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I told folks I spend 61 minutes on each ad -- I lied (a little)
Sometimes this one sentence can take that long: The Headline
Headlines are read 5X more than body copy, and only 10% will read past them
It MUST be good
Fortunately for you, I'm lazy. So, I cheat.
Here’s how
Sometimes this one sentence can take that long: The Headline
Headlines are read 5X more than body copy, and only 10% will read past them
It MUST be good
Fortunately for you, I'm lazy. So, I cheat.
Here’s how
*Disclaimer* These tips are for ad headlines, not SEO
Writing headlines for Google is different.
IMO it kinda ruins the art, so if you’re looking for SEO-friendly tips, this ain’t them.
What this IS: A framework to write headlines that attract humans not machines.
Writing headlines for Google is different.
IMO it kinda ruins the art, so if you’re looking for SEO-friendly tips, this ain’t them.
What this IS: A framework to write headlines that attract humans not machines.
1/CREATE a “Curiosity Gap”
WTF is that?
I think of it as presenting someone with an idea that’s only half revealed.
Think: Tip of the iceberg, that's clearly an iceberg.
TIP: Read the first sentence of this thread.
WTF is that?
I think of it as presenting someone with an idea that’s only half revealed.
Think: Tip of the iceberg, that's clearly an iceberg.
TIP: Read the first sentence of this thread.
2/There is NO set length
Single word headlines can outperform long headlines and vice versa
You’ll understand why in this thread, but don’t get hung up on headline length, or adhere to a strict count.
SEO people will be prescriptive about this. AKA machines care, not humans
Single word headlines can outperform long headlines and vice versa
You’ll understand why in this thread, but don’t get hung up on headline length, or adhere to a strict count.
SEO people will be prescriptive about this. AKA machines care, not humans
3/FOCUS on the follow through...
The sentence after a headline is the 2nd most important part of your piece.
If should fill the first curiosity gap presented, and present another.
My favorite copywriter Joe Sugarman calls this "the slippery slope."
Move your reader along
The sentence after a headline is the 2nd most important part of your piece.
If should fill the first curiosity gap presented, and present another.
My favorite copywriter Joe Sugarman calls this "the slippery slope."
Move your reader along
4 /Interrogative headlines work
AKA -- Posing a headline as a question with words like “How, ”“Why,” or “What”.
I think of these headlines as cheat codes. They’re effective and people pick them out quickly.
Use them too much though and you'll get soft.
AKA -- Posing a headline as a question with words like “How, ”“Why,” or “What”.
I think of these headlines as cheat codes. They’re effective and people pick them out quickly.
Use them too much though and you'll get soft.
5/PUT numbers in headlines
Do it. Whenever possible.
Again, it’s about constructing a single-sentence narrative that’s slippery.
Numbers speak to your readers rational side and can support outlandish claims.
EX: “9 in 10 dentists recommend this toothpaste.” IT WORKS!
Do it. Whenever possible.
Again, it’s about constructing a single-sentence narrative that’s slippery.
Numbers speak to your readers rational side and can support outlandish claims.
EX: “9 in 10 dentists recommend this toothpaste.” IT WORKS!
6/QUOTES
“Yes, please.”
They charge any headline with a human touch. It’s like someone said it, because thanks to grammar -- it is.
But it needs to be logical. If you use one, your body copy needs to justify it. HOW?
Well, I told you 4 sentences ago.
“Yes, please.”
They charge any headline with a human touch. It’s like someone said it, because thanks to grammar -- it is.
But it needs to be logical. If you use one, your body copy needs to justify it. HOW?
Well, I told you 4 sentences ago.
7/ ESTABLISH Authority
Authority is the salt of copy. It gives every claim more weight.
Your headline should signal to your reader, you are an expert listen to me.
Drop professions, titles, Ivy-league schools, etc.
Authority demands attention and creates a natural curiosity
Authority is the salt of copy. It gives every claim more weight.
Your headline should signal to your reader, you are an expert listen to me.
Drop professions, titles, Ivy-league schools, etc.
Authority demands attention and creates a natural curiosity
8/ NO Links in headlines
This is mostly a newsletter/ad thing, but there’s a tendency to do this online.
It will work the first time. 100%
But IMO you break a promise with your audience. Headlines are sacred text, links spoil that by directing the user away immediately.
This is mostly a newsletter/ad thing, but there’s a tendency to do this online.
It will work the first time. 100%
But IMO you break a promise with your audience. Headlines are sacred text, links spoil that by directing the user away immediately.
9/ Let’s put it together
The best performing ads at @thehustle follow this headline structure:
Why this X-year old (Ivy-league) School grad is on a mission to reinvent (industry).
You have numbers, authority, and a natural question that arrises: “How?”
The best performing ads at @thehustle follow this headline structure:
Why this X-year old (Ivy-league) School grad is on a mission to reinvent (industry).
You have numbers, authority, and a natural question that arrises: “How?”
10/Finally, If you FORGET everything...
Remember: The job of your headline is to get the reader to move to the next sentence.
That's it... It’s also incredibly hard.
People are busy. They scroll. They scan.
If your headline can get them to actually read... MY GOD.
Remember: The job of your headline is to get the reader to move to the next sentence.
That's it... It’s also incredibly hard.
People are busy. They scroll. They scan.
If your headline can get them to actually read... MY GOD.
11/Last thing:
If this goes well, I’ll break down the essential sections of an email newsletter. Header, footer, the whole 9.
Oh! And if you like'd this, throw me a follow ( @hatchkolby) for tweets on writing, stocks, and science.
If this goes well, I’ll break down the essential sections of an email newsletter. Header, footer, the whole 9.
Oh! And if you like'd this, throw me a follow ( @hatchkolby) for tweets on writing, stocks, and science.
