Whether it is a YouTube video or some other digital media or even old-fashioned print newspaper, the one thing these all have in common when being created is the need for a good headline! The aim is to grab attention and pull the audience in to engage with the content. Even emails require the skill for crafting a great subject line to ensure they are opened!

It's not just headlines that are important, sub-headings are also key because when people skim read, these lines that are usually bolder or larger font provide signalling around the rest of the contents. If a copywriter can capture someone’s interest with indicating the answers to the reader’s problems or the information they need to know lies in between the headings, then there’s a better chance that the audience will dive in for a full read.

Below are ten strategies and tips to help you create headlines that stand out...

1. Understand your audience

Before you start writing, it's essential to know who your audience is. Understand their interests, pain points, and what motivates them. Tailoring your headlines to meet their needs and preferences will significantly increase the likelihood of engagement.

Tip: Create audience personas to help visualise your target readers and keep them in mind when crafting your headlines.

2. Use powerful words

Certain words have the power to evoke emotions and provoke curiosity. Words like "essential," "proven," "ultimate," "secret," and "exclusive" can make your headlines more enticing.

Example: Instead of "Tips for Better Writing," try "10 Proven Tips for Writing Success."

Tip: As with the rest of your writing, headlines will be more energetic if you can incorporate verbs in them

3. Keep it short and sweet

Readers’ attention spans are getting shorter and shorter. Aim for headlines that are concise yet impactful. Ideally, keep your headlines under 70 characters to ensure they display fully in search engine results and social media shares.

Example: "Plan Your Meals with These 5 Simple Hacks"

4. Make a promise

Headlines that make a clear promise about the benefits the reader will gain can be very effective. This promise should address a specific need or problem your audience has. Obviously you need to be aware of not coming across as misleading, so make sure you validate any claims or ensure that they are appropriate for your industry.

Example: "Discover How to Save $500 a Month with These Budgeting Tips"

5. Use numbers and lists

Headlines with numbers are known to attract more readers. Lists provide a sense of structure and make the content seem more manageable and actionable. It’s no coincidence that this article incorporates a list!

Example: "7 Reasons Why You Need to Measure Marketing Campaigns"

6. Ask questions

Questions in headlines can spark curiosity and draw readers in. They make the reader stop, think and want to find out the answer.

Example: "Are You Making These Common Grammar Mistakes?"

7. Leverage curiosity

Create a sense of mystery or intrigue to entice readers to click on your headline. However, as mentioned earlier, be careful not to be too vague or misleading – you don’t want to be accused of ‘click bait’!

Example: "The One Strategy You’re Missing in Your Marketing Plan"

8. Include keywords

For SEO purposes, including relevant keywords in your headline can improve your article's visibility in search engines – see how “copywriter” has been used in the headline of this article. Ideally incorporate keywords at or towards the beginning you’re your headline…although, ensure the keyword placement feels natural and doesn't compromise the headline's readability.

Example: "Effective Copywriting Tips to Boost Your SEO"

9. Test different variations

If you have a sizeable enough audience for statistical significance in testing and the means to do testing, then you can test different headlines. Experiment with multiple headline variations to see which one performs best. A/B testing can provide valuable insights into what resonates most with your audience.

Example: Test "10 Easy Recipes for Beginners" against "10 Simple Recipes Every Beginner Should Try"

10. Tap into people’s emotions

Appeal to your readers' emotions by triggering feelings like joy, fear, surprise, or anger. Emotional triggers can significantly boost engagement.

Example: "How to Overcome the Fear of Public Speaking"

In summary, crafting compelling headlines is an art that every copywriter must master. By understanding your audience, using powerful words, keeping it concise, and making a clear promise, you can create headlines that not only grab attention but also drive engagement. Remember to use numbers, ask questions, leverage curiosity, include keywords, test variations, and tap into emotional triggers for maximum impact. With these strategies in your toolkit, you'll be well on your way to writing headlines that stand out and captivate audiences.

About Andie Johnson

Andie is the owner of Flex Marketing. Flex Marketing helps businesses grow by allowing them to have the help of senior marketing resource without needing to employ a full time marketing manager. How flexible! Part of this work involves copywriting – not only do we have expertise in it, we really enjoy it. We take on copywriting projects such as re-writing copy for websites or creating client case studies as one-off projects. You can enquire about project based copywriting here. Flex Marketing has been helping businesses in this way to tell their stories and communicate their messages since 2011 and is based in Auckland, New Zealand.