Headline Writing 101 The ultimate beginner’s guide to writing...
Andrew Gould@AndrewWriteCopy
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Apr 14, 2025
~4 min read
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Headline Writing 101
The ultimate beginner’s guide to writing effective headlines...
The ultimate beginner’s guide to writing effective headlines...
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The headline is the make or break element of your copy.
A good headline grabs your prospects’ attention and forces them to keep reading.
But a bad headline and they’re gone.
So let’s look at how you can start writing good headlines...
A good headline grabs your prospects’ attention and forces them to keep reading.
But a bad headline and they’re gone.
So let’s look at how you can start writing good headlines...
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We’ll begin with the purpose of your headline:
And the purpose is to be the ad for your ad.
In other words...
Its job is to sell your prospect on reading the rest of your copy.
Now before you start writing...
And the purpose is to be the ad for your ad.
In other words...
Its job is to sell your prospect on reading the rest of your copy.
Now before you start writing...
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You want to check out your competition.
Find your top 10 or so competitors and see what headlines they’re using.
Because you want to get an idea of what’s already working in your market.
And you also want to make sure you...
Find your top 10 or so competitors and see what headlines they’re using.
Because you want to get an idea of what’s already working in your market.
And you also want to make sure you...
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Don't end up with a copycat headline.
Because one of the keys to writing an effective headline is...
Saying something your prospects haven't heard before.
So don't end up accidentally copying a competitor.
Next, let's look at...
Because one of the keys to writing an effective headline is...
Saying something your prospects haven't heard before.
So don't end up accidentally copying a competitor.
Next, let's look at...
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The structure of a headline.
A headline has three parts:
1. The pre-head.
2. The main headline.
3. The deck copy.
Which together are often labeled as the headline package or complex.
Though you...
A headline has three parts:
1. The pre-head.
2. The main headline.
3. The deck copy.
Which together are often labeled as the headline package or complex.
Though you...
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Don't always need all three elements.
Often just the main headline, and maybe some deck copy, is good enough.
But when starting out it's a good idea to write all three for practice.
Now let's have a closer look at the first element...
Often just the main headline, and maybe some deck copy, is good enough.
But when starting out it's a good idea to write all three for practice.
Now let's have a closer look at the first element...
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And the first element is the pre-head.
Sometimes known as the kicker, shoulder, or eyebrow.
It sits above the main headline to help set it up.
And it can do this in 3 ways...
Sometimes known as the kicker, shoulder, or eyebrow.
It sits above the main headline to help set it up.
And it can do this in 3 ways...
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First it can call out your prospect or the problem your offer solves.
For example:
"Struggling to make money from Twitter..."
For example:
"Struggling to make money from Twitter..."
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Second it can feature an element of proof or credibility.
For example:
"Two-time Nobel prize winner Dr. Smith announces..."
For example:
"Two-time Nobel prize winner Dr. Smith announces..."
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And third it can tease the main headline.
For example:
"You’re about to discover..."
For example:
"You’re about to discover..."
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Which of these you use will depend on what you're selling and what your main headline is.
And we'll look at the main headline now...
And we'll look at the main headline now...
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There are dozens of different types of headline.
But when you're starting out you only want to focus on one type:
The promise headline.
Which is exactly what it sounds like.
You promise a result.
Here's an effective template you can use:
But when you're starting out you only want to focus on one type:
The promise headline.
Which is exactly what it sounds like.
You promise a result.
Here's an effective template you can use:
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[Get this specific result] [in this timeframe] [without dealing with this objection]
For example:
"Lose 7lbs in 7 days without starving yourself"
A variation is to use "even if" instead of "without":
For example:
"Lose 7lbs in 7 days without starving yourself"
A variation is to use "even if" instead of "without":
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"Write a bestseller in less than 14 days even if you can't string two sentences together"
And you don't always need to use all the parts:
"Build your own web app with zero coding"
The keys to making it effective are to...
And you don't always need to use all the parts:
"Build your own web app with zero coding"
The keys to making it effective are to...
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Make sure the promised result is something your prospects want (and that your offer can deliver).
And that you state it in their language.
That is, use the same words and phrases they would when talking about it.
Next up is the final element...
And that you state it in their language.
That is, use the same words and phrases they would when talking about it.
Next up is the final element...
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The deck copy.
Also often called the subheadline.
It sits below the main headline to strengthen it and give your prospects even more reason to keep reading.
And it can do this in 3 ways...
Also often called the subheadline.
It sits below the main headline to strengthen it and give your prospects even more reason to keep reading.
And it can do this in 3 ways...
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First it can explain the main headline’s promise.
For example:
"Our unique “BioBurn” candy takes advantage of your body's natural rhythms to burn fat 24/7, even while you sleep!"
For example:
"Our unique “BioBurn” candy takes advantage of your body's natural rhythms to burn fat 24/7, even while you sleep!"
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Second it can add more promises.
For example:
"Plus build muscle, burn fat, and boost your flexibility with a simple workout routine you can do anywhere..."
(And/or you could use 3-5 of your most powerful bullets.)
For example:
"Plus build muscle, burn fat, and boost your flexibility with a simple workout routine you can do anywhere..."
(And/or you could use 3-5 of your most powerful bullets.)
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Third it can tell your prospects why they should believe your main headline.
For example:
"This foolproof system was developed by Harvard scientists and successfully tested by the US Olympic team leading to a record medal haul at Tokyo."
(And/or you can use 1-3 testimonials.)
For example:
"This foolproof system was developed by Harvard scientists and successfully tested by the US Olympic team leading to a record medal haul at Tokyo."
(And/or you can use 1-3 testimonials.)
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As with the pre-head...
Which you use will depend on your main headline and what you're selling.
Though you can combine two or even all three of them:
Which you use will depend on your main headline and what you're selling.
Though you can combine two or even all three of them:
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"Developed by NASA scientists...
Our unique “BioBurn” candy takes advantage of your body's natural rhythms to burn fat 24/7, even while you sleep...
Plus it's handmade, 100% organic, and tastes delicious!"
And that's...
Our unique “BioBurn” candy takes advantage of your body's natural rhythms to burn fat 24/7, even while you sleep...
Plus it's handmade, 100% organic, and tastes delicious!"
And that's...
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How to create a compelling headline package!
Now let's see how it looks when we put all three elements of the package together:
Now let's see how it looks when we put all three elements of the package together:
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For women over 40 struggling with weight loss..
Lose 7lbs in 7 Days Without Starving Yourself!
With our unique “BioBurn” candy that takes advantage of your body's natural rhythms to burn fat 24/7, even while you sleep!
Lose 7lbs in 7 Days Without Starving Yourself!
With our unique “BioBurn” candy that takes advantage of your body's natural rhythms to burn fat 24/7, even while you sleep!
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It calls out the prospect...
Makes them a promise...
And then explains how the promise works.
Note the main headline is in title case, the other two elements in sentence case.
And though I can't show it here, the main headline would also be in a larger font.
So now...
Makes them a promise...
And then explains how the promise works.
Note the main headline is in title case, the other two elements in sentence case.
And though I can't show it here, the main headline would also be in a larger font.
So now...
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You understand the basics of writing an effective headline...
Give it a go!
Don't expect perfection right away.
But with a little practice you'll soon be writing compelling headlines.
Give it a go!
Don't expect perfection right away.
But with a little practice you'll soon be writing compelling headlines.
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Follow me @AndrewWriteCopy for more tweets and threads on marketing and copywriting.
And if you found this thread valuable, RT the first tweet to help your fellow persuasion professionals:
And if you found this thread valuable, RT the first tweet to help your fellow persuasion professionals:
Andrew Gould@AndrewWriteCopy
Headline Writing 101
The ultimate beginner’s guide to writing effective headlines...
The ultimate beginner’s guide to writing effective headlines...