Shruti Mishra
Oct 19, 2022
If you are into copywriting, you know how much importance a headline holds.
But what does a solid headline looks like?
During my learning process (which is ongoing), I learned a few lessons from John Caples, the legendary Ads man, about headlines — which will help you create your next Ad copy!
These headlines will encourage you to write good copy that provides value through helpful information.
You’ll build trust with your audience and prove to them that you have value to offer. Then ask for the sale.
Use these headlines to teach, explain, and help people :
Begin Your Headline with the Words “How To”
Begin Your Headline with the Word “How” (It’s basically a duplicate, I know)
Begin Your Headline With the Word “Why”
Begin Your Headline with the Word “Which”
Begin Your Headline with the Words “Who Else”
Begin Your Headline with the Word “Wanted”
Begin Your Headline with the Word “This”
Begin Your Headline with the Word “Because”
Begin Your Headline with the Word “If”
Begin Your Headline with the Word “Advice”
Headlines that Focus on Benefits
Take the time to get good at these and you’ll never have to worry about your marketing failing ever again.
Use a Testimonial Headline
Offer the Reader a Test (Can Your Kitchen Pass the Guest Test?)
Offer Information in Value
Tell a Story
Warn the Reader to Delay Buying
Let the Advertiser Speak Directly to the Reader (Write the entire ad in the first person and speak directly to the reader)
Address Your Headline to a Specific Person or Group (I suggest you address your target market)
Have Your Headline Ask a Question
Offer Benefits Through Facts and Figures
News Headlines
These 8 headline formats deliver because they do a fantastic job of arousing curiosity. People always want to know what’s new and exciting. And the best way to show them that you have something new and exciting is to blatantly tell them.
Begin Your Headline with the Word “Introducing”
Begin Your Headline with the Word “Announcing”
Use Words that Have an Announcement Quality (Finally, Presenting, Just Released, etc)
Begin Your Headline With the Word “New”
Begin Your Headline With the Word “Now”
Begin Your Headlines With the Words “At Last”
Put a Date Into Your Headline
Write Your Headline In News Style (This one’s a little redundant, focus on pushing the announcement angle)
Price Related Headlines
One’s business model is based on delivering the product or service cheaper than anyone else. Think Walmart and generic brands. If that’s the game you’ve chosen to play, you’ll want to display your prices every chance you get. Put them in each headline you have and hope someone hasn’t figured out how to do it cheaper than you.
Feature the Price in Your Headline
Feature Reduced Price
Feature a Special Merchandising Offer
Feature an Easy Payment Plan
Feature a Free Offer
One to Three Word Headlines
Don’t make your copy pithy and cute. No one will get it. They’ll just think you’re boring and confusing.
So approach these last 3 with extreme caution.
Use a One Word Headline
Use a Two Word Headline
Use a Three Word Headline
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