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. for many 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, then you will need to learn how to write headlines that arouse the reader’s curiosity and interest. For the webmaster, writer of articles for your site yourself, this is an equally important task, since the quality of the title will determine how many users, having opened a page of your site, will remain reading the article in full, and will 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 heading informs that this article can help in writing 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:

1. 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.

2. 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.

3. 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.
4. 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 heading: “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. Header example: "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? It's actually very simple. Layouts good headlines 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 a 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 many more useful information for the work of a copywriter and everyone involved in typing.

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 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 way 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.

By using intriguing title arouses 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 is being said, it is necessary 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. completely 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.

Mikhail (Kashchey)

20.10.2015

Writing a title. Why can't you use secret formulas in 99% of cases? Writing a headline for a 21st century article

Article title as an alternative advertising banner. He must attract and interest the target audience in 2 seconds. How to write a title for an article? Make it an effective, working tool, rather than a useless line of text.

Are you reading?This Fine! This means that the title of this article caught your attention, and the lead (the first paragraph of the text) fulfilled its purpose.

We write a headline using a formula - is this normal?

What is our common problem? We forgot that headings cannot be written according to a template. Yes, yes, there are so many outdated secret formulas on the Internet. All of them were created with one purpose: take it and do it.

TO Unfortunately, most authors forget that ready-made formulas are great opportunity hopelessly behind your experienced colleagues.

Simple formulas:

• and you want...;
• we will bring your site to the top 5 or return your money.

More difficult:

• Numbers + Adjective + Keyword + Explanation + Promise;

Let's get to the heart of the problem. Someone created the formulas. You found them from third parties (who stole them from the source) and use them instead of learning how to write headlines without formulas.

The harsh truth is that templates are outdated the moment they are released. They are immediately adopted by thousands of authors.

And now millions of hackneyed headlines appear on the Internet, which are similar to each other, like twin brothers. Here's what I wrote based on the template:

• Do you want to know how to write exclusive headlines?
• 10 Secret Title Writing Techniques That Boost Your Expertise.

Do you recognize the formulas? I almost threw up while I was writing them. Or maybe pickled cabbage is to blame for this? Ay, it doesn't matter. I think the title for this page is much better. You can challenge this point in the comments.

How to write a cool title without using formulas?

A copywriter who is developing and wants to become an expert writes headlines based on the following points:

1. Keywords (if the page will be promoted);
2. Knowledge that the essence must be contained in the first 65 characters (which is actually not the case);
3. Information presented on the page;
4. The target audience for which the text is intended;
5. Your flair and style.

CopywriterKashchey, yes, you are senile! After all, formulas are a “bang-bang” and a ready-made headline came out. Did you think the same? We can discuss.

Articles and notes are characterized by all 5 points, but when writing selling texts, you need to build on 3, 4 and 5. Let’s look at them in more detail.

Headings and keywords

The main thing is that the key should be in the title among the first 60 characters. However, the key is often the title itself. In this case, we get a “key header”. If you read the article ““, then you understand how big a keyword phrase can be.

By choosing a keyword as the title of your article, you limit your wiggle room. This is not so scary, because the “key title” is already interesting to users (wordstat is a witness to this).

What is the optimal title length?

Why 60 characters?

I warn you, It's going to be hard now.

The search engine displays limited quantity characters. Technically, the header (

) can be of any length, but the tag< Title>– no more than 60. The problem is that only the first 60 (according to another version 65) first characters will be displayed on the search results page.

Unfortunately for us, search engines take into account all the words and distribute the weight ( relevance) throughout the tag

.

We caught our breath, blinked 20-30once V fast pace... I'm serious, because copywriting is. Let's move on.

The shorter and more precise the title (written in

) responds to the query entered by the user, thus higher value gets every word.

Title relevance is one of the evaluation points used by search engines and not the most important one. If the headline is longer than necessary, but this length allows you to interest more users, then you can sacrifice relevance. Its influence on the entire text is small, but the relevance of the text is of great importance for the promotion of the article.

The most relevant title for this page is “Title Writing.”

And the interest was cemented: we are writing a headline for an article in the 21st century.

And now the most important thing: the entire title for this article contains 117 characters. Remember that in the tag

You can insert as many characters as you like. (don't forget about relevance). For< Title>you need a shortened version, one that does not exceed 60 characters. By the way< Title>And

should not duplicate each other.

That's why< Title>to this page the following:

“How to write a title for an article? Successful headlines of the 21st century."

Here's an SEO squiggle that every web copywriter should know.

Psst... this is Vasily the cat. Kashchey didn't say that the tags were filled in correctly< Title>And When submitting an order, they speak about your expertise.

Information is an important basis

What does a person who is interested in the title of the article and swallowed the first paragraph (lead) want to see? We list the possible options:

• useful information for yourself;
• your benefits from a service or product;
• clear and concise answers to the questions posed in the headlines.

It is important that the text of your article matches the title. It seems so simple, right? From the very beginning of my article, I have not deviated from the topic. We are still discussing it.

If an article, where the title talks about building a brick house, talks about selecting bricks, then the visitor may leave. Behavioral factors will sag, and the article will become useless trash. Write honest headlines!

Target audience (TA)

What is the difference between a heavy-duty road train driver and a copywriter? He differs in that in 99% of cases he will not be interested in the title of this article. The remaining 1 percent is if he himself is an author and writes texts. Remember to write headlines for your target audience. The rule is simple, but if you have a template, then “bang-bang”, and they forgot about the audience.

Flair and original style

If you use templates and formulas, then you will not understand me now.

An author who writes headlines without templates can come up with 10 cool options faster and they will be of better quality. It's simple. Over the years of training, your brain adapts, it thinks, and does not substitute words into a template. For a good copywriter, writing according to a template is not a problem, but why do it?

The article turned out to be big. Perhaps my head is a mess right now. There is one military technique that allows you to quickly disperse thoughts into corners. 30-50 squats or push-ups.

How to make the title more interesting? Simple but useful tricks. ()

We released new book"Content marketing in social networks: How to get into your subscribers’ heads and make them fall in love with your brand.”

Research shows that only 20% of the time, after reading the title of an article, a person begins to become familiar with its contents.

If you know what copywriting is, then you’ve probably heard about the most selling headlines (perfect headlines). The title of the text plays the most important role. It depends on him whether the audience will be hooked by the topic and whether he will want to get to know it more deeply. A selling headline for an ad, landing page, article or news convinces every person to read any text, and its meager brother sends the majority of your potential clients to another site so that they take their money there.

What are selling headlines and how to write them

In headlines, every word matters. If one of them is wrong, then it can negatively or, conversely, positively affect the whole advertising campaign. Headings are the first thing that catches everyone's eye. They either attract or repel. Titles for materials are required for websites, letters, advertisements, on banners, in articles, press releases, in general, wherever content comes after the “psychological hook”. They set the mood for the rest of the content and enable sales.
Have you written a wonderful text, but there are no sales? Pay attention to its name. So, let's figure out how to write a beautiful headline that will attract visitors to you and turn them into buyers.

Rules for writing headlines

1. The headline should compel reading.
   Interest in the text is based on the feelings that arise in a person after reading the text above. To increase interest, you can use special techniques, which we will discuss later.
2. Be unique.
   If the phrase is repeated by your competitors, then you are no different from them and your product is no better. Then why should customers buy a product or service (hereinafter referred to as T&S) from you?
   An example of a standard call at the top: “Order TiU before 10/01/2018 - and you will receive a cap as a gift!” Here’s another example: “Happy New Year, parents! Again 25%." Will you notice someone who blends into the crowd, or will you be attracted by an out-of-the-box thought?
3. Convey a specific idea.
   In order to arouse interest, it is necessary to give people information by which they will understand whether the material provided will interest them or not. For example: “We miss you.” What are we talking about here? Perhaps someone died? Or are some things missing? There's really no specifics here.
4. Communicate urgency.
   This rule is not always applied, but is very effective for sales copy. It is necessary to limit the client’s time so that he does not forget to make a purchase (order a service). Here it is better to limit yourself to strict dates rather than set vague time frames (1 month, 3 months, etc.). Write specifically: “Until 01.10.2018.”
5. Provide benefit to the audience.
   A person always wants to know what useful things he will learn after reading your text. Example: “We write an advertising article in 5 minutes!” The reader understands that the material will teach him to quickly write a useful article.

Not in every case it is possible to follow all 5 rules. Please note: the first rule is the most important. If in addition to it you managed to use two more, then your headline is a selling one.

It’s worth noting that headlines aren’t just used in regular sales. For example, writing the right headline for Instagram or another social network is no less important. After all, in this case, you are not selling T&U, but views, while earning likes and reposts. And when a visitor reads any information article on the site, you receive a high rating. This means that almost any headline should be selling.

We've covered the basic rules for writing headlines. But each headline can also be enhanced using special techniques in order to arouse initial interest among target audience.

How to arouse interest, or methods of strengthening

• Pronouns "you".

Headlines with the words “you”, “you”, “your”, “yours” are more popular. This way you personalize the person by addressing him directly.

• Present.

Readers love content that makes them feel important: giving gifts, giving something for free.

• Lists and encouraging words.

Use numbers supplemented by the words “each”, “should”, “how”, etc. For example: “5 rules that every parent should know” or “10 rules: how to sell effectively.”

• Tailor your headline to your target audience.

Each person needs an individual approach. What pleases the bull cannot please Jupiter. For example, you can use slang words to send a message to young people, but this technique is completely inapplicable to older people. Or if you are addressing fans of a particular sport, then poetry lovers will not understand the message. For different types the target audience (hereinafter - TA) needs different headlines.

• Catchy quotes.

The use of well-known phrases with their slight modification inspires trust among the target audience. For example: “A car is not a luxury, but your constant companion.” The first part of the phrase is taken from a famous work.

• Metaphors.

The meaning of this technique is to endow the TiU with the properties of an object. For example, perfume can be endowed with the properties of lightness and freshness of the wind, a car can be compared to a cheetah, etc.

• Lexical repetitions.

You can deliberately repeat the same thing twice important word to draw attention to it. “New day - new you!”

• Alliteration.

Using words with many identical consonants. “Direct, stubborn, simple” or “It’s easy to love summer.”

• Antithesis.

This is a contrast. For example: “The chest is sunken, but the back is like a wheel!”

• First person.

• Allusion.

Draws attention to known facts. "You will become beautiful like Cindy Crawford."

• Hot topics.

Conduct a dialogue with your target audience and cover what interests them. “How not to go crazy - a teenager in the family.”

• Regular verbs.

Incentive verbs and verbal nouns form the correct attitude towards TiU in the reader. “Count and earn” or “Money loves counting.”

• Brevity.

Short phrases attract more attention. How less words, those more weight everyone. “The Prince and the Pauper” is short and succinct. Less commonly used for selling texts.

• SEO - 2 birds with one stone.

If headlines are posted on the Internet (landing pages, websites, web pages), do not forget to use keywords. This way you will promote your web resource in searches.

• Honesty.

You may not say something in the title, but after reading the material, the visitor should not feel disappointed. For example: “Pugacheva had an accident!” The visitor clicks on the name and gets to the news that the singer’s personal driver scratched the car of a Moscow resident when he was returning it. At the same time, there was no one inside the car. The headline deliberately attracts the reader to read material that is useless to him in a dishonest way.

• Questions.

Another technique for communicating with the reader, offering to solve his problem. “Is excess weight bothering you?”

• Negation.

Starting from denial, you can interest some people. “Never sell T&U quickly.” This technique should be used very carefully.

• 5 senses

1. Including the reader's vision: "How to spy on competitors' tips."
2. Smell: “How to remove odor in the refrigerator.”
3. Rumor: “5 words no woman can resist.”
4. Taste: “The bitter truth about sweet lies.”
5. Touch: “Run your hand over his cheek.”

Formulas for creating beautiful headlines

Mathematicians love to derive all sorts of formulas. This process did not bypass the headlines either. Let's look at the basic techniques with which you can write a beautiful title.

• TsOKRO = Number + Definition + Key + Explanation + Promise.

“10 reasons why a woman can change and change her life.” By the way, reinforcement was used by repeating one word.

• Betteridge's Law.

Ask questions carefully because every question has a negative answer. “Do you dream of living outside the city?” “No, I don’t dream,” someone might answer.

• <Делайте>How<пример>.

In this case, you start from a positive example: “Write like Daria Dontsova.” More advanced option:<Делай>How<кто-то>without<негативных последствий>. “Write like Daria Dontsova, but don’t repeat yourself in books.”

• Compound adjectives + unique nouns.

“The smallest nuances”, “infectious examples”, “brilliant ideas”, etc.

• <Цепляющая основа>or<Подзаголовок>.

• Do you want (want)<что-то получить, сделать, добиться чего-либо>?

Encourages the reader to click on the title. Ideal for social networks: “Do you want to get 10,000 subscribers for free?”

• Reverse model:<Желаемое> + <Вопрос К ЦА>

“We got 1,000 subscribers. Why do you have less of them?” or “To Thailand for only 10 thousand rubles.” Will you go?

• Secrets.

This formula intrigues you from the first word: “The secret: how to take first place in Yandex.” Another, Strengthened formula, which is more mysterious: “Few people know how to attract visitors to the site.”

• The easiest way<решения проблемы>.

The headline should hit vanity, pride, problems, fears. Example: “The most quick way get on the first page of search results.”

• A call to pride.

Make a ____ you can be proud of.
“Create a simple website you can be proud of.”

• Everything you need to know about ____.

Expanding the reader’s knowledge: “Everything a tourist needs to know about Sochi.”

• <Цифра>things you need to know for<решение проблемы>.

5 things you need to know to lose weight.

• "How" headings.

Usage of this word(“how”) is often simply necessary. Similar names also have their own effective formulas:

1. How.. . do something to.
2. How _ if _.
3. How _when_.
4. How _.for<цифра>steps.

• Offer + bonus.

“10 options on how to get people to subscribe to your channel for free. Option number 3."

The most effective headlines - what are they?

• Contains approximately 8 words. Short titles can also be effective, but not always. And long ones are completely ineffective.
• Have a dash or colon.
• Supplemented with a relevant image. The human eye receives an additional “hook”.
• Includes numbers. It is the indicators that inspire trust among the target audience.
• They ask a question.
• Address the reader directly (you, your).
• End with one exclamation mark.
• They lead to some kind of guidance.
• Phrases in sentences are emotionally charged. Sentences that press on the senses evoke emotions that encourage you to familiarize yourself with the material.
• They make bold statements.
• Formalism is excluded. Content should be above form. If you can’t work according to the formulas derived, just be unique.
• Present information in a positive way (without negation). “Don’t you want to be rich?” will work worse than “Do you want to be rich?”
• The words used are: amazing, smart, history, huge. And they don’t use the words: inform, celebrate, grow, win.
• Encouragement to take action. "Get 5 tips for free."

The most common mistakes in headlines

• Intrigue revealed. All important information appears in the title before the text. Then why read it? Example: “In order to sell, set a minimum price and promote the product.”
• Screams. Don't use a bunch of exclamation points and words in capital letters. "ALL!!! TO THE ELECTIONS!!! NEW CAR!!!"
• Every word is capitalized. "How to Defeat Laziness."
• Inappropriateness. A real example is given below. Causes laughter and, of course, provokes. But somehow it’s not suitable for a serious online publication.

• Length. Be brief. “Alla Pugacheva spoke in the Kremlin on August 28, and she addressed the audience with congratulations.”
• Too many punctuation marks. “Vladimir Putin held a meeting at which he expressed his position that it is generally necessary to raise the retirement age.”
• Appealing to the wrong target audience. “The Liaron device is garbage! Try Aimaton! A slang word was used for the target audience of people of retirement age.
• Hackneyed phrases. Be unique. For example: “If you want to lose weight, ask me” is a bad option.
• The name means nothing.

• Doesn't encourage action, doesn't intrigue.

• Ambiguity. “The Moscow administration has replenished the zoo.”
• Stylistic, grammatical and other errors. “Schumacher woke up and turned out to be a duck.”
• Makeweights. The use of unnecessary unnecessary words spoils any title.
• Contradiction with the content of the material. If the name of the material is one, but the text talks about something else, then this is a bad name.

Conclusion

• Write several options and then choose the best ones.
• Test your audience.
• Choose the most clickable title.
• Bring the material to life.
• The title of the text is its most important part.
• Readers must believe you, become interested and finish reading, otherwise all the work done will be useless.

Intrigue + Aim + Benefit = Perfect name

Intrigue

The title should arouse curiosity and a desire to find out: “What is so interesting, useful, and 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 addresses a specific target audience and immediately makes it clear who the article is intended for.

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

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 amplifier 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 still 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 the 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 you cannot do without commas and dashes, 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	For the first time	Fantastic	Open
Is it true	Opening	Breathtaking	Are you doing...
Profitable	By 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
		How would...
		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 weapons 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 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 HAS NEVER HAPPENED BEFORE! Gymnasts performing on the moon
• And you took a trip 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
• Give it to 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 Dwarfs
• Get the most out of ___
• What's behind seven castles?

Ageeva Veronica.