Headlines and Hooks

The Most Important Line You’ll Write

Every piece of copy lives or dies on its headline. Blog post titles, email subject lines, ad copy, landing page headers—the headline is the gatekeeper.

By the end of this lesson, you’ll write headlines that stop scrollers and make readers want more.

Why Headlines Matter Disproportionately

Consider the numbers: of everyone who sees your headline, only about 20% will read any further. That means your headline carries 80% of the persuasive burden.

A great headline with average body copy will outperform average headline with great body copy. Every time.

This isn’t a suggestion to neglect body copy. It’s a mandate to invest heavily in headlines.

The Four Jobs of a Headline

Every effective headline does at least one of these:

1. Promises a benefit. “Save 5 Hours a Week With This Workflow”
2. Creates curiosity. “The Hiring Mistake 73% of Managers Make”
3. Addresses a pain point. “Stop Losing Customers at Checkout”
4. Makes news. “We Just Launched the Fastest Analytics Dashboard”

The strongest headlines do two or three simultaneously.

Headline Formulas That Work

Formula 1: How to [Achieve Desired Outcome]

The most reliable formula in copywriting history.

• “How to Double Your Email Open Rates”
• “How to Write a Resume That Gets Interviews”
• “How to Cook Restaurant-Quality Meals at Home”

Variation: How to [Outcome] Without [Pain Point]

• “How to Grow Your Business Without Burning Out”
• “How to Learn Spanish Without Memorizing Grammar Rules”

Formula 2: [Number] Ways to [Achieve Outcome]

Numbers create specificity and set expectations.

• “7 Ways to Reduce Your Monthly Expenses”
• “11 Email Templates That Close Deals”
• “5 Morning Habits of Highly Productive People”

Why odd numbers work slightly better: They feel less manufactured than round numbers. “7 Tips” feels more authentic than “10 Tips.”

Formula 3: The [Adjective] Guide to [Topic]

Positions content as comprehensive and authoritative.

• “The Complete Guide to Content Marketing”
• “The Beginner’s Guide to Investing”
• “The No-Nonsense Guide to Remote Hiring”

Formula 4: Why [Surprising Statement]

Creates curiosity through unexpected claims.

• “Why Your Best Employees Are About to Quit”
• “Why Free Trials Actually Hurt Conversion”
• “Why Morning Routines Are Overrated”

Formula 5: [Do This] Before [Deadline/Event]

Creates urgency tied to a specific trigger.

• “Read This Before Your Next Performance Review”
• “Do This Before You Launch Your Next Campaign”
• “Check These 5 Things Before You Sign Any Lease”

✅ Quick Check: Using Formula 1 or 2, write a headline for a product that helps small businesses manage their social media.

The Psychology Behind Great Headlines

Specificity

Specific beats vague every time.

Specificity signals that you have real data, real results, and real value.

The Curiosity Gap

Create a gap between what the reader knows and what they want to know. But don’t be clickbait—always deliver on the promise.

Good curiosity gap: “The One Question That Transformed Our Sales Process” (delivers the answer in the article)

Clickbait: “You Won’t Believe What Happened Next” (no real substance)

Power Words

Words that trigger emotional responses:

Urgency: now, today, immediately, before, deadline Exclusivity: secret, insider, little-known, hidden Value: free, save, proven, guaranteed, effortless Emotion: surprising, remarkable, stunning, devastating

Use sparingly. Too many power words feel hyperbolic.

The Headline Writing Process

Professional copywriters don’t write one headline. They write dozens.

Step 1: Write 20 Headlines

Set a timer for 15 minutes. Write at least 20 headlines for the same piece of content. Don’t edit—just generate.

Step 2: Categorize

Group your headlines by approach:

• Benefit-focused
• Curiosity-driven
• Pain-point-addressing
• News/announcement

Step 3: Combine

Take the best elements from different headlines and combine them.

Step 4: Edit Down

Apply the clarity test: Could someone who knows nothing about your product understand this headline?

Apply the benefit test: Does this headline promise something the reader wants?

Apply the scroll test: Would this stop you mid-scroll?

Step 5: Pick 2-3 Finalists

For important headlines, A/B test the finalists (covered in Lesson 7).

Common Headline Mistakes

Too clever. Puns and wordplay feel satisfying to write but often confuse readers.

Too long. Headlines over 12 words lose impact. Aim for 6-10 words.

Too vague. “Revolutionize Your Business” means nothing specific.

No benefit. “Our New Feature Update” doesn’t tell the reader why they should care.

Bait-and-switch. Promising something the content doesn’t deliver destroys trust permanently.

Using AI for Headlines

AI is exceptional at headline generation. Try this prompt:

“Write 20 headline variations for [topic]. Include: 5 how-to formats, 5 numbered lists, 5 curiosity-driven, and 5 benefit-focused. Target audience: [describe]. Key benefit: [describe].”

Review the output, combine the best elements, and refine with your knowledge of the audience.

Try It Yourself

Pick a product, service, or piece of content you know well. Write:

1. Five benefit-focused headlines
2. Five curiosity-driven headlines
3. Five using specific numbers or data
4. Pick your top three and explain why they work

Key Takeaways

• Headlines carry 80% of your copy’s persuasive burden—invest accordingly
• Four headline jobs: promise a benefit, create curiosity, address a pain point, make news
• Formulas work: “How to,” numbered lists, guides, “Why,” and deadline-driven headlines
• Specificity and the curiosity gap are the two most powerful psychological tools
• Write at least 20 headlines before picking one—the best ideas rarely come first
• AI generates excellent headline raw material; your job is curation and refinement

Up Next

In Lesson 3: Calls to Action, you’ll master the words that turn readers into clickers—the critical moment where attention becomes action.