How to Write Headlines That Work

Writing compelling headlines is an art and a science. A great headline has the power to grab attention, promise a benefit, and encourage the reader to engage with your content. Whether you’re crafting a blog post, an email subject line, or ad copy, mastering the headline is essential for success. In his book The Copywriter’s Handbook, legendary copywriter Bob Bly outlines eight headline categories that have been tested and proven to drive action and sales. Let’s dive into each type and explore how to write headlines that truly stand out.

1. Direct Headlines

Direct headlines get straight to the point without any frills. They tell the reader exactly what they can expect, leaving no room for ambiguity. The main goal is to state the value proposition upfront.

For example:

• Pure Silk Blouses – 30% Off
• A blog post might read: Free eBook: CRO Simplified

This no-nonsense approach is highly effective when you want to deliver a clear, straightforward message.

2. Indirect Headlines

Unlike direct headlines, indirect headlines are more subtle. They spark curiosity and encourage the reader to learn more. Often, indirect headlines employ double meanings, which can work especially well online, where attention spans are short.

Example:

• Fresh Bait Works Best — this headline might not have anything to do with fishing, but it can cleverly be about writing timely content that attracts backlinks (link bait).

The key is to raise a question in the reader’s mind, which the body copy will answer.

3. News Headlines

News headlines work well when there’s an actual announcement or update to share. If you have something new, such as a product launch, a special offer, or an exciting scoop, make it the focus of your headline.

Example:

• Introducing the CRO Simplified

News headlines are all about keeping the reader in the loop and making them feel part of something fresh and current.

4. How-to Headlines

The How-to headline is a classic for a reason: it’s highly effective. According to Bly, if you start your headline with “How to,” you’ll rarely go wrong. These headlines clearly promise to teach the reader how to achieve something specific.

For example:

• How to Write Headlines That Work (sound familiar?)

This format works because it gives the reader a tangible benefit: the knowledge they need to succeed.

5. Question Headlines

A great question headline invites the reader to engage by asking something they want to know. It should be a question that resonates with the reader and sparks curiosity. Bly advises that a successful question headline should connect with something the reader can empathize with.

Example:

• Do You Close the Bathroom Door Even When You’re the Only One Home?

This type of headline is relatable, intriguing, and begs the reader to discover the answer.

6. Command Headlines

Command headlines are bold, direct, and assertive. They tell the reader exactly what to do and urge immediate action. This type of headline is all about inspiring urgency and focus.

Example:

• Subscribe to CRO Simplified Today!

The first word in a command headline is typically a strong verb that demands action, making it ideal for calls to action.

7. Reasons-Why Headlines

The “reasons why” model works wonders when you want to clearly lay out the benefits or features of something in a concise manner. It’s often used for list-based articles that provide actionable tips or insights.

Example:

• 100 Reasons Why WordPress Beats Squarespace

This format is versatile and often used in blogs to organize content in a digestible, easy-to-skim format.

8. Testimonial Headlines

Testimonial headlines provide social proof by using actual customer or expert quotes. By using someone else’s words, you validate your product or service and offer third-party endorsement, which builds trust.

Example:

• “Ease That Lonely Feeling, That Fear of Making a Mistake” – CRO Simplified

The power of testimonials is that they serve as proof that others have benefitted from what you’re offering, encouraging potential readers to take the leap.

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Why You Should Always Write Your Headline First

When it comes to writing compelling content, the headline should be your starting point. Sure, you may have a rough idea of your topic or subject, but crafting a killer headline first helps you focus your thoughts. It also ensures that you’re clearly communicating the value of your content from the start.

The headline is a promise to your readers. It lets them know what to expect in exchange for their time. If you write the headline first, you’re in a much better position to ensure that your body content delivers on that promise.

Writing the body content first can lead to a situation where you have to backtrack and reverse-engineer your promise, often resulting in a weaker headline or an introduction that doesn’t live up to expectations.

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The Importance of Headlines: Facts and Stats

Even the most seasoned copywriters and journalists understand the power of a headline. Many still underestimate its importance, though. Here are some insights into why you should invest extra time into crafting a headline:

The 50/50 Rule of Headlines

According to some of the best copywriters, you should spend half of the total time it takes to write persuasive content just on your headline. If your blog post is important to you or your business, pour your effort into the title. Legendary ad man David Ogilvy famously rewrote one of his advertisements 104 times to get the headline just right.

Master copywriter Gene Schwartz would often spend an entire week perfecting just the first 50 words—combining the headline with the opening paragraph—because they are the most crucial part of any persuasive content.

The 80/20 Rule of Headlines

Here’s a striking statistic: On average, 80% of people will read a headline, but only 20% will read the rest of the content. That means your headline carries the weight of your entire piece. If you get the headline right, your content has a far better chance of being read. If your headline is weak, even the best content may go unnoticed.

How to Write a Great Headline

Now that we’ve covered different types of headlines and why they matter, let’s discuss how to craft a killer headline.

The Four U’s approach, as taught by American Writers & Artists, is a great framework to follow:

1. Be USEFUL – What benefit can you offer the reader?
2. Create URGENCY – Make the reader feel the need to act right now.
3. Be UNIQUE – Stand out by highlighting something different.
4. Be ULTRA-SPECIFIC – Get specific to make the offer concrete and believable.

Combine these principles with Bly’s eight headline categories, and you’ve got a formula for writing attention-grabbing headlines every time.

Clayton Makepeace, a copywriting legend, suggests you ask yourself six key questions before writing your headline:

1. Does your headline offer a reward for reading?
2. What specifics could make your headline more intriguing?
3. Does your headline trigger an emotional response?
4. Is your proposition clear and agreeable to your target audience?
5. Could your headline benefit from offering a proposed transaction?
6. Can you add an element of intrigue to compel the reader to continue?

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Final Thoughts

Writing a great headline is both an art and a science. It requires careful thought, focus, and a deep understanding of your target audience. By following the principles outlined in this post, you’ll be well on your way to writing headlines that not only grab attention but also drive action and deliver results.

Remember, the headline is the first step in fulfilling the promise of your content, so don’t rush it. A killer headline is worth its weight in gold, and it’s one of the most powerful tools you have as a writer or marketer.

Are you ready to craft headlines that convert? Start with these strategies and see the results for yourself!