The headline’s job is not to sell your product.
The headline’s job is not to pitch your idea.
The headline’s job is not to explain your offer.
How to write good headlines is a bit science and a bit art. In this post I’m going to tell you exactly what job your headline is supposed to do. Then I’ll explain how to write good headlines that grab people’s eyeballs.
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A Good Headline’s Job
Most people confuse the purpose of a good headline.
There are really only two things your headline must do…
- It needs to grab attention or stop your readers cold in their tracks.
- It needs to get the reader to read the next sentence.
You want your headline to get people to read the rest of the copy…period.
What Makes a Headline Good
These are the most effective ways I’ve found to keep your prospects’ eyeballs glued to your copy.
- Keep headlines short
- Use questions when you can, but use them carefully
- Cultivate curiosity
- When you can, seek credibility
- Hint at an immediate benefit of your product
- Synchronize your emotions with those of your readers
How to Write Good Headlines
Here’s the part where I get to tell you the cold hard truth.
Writing great headlines–not just okay headlines or those that may perform–takes work.
It takes time. Hours sometimes.
The best headlines don’t come straight from a template.
Templates help, for sure. In fact, in Cashflow Copy Academy I give my students 21 headline formulas as a place to start, but it takes tweaking to perfectly fit your niche and your ideal client.
Do a brain dump and write as many headlines as you can. Think boldly.
This is not the time to put the throttle on or be “realistic” about what you’re saying in these headlines and sub-headlines.
Just go for anything. Be as ridiculous as you can be. Even if you think it sounds crazy or silly or stupid, write it anyway. You never know how one thought will lead to the next.
Pretend you have all the superpowers in the world to make the thing happen that you’re talking about and see what bizarre headlines you come up with.
I’m talking crazy. Sure, you’re not going to use 99% of the crazy things you think of, but when one crazy idea eventually leads you to one solid gold headline…you’ll thank me.
Brain-dump a minimum of 40 headlines!
The Ultimate Hack for Good Headlines
Beyond having proven templates and formulas for headlines, you need to know your ideal client inside and out.
Please do NOT overlook this step in the copy process.
Learn the language that your prospect uses to talk about the problem and use that language in your headline.
It’s important you use their language to address and highlight their fears, frustrations and anxieties. Again, please don’t overlook this step.
In Cashflow Copy Academy there’s an entire bonus on how to know your ideal clients and use their words in your copy, because this step is so VITAL.
You aren’t doing this to manipulate them, you’re doing it so you can deal with the real problem they’re experiencing, and guide them toward your solution.
The truth is, they WANT your solution. But they’re afraid. The job of your copy is to help them feel secure. It starts with your headline, so that they know they’re in the right place and know what benefit it is to them to stick around.
Interested in Up-Leveling Your Copywriting?
My signature course, Cashflow Copy Academy, walks you step-by-step through ALL your funnel copy, including landing pages, email sequences, and sales pages. Module one includes an entire lesson on headlines, including a download of 21 proven headline formulas to get your idea juices flowing! To check out the course now or get on the waitlist, go to https://www.dawnapuan.com/academy.
In the meantime, when you grab your free copy of your Sales Copy Cheat Sheet, you’ll quickly learn what your sales pages needs (and DOESN’T need), including the often-overlooked single sentence that gets more potential buyers off the fence than anything else. Click here to grab your copy now!
