Writing catchy headlines can be quite a bothersome. Today I came across this post in The Copywriter’s Crucible in which they share some insights on writing headlines that attract attention. They start off the post with a quote from John Caples.

“If you can come up with a good headline, you are almost sure to have a good ad. But even the greatest writer can’t save an ad with a poor headline.”

In order to gain interest, you must promise a benefit as well as entice them with intrigue, keeping them curious. Here’s a couple of examples from the post.

• Make a bold promise with a guarantee e.g. ‘Play the Piano in Seven Days or Your Money Back’
• Provoke curiosity with a question e.g. ‘Do You Make These Mistakes in English?’ (Maxwell Sackheim)
• Explain clearly what benefit your offering e.g. ‘How to Win Friends and Influence People’ (Dale Carnegie)
• Use a strong verb and a commanding tone of voice (aka imperative) to suggest what action the reader can take e.g. ‘Win At Poker With These Strategies Used By The Pros’
• Make a bold attention grabbing statement e.g. ‘Amazing Secret Discovered By One-Legged Golfer Adds 50 Yards To Your Drives, Eliminates Hooks And Slices…And Can Slash Up To 10 Strokes From Your Game Almost Overnight!’ (John Carlton)
• Make a no frills news announcement e.g. ‘New Dimoxnyl Hair Tonic Grows Your Hair and Your Looks Back Overnight!’ (N.B. hype like this is normally best avoided)

Enjoy!