Rules of a selling headline

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If you know what copywriting is, you've probably heard about the most selling headlines (perfect headlines). The title of the text plays the most important role. It is the title that determines whether the audience will be hooked by the topic and want to get to know it more deeply.


In simple terms, a headline is a phrase or sentence whose purpose is to attract attention.

Rules of a selling headline

How to do it? The first and, perhaps, one of mail marketing to doctors the most important conditions for any stage of a copywriter's work - writing the text, choosing an illustration and, of course, composing a selling headline:

Research the target audience the title will be directed at

No one argues that the more skill a person has in creating headlines, the more interesting they become, and after a while there will be no need to research the audience that reads you. However, the skill will not come by itself, it still needs to be developed. And therefore, you should not brush aside obviously useful things, such as audience research.

After all, in order to interest the reader and create a selling headline, you need to understand what the client’s weakness is.

The second point is not so obvious, but it also needs to be taken into account.


Creativity for the sake of creativity makes no sense

You may think that the title you wrote is incredibly original. However, customers are not in a hurry to contact you to purchase a product or service. What is the reason? The title should be original in accordance with the product you are presenting. If you overdo it, the title will attract completely the wrong people who need your product.


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To write a good headline, you only need to fulfill a few simple conditions.

The title should:

Make them read . The buyer, having felt certain emotions, either opens your text or scrolls further. There are many techniques that increase the reader's interest. We will share them below.

Be original . What's the point of buying from you if there are hundreds of sellers around with the same product? An example of an unsuccessful call to purchase: "Order one hat today and get the second one for free!" And here's another version of presentation: "Give me two! There are never too many hats!" Which name caught my attention more? The one that you come across at every step, or the one with an original presentation of the offer?

Convey a specific idea . This is where the advice “don’t overthink it” comes into play. The information in the title should reveal the essence of the text and give the person the opportunity to understand whether it will be useful for him specifically. Example: “We miss you so much!” What does the author mean? Perhaps they are talking about loved ones who are far away. Or people are bored and need to be occupied with something. It is completely unclear what they want to tell you.

Inform the buyer about the time limit or quantity of the product . A fairly good way to attract the client's attention. The opportunity to purchase a product or service on favorable terms will serve as an incentive to make a purchase as quickly as possible. Keep in mind that specific dates (before 12/31/2019) will be more advantageous than floating terms (1 week, 2 months, etc.).

Be useful . Whether it's the necessary knowledge that the client will receive, or quality shoes that will not make their feet hurt, it is important for the buyer to understand the message of your text. Example: "5 steps to a slim body!"