A great headline will:
This heuristic is adapted from Ray Edwards’ lovely book, How to Write Copy that Sells
The goal here is to write content that solves a customer need or pain point. If I need to know how to do something, you’re going to tell me how to do it.
How to Write Emails that Get Opened
How to Sell More Dessert at Your Restaurant
Write More, Faster: Your Step-by-Step Guide
If the How To Headline answers the question of how to solve my problem, the Reasons Why headline answers why I have a problem in the first place.
7 Reasons Yours Emails Don’t Get Opened
Why Your Customers Say “No” To Dessert Sales, and How to Fix It
Nobody wants to read your writing. So make it a trade. If you give me your time, what will you get back? If you take my advice, what results might you expect?
Give me 10 minutes and I’ll save you $8,000
Ask this sales question and double your close rate
This headline is fundamentally about a promise of an outcome—if you take the actions described in the content, you can expect the outcome listed in the headline.
These headlines are great ways of digging into a customer pain, or
Is your email open rate tanking?
Are your customers skipping your sides and desserts?
Why did McDonalds’ spend $6 billion on their menus?
This takes a qualifying question (if) and a promise (then) and fuses it into a kind of “What Do I Get” headline.
If you can take a photo on your iPhone, you can be a great artist
If you have a voice, you can sing
If you have 15 minutes, you can save 15% or more on car insurance