Writing headlines is hard!
There… I said it. Writing headlines is stressful. Even for experienced writers.
Why?
Headlines are often the only thing your reader sees!
That’s why! Writing headlines is the single most important step in writing anything for your organization.
But don’t panic yet! There is a handy formula you can apply to every article and web page you write.
The 4-U Formula for Gripping Headlines will have you churning out awesome headlines in no time!
Put your headlines to the 4-U Test. If they score a 3 or higher, you have a winner!
4-U Headline Formula #1
Give them a reason to Act Now, not later, not tomorrow, not even in a minute. Because the truth is... later means never. The fact is, you have about 8 seconds or less to catch their attention. After that... they're probably gone forever. They might intend to come back later... but they won't.
4-U Headline Formula #2
A Useful Headline could: Stir Curiosity... Be controversial... Solve a problem. No matter what, answer their main question "What's in it for ME?" Tell them what to expect when they read.
4-U Headline Formula #3
Don't just make a promise! Say it in a way they've never heard before. Be different than everyone else offering similar ideas. Try these options: BE MYSTERIOUS... make them read the article to solve the mystery. Or, BE EMOTIONAL... Tie into an emotion the reader already has about the topic. Or USE A CLICHE... Say something familiar and corny. And last, SAY SOMETHING NEW... Imply the ultimate benefit offers a new, different solution to the problem.
4-U Headline Formula #4
This is the glue that holds the other three points together! Whenever possible, add very specific numbers and details to a headline. This is the perfect place to use those stats fundraisers love to collect. While donors won't give because a problem is BIG, they might read a supporting article or email with a surprising number in the title.
Put the 4-U Formula to Work
Ready to write gripping, irresistible headlines?
- Practice writing gripping headlines! Brian Clark of Copyblogger recommends writing 100 headlines every day. No kidding! But if that seems daunting, try writing at least 10 headlines for your next article.
- Check your email! Yes, really. Write down the Subject lines and put them to the 4-U test.
- Read a newspaper or magazine! Editors use limited headline space to catch reader’s eyes, FAST.
Writing headlines just got a whole lot easier for you, I hope.
Use the Secret 4-U’s Formula when you write your next article, email, or even craft bullet points.
Turn so-so headlines into copy gold.
Remember, to win the attention game, use your 4-U Headline Formula: Give each headline a score of up to 4 points. Aim for a 3 or higher. GOAL!!
Happy writing!
