How To Write Attention-Grabbing Headlines
“Your headline has only one job – to stop your prospect and compel him to read the second sentence of your ad.” – Eugene Schwartz, Breakthrough Advertising
Every newspaper, advertisement, magazine, sales letter, book, home page or web page has a headline whose sole purpose is to entice readers into reading further sentences … and hopefully reading the full text.
Headline writing is an art that can make or break a company.
Here is advice from four well-known copywriters on developing winning headlines.
Eugene Schwartz
Headlines were so important to Eugene Schwartz’s success that he devoted four chapters in his book Breakthrough Advertising to the topic.
Mr. Schwartz describes how to take a simple, basic headline like “Lose Weight” or “Stop Smoking” or “Whiter Wash” and turn it into a headline that draws the reader into the copy.
Here are a few of the 38 ways Mr. Schwartz lists to strengthen a headline:
1. Measure the size of the claim … 61 pounds lighter
2. Measure the speed of the claim … In two seconds
3. Compare the claim … six times whiter washes
4. Dramatize the claim … they laughed when I sat down at the piano
5. State the claim as a paradox … how a bald-headed barber saved my hair
6. State the newness of the claim … Now chrome plate without heat
Michael Masterson
Mr. Masterson wrote block-buster ads in the ’70s, ’80s and ’90s that earned him respect and millions as an “A-list” copywriter. He helped develop an AWAI copywriting course.
He suggests adding these attention-getting words in a headline:
Discover
Easy
Free
New
Proven
Save
Introducing
Guarantee
How to
Now
Announcing
A headline can be developed in many ways such as to:
1. Grab attention
2. Stir curiosity
3. Make a promise
4. Introduce a compelling idea
5. Make an offer
6. Challenge the prospect
He insists that a headline will be weak unless it contains at least three of the four “U”s:
Urgency – act now rather than wait
Usefulness – communicate something of value
Uniqueness – something different is being offered
Ultra-specific – prospect should be told specific benefits
John Caples
Mr. Caples wrote one of the most memorable headlines of all time when he was just 25:
“They Laughed When I Sat Down At the Piano. But When I Started to Play! –
The ad for the U. S. School of Music was so successful that Mr. Caples and many other copywriters modified it for other ad campaigns.
Here are his five rules for writing headlines:
1. Try to get self-interest (a benefit for the reader) into every headline
2. If it is a new product be sure to emphasize this.
3. Avoid headlines that merely provoke curiosity.
4. Avoid headlines that are gloomy or negative.
5. Try to suggest that there is a quick and easy way for a reader to get what they want.
Four of the five chapters in his book, Tested Advertising Methods, deal with headlines. Chapter Five has 35 proven formulas or templates you can use for headlines.
Bob Bly
Mr. Bly who earned a degree in chemical engineering specializes in B2B copywriting. But he is also a prolific author of books having written over 80.
One book he wrote back in 1985, The Copywriter’s Handbook, was praised by advertising giant David Ogilvy.
Here is his checklist which will help you write better headlines:
Does the headline promise a benefit or reward?
Is it clear and direct?
Is it specific?
Does it dramatically draw attention?
Does the headline relate to the product?
Does it arouse curiosity?
Avoid wordplay, puns, gimmicks and tricks.
Avoid negatives: 100% sodium free instead of contains no sodium.
Length of a Headline
One controversy in the making of headlines is how many words should you use.
Joe Sugarman (of BluBlockers fame) likes short headlines like … “Portable CB”. Michael Masterson favors headlines of no more than 8 words so they can be quickly read and understood.
John Caples advises in his book “Do not make your headline so short that it fails to express your idea properly”. He tells his readers that 12 to 24 words is fine.
But some of the biggest copywriting stars … Dan Kennedy, Gary Halbert and John Carlson typically write long headlines of 20 – 35 words.
How Many Do You Need To Write?
One of the shocking admissions of all these copywriters is the number of headlines you should attempt … 25 – 50 or more are desirable. Sounds like a lot doesn’t it? And it is. But it is the only way to come up with the unique one of a kind headline. And get your copywriting noticed and your product sold.
And remember … some the extra headlines can be used as subheads or as bullets in your advertising copy or articles.
Books on Writing Headlines
All the books mentioned above are excellent references on writing headlines.