Copywriting Tutorial: How To Write Headlines

Writing H.O.T. Headlines: A Simple 3-Step Formula

In this video, Alex shares a simple 3-step formula for writing effective headlines that grab the reader's attention and encourage engagement.

What are headlines?

• Headlines are strategically-written attention-grabbing statements used in marketing and copywriting to get readers to engage with content.

Clickbait vs Effective Headlines

• Clickbait is written solely to get clicks and does not add any value to the content. Effective headlines, on the other hand, are precise, personalized, and provoking while adding educational, entertainment or inspirational value.

The Importance of Headlines

• As a copywriter, headlines should be the last thing you write because they are the most important part of any sales message. They decide who stays and who goes, who clicks and who keeps scrolling.

• Shorter headlines can be harder to write but often more effective. The right phrase pays off so take time to get it right.

Testing Your Headlines

• Always test your headlines as what you think is pure gold may flop when tested. Write many headlines and test them often.

Other Elements of an Effective Sales Message

• While headlines are crucial for grabbing attention, they aren't the only part of an effective sales message.

Copywriting Basics

• If you're interested in starting your own copywriting business or using copy to scale your business, subscribe for more videos on copywriting basics such as finding a hot niche and creating fierce brand loyalty through copywriting.

Killer Headlines

• Killer headlines can lead readers down a rabbit hole of endless clicking on listicle sites like Buzzfeed or Bored Panda. As a marketer or business owner, imagine the possibilities of what you could do if your website was able to garner that many clicks.

Inspiration for Headlines

• Websites like Cosmopolitan, Buzzfeed, and Bored Panda are great sources of inspiration for writing effective headlines.

• Use tools to check the most popular headlines trending on any given topic.

The 3-Step Formula for Writing H.O.T. Headlines

Step 1: Hook

• A hook is any concept or idea that grabs the user's attention. It is the first step in writing an effective headline.

Step 2: Offer

• The offer is what you're giving away in exchange for engagement with your content. It should be clear and concise.

Step 3: Tension

• Tension creates a sense of urgency and encourages readers to take action. It can be created by using scarcity, exclusivity, or time-sensitive language.

How to Drive Traffic to Your Website with Emotion-Based Content

In this section, the speaker discusses how he was able to drive 20-30 billion page views to his website by creating content that played off of only four human emotions. He describes those four emotions as history or nostalgia, humor, pride of knowledge, and schadenfreude.

Four Emotions That Drive Traffic

• The four emotions that drive traffic are history or nostalgia, humor, pride of knowledge, and schadenfreude.

• Schadenfreude is a German word that means pleasure derived from other people's misfortune.

• Creating an open loop in your headline piques curiosity and forces the brain to seek out some sort of conclusion.

• Specificity is one of the most common ways to create an open loop in a headline.

How to Create an Open Loop in Your Headline

In this section, the speaker explains what an open loop is and how it can be used in marketing. She also provides examples of how specificity can be used to create an open loop in a headline.

Using Specificity for Open Loops

• Including numbers in headlines is effective because people love learning in sets.

• Storytelling can also be used effectively to create an open loop in a headline.

• If you try to appeal to everyone with your headline, you will appeal to no one.

Speaking Directly To Your Target Audience

In this section, the speaker emphasizes the importance of speaking directly to your target audience in your headline. She provides examples of how this can be done effectively.

Speaking Directly To Your Target Audience

• Effective headlines will call out the reader by using the word "you" or by playing off the reader's sense of belonging or identity.

• Quizzes and personality type tests do well because people love learning about themselves.

• If you try to appeal to everyone, you will appeal to no one.

The Importance of a Clear Hook, Specificity, and Target Audience

In this section, the speaker explains why a clear hook, specificity, and target audience are important for creating effective headlines. She uses an example of a cilantro headline that checks all three boxes.

The Cilantro Headline Example

• A clear "us vs them" hook is effective in creating an emotional response from readers.

• Specificity is effective in creating an open loop in a headline.

• Speaking directly to your target audience is important for making your headline relevant and engaging.