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How do you write headlines and subheads that convey value and urgency without being hypey or clickbait?

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Headlines and subheads are crucial elements of digital copywriting. They capture the attention of your readers, guide them through your content, and persuade them to take action. But how do you write headlines and subheads that convey value and urgency without being hypey or clickbait? Here are some tips to help you craft headlines and subheads that convert.

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Taylor Cromwell

Freelance content strategist & writer for B2B SaaS, Tech, & Marketing ?????? | Former Journalist (WSJ, Bloomberg) | I…
Saleef Nyambok

Communications Fellow at International Livestock Research Institute (ILRI) | Princeton in Africa Fellow 2024-2025
Richard Michie

CEO of The Marketing Optimist a digital marketing agency based wherever we need to.

1 Use the 4 U's formula

A simple way to evaluate your headlines and subheads is to use the 4 U's formula by Copyblogger. The 4 U's stand for Useful, Urgent, Unique, and Ultra-specific. Your headlines and subheads should offer a clear benefit to your readers, create a sense of urgency to read on, differentiate your content from others, and provide enough details to pique their curiosity. Try to score at least 3 out of 4 U's for each headline and subhead.

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Taylor Cromwell

Freelance content strategist & writer for B2B SaaS, Tech, & Marketing ?????? | Former Journalist (WSJ, Bloomberg) | I specialize in SEO-driven, product-led, and human-friendly content & thought leadership.
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The most helpful thing for me is putting myself in the shoes of the reader. "Why does this matter? How will this impact me?" Making the connection clearly and quickly catches someones attention and invites them to click through the content. These 4 U's are helpful ways to think through how something might impact the reader. By thinking through how a specific content may be useful, urgent, unique or ultra specific, you can tailor it to your intended audience. That's where real value comes in.

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Saleef Nyambok

Communications Fellow at International Livestock Research Institute (ILRI) | Princeton in Africa Fellow 2024-2025
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One thing I've really found useful is asking myself, who is the target audience? What do they like? What spaces are they in? and what's so unique in your sale that allows them to resonate with the product? Cracking that, just makes it a gig where your creativity shines because you are talking to a human being.

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2 Use power words and modifiers

Power words and modifiers can add persuasive power to your headlines and subheads, as they appeal to your readers' emotions and desires. For instance, compare the headline “How to Write Better Copy” to “How to Write Irresistible Copy that Sells”. The latter uses power words (irresistible, sells) and a modifier (that) to make it more appealing and precise.

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3 Use numbers and data

Numbers and data can be effective tools for adding value and urgency to your headlines and subheads. They provide concrete evidence, credibility, and specificity to your content, and they also stand out from the text, catching the eye of your readers. You can use numbers and data to show statistics, facts, results, steps, tips, or examples, such as increasing your conversion rate by 57% in 30 days or making $10,000 in one month with a simple technique. Additionally, there are seven data-driven strategies you can use to boost your SEO rankings.

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4 Use questions and challenges

Questions and challenges are a great way to engage your readers and make them curious about your content. They can spark interest, intrigue, or controversy, while also inviting action, participation, or competition. You can use questions and challenges to address pain points, goals, objections, or opinions that your readers may have. For example: How to Overcome Your Fear of Public Speaking in 5 Easy Steps? Are You Making These 3 Common Mistakes in Your Email Marketing? Or why not try the challenge of How to Write a Blog Post in 20 Minutes or Less?

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Richard Michie

CEO of The Marketing Optimist a digital marketing agency based wherever we need to.
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Marketing is all about solving your clients problems. So make your headline promise to solve specific problems your clients face. You need to follow through though. Falling foul to click bait won’t win you clients in the long run. Make sure are genuinely adding value.

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5 Test and optimize

The final tip is to test and optimize your headlines and subheads based on data and feedback. You can use tools like CoSchedule Headline Analyzer or Thrive Headline Optimizer to score and improve your headlines and subheads. You can also run A/B tests on your landing pages, emails, or ads to see which headlines and subheads perform better. You can also ask your audience for their opinions or suggestions on your headlines and subheads. The more you test and optimize, the more you will learn what works and what doesn't.

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6 Here’s what else to consider

This is a space to share examples, stories, or insights that don’t fit into any of the previous sections. What else would you like to add?

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David Hieatt

Co-Founder @ Hiut Denim Co, @ Do Lectures | Be in charge of your time. Work on stuff that matters. Help others.
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The purpose of the headline is….. To get your attention. To stop. You. In a busy world. But don’t trick them. You need to reward their attention with value. In a meal to give it more zing, you may add salt or some spice. Curiosity is your salt.

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Bhavik Sarkhedi

Personal Branding Consultant | Digital Marketing Specialist | SEO Copywriter | Author & Ghostwriter of 30+ Books | 500+ Client's Blogs Rank on the 1st Page | I Help Founders and CEOs Increase Online Presence Organically
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I focus on creating authentic and compelling headlines at BrainerHub. First, I ensure that they accurately reflect the content and value proposition of our mobile app development services. Then, I inject a sense of urgency by using time-sensitive phrases like "limited time offer" or "exclusive deal," but without overpromising. It's all about maintaining a balance between intrigue and honesty. Finally, I always test different variations to see what resonates most with our audience. So, it's less about being hypey and more about being valuable and enticing.

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How do you write headlines and subheads that convey value and urgency without being hypey or clickbait?

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1 Use the 4 U's formula

2 Use power words and modifiers

3 Use numbers and data

4 Use questions and challenges

5 Test and optimize

6 Here’s what else to consider

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