe for delicious red borscht;