How to write headings for an article. Headlines in email marketing

“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, and the lower the number, the 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. 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.

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The title is the part of the article that the reader will see first. This is why you need to write good headlines that will attract readers to the site, interest them and convince them to stay on the site. But how come up with and write the title of the article, which everyone would like and arouse interest. There are many headline writing techniques used. long years We will talk about leading marketers and the best in this article.

What is an article title and why is it needed?

Heading- this is a part of the text in which the main idea of the article is expressed in a condensed form. The title of the article is at the very beginning, which means that readers will see and read it first, and that is why it should be written with high quality.

Very often, articles have one main heading and several subheadings. Subheadings are needed to break the article into meaningful sections for easier reading or finding the necessary information.

The main heading is the title of the article and is the most important. And if you want to, you will need to learn how to write headlines that arouse the reader’s curiosity and interest. For a webmaster who writes articles for his website on his own, this is an equally important task, since a high-quality title will determine how many users, having opened a page of your website, will continue to read the article in full, and not close it in a second.

Goals and objectives of the title (title) of the article

Let's figure out what goals you need to set before writing a title for an article. After all, the header has certain tasks that it must perform. So, let's get started.

Every article title First of all, it must inform the reader. Inform about the content of the article, what problems the article can solve, and how it can help. Based on the title, the reader should understand whether there will be any benefit from reading this article. Example: “How to come up with and write an article title?” – this title informs you that this article can help you write headlines.

Also, the purpose of the title of the article is to attract the reader's attention. No matter how useful the information in the article is, if the title does not arouse interest and curiosity, no one will know about it. We’ll talk about how to write a “catchy” title for an article below.

The purpose of subheadings is to distribute the material by degree of importance, to distribute the material into semantic parts. The subtitle, first of all, should be informative, explaining to the reader what he will learn from this part of the article.

Rules for writing headings (titles) in articles

At writing a title To the article you need to adhere to some rules that should not be neglected. Let's look at them:

The title (title) of the article must be related in content to the text. The title should reflect the essence of the article, without diminishing or exaggerating the factors described in it. It is important to meet the reader's expectations.

Non-compliance of this rule– this is disrespect for the reader. Few users will want to return to a site that did not meet their expectations. This means that if you write for your website, you will lose visitors. If you work as a copywriter, then it is unlikely that they will buy articles that do not follow this rule.

This rule also applies to subheadings. Their title must also correspond to the content of the article section. Otherwise, the reader will have confusion in finding information on the page.

No need to write too much long titles articles. The title should be short and succinct. Try to write headings (titles) of articles no more than 7-9 words.

IN search engines There are restrictions on the length of the article title that can be displayed when providing search information. The length of the article title that will be displayed varies around 65 characters with spaces. So try not to go beyond these limits.

Do not use abbreviations when writing the title of your article. This is especially true for little-known abbreviations of words used in narrow circles. In rare cases, use only those abbreviations that are known and used by the majority of users. Example: “social network” – having used this abbreviation on the Internet, most users will immediately understand that we are talking about a social network.
Try to write an intriguing, catchy and catchy title that will arouse interest and curiosity in the reader. But don’t forget the main thing: the title of the article should be informative and not deviate from main point articles, so don't go too far.

Heading design: to put punctuation marks in headings or not?

Design of article headings raises no less questions than their writing. Is punctuation necessary in headings or not? Every novice copywriter or webmaster who writes their own articles asks this question. But this question is not the only one! Let's consider the most popular questions regarding the design of headings:

Capital letters in headings. It is extremely rare to find articles whose titles use all capital letters or every word with a capital letter. Firstly, this is extremely doubtful from the point of view of visual perception. A title consisting of capital letters can hardly be called beautiful and easy to read. Also, search engines do not like such headings.

Use capital letters in headings following exclusively the rules of the Russian language. Use capital letters in article titles only at the beginning of a sentence. If the title consists of several sentences, capitalize the beginning of each sentence.

Commas in headings. Commas in article headings are placed according to the rules of the Russian language. And if you don’t put them, you can harm not only the perception of the title by readers, but also worsen the ranking of the site in search engines.
Is there a period in the title?? There is no period at the end of a one-sentence title. However, if this sentence is interrogative or exclamatory, then question marks and exclamation marks must be inserted. Example of a title: “Period in the title”, “Is it necessary to put a period at the end of the title?”, “You cannot put a period at the end of the title!”.

If the title consists of two or more sentences, then you need to put a period between the sentences. In the last sentence at the end of the title there is also no period. Example of a title: “Design of headings. Placement of punctuation marks."

How to write a beautiful title (title) of an article?

We have figured out the rules for writing and designing headings. Let's now talk about how write nice title that would interest the reader. They are often called catchy headlines. There are some ways to structure an article title that have been used for years and work great.

Question title. This type header is the most common and at the same time effective. The question in the title of the article suggests that this article solves a specific problem. The question in the title indicates that the article contains the answer and should be read.

Also, a question title arouses interest and curiosity in the reader, prompting them to look for the answer to it in the article. Example of a title: “How to come up with a title for an article?”, “Why do you need a title?”

Heading with numbers. Numeric headings are also quite common. The most effective of them are those indicating the number of steps that can be taken to solve the problem. Example of a title: “How to write a beautiful title in just 5 steps?”

The use of numbers in headings is not limited by the number of steps. You can also indicate the number of ways to solve the problem. Readers will like this because they can always choose an alternative. Example header: "10 the best ways write the title."

Whatever the wording, the numbers in the title have an attractive effect. But when indicated turn-based strategy solving the problem, the article becomes a kind of instruction. The same can be said about question headings. And it is articles written with such a title and style that are most popular.

Negative headline. Let's look at an example right away so you understand what we're talking about. we're talking about. Example of a headline: “How to avoid making mistakes when writing a headline?”, “10 critical mistakes when writing a headline.”

There is a fear factor in these headlines. The title voices some problem that the reader may encounter and immediately makes it clear that its solution is in the article. None of us want to face problems; we try to avoid them. That is why headlines that say they can help with this are very popular.

These are perhaps the most popular and effective types of news article headlines that most copywriters use. It can also be effective appeal to the reader in the title. An example of such a headline: “Do you want to learn how to write beautiful headlines?”

It is best to write the title in the present tense. This can create a sense of immediacy and is more likely to encourage the reader to read the entire article.

The headline can tell a success story, it doesn’t matter whether it’s yours or someone else’s, it can be equally effective. Moreover, good decision will use a first person title. Example headline: “My proven technique for writing headlines.”

Use the following words when writing in the title: best, effective, efficient, easy, fast and others. Such words will emphasize the peculiarity and usefulness of the information described in the article. Example of headings: “How to quickly come up with an article title?”, “The best and most effective types of headings”, “3 simple ways write the title."

It could also be efficient use the words "secret". It can create a little intrigue in the reader, arouse his curiosity and interest. Example headline: “Secrets of Writing Effective Headlines.”

As you can see, most of the ways of writing headings in the examples given are combined. I recommend that you experiment, coming up with headlines for articles, combining the methods described above. Using these headline writing techniques will provide you with buyers on any article exchange.

How to come up with a title (title) for an article?

How come up with an article title, if there is no idea? In fact, everything is very simple. Good header layouts can be seen on many popular information sites. It’s even better if these sites are similar to the chosen topic for the article, but this is not necessary.

You can also take the idea of constructing a title from printed literature. To do this, just buy any information and entertainment newspaper or magazine and read it. Then you can easily come up with a title for the article.

I don’t suggest copying verbatim the text of other people’s headlines. To come good idea, sometimes just seeing something like this is enough. Moreover, if you are a beginner in writing articles, it will be difficult at first to come up with a title yourself. There is no need to try to invent a wheel at the beginning of your journey. It’s enough just to take a ready-made working model and rework it for your article.

How to write an SEO title?

SEO title- this is a title that is written taking into account the keywords of the article and is aimed at improving its position in search results for the main query. If you came up with and wrote a title that is related in meaning to the text of the article, then it will already contain keywords. However, in some cases they need to be modified.

The first step is to choose the most important keywords for the topic of the article. It will be even better if you select a whole keyword phrase, but this is not necessary. Then go to the WordStat keyword research site. You can access it using this link: WordStat.

Then enter keyword or phrase. Let's look at an example of using this service using the key phrase “write a title” as an example. Then we add the word “how” through the “+” sign. Now we have an example of question headings that don’t even need to be processed, since this is the form in which users were looking for information.

Use all the above methods and you will always succeed come up with and write headlines, which will blow all readers away. And if you are going to make money on articles by selling them, then they will definitely be popular on any article exchange.

And you will learn a lot of useful information for the work of a copywriter and for everyone who is engaged in typing.

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 marketing, 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 “100” trilogy will be useful to you. legendary titles, which brought millions to their creators.” It can be found at the links below:

Effective headlines: how they work

Before we begin, a short lyrical digression. Truly effective headlines affect 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.

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

Heading examples:

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:

The most popular titles 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 a special feeling for 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

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:

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:

4. Mystery, secret, intrigue

Heading examples:

5. Numbers

Heading examples:

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:

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:

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:

9. Non-standard approach

Heading examples:

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:

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.

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 easy to understand for 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! Collect all available information about your product and target audience to find a “bait” 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)