I have a confession to make. I often struggle with writing headlines. In fact, I can recall more than a few instances in which it took me longer to write a five-word headline than to write the other 450 words on the page! Why? Because the headline can be the most important aspect of the piece. If the headline doesn’t work, there’s a good chance that readers will move on without even glancing at the rest of the text. 

Basic functions of a headline 

A headline is essentially an advertisement for the rest of the piece. A headline must be compelling enough to capture someone’s attention and entice him or her to keep reading. In today’s fast-paced world, a headline has just a few seconds to do its job. 

A headline also needs to “select” the audience. For example, “Amazing Robotic Snow Blower Clears Driveways in Minutes” will attract a different set of readers than “Stay Cool During the December Heat Wave.” 

In some marketing pieces, such as pay-per-click ads or social media graphics, the headline may be either the only text or the bulk of the text there. 

Questions to ask before you start writing

For “sales” pieces, such as websites and sales letters, ask yourself: Who is your customer? What are the benefits of your product? Why will someone want to buy this? 

For “informational” pieces, such as blogs, think about: Who is the reader? What information are you trying to convey in this article? What is the benefit of this information to the reader? 

Common headline techniques 

Here are examples of 10 different ways to approach the same subject matter: 

1. Ask a question – “What Makes Marketing Text Effective?”
2. Make a statement – “Effective Marketing Writing that Gets Results. Guaranteed”
3. Use a number – “The 5 Keys to Effective Marketing Writing”
4. Tell “how to” – “How to Write Marketing Text that Gets Results”
5. Reveal “secret” information – “Secrets of Effective Marketing Writing Revealed”
6. Use the word “free” – “Free Report: The Secrets of Effective Marketing Writing”
7. Create urgency – “Respond by April 30 to Learn the Secrets of Effective Marketing Writing”
8. Tell people what to do – “Ensure Your Marketing Text is Effective”
9. Present the “news” angle – “New Technique for Effective Marketing Writing Increases Response by 200%”
10. Give the “best” or “worst” – “Top Tricks for Effective Marketing Writing” OR “Avoid These Common Marketing Writing Blunders”