How to write effective headlines. Email Marketing Headlines Example of an Intriguing Unconventional Unfinished Headline

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.

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

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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 users from search engines. 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. It should be immediately clear from the title what it's about. we're talking about in text or video. 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 the definition: “ Intriguing headlines, which 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 it 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

Then choose from 200 header templates and adapt them to your business. Headlines are suitable for any business.

Below each example headline is a template, fill in the blanks with a sentence for your clients.

miekejanssens.com

adfactorypro.com

Headings for landing page

1. Your lawyer doesn't want you to read this ad.

2. Are you a millionaire writer?

Are you?

3. You too can look and feel great by spending just 12 minutes a day with Gym-In-a-Can!

You too can have a great time with everything!

4. Would you like to have a photographic memory?

Would you like to have it?

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The world-famous reveals “top secret” methods absolutely.

6. The woman who spent 5 years in wheelchair with MC, miraculously wins an aerobics competition

A woman who, amazingly, wins.

7. The wife of a famous film actor discovers a fragrance that drives men crazy

The wife of a famous one opens, which

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Why lazy people succeed and good guys fail

9. Why are we giving away (product name) for just $2 - that's not a typo

Why we give everything for - this is not a typo

10. Who else wants to make money using their computer?

Who else wants help?

11. Who else wants to bake a cake in half the time?

Who else wants to spend?

12. Who else wants to have a stunning figure?

Who else wants to be the owner?

13. Which of these dermatological problems do you want to get rid of?

Which of these problems do you want to get rid of?

14. Which of the following health problems do you want to overcome?

Which of the following problems do you want to overcome?

15. Where is the money and how to get it

Where and how to get them

16. What would you rather do: watch TV or earn real money?

What would you rather do: or?

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Yours won’t say this - you can save on yours!!!

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Yours won’t say this... You can do it for just $

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What everyone should know about business

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We are looking for people who want to help

21. We are looking for people to write greeting cards

We are looking for people to

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Make it out of yours

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This is the one that is hiding from you!

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They laughed when I did, but when I...

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The other one wants it and she's too smart to let it happen

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way !

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The terrible truth about your beautiful

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for ALREADY available!

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twice as fast without boost!

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discovered the secret with

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New is not even under

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Never suffer from !

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Need more?

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The man who, now

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The local swears that he is not

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Let this unusual and beautiful one be guaranteed to bring you

97. A leading auto repair shop carries out repairs after a collision without any hassle and gives you another car to use for FREE

The presenter does not argue and gives you to use for FREE

98. A lawyer from Moscow discovered the secret of how to settle scores without filing lawsuits.

discovered the secret of how not to

99. Exclusively from the publisher... 19 of the world's leading marketing geniuses reveal the unknown marketing secrets that will make you rich!

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Is it worth $ to you?

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104. Improve your memory in just two minutes a day

Improve by spending only

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Imagine yourself enjoying every minute of your work.

106. If your bathroom is not ready in 5 days, I will give you $100 cash for each day of delay.

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107. If you can lick a stamp, you can lick your problem.

If you can, you can

108. I discovered the secret of winning the race... Now I'm sharing my secret

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109. How to create selling information about almost any productinstantly... In just 2-4 hours!

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110. How to write headlines that will make you rich

Like which

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119. How to test a successful sales process that will allow you to always achieve success...

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Like no problem

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131. How to get a free batch of amazing new pills that work phenomenally

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How to reset more

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137. How to make money on life insurance even if you don't die

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139. How to burn fat every minute

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140. How to become a reference health machine with a body carved from granite

How to become with

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How often have you said: “No, I . But I really wanted to.”?

142. How my friends and I get rid of joint pain and other types of pain - quickly and without drugs

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143. How a new discovery made a beauty out of an ugly girl

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Now select several options and choose the most suitable one, go to it and add it to your landing page.

“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 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!

Full house in the face of a severe fiasco.

10. “Salt in the wound”

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

Heading examples:

Forget about losing hair!

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

Tired of fighting weeds?

Conclusions

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

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

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

Having studied this material, you will learn:

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

How to come up with a good article title?

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

Interesting headlines– this is 50% success. They attract readers, make the article popular and exciting. Despite the fact that the headline consists of only a few words, copywriters often have difficulties when writing it. Different options are spinning in your head, a lot of thoughts appear, 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” etc.

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 advantageous offer. 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 guarantee from the manufacturer”, “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.

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 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 feminine, 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;