Do You Know the 3 Secrets to Writing Killer Headlines?

Failproof formulas from a copywriter’s bag of tricks give your headlines a one-two punch of power.

Written Nov 21, 2008, read 398 times since then.

Why shed blood, sweat and tears over the few measly words it takes to write a headline?

Here's why. On average, eight out of ten people will read your headline. Only two out of ten will continue reading. So, the more people you lure in with a gangbuster headline, the more people keep reading:

A blog post that that drives traffic and profit your website
A product brochure that seals the deal on the sale
A landing page that gets people clicking through your site
An email subject line that spurs interest in your business

Welcome to your own headline-writing cheat-sheet--standard issue for a copywriter and now tucked in your back pocket as well.

1. Use the Magic Number
Think it's lucky number seven? Ominous thirteen? Number one--straight and proud, always in first place?

Actually, any will do.

A number galvanizes us like nothing else. It makes things concrete, offers up a specific promise and appeals to our sense of order. It's one of the oldest tricks in a copywriter's repertoire, but that's because it works. Check out how it inspires interest in headlines I swiped from the Biznik article archives:

5 Deadly Mistakes You Can't Afford to Make While Social Networking
25 Creative Ways to Earn New Clients
3 Selling Strategies for Financial Health

Something to know if you're writing for an online audience: Eye-tracking technology used to study people reading the web shows that "10" snags our attention more than "ten," thus we're more likely to read "10 Reasons to Devour Dark Chocolate" than "Ten Reasons to Devour Dark Chocolate." (Although that might not be the best example; 10, ten, 10,000--I'd read it any which way, preferably with Hershey's in hand.)

2. Share a Secret
Cast your mind back to high school. You're walking down the hallway to your slightly dented, gunmetal-gray locker. You swirl the combo on the padlock and pull it with a practiced yank when you notice two friends near Mr. Beaker's science room. Their heads are bent close; they're whispering. One glances up at you then looks away, lickety-split.

They have a secret--and you're dying to know what it is.

Shoehorn "secret" in a headline, and people pay attention. Why? Secrets are innately intriguing, imply insider info and set you up as an expert. One caveat: If you can't deliver on your promise, your credibility drains like water down a science-lab sink.

The Secret of Doubling Your Income
The Secret of to Successful Advertising in Facebook
The Secret of the Web (Hint: It's a Virtue).

That last headline is from the blog of Seth Godin, marketing guru and the one guy I'd mind meld with if I could. If you get only one thing from this article, get this: Learn Seth's name, find his books and blogs, and start reading.

3. Ask a Question
We're hard-wired to ask questions. We ask the big questions ("What's the meaning of life?"), the little questions ("Where are my keys?") and the classic questions ("Does my butt look big in these jeans?")

Questions and answers go together like peanut butter and jelly, and if you pose queries your readers empathize with or are interested in, this technique will serve you well.

One caveat: this tip is a bit trickier than the first two, because you do have to be aware of your target market. But ask with a focus on their specific needs and desires, and readers will stick around. A few headlines from fictional companies I just dreamed up:

Does Being Disorganized Ever Cost You Money? (The Clutter-free Coach)
Are Your Children Protected from these 5 Deadly Diseases? (Healthy Kids Hotline)
Are You Addicted to Facebook? (Social Networking Anonymous)

There you have it. Three tips to power up your headlines for readers who will stay with you from start to finish. Sound too simple to work?

They just worked on you.

Lynn Baldwin-Rhoades writes results-oriented content, both online and print, to help small businesses grow more profitable.

Learn more about the author, Lynn Baldwin-Rhoades.

Comment on this article

Posted by Dawn Renee Mallory, Seattle, Washington | Nov 24, 2008

WOW! It is so simple... I LOVE the way you think!!! I have been boggled by this topic periodically throughout my life... I can't wait to give it a run... dawn

Please send me your flaky friends!
Posted by Joe Kennedy, Bellevue, Washington | Nov 24, 2008

Great tips Lynn. I wish more PR people and advertisers would use them.

Hair Farmer Joe
Posted by Andrey Rozmaity, Seattle, Renton, Kent, Tacoma, Washington | Nov 24, 2008

Thats a 10 in my book! =]

Seattle Business Directory - Free/Paid Listings
Posted by Bud Goodman, Waukesha, Wisconsin | Nov 24, 2008

Lots of value in this article - I often struggle with the proper headlines and this insight is very well explained and demonstrated.

Thanks for sharing.
Posted by Dennis Kelley, North Canton, Ohio | Nov 24, 2008

Simple and straightforward, just the way I like it! Thanks for the headline reminders. Headlines can be a struggle at times so your reminder on how to do it is great.
Posted by Gretchen Mary Krampf MSOD, PCC, Seattle and Orcas Island, Washington | Nov 24, 2008

Lynn, Your 3 (three) tips absolutely caught my eye...and I will put this information to good use. I like your writing style, too.
Thanks for sharing. Gretchen

Leadership Coach and Process Consultant
Posted by Dan McComb, Seattle, Washington | Nov 24, 2008

Brilliant, Lynn. I just finished reading "Tribes" by Seth Godin, and I echo what you said - get Seth, daily. Your business will thank you.

Biznik Business Networking
Posted by Dawn Renee Mallory, Seattle, Washington | Nov 24, 2008

I see I am not the only one who truly appreciates you, your advice and style!

'Got any workshops or a series of articles in mind??? Dawn

Please send me your flaky friends!
Posted by Penny Wight, Lynnwood, Washington | Nov 24, 2008

1 secret not secret at all Lynn Baldwin-Rhodesis clever! Thanks for the ideas! Penny
Posted by Michael King, Renton, Washington | Nov 24, 2008

Nicely done, great article!
Posted by Eric Svaren, Seattle, Washington | Nov 25, 2008

Thanks, Lynn. I'm going to try to put this into practice with my blog this afternoon.

Eric Svaren; Team rescue, influence leadership
Posted by Jeanne McGee, Bellingham, Washington | Nov 26, 2008

Lynn,

Your article was easy to ready and made so much sense. Any tips on writing articles?

Jeanne
Posted by Lynn Baldwin-Rhoades, Everett, Washington | Nov 26, 2008

Thanks, everyone, for all your kind comments. It actually makes me quite happy to help people with their writing!

Jeanne, an article tip: Wandering off topic kills an article faster than anything, yet it's so easy. I speak from experience, trust me.

So, pick your topic. Summarize what you want to say in a single sentence. Yes, just one!

Post that sentence on your computer, chant it in your head, do whatever you need to do to keep it in mind as you write. This way, you'll stay more focused and your writing will naturally be stronger.

Good luck!

Dawn, I'd love to do workshops. Now, I just need to find the time. Maybe Santa will bring me some for Christmas?

Everyone, Dan mentioned "Tribes" by Seth Godin. You can download a free 240-page ebook based on the real book by copying and pasting this:

http://sethgodin.typepad.com/seths_blog/files/CurrentTribesCasebook.pdf

What is "Tribes" about? From the publisher:

"The Internet has eliminated the barriers of geography, cost, and time. All those blogs and social networking sites are helping existing tribes get bigger.

But more important, they’re enabling countless new tribes to be born—groups of ten or ten thousand or ten million who care about their iPhones, or a political campaign, or a new way to fight global warming.

And so the key question: Who is going to lead us?

The Web can do amazing things, but it can’t provide leadership. That still has to come from individuals— people just like you who have passion about something. The explosion in tribes means that anyone who wants to make a difference now has the tools at her fingertips."

Want to know more? Start downloading!

Writing to Boost Your Biz
Posted by Megan Anderson, Arlington, Washington | Nov 26, 2008

Great Article, It is amazing what a little tweaking can do to a article. These ideas are great.

Megan Anderson Coaching Your destiny
Posted by Angi Carlston, Seattle, Washington | 3 weeks ago

Sweet! I am using the 1st one in my next blog! I love it.
Posted by Kit Muehlman, La Conner , Washington | 3 weeks ago

Thanks, Lynn! I'm just getting started with blogging, and I have a mistake (wandering off topic) to correct already.