Heading for an article with the word status. Headlines in email marketing

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

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

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 in only 20% of cases, 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 necessary for websites, in 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 nice title, which will attract visitors to you and turn them into buyers.

Rules for writing headlines

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.
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?
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.
Communicate urgency.
This rule is not always applied, but it 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.”
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 the 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 every parent should know” or “10 rules: how to sell effectively.”

Tailor the headline to 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 placed 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

Including the reader's vision: "How to spy on competitors' tips."
Smell: “How to remove odor in the refrigerator.”
Rumor: “5 words no woman can resist.”
Taste: “The bitter truth about sweet lies.”
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 fastest way to get to 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:

How.. . do something to.
How _ if _.
How _when_.
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.
Lead to any guides.
Phrases in sentences are emotionally colored. 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, the article “Sources of finding clients for a flower shop” will not be easy for flower business owners to pass by.

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

Benefit

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

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

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

A headline in the form of an intriguing question

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

Therefore, we take note of the following questions:

Why?
When?
Which?

However, if you really need effective headline, then you need to remember all three criteria. The intrigue contained in the question needs to be strengthened 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 a monitor, he needs to push his information product through the Internet. In front of it there are links to two identical articles, but in the title of one of them there is the word “quickly”. Which link will he click on first?

How to write an SEO title?

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

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

118 magic words of a copywriter

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

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

Benefit, safety	Novelty	Emotions	Actions, dynamics
For free	New	Suddenly	How to do
Advice	New	Amazing	Now
Fast	Already here	Significant	Imagine
Easily	Just showed up	Awesome	Compare
Advantageous purchase	Important improvement	Miracle	Hurry up
Improved	Improvement	Magic	Required
Discount	Sensational	The truth about...	Last chance
Income	Revolutionary	Difficult but solvable task	Urgent
Present	Offer	Exciting	Recommend
Way	Finally	Exclusive	Here
Business	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 may have 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 ticket to orbit ?
Like me took Martians to cafes
Secrets found eternal youth
Who else wants will go on a motorbike ride along Verener ?
Find out how I am grew the seeds of giant plants
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.

Denis Savelyev

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

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

By choosing a bad title, you make your article, presentation, or other content invisible to most of your audience. The title is the most important element of Internet pages, advertisements, video materials. It draws the audience's attention to the content. Content goes unnoticed if you use a dull and unattractive title.

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

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

1. Does your headline promise the audience a benefit?

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

Compare the following titles:

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

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

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

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

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

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

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

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

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

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

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

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

4. Does your title help position your content?

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

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

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

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

There are three such methods:

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

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

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

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

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

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

7. How short is your title?

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

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

8. Do you use subheadings?

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

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

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

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

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

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

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

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

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

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

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

Use the scoring chart to determine the quality of headlines for articles, books, blog posts, social media posts, and other content marketing products. Consider the best quality option, dialing greatest number points.