Great Headlines

The purpose of a headline is to get your audience to read the second line.

The art of writing a great headline can be broken down into a formula:

Great Headline = End Result User Wants + Specific Period Of Time + Address The Objections

The key is to tell the user in seconds what your communication or product will actually do for them, not what it is.

This also encourages the headline writer to think about the customer, and not about their product.

Some examples of this formula in action:

• Hot fresh pizza delivered to your door in 30 minutes or its free
• Your home sold in 90 days or I’ll buy it

Always be clear, not clever. Clarity always beats persuasion.

You should write to the individual, as if you’re talking to a single person. Don’t write to the masses.

And always remember, it’s not about your message. It’s about what your user wants.