How to Write Headlines That Work
Published: 2022-07-17 07:04:48

**Learning how to write headlines is critical. Your headline is the first, and perhaps only, impression you make on a prospective reader.**

Without a headline or post title that turns a browser into a reader, the rest of your words may as well not even exist. But a headline can do more than simply grab attention.

A great headline can also communicate a full message to its intended audience, and it absolutely must lure the reader into your persuasive writing.

This epic guide to headline writing will show you the way …

**How do you write headlines?**
At its essence, a compelling headline must promise some kind of benefit or reward for the reader, in trade for the valuable time it takes to read more.

In The Copywriter’s Handbook, copywriter Bob Bly sets forth eight time-tested headline categories that compel action and rake in sales.

Let’s take a look at each.

**1. Direct headlines**
Direct headlines go straight to the heart of the matter, without any attempt at cleverness. Bly gives the example of Pure Silk Blouses – 30 Percent Off as a headline that states the selling proposition directly. A direct blog post title might read Free Ebook: SEO Simplified.

**2. Indirect headlines**
An Indirect headline takes a more subtle approach when you’re learning how to write headlines. It uses curiosity to raise a question in the reader’s mind, which the body copy answers. Often a double meaning is utilized, which is useful online.

An article might have the headline Fresh Bait Works Best and yet have nothing to do with fishing, because it’s actually about writing timely content that acts as link bait.

**3. News headlines**
A News headline is pretty self-explanatory, as long as the news itself is actually, well … news. A product announcement, an improved version, or even a content scoop can be the basis of a compelling news headline. Think Introducing Digital Copywriter.

**4. How to headlines**
The How to headline is everywhere, online and off, for one reason only — it works like a charm. Bly says that “Many advertising writers claim if you begin with the words how to, you can’t write a bad headline.” An example would be, umm … oh yes … the title of this post.

**5. Question headlines**
A Question headline must do more than simply ask a question. It must be a question that, according to Bly, the reader can empathize with or would like to see answered. He gives this example from Psychology Today: Do You Close the Bathroom Door Even When You’re the Only One Home? 

**6. Command headlines**
The Command headline boldly tells the prospect what he needs to do, such as Exxon’s old Put a Tiger in Your Tank campaign. Bly indicates that the first word should be a strong verb demanding action, such as Subscribe to Copyblogger Today!

**7. Reasons why headlines**
Another effective technique when you’re learning how to write headlines is the Reason why model. Your body text consists of a numbered list of product features or tips, which you then incorporate into the headline. For example, 100 Reasons Why WordPress Beats Squarespace.

It’s not even necessary to include the words “reasons why.” This technique is actually the underlying strategy behind the ubiquitous blogger “list” posts, such as 8 Ways to Build Blog Traffic.

**8. Testimonial headlines**
Finally, we have the Testimonial headline, which is highly effective because it presents outside proof that you offer great value. This entails taking what someone else has said about you, your product or service, and using their actual words in your headline.

Quotation marks let the reader know that they are reading a testimonial, which will continue in the body copy. A testimonial example from Digital Copywriter: [“Ease that lonely feeling, that fear of making a mistake.”](url)