7 Headline Formulas Guaranteed to Captivate and Convert
It’s hard to overstate how much content gets published online these days.
For instance, almost 87 million blog posts were published on WordPress sites in May 2018 alone! And it’s grown every year since. Throw in the other blogging platforms (like Wix and Squarespace) and that number skyrockets even further.
And that’s just blogs. Think of all the video content, podcast episodes, and social media posts that hit the web daily. All told, the current rate of content creation is almost unfathomable. What does that mean for you?
Well, it means that while good content is still in high demand, standing out from the crowd has never been more challenging.
Enter the need for irresistible headlines.
This single line of text is a crucial part of getting noticed. Effective headlines cut through the noise, grab readers’ attention, and compel us to click. When done right, you’ll boost your content’s conversion rate and get the attention you need to succeed.
Want some help crafting these powerful one-liners? (The audience goes wild!)
Well, read on to learn more about the importance of headlines and where to place them, plus discover some powerful headline formulas for writing the best headlines possible.
Why headlines are so important
The first step to writing effective headlines is understanding why they matter so much. With this information under your belt, it’ll be easier to justify putting in the time and effort required to write them (because writing good headlines does require a little elbow grease). Let’s dive right in.
1. Grab attention
As I touched on earlier, attention is priceless in this noisy digital age. You must grab eyeballs to build brand awareness and get in front of your target audience. And if you want to keep growing your audience, you’ll have to keep getting the attention of new people.
A well-crafted headline helps you stand out from the crowd and distinguishes your content from the competition’s. Of course, you’ll need to back up your kickass headline with high-quality content that’s unique, informative, and entertaining.
2. Generate clicks and opens
Think of your headline as dangling a carrot in front of the proverbial donkey. It’s your way of enticing would-be readers to see what’s on the other side of the door…er hyperlink.
Take these two example headlines for the same article:
- Digital Marketing Guide 2022
- How to Increase Your Digital Marketing ROI by 200% in 2022
The first is dull, generic, and uninformative. Okay, what am I going to learn from this guide? Is it relevant to me? Is it worth my time?
The second, however, is specific, exciting, and enticing—it taps into people’s desire to succeed (who doesn’t want to increase their marketing ROI by 200%?) and promises to show them how.
That’s the recipe for an irresistible headline that drives clicks.
3. Encourage readership and audience growth
Your headline could be your only point of contact with a potential reader (or viewer, or listener…). Akin to the “hook” used in creative writing and marketing copy, it’s your “in.” Get it right and you’ll earn a new reader.
Don’t forget that the magic really happens on the other side, though.
After all, there’s nothing more disappointing than a compelling heading followed by awful content. I’m sure you’ve fallen victim to juicy headlines followed by rubbish—there’s plenty of it out there.
If you promise the world and fail to deliver, people will quickly click away, and worse still, they’ll lose trust in your brand. (Ahem, we’re looking at you, clickbait.)
On the other hand, following a first-class heading with even better content will earn people’s trust. Now that they know you’re a reliable source of information (and perhaps even entertainment), they’ll likely come back for more.
Before you know it, you’ve built a loyal audience that turns to you over other content creators.
4. Boost content ROI
Headlines are fundamental to the success of your content—whether you measure that success in dollars, subscribers, or another metric entirely.
And I’m using the term “content” broadly. Blog post titles, press release headlines, email subject lines—these can make or break the effectiveness of your content.
Want people to choose your blog post over dozens of others in the Google feed?
Wish journalists to actually read your press release?
Want potential customers to open your emails?
You get the point.
Effective headlines do more than just grab attention. They significantly increase the chances that your content will elicit a response. Some of the potential outcomes include:
- More traffic
- New leads
- Boosted sales
- Earned media
How’s that for ROI?
Not to mention, click-worthy headlines can improve your content’s searchability (especially when optimized for SEO) and increase the number of shares it receives.
In short, headlines are the gateway to your content’s success.
Now that you know how a well-crafted headline can maximize your content’s reach, exposure, and value—monetary or otherwise—where should you invest time in writing the perfect headline?
Let’s cover that next.
Where to use headlines
Not all communications require an enticing headline. Emails between you and an existing client might need a straightforward subject line like, “Weekly progress update” or “Request for next quarter’s sales goals.”
But you might be surprised at just how many winning headlines you need to come up with on a regular basis. Small business owners are marketers whether they want to be or not—and effective marketing requires effective copywriting.
So, where are the most common places those ROI-boosting headlines come into play? Below are a few examples.
Blog post titles
If you have a blog (and you should!), every post you write should be accompanied by a killer, SEO-optimized headline. This is your H1 tag; or, in other words, the main heading for your post.
As an aside, while not as critical as your post title, don’t overlook your subheadings (i.e., H2 and H3 tags). They should also be written enticingly so they compel people to keep reading.
Take the time to write your blog post title and subheadings right and you’ll achieve three things:
1) You’ll boost your potential click-through rate (CTR).
2) You’ll help search engines, like Google, find and rank your content.
3) You’ll increase the time spent on your website and reduce bounce rates.
Email subject lines
Email open rates are notoriously low unless you have a strong rapport with the person you’re emailing. People’s inboxes are overflowing and it’s hard to keep up with the daily barrage of promotions. You’re lucky if 1 in 6 cold emails are opened, and even luckier if they elicit a response.
That’s why you should treat your subject line as a headline.
The trick is to keep things short, snappy, enticing, and relevant/personalized—all without being bland, clichéd, or clickbait-y. Easy, right? (Don’t worry, I’ve got you covered with some headline formulas later in this post.)
Questions work well in email subject lines, as do limited or time-sensitive offers, numbered lists, free resources, startling stats, and insider secrets.
Media pitches
Are you sending pitches to various media outlets? While keeping my previous tips on crafting effective email subject lines in mind, try writing a subject line that could double as an eye-catching story headline.
For example, “Survey shows just 39% of Americans have $1000 in savings.” Assuming it’s relevant to their site or publication, you’ll pique their interest and prompt a click.
Pro tip: try matching your headlines to the editorial style of the publications and outlets you pitch.
Social media hooks
Gone are the days when social media platforms offered tons of free organic reach. It’s still possible to build your audience organically, of course, but by and large, platforms want you to pay to play. As a result, you’ve got to create top-tier, scroll-stopping social posts.
One way to do this is to treat the first line of your posts like headlines.
I’m sure you’ve noticed that posts are truncated so that only the first line or two is visible, and you must hit “keep reading” to see the rest. Are you making that first line alluring enough to convince people to expand and read your content?
Like a headline, that first sentence must be dialed in and supremely clickable.
And don’t forget to optimize your headlines for each platform. Different styles work better on different platforms. For instance, keep things snappy on Twitter (“Political Scandal Revealed”), conversational on Facebook (“20 Hilarious Things Only Cat Lovers Understand”), and action-oriented on LinkedIn (“5 Strategies for Nailing Your Next Interview”)
7 headline formulas that captivate and convert
Now that we’ve covered the “why” and the “where,” let’s dive into the “how” (this is where things get fun!). In this final section, I’ll share some proven headline formulas that will help you write effective, attention-grabbing headlines every time.
Grab a cup of coffee and your favorite pen, and let’s get started.
1. The “little known” formula
This formula is by far one of the most popular among creators—and for good reason. It combines people’s love of simplicity with their desire to get ahead. The result is a catchy, memorable headline that’s perfect for sharing.
Examples include:
- 3 Little Known Tricks for Making More Money
- Don’t Miss These 10 Little Known Ways to Boost Blog Traffic
2. The “secret” formula
This formula elicits intrigue and curiosity. By hinting at a hidden piece of information, headlines that use this formula compel readers to click and uncover the mystery. Nobody wants to miss out, which makes “the secret” a potent headline ingredient.
Examples include:
- The Secret to Baking Perfect Cakes Every Time
- The Secret to Getting Your Bank Loan Approved
3. The “problem eradication” formula
eople often turn to the internet to find answers to their questions and solutions to their problems (just think about your last few Google searches!). That’s why a headline that promises to solve a specific issue once and for all is a real winner.
Examples include:
- 10 Simple Ways to Eliminate of Acne for Good
- Here’s How to Get Rid of Time-Wasting at Work
4. The “everybody ought to know” formula
Curiosity may have killed the cat, but it also triggers clicks! This headline formula taps into that curiosity by suggesting that readers are missing important information—and people don’t like being left out of the loop (thanks to our good friend FOMO).
Examples include:
- What Marketers Should Know about SEO in 2022
- What Aspiring Entrepreneurs Ought to Know about Media Pitches
5. The “who else wants” formula
As social animals with a fundamental need to belong, we all want to fit in and (at least to some degree) go along with the crowd. That’s why the “who else wants” formula is so successful. It takes advantage of social proof to spark a bandwagon effect—if everyone else is doing it, maybe you should too.
Examples include:
- Who else wants to get promoted next year?
- Who else wants to 10x their conversion rate?
6. The listicle formula
This one’s simple: just add numbers to your headlines. It’s a surefire way to catch the eye because digits stand out in a sea of words, instantly grabbing attention. Plus, these headlines promise a bunch of tips, solutions, or fun facts, so there’s bound to be something useful in there, right?
Examples include:
- 7 Unconventional Paths to Building Wealth
- 5 Signs You Need to Visit the Dentist ASAP
7. The “do something like a pro” formula
Progress is what we’re all after, right? Whether it’s in our careers, hobbies, or personal lives, we’re always striving to get better at what we do. Remember that old Gatorade ad, “Be Like Mike”? So, if you’ve got tips or tricks that help people level up their skills or achieve their goals, this formula is your ticket to grabbing their attention and garnering clicks.
Examples include:
- Make Movies Like Steven Spielberg
- Write Gripping Stories Like a Best-selling Author
Time to write some irresistible headlines
Whether you’re an aspiring (or thriving!) online business owner, content creation is a fantastic way to get your name out into the world, elevate your current following, and enjoy new levels of success.
However, without effective headlines, you might struggle to gain the traction you need in such a competitive online environment. Keep these headline formulas in mind (or, you know, bookmark this page) and you’ll be one step closer to ranking high, earning clicks, and landing media features.