Don’t write another headline before reading this 👇 This is one of the smartest #copywriting quotes you’ll ever read: “No sentence can be effective if it contains facts alone. It must also contain emotion, image, logic, and promise.” ~ Eugene Schwartz Headlines are sentences too, of course. In fact, they’re the most important sentences. Because if you write a bad one, nobody will care enough to read the rest of your sentences. Nobody will give a damn. If you write a bad headline, you fail. So don’t write flat, invisible headlines, like white paper on a white desk. Write compelling headlines. Headlines that contain emotion, image, logic, and promise. Here’s how to make your most important sentence: 1. Emotional 👇 Make it dramatic, like this famous headline by John Caples: “They Laughed When I Sat Down At the Piano — But When I Started to Play!” This is among the most successful headlines of the 20th century. And it was so because it tells a story. Dramatizing the claim — or its result — is #storytelling, pure and simple. It’s making the prospect visualize a clear narrative in as few words as possible. A narrative she can relate to, and understand. That’s compelling. 2. Vivid 👇 Make it appeal to the senses, like this headline from The United Fruit Company: “Tastes Like You Just Picked It!” Sensitizing the claim by making the prospect feel it, smell it, touch it, see it, or hear it will transport the prospect to a moment, consciously or otherwise. In this headline, it’s a hungry moment: you’ve just bitten into a fresh apple — a delicious, fresh apple — and you think, I can’t wait to take another bite. That’s compelling. 3. Logical 👇 Make it a question, like this headline by Gary Bencivenga: “Has This Man Really Discovered the Secret of Inevitable Wealth?” In his book, Enlightened Leadership, Ed Oakley writes, “Nothing redirects people’s thinking better than a well-phrased question.” It’s true. A good question can be provocative, even profound to a prospect on the cusp of a decision (especially if she has, at one point, asked herself the same question). That’s compelling. 4. Hopeful 👇 Make it inspirational, like this classic headline from Rolls Royce: “To The Man Who Is Afraid To Let His Dreams Come True” This ad was featured in Julian Watkins’ book, The 100 Greatest Advertisements, because despite running during The Great Depression, it sold more cars than any other Rolls Royce ad in history. An inspirational headline can challenge any limiting beliefs the prospect may have, forcing her to think deeply and critically about what she WANTS. Life, after all, is a constant battle between what we want and what others expect of us. It’s a perennial fight, transcending generations and cultures. If appropriate, write a headline that helps the self win this fight. Write a headline that bolsters hope. That’s compelling. #marketing #writing #creativity P.S. If you liked this, you’ll love the link below👇
Eddie Shleyner how we should Tackel when a clients says Ai is cheaper Or what’s the cons of Ai copywriting
Thanks for this, Eddie. I find I have to write about 20 "throw-away" headlines before I get an idea of what it should say. It's fascinating that the Rolls Royce ad was a top performer during the Great Depression. Selling luxury when everyone's broke is quite a marvel.
Loved every sentence in your post. Many good headlines can be made from emotional one like: "They Laughed When I Started My Own Business, But When One Year Was Gone..." Thanks for sharing valuable stuff 🙂
When I write, one goal is to get the reader to read more. If I just say things they already know, why read more. Emotion changes behavior and gets people to do things. Use it to your advantage
Literally just read this and applied it to writing headlines for a client article. Impeccable timing, good sir.
That’s really helpful - I never know if I should put a full stop at the end of a headline, sub header etc
These examples are too good. Damn.
Interesting post but why all the capitals on each word?
I just applied this wisdom to the 23 Headlines I wrote this morning. 😎👊🏻
Founder of VeryGoodCopy.com
2y👉 P.S. Thanks for reading :) If you liked this, you'll love VeryGoodCopy.com: 100s of "micro" articles, interviews, courses, and series about copywriting, marketing, and creativity — all free. Enjoy!