Strategies For Writing Effective Ad Headlines

Want your words to actually sell? Here’s a simple roadmap I've found incredibly helpful: Think of crafting your message like taking someone on a mini-journey: 1. Hook them with curiosity: Your headline is the first "hello."  Make it intriguing enough to stop the scroll.  Instead of just saying "Email Marketing Tips," try something like "Want a 20% revenue jump in the next 60 days? (Here's the email secret)."  See the difference? Promise + Specificity = Attention. 2. Tell a story with a villain: This might sound dramatic, but hear me out.  What's the problem your audience is facing?  What's the frustration, the obstacle, the "enemy" they're battling?  For the email example, maybe it's "wasting hours on emails that no one opens."  Giving that problem a name creates an instant connection and a sense of purpose for your solution. 3. Handle the "yeah, but..." in their head: We all have those internal objections.  "I don't have time," "It costs too much," "Will it even work for me?"  Great copy anticipates these doubts and addresses them head-on within the message. 4. Show, don't just tell (Proof!): People are naturally skeptical.  Instead of just saying "it works," show them.  Even a simple "Join thousands of others who've seen real results" adds weight. Testimonials, even short ones, are gold. 5. Make it crystal clear what you want them to do (CTA):   Don't leave them guessing!  "Learn the exact steps in my latest guide" or "Grab your free checklist now" are direct and tell them exactly what to do and what they'll get.  Notice the benefit in the CTA example: "Get sculpted abs in just 4 weeks without dieting." And when you're thinking about where you're sharing this (LinkedIn post, email, etc.), there are different ways to structure your message. The P-A-S (Problem-Agitate-Solution) or A-I-D-A (Attention-Interest-Desire-Action) frameworks are classics for a reason. The core difference I've learned? Good copywriting isn't about shouting about your amazing product. It's about understanding them – their challenges, their desires – and positioning your solution as the answer in a way that feels like a conversation, not a sales pitch.

Your headlines are failing. Here’s how to fix them. Want to grab attention? It starts with writing a headline that makes people stop and take notice. But here’s the harsh truth: Most headlines miss the mark. They’re too vague, too long, or too boring to capture attention in today’s fast-scrolling world. Great headlines aren’t a stroke of luck—they’re crafted using principles that work. 🔑 Here are 10 proven principles to make your headlines impossible to ignore: 1️⃣ Make It Clear ↳ Focus on what’s in it for your audience. 💬 Example: “Get Fit in 15 Minutes a Day—No Gym Needed.” 2️⃣ Add a Hook ↳ Tease curiosity or promise a benefit. 💬 Example: “The Secret to Doubling Your Sales in 30 Days.” 3️⃣ Use Power Words ↳ Leverage emotional language that excites or persuades. 💬 Example: “Discover the Proven Formula That’s Guaranteed to Work.” 4️⃣ Leverage Specificity ↳ Numbers, timeframes, or clear benefits always perform better. 💬 Example: “7 Simple Habits to Boost Your Energy by 50%.” 5️⃣ Keep It Short and Sweet ↳ 6-10 words is the sweet spot for clarity and impact. 💬 Example: “Why Your Marketing Isn’t Working—And How to Fix It.” 6️⃣ Target Emotions ↳ Evoke curiosity, joy, or fear—emotions drive clicks. 💬 Example: “Are You Making These Costly Hiring Mistakes?” 7️⃣ Ask a Question ↳ Engage readers by sparking curiosity or self-reflection. 💬 Example: “What’s Stopping You From Achieving Financial Freedom?” 8️⃣ Challenge Expectations ↳ A bold, contrarian headline breaks through the noise. 💬 Example: “Stop Working Harder—It’s Killing Your Productivity.” 9️⃣ Test, Then Test Again ↳ A/B testing shows you what actually works. 💬 Example: Try variations like “The Ultimate Guide to Leadership” vs. “7 Rules Every Leader Must Follow.” 🔟 Align with the Content ↳ Overpromising destroys trust. Deliver what your headline promises. 💬 Example: “5 Budget-Friendly Recipes for Busy Weeknights” (no fancy or complex meals inside). ✨ The best headlines are clear, bold, and deliver on their promise. 💬 What’s the best headline you’ve seen recently? Drop it in the comments—I’d love to see it! ♻️ Share this post with your team to sharpen your headline skills. ✅ Follow Tom Wanek for more actionable marketing insights to level up your content today.

I stumbled upon one of the most powerful copywriting techniques hiding in plain sight. It’s called: Finding the Opposite And it’s already in your brain — you just haven’t learned how to tap into it on demand yet. After sorting through thousands of headlines, I can confidently say this is one of the most popular (and effective) techniques in ad-land. Here’s how it works: 1. Start with two opposites.    Think of classic contrasts like:    → Old vs. new   → High vs. low   → Big vs. small  Your goal? Create tension between these opposites. 2. Use more interesting words. Don’t settle for generic language like “big” and “small.”  → Swap them for punchier options like “mega” and “mini.” Just like this Apple example:  Mega power. Mini sized. See the difference? It’s sharper and more memorable. 3. Create visual balance. Great headlines aren’t just about the words. It’s how they look on the page.  → “Mega” and “Mini” are both 4 characters.   → “Power” and “Sized” are both 5 characters. The result? A visually balanced, catchy line. 4. Add some wordplay. A little rhyme or alliteration can elevate your line:  → “High reward. Low risk.”   → “More turn. Less burn.” These small touches make the opposites pop even more. Here’s a line I whipped up in seconds using this method: Dial back the small talk. Dig into the good stuff. Notice the opposites: Back vs. Dig.  And the meaning? It’s not just clever. It’s an invitation to go deeper. TL;DR: 1. Find a pair of opposites.   2. Swap in more interesting language.   3. Check for visual balance.   4. Sprinkle in some wordplay if you can. Bonus Formula: If you’re stuck, try these: → Less [problem]. More [benefit].   → Goodbye [problem]. Hello [solution].   → High [benefit]. Low [problem]. Quick examples: → Less guesswork. More results. → Goodbye stress. Hello clarity. → High impact. Low effort. The best part?   You don’t have to be a wordsmith.   Just fill in the blanks, and let your creativity flow. P.S. If you found this helpful, ♻️ share it with your network. And give me a follow (Nick Maciag)

Don’t write another headline before reading this: “No sentence can be effective if it contains facts alone,” said copywriting great, Eugene Schwartz. “It must also contain emotion, image, logic, and promise.” Headlines are sentences too, of course. They’re actually the most important sentences. Because if you write a bad one, nobody will care enough to keep reading. Nobody will give a damn. If you write a bad headline, you fail. So don’t write flat, invisible headlines, like white paper on a white desk. Write compelling headlines. Headlines containing emotion and imagery and logic and promise. Here’s how to make your most important sentence: 1/ Emotional ↴ Make it dramatic, like this famous headline by John Caples: “They Laughed When I Sat Down At the Piano — But When I Started to Play!” It’s among the most successful headlines of the 20th century because it tells a story — and so efficiently. Dramatizing the claim (or its result) is storytelling, pure and simple. It’s making the prospect visualize a clear narrative in as few words as possible. And if she can relate to this narrative — if she can understand it — you now have her attention. 2/ Vivid ↴ Make it appeal to the senses, like this headline from The United Fruit Company: “Tastes Like You Just Picked It!” Sensitizing the claim by making the prospect feel it, smell it, touch it, see it, or hear it will transport the prospect to a moment, consciously or otherwise. In this headline, it’s a hungry moment: you’ve just bitten into a fresh apple, it’s delicious, and you’re craving another bite. 3/ Logical ↴ Make it a question, like this headline by Gary Bencivenga: “Has This Man Really Discovered the Secret of Inevitable Wealth?” If you want to make someone think, ask them a question. A good question can change someone’s perspective, which can change everything: “A change in perspective,” said Alan Kay, “is worth 80 IQ points.” 4/ Hopeful ↴ Make it inspirational, like this classic headline from Rolls Royce: “To The Man Who Is Afraid To Let His Dreams Come True” This ad was featured in Julian Watkins’ book, The 100 Greatest Advertisements, because despite running during the Great Depression, it sold more cars than any Rolls Royce ad before it. An inspirational headline can challenge any limiting beliefs the prospect may have, forcing her to think critically about what she deeply, genuinely wants. Life, after all, is a battle between what we want and what’s expected of us. It’s our perennial dilemma, omnipresent and omnipotent. If appropriate, write a headline that helps the prospect cope with this. Write a headline that bolsters hope. Onward. #copywriting #marketing #creativity Psst... coming soon ↴ 𝘝𝘦𝘳𝘺𝘎𝘰𝘰𝘥𝘊𝘰𝘱𝘺: 𝘛𝘩𝘦 𝘉𝘰𝘰𝘬 → www.verygoodcopy.com/book