Copywriting Course: How To Write Headlines

Key Takeaways

hey friends it's Jesse and in this free copywriting tutorial I'm going to show you how to write captivating headlines that convert I'm about to walk you through eight fill in the blank templates formulas and examples that you can steal to write successful headlines in a Flash and at the end of this video we'll do a fun quiz to see if you can guess which headline increase conversions by 326 percent ready to get started let's dive in I want to share with you five headline writing tips and best practices as well as some examples so these are things that you want to follow when you're writing headlines for your business or for your clients businesses let's have a look at this one here now at the bottom here I've got why this is important and the lesson here is that you want to grab your target audience's attention now that might seem obvious but some people think that when they write a headline they're trying to get the world's attention everyone's attention well that's just not true the only people whose attention we're interested in getting are your target audiences and that makes your job so much easier right so one less trip to the mall who is that going to appeal to well if you look at this image and I'll get myself out of the way here it's meant right and I think a lot of men would agree not everyone a lot of men don't want to go shopping at the mall something we loathe to do and this is speaking directly to that audience one less trip to the mall and they're also using imagery here that looks like men's clothings right so what's great about this headline is it speaks specifically to the Target audiences uh interests not to to everyone's right the next one here is a headline I wrote many years ago for an eczema cream and what's great about this headline is it highlights a problem a benefit and a result so if we read it 100 natural home 100 natural home remedy Susan treats dry skin itchy dry itchy and painful eczema skin rashes quickly safely and without drugs so what this headline is doing is it mentions the problem or highlights a problem which is dry itchy and painful eczema skin rashes right so that's the problem that it's treating and then we know the benefit or the result is that it soothes them quickly safely and without drugs so there's a lot happening in this headline I also love the sub headline which is try it risk free for 30 days this headline worked well at selling you know hundreds of thousands of eczema creams to the target audience so you can do something similar make sure highlight the problem benefit all the result this headline is all about being clear and concise not cute or clever some copywriters you know they want to impress their clients by writing something that's clever that might win an award that no one's ever thought of before and as a result the messaging and the headline is so vague so unclear no one knows what it means it's much better to be clear and concise concise meaning brief than trying to be cute or clever right and this one's great because it says exactly what it's about the best running shoes of 2022 and that's what the audience's interest is in they're shopping this is an e-commerce website they're looking for running shoes and they're offering the best and that's all they need to do is say we've got the best running shoes this one is uh the lesson here is to include numbers where possible there's so many reasons why numbers are effective but they humans love that see numbers because they refer to this is going to be uh information right we've got just 10 life hacks that you need to know we're all busy we don't have time to read up you know countless life hacks so saying 10 makes a headline so much more appealing it also makes it more credible more believable when you use numbers so 10 life hacks that you need to know a simple headline that uses those numbers effectively now here's another example of a headline that we see here safe reliable dependable uh hire us when you need a hand any guesses for what this headline is about I have no idea and that's because it makes a mistake of being vague and using buzzwords and having absolutely no Clarity of message so no one knows what this website is about therefore we're unlikely to hire this company for whatever it is they do I have no idea so avoid being vague avoid using buzzwords it the client might say that you should use you need to add context if you're going to use buzzwords so people know what you're talking about okay so that's some of the best practice tips for to keep in mind when you're writing headlines now let's look at some of the headline writing templates formulas and examples now the first one here is a question headline and the template that we're using here is to ask a provocative question it's a provocative question that's going to interest or make our target audience curious so here's an example can you really lose weight without dieting or exercise now if you're someone that's looking to lose weight you might believe that you need to diet and exercise this headline is going to Intrigue that kind of person and you can see it's provocative because everyone says you need to diet and you know go to the gym to lose weight they're saying you know can you really so they're not saying you can lose weight without dieting exercise they're not saying that it's not a statement it's a question and we want to know the answer so it's going to Intrigue us to read more so question headlines very powerful how-to headlines some of my favorite type of headlines this one is how to achieve outcome without common obstacle Now by obstacle I mean something that the target audience believes to be true they might not be doing the thing they want to do because they feel like they have this obstacle in the way or it could be a you know a common challenge or problem that they've experienced in the past here's an example how to buy a house without a bank loan or a deposit again most people believe that in in order to buy a house you need a bank loan or a deposit and that might be stopping them from buying that house this headline is saying you can get the thing you want without these perceived challenges or obstacles that you may have thought uh headline template number three is numbered headlines I love numbered headlines I've talked about the importance of using numbers already and this template simply reads number simple quick or easy uh and then the ways or steps to achieve desired outcome all right so there's a lot happening here now when it says simple easy or quick they're adjectives that you could choose you wouldn't use all three and the same with ways or steps or methods you would choose one you wouldn't use all of them and then achieve desired outcome that your audience is interested in let's look at a simple example here that I think is quite relevant to everyone watching this video which is nine quick ways to get your first copywriting client that's going to appeal to beginner copywriters number four is mistakes headline writing template the number adjective mistakes target audience make with subject and how to avoid them right so again a lot going on in this example in this uh template but it can be really powerful let's look at a fun example of how we could use this headline template to write a headline for the men's dating month the 10 most dangerous mistakes single men over 40 make with women and how to avoid them right so an interesting headline here notice the use of the word dangerous that's going to create Intrigue by adding that emotion to the headline and mistakes is obviously something we all want to avoid and then it's very specific about who it's talking to and that single men over fought a great headline example using that mistakes template number five is say what it is and who it's for this one is particularly useful if you're writing for a home page so if you're writing a headline for a website's homepage this one is really useful it's got all the ultimate Clarity and it's got the target audience in there as well so say what it is and who it's for looks like this when we use it email marketing software for designers and their clients so we know exactly what it is that this website's about and then who it's for it's for designers and their clients so total Clarity there ultimate Clarity that's going to appeal to target audience we know exactly what it is that they're offering number six is to say what it is and what it can do for you right another one that you could potentially use on a landing page or on a website homepage if you're writing the headline professional copywriting that turns your website visitors into customers and clients now why do I like this example because it's actually the headline I wrote for my own copywriting agency that worked really really well and it works well because again it says what it is professional copywriting and then it says what it can do for you what are the outcome the results or the benefits that we can expect and that is that we can turn that this service professional copywriting can turn your visitors into customers and clients which is something I know that my ideal clients want number seven headline writing template is address the target audience I mean it's really important again we're trying to get their attention not the whole world's attention we do this with company or business name is the claim to fame for target audience claim to fame meaning what is the one thing that makes them stand out or unique or different in the marketplace so be invested is the number one preferred buyer's agent for busy first-time buyers so I might say first-time property investors or first-time home buyers to add that Clarity to the headline and that's something you can do if your client or your business you know is number one in any particular category that makes sense to your audience number eight the final headline writing template on how to write headlines is we analyzed number of the thing you analyzed and here's what actually worked now this one is a great headline for blog posts websites and also for articles I've seen it really work well in YouTube videos in fact I plan on using this one myself I mean here's what that would look like we analyzed one billion email subject lines and here's what actually works great huh and the reason why this is great is because it shows to the reader that you put in a huge amount of effort in this particular field to then find out what works for their benefit right so I've spent I've analyzed one million 1 billion email subject lines which would obviously take a lot of time and effort and energy so that I can show you what actually works and that's going to appeal to whatever audience you know is interested in email marketing or writing subject lines of things of that nature okay so that is the let's move on to the test which I promised at the top of this video which headline increased conversions by 326 now this is Source this case study I got from radicalmarketing.com which you can check out as well I'm going to show you two different headlines and you're going to tell me which one you believe worked best and let me know in the comments below if you've got it right and why you chose the one you chose I'd love to hear from you so let's look at the first headline and version a reads discover the exact strategy we're using to get exceptional returns in the little known property boom happening right now in the sub the headline reads that even most property gurus have no have zero clue about so do you believe that headline version a increased by over 300 percent the results the conversion rate or was it version B discover us sneaky but a hundred percent legal strategy for using the bank's money to profit from the incoming property boom that other property gurus had no clue about was it a or was it B I want you to decide now and then I'm going to reveal the answer to you was it a or b let's have a look at the answer it was B right this was the one that worked well now if you've been paying attention to this video this copywriting tutorial what are some of the things you've learned already that have been applied in this headline that make it work well well I think it's a use of numbers discover our sneaky but 100 legal strategy that creates Intrigue like what is this sneaky but legal strategy and then for using the bank's money right so there's someone again in the property Market feel like they haven't got a deposit or the money to invest themselves well they can use someone else's money I think that's going to appeal to the audience as well and then incoming property boom is the result or outcome people on a profit from property now full disclaimer I do not endorse this website or this case study I just think it's a very interesting headline that we can all learn from that is the quiz and of course if you enjoyed this video let me know in the comments below by letting me know your quiz results and also type any of the headlines that you came up with I'd love to check them out in the comment sections below I'd also appreciate if you like this video And subscribe to the channel and I look forward to seeing you in my next copywriting tutorial right here on YouTube