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Bury St Edmunds social media and marketing expert Kim Morrison offers some top tips for creating powerful headlines that sell


By Kim Morrison


You have mere seconds to capture a prospect’s attention.

One of the single most powerful tools you have to accomplish this task is your headline.

There are several keys to a compelling, and selling, headline and a few tips to help you get the job done.

Kim Morrison (7507307)
Kim Morrison (7507307)

1. Tap into Your Prospects’ Emotions

According to psychologists our buying decisions are based first and foremost on our emotions. Use headlines which offer your readers a strong emotional benefit or reaction. For example, “The 20-Minute Step that Will Make You a Business Genius” taps into readers’ desires to feel smart and powerful.

Other emotions you can tap into are a desire to feel:

  • Attractive
  • Sexy
  • Assertive
  • Confident
  • Energetic
  • Pampered
  • A sense of belonging
  • In control of your own destiny
  • Wealthy
  • Proud
  • Respected
  • Safe

2. Make it Active

To compel it’s important to use active language - language that shows movement and commands attention.

For example, “Stop Your Sugar Cravings Today with This Simple Step,” is a fine headline however it doesn’t command action nor does it really tap into any emotions. However, “Conquer Your Sugar Cravings with This Simple Step” is a stronger headline. Conquer is an active and emotionally powerful word. Readers receive the benefit of feeling powerful and in control and it commands action.

3. Let Your Reader Know They’re Important

The word YOU is a very powerful word. It lets your readers’ feel as if you’re talking to them specifically and interested in solving their problems, issues and helping them achieve their desires. Instead of using I, Me or We in your headlines, use You. Using the headline example above compare the two options:

“Conquer Your Sugar Cravings with This Simple Step”

“Conquer Sugar Cravings with Our System”.

People want to know what’s in it for them and when they can assess that information in the headline, they’re going to be compelled to continue reading your copy and making a purchase.

Here are three more ideas for powerful headlines:

  • Make a promise - Earn £1000 a day
  • Make it newsworthy - New program guarantees you’ll earn £1000 a day
  • Ask a question – Do you want to ensure your financial future?

Three Simple Steps to Write Headlines That Sell

So now you have some ideas about what types of headlines sell, how do you begin to write those powerful headlines?

Step One

Get to know your audience intimately. What are their hopes, dreams, desires, and problems? Understanding your audience will help you create an emotional and powerful headline directed specifically at your audience.

Step Two

Determine how your products or services are going to make your prospects’ lives better or solve their problems. For example, if you sell a fitness programme or course and your audience struggles with feeling attractive then you can create a headline that highlights a specific benefit your programme/course offers to solve that problem.

Step Three

Write ten to twenty, yes twenty, possible headlines. Not only will this give you practice writing compelling headlines, it’ll help you hone in on that perfect headline. And if you think you have a few winners you can always test them for conversion rates to find out which headline is more effective.

Marketing and copywriting experts consider your headline to be the most import element of any effective marketing piece. Take the time to craft a compelling, and selling, headline and you’ll reap the benefits for years to come.

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