Headlines in email marketing. How to Create Catchy Headlines Legendary Headline Examples

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?

5. World-renowned chef reveals 'top secret' ways to cook lean chicken, fish and turkey with absolutely NO fat, NO margarine and NO butter.

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

8. Why Lazy Boss Children Succeed in Business and Nice Guys Fail

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?

17. Your travel agency won’t say this - you can save 50%-70% on your sea voyage!!!

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

18. Your lawyers won't tell you this... You can form your own corporation over the phone, in any state, in just 8 minutes and for just $45

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

19. What everyone should know about the stock business

What everyone should know about business

20. We are looking for people who want to make money through their own business

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

22. WARNING: Do not try another weight loss diet or weight loss supplement until you have read this FREE report and audiotape.

WARNING: Do not try another one until you have read this FREE report and audiotape.

23. Ideas and innovations required!

Wanted!

24. Do you want to be a river guide?

25. Do you want to be a private investigator?

26. Do you want to be a paralegal?

You want to be ?

27. Make yourself attractive, lazy person.

in order to become

28. Make your mailbox an inexhaustible CASH Vault

Make it out of yours

29. Too busy making a living to make money?

Too busy to?

30. For people who want to be writers but can't take the first step

For people who want to be but can't take the first step

31. Tired of working for other people?

Are you tired?

32. This one new business"in a box" can give you hundreds of thousands of dollars, working solely on autopilot!

This new one can, working!

33. This lawnmower cuts the grass so quickly and easily, I bought it for my wife!

This one is true, I bought it for my wife!

34. This is the information that the government is hiding from you!

This is the one that is hiding from you!

35. They laughed when I sat down at the piano, but when I started playing...

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

36. These are perhaps the most hidden secrets of healing in the world

These are perhaps the best kept secrets in the world

37. You can make a big business out of losses.

You can make it big

38. Another woman wants to steal your man, and she's too smart to let her breath smell bad.

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

39. Safe and painless way to remove unwanted hair without wax, shaving or cream!

way !

40. The ugly truth about your beautiful new car

The terrible truth about your beautiful

41. The secret to becoming a millionaire is just using the right words!

The secret of how lies only in!

42. The secret of effective investments

The secret to looking good

43. The secret of wealth

Secret

44. A revolutionary new training method used by the world's toughest street cops

Revolutionary new, used by the world

45. The fastest way I know to make a million dollars

The fastest way I know

46. ​​People reading this book will eventually get your money

People will eventually get yours

47. The only two ways to increase your wealth and reach the elite level of wealth

The only two ways to reach the elite

48. Facelift without surgical intervention, which everyone in Australia is talking about

, which everyone is talking about

49. The most expensive magazine in the world, but more than 40,000 businessmen buy it every year - why?

The most in the world, but it is bought more - why?

50. The most comfortable shoes you've ever worn, if it's not - we'll give you your money back

The most you've ever had, if it's not - we'll give you your money back

51. A person who can turn things into gold

A person capable

52. A way for a lazy person to become rich

A way for a lazy person to become

53. The art of telesales

Art

54. Amazing story about a business that requires so little you could fit it in the trunk of your car

An amazing story about one that requires so much that you could

55. Amazing secrets of winning at blackjack from mysterious man from Las Vegas, who was banned from playing in casinos

Amazing secrets from

56. The surprising secret of a marketing genius who is afraid of flying

The amazing secret of a genius who is afraid

57. The amazing secret of how you can buy a profitable (ready-made) business without paying cash!

The amazing secret of how you can do without!

58. An amazing new remedy for eliminating wrinkles, discovered by a chemist from the East

Amazing new, open

59. Amazing opportunity to make money on floppy disks

Amazing opportunity to make money with

60. Amazing $10 fake diamond that will fool 9 out of 10 jewelers

Amazing who will deceive

61. 10 most eccentric ideas that made millions... and how you can do it! Insider secrets of making a fortune from crazy, incredible and outrageous products and services

10 most eccentric ideas on which... and how to do it for you! Insider secrets on the crazy, incredible and shocking

62. 10 fastest ways to get clients

10 fastest ways

63. Test gold like a jeweler

How

64. Learn computer programming on your own in 24 hours

Study on your own for

65. Eliminate bad foot odor

Eliminate

66. Stop dreaming and start making money

Stop and start

67. Speak in Spanish as a diplomat

How

68. Tired of bringing wealth to your boss?

Tired of it?

69. Secrets of high-speed striking: how to hit a person 11 times or more in 1 second or less and do it all without him having time to blink an eye!

Secrets: how so that he doesn’t even have time to blink an eye!

70. Scientists have discovered a secret scent that drives 3 out of 4 women crazy

Scientists have discovered a secret that

71. Are you tired of satellite signal coding? We have a solution

Are you exhausted from? We have a solution

72. Sail away on a luxurious trip around Caribbean Sea by learning the secrets of small business success

by learning the secrets

73. Remember when you had the opportunity to buy a good property for next to nothing, but didn’t?

Remember when you had the opportunity but didn't?

74. Pregnant? The sooner you find out, the better

? The sooner you find out, the better

75. Pre-matched small business loans are NOW available!

for ALREADY available!

76. A Polish scientist created a perfect fake diamond that fools 99.7% of diamond dealers

created a perfect fake that misleads 99.7%

77. Pay off your home's mortgage in half the time without increasing your payments!

twice as fast without boost!

78. Become the owner of your own TV shopping show

Become the owner of your own

79. Become the owner of the business you dreamed of without investing a penny

Become the owner you dreamed of without investing a single ruble

80. A man from St. Petersburg knows a formula proven by 21 years of testing for creating companies that bring in millions of dollars, from scratch, without bank loans and attracting investors

A man from knows the formula, proven by a year of testing, for creating from scratch, without

81. Lawyer from Ohio discovered the secret of making money from home with the help of the US Government

discovered the secret with

82. Now you are the owner of phenomenal hearing!

Now you are the owner of a phenomenal!

83. No office, no phones, no staff, no business meetings, no forms to fill out - cash only mailbox every day

Without - only every day

84. The new service doubles the period of uninterrupted operation of your computer and prevents problems and breakdowns that result in hundreds of dollars in repairs and downtime...

New twice and prevents that cost hundreds of dollars...

85. New makeup won’t wash off even in pouring rain.

New is not even under

86. A new book about fishing reveals the secret of how to fish big fish and make other fishermen jealous

A new book reveals the secret of how to make you jealous

87. New “energy pill” that showed excellent results in Navy tests

New, which showed excellent results in tests

88. Never suffer from a cold again!

Never suffer from !

89. It is necessary more money?

Need more?

90. A wonderful ritual with candles allows you to control your life - automatically!

Wonderful allows you - automatically!

91. A man who wore a leg brace for 3 years now runs five miles every day.

The man who, now

92. Your hands will look better in 24 hours, or we'll give you your money back.

in 24 hours, or we will refund your money

93. A local marketing guru will show you how to make money faster, despite the stagnant economy - all for just $37 per seminar!

A local guru will show you how to, despite, - and all this in just !

94. A local businessman swears that he didn’t steal what he’s selling so cheap.

The local swears that he is not

95. Like me... You can make really BIG MONEY at home by watching TV or just reading the newspaper!

Like me... You can!

96. May this unusual and wonderful gift from outer space be guaranteed to bring you incredible luck

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!

Only from the publishing house... the world reveal unknown secrets that!

100. Is this your dream home?

Is this your dream?

101. Is the life of a child worth $1 to you?

Is it worth $ to you?

102. Increase your strength and flexibility. Bruce Lee's secret to success will help you too

Increase your . The secret will help you too

103. Increase your power and strength, reduce training time, maintain fitness and strength during rehabilitation and burn calories with the "Ultimate Trainer"

Increase your , reduce , maintain and with

104. Improve your memory in just two minutes a day

Improve by spending only

105. Imagine working from 7am to 6pm and enjoying every minute of it.

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.

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

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

I discovered the secret... Now I'm sharing my secret

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

How almost instantly... In just 2-4 hours!

110. How to write headlines that will make you rich

Like which

111. How to Use Library Books and Magazines to Increase Sales

How to use for enlargement

112. How to turn your kitchen into a well-oiled profit-generating machine!!!

How to turn yours into a well-oiled machine!!!

113. How to turn your fax machine into the most profitable machine in the world

How to make your most

114. How to make from your business card a sales agent working for you around the clock

How to make someone who works for you around the clock

115. How to turn obstacles into opportunities

116. How to turn angry customers into promoters of your business

117. How to make hundreds of dollars from a 30-cent coin

How to make from

118. How to turn $45 into $483,000.00 in just 11 years

How to turn into just

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

How to test, which will allow you to always...

120. How to write without problems

Like no problem

121. How to start from scratch and create a money-making empire

How to start from scratch and create

122. How to rob banks...legally

How...legal

How easy and simple that will make people!!!

124. How to outwit a fox! 263 secrets that legislation and lawyers hide from you!

How to trick a fox! 263 secrets that legislation and lawyers hide from you!

125. How to Master the Art and Science of Writing Killer Ads and Sales Letters

How to Master Art and Science

126. How to get people to stand in a line and beg you to take their money

How to get people to stand in a row and beg you

127. How to develop photographic memory

How to develop

128. How to give a speech that will captivate your listeners

Like which

129. How to organize the wedding of your dreams for free, allowing guests to pay for the best day of your life... Secrets of a self-sustaining wedding in Italian!

How to free your dreams,...Secrets!

130. HOW TO BECOME RICH with current state economy. Complete Guide for independent physical and financial survival in the difficult years ahead

AS in the current state of the economy. The Ultimate Guide to Self-Reliance in the Difficult Years Ahead

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

How to get a free batch of amazing new ones that work phenomenally

132. How to Get a FREE One Year Online Marketing Subscription and $1,177.00 in FREE Gifts

How to get FREE and FREE gifts worth $

133. How to squeeze 12 hours out of an 8-hour day

How to squeeze out

134. How to eat more and lose weight

How to reset more

135. How to double your business in six months - 100% guarantee!!!

Like in six months - 100% guarantee!!!

136. How to dig up the treasure buried in your head

How to dig up what's buried in you

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

How even if you don't

138. How to buy the van of your dreams

How to buy your dreams

139. How to burn fat every minute

How to burn every minute

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

How to become with

141. How often have you said: “No, I haven’t read it. But I really wanted to.”?

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

Like me and my friends - quickly and without

143. How a new discovery turned an ugly girl into a beauty

How a new discovery made

144. Hiring a lawyer can be dangerous to your well-being

Hiring can be dangerous for your

145. Kicks and splits without warming up!

146. Hidden profit in your computer

Hidden in your

147. Here's the secret... how to avoid pain and discomfort in product development

Here's the secret... how to avoid pain and discomfort when

148. Here's the fastest and easiest way to succeed in mail order trading.

Here's the fastest and easiest way to achieve success in

149. Here is a way to make money that has never failed!

Here is a method that has never failed!

150. Here secret weapon, which you can use to increase profits and reduce stress at work!!!

Here's the secret weapon you can use to get bigger AND smaller!!!

151. The greatest hitherto gold mine of “things for production and sale,” collected in one big book

The largest bonanza ever collected into one big

152. Get $20,000 for every book you read

Get $ for every you

153. Pay off your debt without borrowing!

Pay without borrowing!

154. Get a closer shave WITHOUT nicks or cuts.

Get WITHOUT and

155. Full-time hairdresser found a golden part-time job

Full-time found part-time

156. Free instructions on how to take better photos

Free that tells you how to make the best

157. Free book that shares 17 secrets about pricing grids

Free, which tells 17 secrets about

158. Free monthly gym membership worth $79 on every pair of Nike training shoes. Only this weekend

Free for $ on . Only this weekend

159. FREE “money-making” information products worth $268 for the first 100 people who take advantage of this offer

FREE $ value for the first 100 people to take advantage of this offer.

160. Find out how thousands of people ended up losing weight after trying everything else.

Find out how thousands of people ended up trying all the other methods

161. The editor of the finance section made a unique discovery

Made a unique discovery

162. Finally, the greatest Internet marketing geniuses on the planet reveal the truth about... how you can make a fortune doing Internet marketing

Finally, the greatest geniuses on the planet reveal the truth about... how you can

163. Filled with facts, this book reveals the secret to keeping your wife from driving you crazy during menopause...

Filled with facts, the book reveals the secret of how...

164. Don't try this with any other glue.

Don't try this with anyone else

165. Do you make such mistakes in English?

Do you make such mistakes in ?

166. Do you really want to be rich?

Do you really want ?

167. Do you have these symptoms of nervous exhaustion?

Do you have these symptoms?

168. Find out what homeowners don't know about their mortgages and what could make you a fortune!

Find out what they don't know about and what!

169. Find out the eastern secret of sleep

170. Find out the magic words that will bring you success and wealth!

Find out the magic that will bring you and!

171. Find out the amazing win-win secret of trading on the Internet

Find out the amazing win-win secret

172. Learn how to turn what you already know about your job, hobby, or personal interests into a million-dollar information products empire!

Find out how to turn what you already know about into !"

The industry expert says he will risk his own money to prove he can!

174. A man from Kyiv reveals the secret of a direct path to writing

The man from reveals the secret of the direct path to

175. Revelations of a disbarred lawyer

Revelations

176. Make money from the growing demand for hard drives without touching your computer!

Make money from the growing demand for, not!

177. Can you pass this money test?

Can you pass this test?

178. A Dnepropetrovsk company decided to reveal an investment secret that your stockbroker is hiding from you.

The company decided to reveal the secret that yours is hiding from you.

179. Banking secrets that banks hide from you

Secrets that are hidden from you

180. Finally... someone has discovered the secrets of how to make people fall in love with you!

Finally... someone has discovered the secrets of how to !

181. “FINALLY! A unique Australian bilge relay that is so reliable it comes with a five year warranty!”

"FINALLY! Unique, which is so reliable that it comes with a five-year guarantee!”

182. Are you ready to force life to give you what you want?

You are ready ?

183. Are you an overeducated loser?

Are you?

184. Announcement... of a new edition of the encyclopedia that makes learning new things fun

Announcement... of a new edition that makes learning fun

185. An open letter to everyone who drives a truck for over $10,000 a year.

An open letter to everyone who, for more than

186. An open letter to all people in Astana who suffer from excess weight

An open letter to all people suffering from excess

187. An open invitation to everyone who lives in Saratov and wants better sex without guilt

An open invitation to everyone who lives in and wants a guilt-free

188. An amazing business that fits in your pocket

Amazing that will fit in yours

189. Flat stomach WITHOUT squats!
WITHOUT !

190. 7 ways to pay your outstanding bills

7 ways

191. 57 reasons why you would make money if you responded to our ad 2 months ago

57 reasons why you would have made money if a few months ago

192. 21 secret, powerful tools that will build your business, free up your time, and put more money in your pocket... NOW!

21 secret ones that... are NOW!

193. 1022 simple ways how to make money at home

1022 simple ways how

194. $200.00 PER DAY with a $50 investment!

$ when investing $!

195. The marriage agency has already been able to unite couples

196. How much more can you lose $50 every day?

How much more can you do each day?

Top 10 for

198. New way save on freight transportation from 10%

A new way to save on

199. 3 secrets of your competitors

200. Yesterday you got a new competitor. What to do?

Yesterday at your place. What to do?

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

According to Pareto's law, 80% of your website visitors read only the headlines and only 20% open full text articles. This means that to increase the open rate, and therefore improve the behavioral factor, you should focus on correct spelling header. What good is an article if it is not read because the headline did not attract attention. Let's try to group examples of intriguing headlines by types and techniques.

Question. A question-like title suggests that the reader will want an answer to the question posed in the title. It works if the question is relevant and readers trust your site. Usually works for regular readers. Here are some examples:

How to come up with an intriguing headline in five minutes?
How to scare the reader so that he definitely wants to read your article?
What phrases should you never say to your child...
When will the heating be turned on?
How to lose weight without losing weight?

Understatement. This is essentially a type of question. A phrase that contains a seed or an explanation of what will be discussed next, but does not reveal the essence - there is no answer to the question. Requires a certain skill, otherwise the title will not arouse interest. Such a title works well for the target audience, and the essence of the problem revealed in the article should be relevant and interesting to the target audience. This technique is most often used for news. Here are some examples:

Yesterday the mayor of our city did this...
Residents of the city of Paralelepidovsk will now be happy....
It's finished. You no longer have to brush your teeth every morning.
Be careful on the city streets in the evening.
Long-awaited comfort will come to every home in our city.

Threat. The reader should understand from the first words that if he does not read the entire text, he will miss something or lose something, or even better, risk something. Everyone wants to be aware of what can affect daily life. Examples:

If you don’t want to be left without a roof over your head, you’ll have to run around the offices.
Are you planning to retire? Then you should know that you can be deceived.
Buying regular cheese can turn into a tragedy.
Do your children go to school on their own? Are you sure there is no danger on their way to school?

Promises. The reader should understand that if he opens the article, he will receive some benefit or advantage. But here you can’t be intrusive and you need to act carefully. You can't impose yourself directly. The reader must guess for himself that it is beneficial for him to learn something useful for himself. Examples:

Semyon Gorbunkov now pays 50% less for water than his neighbors.
Residents of Parallelogrammovsk have figured out how to get to work faster.
Now anyone can earn money for a car while sitting on the couch.
The new pharmacy surprised me with its prices. We looked for a catch and didn't find it.
Bring a friend to the cafe and get a free drink. Don’t rush to tell your friend about this.

Preparing to Create a Header

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

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

100 life hacks for Moscow State University students

Earnings up to 40,000 rubles per month for housewives

Useful programs and services for copywriters

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

Secondary depends on the content of the content:

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

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

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

Arouse curiosity - Smartphones with the best cameras named

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

SEO. Optimize your titles to attract 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 keywords in the name looked 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 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 any other headline. Moreover, numbers attract women more than men. If you're writing for a female audience, keep this in mind.

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

Even and odd numbers in the header

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

Examples of headlines with a negative connotation:

7 most dangerous mistakes while driving a car

Named products that kill

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

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

Yellowness in the headlines. Content marketer and SMM specialist Liya Kanarskaya in the article “Mind Management: Why Hot Headlines Still Work” gives 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.

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

The highest degree of yellowness in teaser advertising

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

Maria Solodar,

expert in creating automatic sales funnels

Snippet - same subtitle

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

Formulas for creating a strong headline

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

AIDA formula

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

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

Formula 4U

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

Bob Bly's 4 Principles

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

ODA formula

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

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

Comparison header formula: X vs Y

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

Result: Lexus IS or Mercedes CLA: honest test drive

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 nondescript 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 names:

• 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, a round number sounds a little forced, as if the author adjusted the results to a “round” number; it would be much better to title the article “97 or 102 skills... ").

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

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

3. Does your title take into account the target audience 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 determine target audience, communicating 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 all sorts of books on literary analysis and nature tell us literary creativity, interest in the text (it is clear that the word “interest” here is very conditional - it is a set of feelings that are evoked in the reader by the text) is born when the text exceeds our internal expectations from it. And this happens thanks to certain techniques that “break” the general paradigm of the text, the usual picture of the world.

There are three such methods:

• Metaphors. They make names more understandable and memorable. They create images that remain in the reader's memory. Metaphor is a transfer of meaning, the use of a word in figurative meaning. Examples of metaphorical titles: “How I ate a dog” by Evgeny Grishkovets (I didn’t eat it!), “I’m burning Paris” by Bruno Yasensky (I didn’t burn it!), etc. Coming up with a metaphorical title is very easy. But it is important not only to come up with it, it is much more important to play it out in the text. The headline is the bait, the hook. If you fail the reader's expectations by not "playing out" the headline in the text, you will lose confidence in your next headlines.
• Alliteration is another way to make the name memorable. It involves the repetition of homogeneous or identical consonants in the words of the title. Alliteration is a technique more characteristic of poetic speech. But composing headings, believe me, is closer to versification than it might seem at first glance. As an example, we can name examples of books “ M Aster and M argarita" Bulgakov, " N very n Ezhna" by Fitzgerald, etc.
• Contradictions or unexpected expressions also arouse the curiosity of readers. They remain winning against the backdrop of trivial headlines. Pay attention to the title of the fairy tale, “How Ivan the Fool Outwitted the Devil.” The emerging contradiction between “fool” and “outwitted” makes the reader wonder how Ivan outwitted the devil. The title of Tim Ferriss's book, The Four-Hour Workweek, is an example of the use of 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 in simple, easy-to-understand words. Best Headlines retain an almost naive obviousness characteristic of everyday dialogues ordinary people. Please note the following examples:

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

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

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

7. How short is your title?

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

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

8. Do you use subheadings?

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

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

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

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

Naturally, we could not ignore this issue. Web content needs to think about driving traffic. The most 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 rating chart to determine the quality of titles for articles, books, blog posts, and in social networks and other content marketing products. Consider the best quality option, dialing greatest number points.