Writing Attention-Grabbing Headlines

Without the right framing, your message vanishes. 🫠 Research shows the human brain forgets 70% of new information within 24 hours. The Ebbinghaus Forgetting Curve isn't just theory. It's why your brilliant ideas get lost. Master storytellers know a secret: Structure creates cognitive tension that fights natural memory decay. 6 storytelling tactics to make your point unforgettable: 1️⃣ 𝗝𝘂𝘅𝘁𝗮𝗽𝗼𝘀𝗶𝘁𝗶𝗼𝗻 - Create stark contrasts that simplify complexity - Makes change feel tangible - Example: "Last year we chased customers. This year, customers chase us." 2️⃣ 𝗣𝗮𝘁𝘁𝗲𝗿𝗻 𝗗𝗶𝘀𝗿𝘂𝗽𝘁𝗶𝗼𝗻 - Set a rhythm, then intentionally break it - Our brains are wired to notice the unexpected - When patterns shatter, attention spikes - Example: "The best way to sell... is not to sell." 3️⃣ 𝗥𝗲𝘃𝗲𝗿𝘀𝗲 𝗖𝗵𝗿𝗼𝗻𝗼𝗹𝗼𝗴𝘆 - Start with the results, then explain the journey - Hooks curiosity from the first moment - Example: “Today, 92% of users complete onboarding in under 10 minutes. Three months ago? Less than 50%. Here's how we got there…" 4️⃣ 𝗢𝗻𝗲-𝗪𝗼𝗿𝗱 𝗧𝗵𝗲𝗺𝗲 - Build your entire narrative around a single term - Weave it through every point and example - Creates unity that makes your message stick - Example: "Everything great happens on the 𝘦𝘥𝘨𝘦 — 𝘦𝘥𝘨𝘦 of comfort zone, consumer demand, and innovation. We must sharpen the 𝘦𝘥𝘨𝘦 together as a firm." 5️⃣ 𝗔𝗻𝗮𝗹𝗼𝗴𝘆 𝗖𝗵𝗮𝗶𝗻𝘀 - Start simple, then layer sophistication - Makes complex concepts instantly graspable - Each analogy builds on the previous one - Example: "Leadership is like conducting an orchestra. Each musician has a unique instrument (skills). The conductor sets the rhythm (direction). And orchestration is the key (teamwork)." 6️⃣ 𝗦𝗶𝗹𝗲𝗻𝘁 𝗕𝗲𝗮𝘁 - Drop a bombshell, then... pause - Let tension hang in the air - Gives weight to your most important points - Allows emotional processing of difficult truths - Example: "50% of our revenue will vanish if we don't act." (pause for 3 seconds) Which technique will you try in your next presentation? ♻️ Find this valuable? Repost to help others. Follow me for posts on leadership, learning, and excellence. 📌 Want free PDFs of this and my top cheat sheets? You can find them here: https://lnkd.in/g2t-cU8P Hi 👋 I'm Vince, CEO of Sparkwise. I help orgs scale excellence at a fraction of the cost by automating live group learning, practice, and application. Check out our topic library: https://lnkd.in/gKbXp_Av

Want your words to actually sell? Here’s a simple roadmap I've found incredibly helpful: Think of crafting your message like taking someone on a mini-journey: 1. Hook them with curiosity: Your headline is the first "hello."  Make it intriguing enough to stop the scroll.  Instead of just saying "Email Marketing Tips," try something like "Want a 20% revenue jump in the next 60 days? (Here's the email secret)."  See the difference? Promise + Specificity = Attention. 2. Tell a story with a villain: This might sound dramatic, but hear me out.  What's the problem your audience is facing?  What's the frustration, the obstacle, the "enemy" they're battling?  For the email example, maybe it's "wasting hours on emails that no one opens."  Giving that problem a name creates an instant connection and a sense of purpose for your solution. 3. Handle the "yeah, but..." in their head: We all have those internal objections.  "I don't have time," "It costs too much," "Will it even work for me?"  Great copy anticipates these doubts and addresses them head-on within the message. 4. Show, don't just tell (Proof!): People are naturally skeptical.  Instead of just saying "it works," show them.  Even a simple "Join thousands of others who've seen real results" adds weight. Testimonials, even short ones, are gold. 5. Make it crystal clear what you want them to do (CTA):   Don't leave them guessing!  "Learn the exact steps in my latest guide" or "Grab your free checklist now" are direct and tell them exactly what to do and what they'll get.  Notice the benefit in the CTA example: "Get sculpted abs in just 4 weeks without dieting." And when you're thinking about where you're sharing this (LinkedIn post, email, etc.), there are different ways to structure your message. The P-A-S (Problem-Agitate-Solution) or A-I-D-A (Attention-Interest-Desire-Action) frameworks are classics for a reason. The core difference I've learned? Good copywriting isn't about shouting about your amazing product. It's about understanding them – their challenges, their desires – and positioning your solution as the answer in a way that feels like a conversation, not a sales pitch.

Don’t write another headline before reading this: “No sentence can be effective if it contains facts alone,” said copywriting great, Eugene Schwartz. “It must also contain emotion, image, logic, and promise.” Headlines are sentences too, of course. They’re actually the most important sentences. Because if you write a bad one, nobody will care enough to keep reading. 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 containing emotion and imagery and 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!” It’s among the most successful headlines of the 20th century because it tells a story — and so efficiently. 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. And if she can relate to this narrative — if she can understand it — you now have her attention. 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, it’s delicious, and you’re craving another bite. 3/ Logical ↴ Make it a question, like this headline by Gary Bencivenga: “Has This Man Really Discovered the Secret of Inevitable Wealth?” If you want to make someone think, ask them a question. A good question can change someone’s perspective, which can change everything: “A change in perspective,” said Alan Kay, “is worth 80 IQ points.” 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 Rolls Royce ad before it. An inspirational headline can challenge any limiting beliefs the prospect may have, forcing her to think critically about what she deeply, genuinely wants. Life, after all, is a battle between what we want and what’s expected of us. It’s our perennial dilemma, omnipresent and omnipotent. If appropriate, write a headline that helps the prospect cope with this. Write a headline that bolsters hope. Onward. #copywriting #marketing #creativity Psst... coming soon ↴ 𝘝𝘦𝘳𝘺𝘎𝘰𝘰𝘥𝘊𝘰𝘱𝘺: 𝘛𝘩𝘦 𝘉𝘰𝘰𝘬 → www.verygoodcopy.com/book

This 1-sentence headline sold millions for Rolls Royce. Any AE can use David Ogilvy's process for writing it, too. He said it led to the “best” work of his legendary career. So maybe, just maybe, it leads to the deal of your career too. Here’s the headline: “At 60 miles an hour the loudest noise in this new Rolls-Royce comes from the electric clock.” Here's the process: 1/ Go crazy deep in discovery. 2/ Write with your customer’s words. 3/ Find one big idea that differentiates you. Here’s the backstory: When Ogilvy landed the Rolls Royce account, they could only pay to place his ad in 2 magazines. Their budget was a fraction of companies like Ford. So this was a “land and expand” deal for Ogilvy. If he helped his new customer win, he’d win too. But he’d only get one shot. So the headline had to be perfect. Here’s his process detailed: 1/ Ogilvy went *deep* in discovery: He spent 3 weeks reading every technical document possible. He found this quote near page 50 of a technical editor’s write-up. It was a matter-of-fact footnote listed after his test drive. Only a top, enterprise AE would have seen this quote. 2/ He wrote with his *customer’s* language. He didn’t alter the quote. He just cut/paste it, because here’s his point: “If you’re trying to persuade people to do something, or buy something, it seems to me you should use their language.” 3/ His big idea was *different*, not better. Other cars bragged they were the quickest, or the classiest. So Ogilvy positioned Rolls Royce as the quietest instead. He reframed how people measured luxury. The headline captures this, and later, he added in the ad: “The engineers listen for axle-whine with a stethoscope.” So there you go: 1/ Go crazy deep in discovery. 2/ Write with your customer’s words. 3/ Find one big idea that differentiates you. You can do that, right?

I used to write my headlines last. And it took writing 3,000+ articles to realize how wrong I was. Now, I write my headlines first & spend 80% of my writing time making them super specific. Here's my 3-part Headline Niching Framework (steal this to attract loyal readers): First, why should you niche down your headlines? It helps you: • You attract a more targeted reader • You exclude "general" audiences And these are good things. You don't want to create something for everyone. You want to be specific and speak to your ideal audience. Here's how: 1/ Name the Audience If you write "How To Make More Money," that answers a pretty general question. But what if you said: • "How To Make More Money As A Writer" or • "How To Make More Money As A Writer In Chicago" Say exactly WHO your writing is for. 2/ Name the Outcome Let's stay with this example. Instead of "How To Make More Money," try: • "How To Make More Money So You Can Buy Your First House" or • "How To Make More Money So You Can Build A Music Studio In Your Backyard" Say exactly WHAT the reader will achieve. 3/ Name the Process You can also name the process to unlock the promised outcome: • "How To Make More Money As A Writer Without Leaving Your Couch" or • "How To Make More Money As A Writer Ghostwriting For CEOs" Yet another point of context to attract who you want. That's it! Use these tips to write your next headline. Remember: specificity is the secret to legendary writing.

Most PR campaigns fail because they start with strategy docs instead of headlines. If your headline sucks, your campaign will too. Here's why the traditional approach falls apart: Most PR teams start with audience analysis, publication research, and messaging hierarchies. Then they try to reverse-engineer a story that journalists actually want to write. It doesn't work. Traditional strategies treat all product features as equally newsworthy. They emphasize what companies want to say instead of what journalists want to cover. The headline-first approach flips this completely. Start by writing the exact headline you want to see in your target publication. Everything else flows from there. "New dog food is making millennials go crazy over the nostalgia of its packaging" immediately tells you which publications to target, what angle to develop, and which product features matter most. Compare that to "This new dog food brand is using natural ingredients no one has ever used before." Same product, completely different strategy. Different publications, different messaging, different everything. The headline becomes your North Star for every campaign decision. Once you have that headline, you can prioritize which messages actually support the story. You can identify the right publications and journalists. You can build campaign elements that all point in the same direction. Instead of creating strategy documents that try to be everything to everyone, you create focused campaigns with clear journalistic value. Try it on your next campaign. Write the headline first. Make it compelling. Build everything else around that. Your pitches will be sharper, your targeting clearer, and your coverage better.

Headlines like “The all-in-one solution for [insert industry here]” aren’t working. And it’s because they’re: -- Vague -- Not interesting -- And honestly, kind of fake-sounding I know it’s meant to cast a really wide net for the software or platform. But it usually ends up doing the opposite since no one understands what you do or who you do it for. So instead of casting a wide net with enormous holes… Go narrow. Try one of these 3 approaches for your next headline: 1. Explain the heart of your offer in plain language using one sentence. 2. Highlight the ONE feature your users/customers love most. 3. Draw attention to an emotion people feel when they use your product (OR one they feel when they work with your competitors) Your headline really doesn’t need to say it all. It just needs to say enough to get your readers interested in learning more. Cast a smaller, tighter net and watch what happens 👊 #messaging #positioning #copywriting #B2Btech

I stumbled upon one of the most powerful copywriting techniques hiding in plain sight. It’s called: Finding the Opposite And it’s already in your brain — you just haven’t learned how to tap into it on demand yet. After sorting through thousands of headlines, I can confidently say this is one of the most popular (and effective) techniques in ad-land. Here’s how it works: 1. Start with two opposites.    Think of classic contrasts like:    → Old vs. new   → High vs. low   → Big vs. small  Your goal? Create tension between these opposites. 2. Use more interesting words. Don’t settle for generic language like “big” and “small.”  → Swap them for punchier options like “mega” and “mini.” Just like this Apple example:  Mega power. Mini sized. See the difference? It’s sharper and more memorable. 3. Create visual balance. Great headlines aren’t just about the words. It’s how they look on the page.  → “Mega” and “Mini” are both 4 characters.   → “Power” and “Sized” are both 5 characters. The result? A visually balanced, catchy line. 4. Add some wordplay. A little rhyme or alliteration can elevate your line:  → “High reward. Low risk.”   → “More turn. Less burn.” These small touches make the opposites pop even more. Here’s a line I whipped up in seconds using this method: Dial back the small talk. Dig into the good stuff. Notice the opposites: Back vs. Dig.  And the meaning? It’s not just clever. It’s an invitation to go deeper. TL;DR: 1. Find a pair of opposites.   2. Swap in more interesting language.   3. Check for visual balance.   4. Sprinkle in some wordplay if you can. Bonus Formula: If you’re stuck, try these: → Less [problem]. More [benefit].   → Goodbye [problem]. Hello [solution].   → High [benefit]. Low [problem]. Quick examples: → Less guesswork. More results. → Goodbye stress. Hello clarity. → High impact. Low effort. The best part?   You don’t have to be a wordsmith.   Just fill in the blanks, and let your creativity flow. P.S. If you found this helpful, ♻️ share it with your network. And give me a follow (Nick Maciag)

Your headlines are failing. Here’s how to fix them. Want to grab attention? It starts with writing a headline that makes people stop and take notice. But here’s the harsh truth: Most headlines miss the mark. They’re too vague, too long, or too boring to capture attention in today’s fast-scrolling world. Great headlines aren’t a stroke of luck—they’re crafted using principles that work. 🔑 Here are 10 proven principles to make your headlines impossible to ignore: 1️⃣ Make It Clear ↳ Focus on what’s in it for your audience. 💬 Example: “Get Fit in 15 Minutes a Day—No Gym Needed.” 2️⃣ Add a Hook ↳ Tease curiosity or promise a benefit. 💬 Example: “The Secret to Doubling Your Sales in 30 Days.” 3️⃣ Use Power Words ↳ Leverage emotional language that excites or persuades. 💬 Example: “Discover the Proven Formula That’s Guaranteed to Work.” 4️⃣ Leverage Specificity ↳ Numbers, timeframes, or clear benefits always perform better. 💬 Example: “7 Simple Habits to Boost Your Energy by 50%.” 5️⃣ Keep It Short and Sweet ↳ 6-10 words is the sweet spot for clarity and impact. 💬 Example: “Why Your Marketing Isn’t Working—And How to Fix It.” 6️⃣ Target Emotions ↳ Evoke curiosity, joy, or fear—emotions drive clicks. 💬 Example: “Are You Making These Costly Hiring Mistakes?” 7️⃣ Ask a Question ↳ Engage readers by sparking curiosity or self-reflection. 💬 Example: “What’s Stopping You From Achieving Financial Freedom?” 8️⃣ Challenge Expectations ↳ A bold, contrarian headline breaks through the noise. 💬 Example: “Stop Working Harder—It’s Killing Your Productivity.” 9️⃣ Test, Then Test Again ↳ A/B testing shows you what actually works. 💬 Example: Try variations like “The Ultimate Guide to Leadership” vs. “7 Rules Every Leader Must Follow.” 🔟 Align with the Content ↳ Overpromising destroys trust. Deliver what your headline promises. 💬 Example: “5 Budget-Friendly Recipes for Busy Weeknights” (no fancy or complex meals inside). ✨ The best headlines are clear, bold, and deliver on their promise. 💬 What’s the best headline you’ve seen recently? Drop it in the comments—I’d love to see it! ♻️ Share this post with your team to sharpen your headline skills. ✅ Follow Tom Wanek for more actionable marketing insights to level up your content today.

Too many headlines suck. Not because copywriters can't write – but because they forget the one question that matters. I reviewed 9 SaaS websites last week as part of a competitor audit. Almost all of them had completely interchangeable copy. You could literally copy-paste headlines from one website onto another without anyone noticing the difference. You know the kind of messaging I mean – because you've seen it too: 👉 "Streamline your restaurant management with our complete solution" 👉 "The all-in-one platform for restaurant operations" 👉 "The future of restaurant management is here" These could all be from the same website. Just change the logo. The problem isn't writing skill. It's that getting inside your buyer’s head is messy and uncomfortable – and many teams take the easy way out. They rely on generic benefits and buzzwords that sound just like everyone else, instead of answering the one question buyers care about: "What's in it for me?" This isn't exactly revolutionary. But when you nail it, everything changes. Visitors stop scrolling. They start sharing your solution internally. They share it with members of their team. Because you’re speaking to what they actually care about – solutions to the problems they’re dealing with now. Fixing boring headlines isn't complicated: 👍 Start with your customer's actual language from interviews and sales calls 👍 Ask "How does this solve a specific problem my buyer has right now?" 👍 Rewrite to connect their pain directly to your solution Here's the transformation: BEFORE: "The future of inventory control is here" AFTER: "Cut food waste in half. With AI-powered ordering and expiration alerts." Your buyers are always asking "what's in it for me?" If your headlines aren’t answering that question, they’re not doing their job. It really is that simple.