Writing Irresistible Headlines and Subheadings

On the internet, you have only a few seconds to capture a reader's attention. The single most important element for achieving this is your headline.

Your headline is the first, and sometimes the only, thing a person will read. Whether it's the title of your blog post, the subject line of your email, or the main headline on your homepage, its job is to be so compelling that the reader can't help but engage with the rest of your content.

Similarly, your subheadings are the signposts that guide the reader through your content, breaking it up into scannable sections and keeping them engaged.

Mastering the art of writing headlines and subheadings is one of the most valuable skills in copywriting.

The Purpose of a Headline

A headline has one job: to get the first sentence read. It needs to make a powerful promise and create enough curiosity to pull the reader in.

Proven Formulas for Irresistible Headlines

1. The "How-To" Headline

This is a classic because it makes a direct promise to provide value and to solve a problem.

• Example: "How to Write a Business Plan"

2. The List Headline (The Listicle)

Numbers are specific and powerful. They promise a piece of content that is well-organized and easy to digest.

• Example: "7 Essential Elements of a High-Converting Landing Page"

3. The "Mistake" Headline

This headline taps into our fear of doing something wrong (loss aversion).

• Example: "5 Common Branding Mistakes That Could Be Hurting Your Business"

4. The "Secret" or "Shortcut" Headline

This creates intrigue and promises an insider's advantage.

• Example: "The Secret to Writing Copy That Sells"

5. The Question Headline

A good question can directly engage the reader's mind and make them want to know the answer.

• Example: "Is Your Website's Homepage Making These 3 Mistakes?"

The Power of Subheadings

If the headline gets the first sentence read, the subheadings get the rest of the content read. Most people do not read online content word-for-word; they scan.

Subheadings (like the H2s and H3s in this article) are crucial for:

• Breaking up the text into manageable, bite-sized chunks.
• Creating a clear visual hierarchy that guides the reader's eye.
• Allowing the reader to scan the article and to understand its main points at a glance.
• Keeping the reader engaged by creating curiosity about the next section.

Best Practices for Subheadings:

• Keep them short and punchy.
• Make them benefit-oriented. Each subheading should promise a valuable piece of information.
• Use them frequently. You should have a new subheading every few paragraphs.

Tips for Making Your Headlines and Subheadings Even Better

• Use Strong, Emotional, and Interesting Adjectives: Words like "Effortless," "Essential," "Brilliant," "Surprising," and "Proven" can add a lot of power.
• Focus on a Clear Benefit: What is the single most important result the reader will get from your content?
• Be Ultra-Specific: Specificity is more believable than generality. "How to Increase Your Website Traffic by 34% in 90 Days" is much more compelling than "How to Get More Website Traffic."
• Use a Headline Analyzer Tool: A tool like CoSchedule's Headline Analyzer can score your headline and give you suggestions for improvement.
• Write Multiple Versions: For any important piece of content, you should brainstorm at least 10-20 different headlines before you choose the best one.

Conclusion

Your headlines and subheadings are the most important words on your page. They are the hooks that grab your reader's attention and the signposts that guide them through your message. By using these proven formulas and focusing on providing clear, specific benefits, you can craft copy that is not only read but also remembered and acted upon.