A headline is one of the most important pieces of writing – ever. And it’s also one of the most difficult to write!
A headline is designed to attract attention and create desire in a person to read the rest of the piece. Don’t fool yourself that headlines are only found on articles or sales pages. They’re not! For the purposes of this article, a ‘headline’ is anything that needs to attract a reader’s attention and get them to take a second action; usually to read the piece of writing.
Headlines can include:
- Article or blog post titles
- Book titles
- Email subject lines
- Headlines for sales copy
There are three main types of headlines:
These headlines focus on the pleasure words. They’re often benefit laden and overtly promise that the following copy will solve your pain.
These headlines don’t just unearth a reader’s pain, they POUNCE on it, sink in their claws and drag it kicking and screaming from under the bed. Negative Attraction headlines make you feel uncomfortable.