Cutting Through the Chaos with Killer Copy: A Guide to Compelling Headlines

2 SECONDS ?! That's how much time you have to hook readers with your headlines. TWO!!

Our attention spans are almost non-existent. You can't waste resources on boring content! Copywriting isn't about being smart, cute, or creative. It's about persuading people to take action. But how do you create content that not only grabs attention but also drives action? How do you stand out in a sea of endless information and competing voices?

According to renowned copywriter Robert W. Bly, the key is to use tried-and-tested tactics but back them up with valuable content. And when it comes to creating compelling content on LinkedIn, value is the name of the game.

Let's start with headlines.

“We are not in the business of being original. We are in the business of reusing things that work.” ― Robert W. Bly, The Copywriter's Handbook: A Step-By-Step Guide To Writing Copy That Sells

How to Write Headlines That Hook Readers in 2 Seconds

In his book, The Copywriter's Handbook, Bly shares that a headline should do three things: grab attention, select the audience, and deliver a strong benefit. Let's break each of these down.

Grab Attention

As mentioned earlier, you only have 2 seconds to grab readers' attention with your headline. How do you do that? Behavioral psychologists, marketers, and authors like Daniel Carnegie, Robert Cialdini, and David Ogilvy have researched this extensively.

One key tactic is to use numbers. Numbers stand out visually and add credibility to your content. For example, "5 Ways to Boost Your Productivity" or "10 Secrets to Creating Killer Copy". The use of odd numbers like 3, 7, or 11 also tends to be more effective than even numbers.

Another tactic is to use powerful words that evoke emotion and curiosity. Words like "secret", "proven", "surprising", and "ultimate" can pique readers' interest and entice them to click on your content.

Then, there's the use of controversy. People love a good debate and if your headline sparks controversy or challenges common beliefs, it can be a great way to grab attention. However, make sure to back up your claims with solid evidence in your content or do a bait and switch – where you use a controversial headline but then provide a solution or explanation in your content.

Select the Audience

While it may be tempting to try and appeal to everyone with your headlines, that is not an effective strategy. Instead, identify your target audience and tailor your headline to speak directly to them. Use language and keywords that resonate with that specific group of people. Car adverts are an excellent example of this – they use specific language and visuals to appeal to different demographics.

If they're targeting parents, they'll use words like "family-friendly" and show children in the car or highlight the storage space for groceries, soccer gear, and any other family necessities. On the other hand, if they're targeting young professionals, they'll use words like "sleek", and "stylish", and show someone driving through a busy city or pulling up to a trendy event.

Then you have the off-road muscle trucks, which will use words like "tough", "powerful", and "adventure" and show the truck conquering rough terrain or hauling heavy loads. These tailored headlines are much more effective at capturing the attention of their target audience.

Copywriting isn't just about ads though. So how would you select your audience in your headline? Here are the same headlines from our previous example "5 Ways to Boost Your Productivity", "10 Secrets to Creating Killer Copy" and one more for funzies, "Discover the Hidden Gems of Your City". Currently, these headlines seem to speak to a specific audience but you can make it more obvious that you're addressing them.

In the exercise below I'll tweak the headlines slightly to make them more tailored to a specific audience.

Starting with "5 Ways to Boost Your Productivity" we can make it more targeted by changing it to:

• "5 Productivity Hacks for Busy Work-From-Home Parents", to appeal to working parents juggling multiple responsibilities.
• "5 Time-Saving Tips for Young Professionals", to appeal to career-driven individuals with busy schedules.
• "5 Tricks to Maximize Your Workday for Freelancers", to appeal to self-employed individuals looking to optimize their time and efficiency.

Similarly, "10 Secrets to Creating Killer Copy" can be changed to "10 Proven Formulas for Writing YouTube Thumbnails That Convert" to target content creators and marketers looking to improve their click-through rates. Or, it could be changed to "10 Persuasive Strategies for Writing Sales Email Subject Lines" to target sales professionals and business owners looking to boost their email marketing results.

Lastly, "Discover the Hidden Gems of Your City" could become "Explore the Best Local Eats: A Foodie's Guide to Your City" to target food enthusiasts and travelers looking for unique dining experiences. It could also be changed to "Uncover the Rich History of Your Hometown: A Historical Tourist's Dream" to appeal to history buffs and tourists interested in learning more about their city's past.

By adding specific descriptors like "busy WFH parents", "copywriting hacks", and "adventure seekers", we're making it clear who our target audience is and what they can expect to gain from reading our content.

Deliver a Strong Benefit

To paraphrase Seth Godin, your headline acts as a promise. A promise to solve a problem, answer a question, or tell a story, in exchange for someone's time. To truly capture your audience's attention, you must deliver a strong benefit in your headline. This means conveying what they will gain from reading your content. It could be anything from time-saving tips, productivity hacks, expert advice, or insider secrets. Whatever the benefit may be, make sure it is specific and valuable to your target audience. A strong benefit will entice readers to click and keep them engaged throughout your content.

Looking at our three headlines again, what benefit does each one offer? "Maximize Your Time and Productivity with These WFH Parenting Hacks" offers busy parents a solution to the struggles of working from home while taking care of their children. "10 Copywriting Hacks to Instantly Improve Your Marketing Strategy" promises copywriting tips that will elevate a marketing strategy and potentially lead to increased success. "Discover the Hidden Gems of Your City" offers adventurous readers the opportunity to find unique and exciting locations in their city. Each headline delivers a clear and desirable benefit, making them more likely to capture the attention of their intended audience.

Use Emotional Triggers

Emotions play a significant role in decision-making, so it's no surprise that they also influence which content we choose to engage with. By tapping into the emotions of your target audience, you can create a more personal and relatable connection with them. This will help to build trust and credibility, making readers more likely to continue reading your content.

One way to use emotion in your headlines is by highlighting pain points or frustrations that your target audience may have. For example, "Sick of Wasting Time on Social Media? Try These Productivity Hacks Instead" targets the common frustration of feeling unproductive while scrolling through social media. By acknowledging this pain point and offering a solution, the headline instantly grabs the attention of readers who can relate to this struggle.

On the other hand, positive emotions such as excitement or curiosity can also be effective in driving clicks and engagement. For example, "Uncover the Best-Kept Secrets of Successful Entrepreneurs" sparks curiosity and a desire to learn from successful individuals.

Overall, using emotional triggers in your headlines can help create a strong connection with your audience and entice them to read further.

Use Action Words

In addition to emotions, the use of action words in headlines can also be highly effective. Action words are verbs that convey a sense of urgency, excitement, or motivation. They encourage readers to take immediate action and engage with your content.

Some examples of powerful action words include "discover," "unleash," "unlock," "master," and "transform." These words can add a sense of energy and empowerment to your headlines, making them more compelling and encouraging readers to click through.

However, be mindful not to use too many action words in one headline as it can come across as excessive or overhyped. Instead, choose one or two strong action words that best convey the message of your content.

Create a Sense of Urgency

Phrases like "limited time offer," "act now," or "don't miss out" can create a sense of urgency and prompt readers to take action. This urgency can be especially effective in driving clicks and conversions for sales or promotions.

However, it is important to use these phrases sparingly and only when appropriate. Overusing urgent language can decrease its impact and make your headlines seem insincere or manipulative. Use them strategically and authentically to create a genuine sense of urgency.

I laugh internally whenever salespeople tell me "The deal will end tomorrow," or "If you join in two months, you'll have missed the launch promotion." I imagine they say this to every potential customer no matter what day it is. The truth is companies ALWAYS have promotions. They may not always be the same promotion, but there is always some sort of offer or discount available throughout the year.

Even those last change emails that say "Hurry, Only 3 Spots Left!" or "Doors Will Close Tonight!" are effective but as a business owner and marketer, I see the invisible words: ... for now/until the next launch/for a few months/until our next sale.

It's important to create a sense of urgency, but it's also important to be honest and transparent with your audience. Don't make false or exaggerated claims just for the sake of driving clicks. Be genuine and authentic in your messaging to build trust with your readers.

Practice Makes Better

If you want to improve your skills in copywriting, practice. Try coming up with different versions of the same headline, using one of the tactics mentioned above. See how the tone and urgency change based on the words you use. Experiment with different phrases and see which ones have the biggest impact on your audience.

Additionally, pay attention to the headlines that catch your attention as a consumer. Analyze why they stand out to you and try incorporating similar tactics into your writing. Taking note of successful headlines can help inspire and guide your writing.

Don't be afraid to step out of your comfort zone and try new things with your copywriting. As with any skill, practice makes perfect, and continuously challenging yourself can help you improve and evolve as a writer.

Remember, the most important aspect of effective copywriting persuading people to take action. Whether it's making a purchase, signing up for a service, or simply clicking on a link, your words have the power to influence and motivate others. So keep practicing and honing your skills to become an expert in crafting compelling and persuasive copy.

And may the odds be ever in your favor,

Robyn-Lee