Headlines
A Guide to Writing
threedeepmarketing.com
Or any first impression your content makes with its reader.
Email subject linesBlog titlesSocial media updatesMeta descriptionsPage titles
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TABLE OF CONTENTS
INTRODUCTION.............................................................2
Section 1WHY IS A HEADLINE SO IMPORTANT?.........................3
Section 2THE POWER OF WORDS.........................................................4
Section 3POWER WORDS..........................................................................5
Section 4POWER PHRASE.........................................................................6
Persuading Your Audience.................................................................6Playing with Promotional Pricing...................................................6Eliminate Fear by Reducing Risk....................................................7Sharing Fresh Updates......................................................................7Teaching People Anything.................................................................8Providing Information People Are Seeking................................9Establishing Trust and Confidence...............................................10Inspiring Immediate Action and Driving Urgency..................10
Section 56 STYLES OF HEADLINES...................................................11HEADLINES FOR INSPIRATION..........................................12
ConclusionCAPTURE ATTENTION WITH YOU HEADLINES........18
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HEY LAUGHED WHEN I HAD A NEW IDEA FOR A HEADLINE, BUT WHEN THEY READ IT! T
A Guide to
Headlines.
You may also know these as: email subject lines, blog titles, social media updates or any first impression your content makes with its reader
Extra. Extra. Read all about it! Would you buy a newspaper from an overzealous paperboy shouting this cliché phrase? Now, imagine if it was followed by
ALL DROWNED BUT 868. We got your attention, right? In 1912, this was a news story was about the greatest sea disaster, the sinking of the Titanic.
Today content is consumed by email, social media, blogs
success in the digital marketing era. Headlines are more than just text indicating the nature of the article below, they are also email subject lines, blog titles, social media posts, meta descriptions, H1 and H2 on your website and more. To make it simple, we still use the term headline. Just remember that these strategies work for any type of online introduction.
This eBook is filled with thoughts and strategies from previous generations. We’ve just translated them to be relevant for the world gone digital. Our hope is that it will help you grab your target audience’s attention and lead towards meaningful engagement with every headline you write.
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1WHY IS A HEADLINE SO IMPORTANT?
It’s been said that a copywriter is a salesperson behind a typewriter. An adage so old, it mentions the word typewriter rather than tablet, laptop, computer or even word processor. While the age of the statement is apparent, it endures any decade. Remember marketing campaigns help brands achieve their goals. In most cases the end goal is revenue revenue, so type like a salesperson. And it all begins with your headline.
The headline is an essential element of your content. Your readers see it first, and often times it’s the determining factor on whether they will read the rest of your content. That means no matter how great your content is, it will likely be overlooked unless you
GET THEIR ATTENTION.
The next sections are to help you start thinking about how you should be writing to your audience.
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2THE POWER OF WORDS
Words are powerful. In a headline, words should communicate directly, deliver impact, express feelings, or inspire others. When it comes to content marketing, the words you choose for your headline mean a lot. This eBook is about writing effective headlines. A task that is often viewed as an afterthought, but is often the most difficult (and important) to complete.
Copywriters spend endless hours trying to identify words that motivate people to buy. Especially when it comes to writing headlines or subject lines for emails. We have attempted to make it easier for you by giving you a short list of power words that elicit emotion, response, and action from your audience.
Our power words are inspired by John Caples, a copywriter during the 1920’s. He was best known for writing “they laughed when I sat down at the piano but when I started to play!” a headline that was so effective it inspired scores of “They laughed when...” imitations over the years – including the title of this eBook!
You can see that You and Your appeared far more than any other words. The subtle second person voice addresses readers on an individual level. Its positive affect illustrates the importance of addressing your prospects on an individual level.
The key is to talk about what your audience wants, not what you want. Remember, people generally care about themselves first. It sounds harsh, but the phrase Whats in it for me is well known in marketing – and it’s what your audience cares about most.
As an advertising executive, Caples analyzed the 100 greatest money-making headlines of his time, he found that these following 10 words appeared over and over and over again (the actual number of times is indicated in parenthesis):
You (31)
Money (6)
Your (14)
Now (4)
How (12)
People (4)
New (10)
Want (4)
Who (8)
Why (4)
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POWER WORDS
Delivering News and Updates
Grabbing People’s Interest
Whipping up a Surprise
Communicating Quality
• Announcing• Latest• Revolutionary• Advanced• Presenting
• Absorbing• Information• Revealing• Secrets• Exciting • Absolutely
• Amazing• Astounding• Striking• Fantastic
• Fine• Exclusive• Rugged• Durable• Imported• Rare• Authentic• Selected
• Classic• Elegant• Charming• Spectacular• Lavish• Exquisite• Distinctive
• Massive• Spacious• Mammoth• Vast
• Easy• Handy• Practical • Versatile• Reliable• Lifetime • Quick
• Proven• Guaranteed• Acclaimed• Tested• Popular• Successful
Suggesting Quality in Appearance
Promising Size
Proving You’re Helpful
Showing Support and Approval
• Wealth• Fortune• Profitable • Free• Limited Time• Immediately
• Suddenly• Now• Announcing• Introducing• Improvement• Amazing• Sensational• Remarkable• Startling
Extending Offers and Promotions Exciting People About Anything
• Complete• Gift• Reduced ($)• Lowest ($)• Discount ($)• Only ($)
• Miracle• Magic• Offer• Quick• Easy• Wanted • Challenge • Compare• Hurry
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Power words give your headlines the life, emotion, value and impact to drive meaningful engagement in your content marketing. Use them to capture your target audience.
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POWER PHRASE
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Power Phrases move Power Words to a new level. Combining meaningful words into a single expression evokes emotion and response from your audience.
Persuading Your Audience In the world of direct-response marketing, few things work better than free offers After all, everyone wants to get something for free.
Playing with Promotional PricingPromotions are almost as good as free. Here are some power phrases that capture people’s attention.
Power phrases to persuade your audience
Free offer headline examples
Power phrases to communicate promotional pricing
• Yours free• Free gift• Free booklet• Ask for the free
report
• Free To High School Teachers, $6 To Others
• Sale Priced• Prices going up
soon• Save up to… • Less than half
price
• Free guidebook
• 32-page catalog free
• Free sample
• Free Book Tells You Twelve Secrets Of Better Lawn Care
• Order before prices increase
• Fantastic Savings
• Only ten percent above
• Free trial lesson• Free to new
members• Free examination• Free
• One Place Setting Free For Every Three You Buy!
• Wholesale price• Price goes up
after… • Never at this
price again• Special offer
demonstration• Free
consultation• Try it free for 30
days
• Money Saving Offer
• Buy direct and save
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4Promotional pricing headline examples
Power phrases that reduce risk
Power phrases that say fresh updates
Fresh update headline examples
Reduce risk headline examples
• Money-Saving Bargains From America’s Oldest Diamond Discount House
• Send no money• No obligation
• Just arrived• New here• It’s here• New discovery
• New Cake-Improver Gets You Compliments Galore!
• Now Buy A Ford F-150 Pickup With The Payment Of A Ranger
• Take Any Three Of These Kitchen Appliances For Only $895 (Values Up To $1500)
• We won’t call you
• New and improved
• New invention• Important
• Great New Discovery Kills Kitchen Odors Quick!Makes Indoor Air ‘Country-Fresh’
• Play Guitar In 7 Days Or Your Money Back
• Fly First Class For Only $245 Per Ticket
• Special Offer• Easy payment
plan
development• Latest findings • Just off the press• Just published
• New Golf Ball Banned From Tour, Flies Too Far
Eliminate Fear by Reducing RiskHumans are driven by emotion. Two influential emotions that paralyze consumers fear and doubt. Reducing risk is one way to eliminate these emotions.
Sharing Fresh UpdatesNearly every brand has news to share. New products, updates to a previous product or announcing an accolade your company received. Capture your audiences’ attention with these phrases.
• Just out• Beginning
(date)• At last
• More affordable
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Power phrases that say “how to”
How to headline examples
• How to ...• How to get the most out of ...• How to get ...• How to avoid ...• How to have ... • How to end ...• How to keep ... • How to get rid of ...• How to start ...• How to conquer ...• How to begin ... • How I ...• How to improve your ... • How I improved my ...• How to become ...• How to enjoy ...• How to develop ...• How you can ...
• How To Do Your Christmas Shopping In 5 Minutes
• How To Get Your Children Stuck Into A Book Instead Of Glued To The Television
• How To Avoid A Speeding Ticket Without Slowing Down
• How To Get Rid Of Your Wife... For 3 to 5 Days
• How To Cram Eight Hours Of Classroom Computer Training Into One Easy 75-Minute Session At Your Home
• How To Sell Your $20 Tech Stocks For $100 Per Share
• How To Leave Cash To Your Heirs And Guarantee They Don’t Squander Your Legacy
Teaching People AnythingEveryday people use the internet to learn new things. If your content teaches, then your headline
information, sound advice and provide solutions to problems.
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• Seven ways to ... • The truth about ...• The one sensible way to ... • Plain talk with ...• Profitable tips for ...• Confidential chats with ...• 20 tips for ...• Advice to ...• Your one sure way to ... • The common sense way to ...• Guide to ... • Facts you should know ...• Mistakes you can avoid ... • What you should know about ...
• 76 Reasons Why It Would Have Paid You To Answer Our Ad A Few Months Ago
• What Everybody Ought To Know About This Stock And Bond Business
• The 10 Habits That Keep People Poor And The 12 That Can Make You Rich
• The #1 Most Common Goof In Buying A House
• The Best Color To Paint Your House For Faster Sale
• 7 Fast Ways To Stop A Headache Without Drugs
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4Providing Information People Are Seeking The mobile era has only increased the thirst for knowledge. People read blogs, social media, listen to podcasts all to get information. You can successfully compete for their attention by telling your audience the things they want to know.
Power phrases that provide information
Providing information headline examples
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4Establishing Trust and Confidence No matter how appealing your content is, or how attractive your offer is, you still need to build credibility. Here are some phrases that help create assurance.
Inspiring Immediate Action and Driving Urgency There’s no time like the present. As a marketer, you probably know the two major hurdles consumers face when buying are time and money. Inspiring urgency is one way to convince your audience that now is the right time or how they can save money.
Power phrases to establish trust and confidence
Power phrases that drive urgency and immediate action
Urgency and immediate action headline examples
Establishing trust and confidence headline examples
• Award winning• Take this test• Seal of approval• Founded in
(year)• Over (___)
• Pierced By 301 Nails... Retains Full Air Pressure
thousand sold• What others say
about (___)• Proven in
laboratory tests• Money back
• Order today• Rush name for
details• Order now, pay
later • For a short
time only
• ENDS TOMORROW! Up to 25% off furniture + more
• I’m not only the hair club president, but I’m also a client
if you’re not delighted
• Established (___) years
• You risk nothing
• Delay may be serious
• While supplies last
• Don’t put off today
• Price going up
• Don’t miss out. 25% off everything sale ends tonight
• You’ll like the way you look. I guarantee it.
• See before you buy
• If you’re not delighted, just write cancel on bill
• Send today• Supply limited• Send postcard
today • Last chance• Get started
today
• Only hours left to use your promo code
• Today only. Take 20% off one regular priced item
• Thousands Now Play Who Never Thought They Could
• Act now • Investigate
today• Don’t delay• Act fast• Order now • Be the first
• Procrastinators rejoice! One more day to save up to 25% on everything
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Direct Headlines 1News Headlines 2
How-to Headlines 3Question Headlines 4Command Headlines 5Testimonial Headlines 6
6 STYLES OF HEADLINES
Here are 6 headline categories that have proven their worth over time. You’ll likely recognize these formats as they’re often used by brands and have influenced countless sales. Review them and think about how you can use them to make valuable first impressions.
Direct headlines are just like they sound, direct. They state the value proposition in a straightforward way without any puns, wordplay or hidden meaning. Example: Nike Shoes 25% Off
Also mentioned in the previous section – How To headlines are engagement gold! They are two words writers love… because they work! We like How-To headlines so much, we included them in two chapters of this eBook! Example: How to stop smoking in 30 days
Question headlines focus on the reader’s needs, not the brands. Use your audience’s curiosity to spark meaningful engagement by introducing your content as a question that appeals to their interests. Example: Is it okay to wear white after Labor Day?
Command headlines direct your audience what to do. They use action verbs and are commonly used because they work. Example: Stop baldness today before your head looks like a Bowling Ball
People value peer reviews. Online platforms like Yelp and TripAdvisor are proving that. Consider using real peer reviews to capture your audience’s attention. Don’t believe us, just look at content from any weight loss company. Example: How I lost 70lbs without exercising
News headlines are very similar to the FRESH UPDATES in the previous section. They include the introduction of a new product, an improvement to an existing product or a new application for an old item. News can also include awards, accolades or other company greatness. Example: Introducing the all new Silverado from Chevrolet
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6HEADLINES FOR INSPIRATION
lasted through the ages. Use these examples as inspiration to write headlines that sell. Our bonus section includes 89 headlines to stimulate your writing. We like them and feel you will too.
1. Mess Up Your Tax Return? Here’s 4 Excuses That Work With The IRS. And 3 That Don’t
2. The 13 Biggest Mistakes You Could Make As The Parent Of A Teen
3. The 4 Grim Facts Of Life About Lawsuits: Don’t Go Into Business Until You Memorize Them
4. Having Them Move In With You
5. A Dozen Dirty Tricks Of New Car Dealers. Some Are Totally Undetectable Unless You Know What To Look For
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6. Save Money By Knowing How Supermarkets Trick You Into Buying Higher Priced Items
7. Does Your Energy Go Downhill Around Midafternoon? 5 Ways To Cure The 1 to 4 p.m. Slump
8. 5 Ways Even Good Lawyers Steal From Clients
9. Speed On The Internet: Two Questions That Other Providers Hope You’ll Never Ask Them
10. Six Closely Guarded Secrets Of The Diamond Industry Revealed At Last
11. Four Quick Questions Will Reveal Any Chiropractor’s Operating Philosophy. Ask Them, And Save Money
12. How Often Do You HearYourself Saying: ‘I’ve Been Meaning To Refinance!’
13. Whose Fault Is It When You Don’t Get the Best Mortgage for Your Needs?
14. Do You Have These Symptoms Of Mortgage Exhaustion?
15. Do You Have A ‘Worry’ Mortgage?
16. Does Your Mortgage Broker’s Lack of Knowledge Ever Embarrass You?
17. The Biggest Problems You’ll Have With Most Mortgages And How To Overcome Them All
18. To People Who Want To A New Mortgage But Can’t Get Started
19. Is Dry Skin Making You Look Older Than You Should? Touch These 5 Spots And Find Out
20. How Much Is ‘Worker Tension’ Costing Your Company?
21. To Men Who Want To Quit Work Someday
22. Right And Wrong Farming Methods And Little Pointers That Will Increase Your Profits
23. Imagine Me Holding An Audience Spellbound For 30 Minutes!
24. Protect Yourself From Being BURNED By IT Candidates Who Over-Represent Their Skill Level
25. You Never Saw Such Letters As Harry And I Got About Our Pears
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6How Much Is ‘Worker Tension’ Costing Your Company?
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Own A Gold MasterCard? A
Premier Visa? Not After You Read This, You
Won’t!
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626. Men Who ‘Know It All’ Are Not Invited To Read This Page
27. Check The Kind Of Body You Want
28. Here’s A Quick Way To Break Up A Cold
29. Nobody Should Be Allowed To Have Anything To Do With Advertising Until They’ve Read This Book At Least 7 Times
30. Last Saturday We Were Robbed. Where The Hell Were The Police?
31. If You Were Given $200,000 To Spend, Isn’t This The Kind Of (type of product) You Would Build?
32. Last Friday...Was I Scared! My Boss Almost Fired Me!
33. This Horse Paid My Daughter’s Way Through College
34. Greatest Gold-Mine of Easy ‘Things To Make’ Ever Crammed Into One Book
35. Own A Gold MasterCard? A Premier Visa? Not After You Read This, You Won’t!
36. The Only Honest Profession That Pays $50,000 to $100,000 To 3-Star Klutzes Who Can’t Sell And Won’t Wear A Suit
37. Major Diet Plans: Which Ones Actually Work...And Which Ones Are Guaranteed To Torture You, Cost A Fortune, And Leave You Fatter
38. The Average Hospital Bill Has $600 In Phony Charges. Take These 10 Defensive Measures, And You’ll Save Way More Than $600
39. Save $115,000 On An Average Mortgage By Borrowing More Money... At A Worse Interest Rate!
40. 92.4% Of All Brands Of Roofing Material Lose Their Warranty The Second The First Hailstone Falls
41. Most Administrative Assistants Spend Over 4 Hours A Day Doing One Thing. Do You Know What It Is? (Hint: It’s Costing You About $70,250 A Year)
42. Out Of 537 Multi-Tenant Buildings Outside Of Downtown, Only SIX Have Immediate, Large-Block Leasing Capacity
43. Should An Experienced Traveler Like You Fly With A New Airline Like Us?
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644. Never Accept A Real Estate Contract That Contains
These 5 Words
45. Become A Lunch-Money-Millionaire: Mathematical Proof That You Can Achieve A Net Worth Of $1 Million By Investing As Little As $5 A Day
46. You’ve Got The Ugliest Kids I’ve Ever Seen In My Life (That’s What They’ll Say If You Get Caught Using The Wrong Photographer)
47. If You Think Mutual Fund Investing Is A No-Brainer, You Quite Possibly ARE A No-Brainer
48. The Big Hairy Secret That Big-Name Brokerage Houses Don’t Want You To Know About Their Mutual Fund Selection Process (Hint: They Don’t Have A Process)
49. Here’s What To Expect From A Facility Designed Specifically For Business Executives (You’d Be Lucky To Have It This Good Back Home.)
50. The Three Most Dangerous Words You Could Say To Your Doctor During Diagnosis: “You’re The Expert.”
51. Something You Probably Didn’t Know About Rolex Watches
52. What Never To Drink On An Airplane
53. What The Eye Surgeons Don’t Want You To Know
54. Become Immune From Breast Cancer… Even If It Runs In Your Family
55. What Nobody Ever Tells You About...
56. ‘I Lost my Bulges and Saved Money Too’
57. A Wonderful Two Years’ Trip At Full Pay, But Only Men With Imagination Can Take It
58. Discover the Value That Lies Hidden In Your Mortgage Broker
59. Who Else Wants Lighter Cake -- In Half The Mixing Time?
60. Why (Brand Name) Bulbs Give More Light This Year
61. Now Any Auto Repair Job Can Be ‘Duck Soup’ For You
62. Make This 1-Minute Test Of An Amazing New Kind Of Shaving Cream
What Never To Drink On An Airplane
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663. For the Woman Who Is Older Than She Looks
64. Don’t Let Athlete’s Foot ‘Lay You Up’
65. Innovative Wall Building System Makes Homes “Fly Off The Shelf”
66. The Only Thing We’ve Left Off (New Product) Is The Ridiculous Price
67. How I Improved My Mortgage Rate in One Evening
68. How A New Kind Of Mortgage Improved My Cash Flow In 30 Minutes
69. The Secrets of Making A Mortgage Work for You
70. A Little Mortgage Mistake That Cost You $3,000 in Closing Fees
71. Do You Make These Mistakes When Refinancing?
72. You Can Laugh At Mortgage Worries -- If You Follow This Simple Plan
73. Why Some People Almost Always Get the Best Rates for Home Mortgages
74. Six Familiar Mortgage Troubles You Want To Overcome
75. 6 New Ways To Know If Home Financing Is Right For You - In This Ad For HomeOwners
76. Can You Spot These 7 Common Decorating Sins?
77. If Your Pharmacist Goofs, You Could Be Dead. How to Protect Yourself in Just 3 Seconds
78. How $25 A Month Could Save You Nearly $60,000 On Your Home
79. Three Fairy Tales You’ll Hear From Brokers... Even Honest Ones
80. 16 Overlooked Deductions For Salaried Executives
81. The Most Common Tax Mistake (You’re Probably Making It Now)
82. How To Make Your Safe Deposit Box In The Bank Invisible To The IRS, Creditors, The State, And Other Snoops
83. If You Have At Least $10,000, You Absolutely Need A Swiss Bank Account
You Can Laugh At Mortgage Worries -- If
You Follow This Simple Plan
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684. How Much Should You Pay For A Good Pair Of
Binoculars?
85. It’s A Shame For You Not To Make Good Money When These Men Do It So Easily
86. Former Barber Earns $8,000 In Four Months As Real Estate Specialist
87. 8,448 Locations Can’t Be Wrong: Dynamo Tables Make More Money
88. 5 Ways Even Good Lawyers Steal From Clients
89. Speed On The Internet: Two Questions That Other Providers Hope You’ll Never Ask Them
5 Ways Even Good Lawyers Steal From Clients
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CONCLUSION
CAPTURE ATTENTION WITH YOUR HEADLINES
The headline is used to get your audiences’ attention. And getting attention is the first step in getting your readers to buy your products. The next time you write a headline, don’t neglect the tested words and phrases used by the
response advertisers. Keep the lists in this eBook handy when writing. Look over them before you begin to write. And refer to them often.
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