Have you ever spent hours crafting the perfect blog post or ad only to see it fall flat? Your content might be amazing, but if the headline on your blog post doesn't grab attention, all your hard work could go unnoticed.
Headlines are the gateway to your content—whether it’s a blog post, social media ad or email subject line. A great headline draws people in, generates curiosity and encourages them to take action.
But how do you come up with a headline that stands out? Fortunately, finding great headline ideas doesn't have to be a mystery. With the right strategies, you can create compelling headlines that resonate with your audience and drive results.
Let’s look at a few of the strategies that will help you brainstorm great headline ideas.
Know Exactly Who Are You Targeting
Before even thinking about writing a headline, ask yourself this key question: Who am I speaking to?
Understanding your target audience will help you craft a headline that speaks directly to their needs, desires and pain points. Once you have clearly defined your target market, it becomes much easier to write headlines that capture their attention.
Study the Classics
The art of headline writing is as old as advertising itself. Some formulas and structures have proven effective for decades, and they still work because they tap into how people think. To find inspiration, study classic headline styles and adapt them for your niche.
Here is an example of a classic written in 1926 that has been used by many different types of businesses for almost a century. It's still as powerful today as the day it was written.
I recently saw this ad rewritten for a language training company, “They Laughed When The Waiter Spoke To Me In French, But Their Laughter Changed To Amazement At My Reply!”
They just took an already great headline and rewrote it for their specific business.
Here are a two more classics:
Steve Jobs introducing the iPod, “1000 songs in your pocket.”
David Ogilvy headline written for the Rolls-Royce car company, “At 60 miles an hour, the loudest noise in this new Rolls-Royce comes from the clock.” That gets your attention if you are looking for the ultimate luxury car (and have $400K to drop on a car).
Pull Inspiration from Magazine Covers
Magazines have mastered the art of eye-catching headlines. Just think about all the times a headline on a cover has made you stop, pick it up and flip through the pages. You can apply these same principles to your headlines and email subject lines.
The key to magazine headlines is their ability to boil down complex topics into irresistible snippets. They’re often bold, direct, benefit-driven and pique your curiosity.
Visit a newsstand or magazine website. Spend 10-15 minutes browsing covers from popular magazines, especially those in niches related to your business. For small business owners, this could include magazines like Entrepreneur or Fortune.
Analyze their technique and look for patterns, such as the use of numbers, strong adjectives or powerful words.
For example:
- "Unstoppable Success Strategies for 2024” (Fortune)
- "Turn Your Side Hustle Into a Thriving Business” (Entrepreneur)
Rewrite these headlines to suit your business. Instead of "Success Strategies for 2024," you could write "Marketing Hacks Every Small Business Needs in 2024."
Look Online for Headline Inspiration
The internet is a limitless source of inspiration. With SEO-driven websites, social media and blogs, you'll find countless examples of compelling headlines.
Check out the following options for finding ideas to improve your headlines:
1. Headline Generators
Use a free or paid tool like Easy-Peasy.ai Headline Generator. There are also several other options, such as HubSpot’s Blog Ideas Generator or CoSchedule’s Headline Analyzer that will help you quickly come up with headline concepts. These tools can spark ideas or refine the headlines you’re already working with.
2. Competitor Research
Visit websites of business leaders or competitors in your industry. Which blog posts, ads or social media posts are gaining traction? Do their headlines create urgency or promise exclusive insights? Use this research as inspiration to craft your own unique take.
3. Social Media Trends
Platforms like Instagram, LinkedIn and even TikTok are great sources for understanding what catches attention. Search relevant hashtags like #SmallBusinessTips or #EntrepreneurLife to see which headlines are getting clicks and shares.
By tapping into these online resources, you'll broaden your headline idea pool and stay aligned with current trends.
Keep a Swipe File
A swipe file is a collection of headlines, ads or content ideas that inspire you. This file is your secret weapon when creativity runs dry. Any time you come across a headline you love—whether online, in a magazine or even on a billboard—save it. Over time, you’ll build an extensive resource for headline inspiration.
Tips for Building Your Swipe File:
- Create an organized digital file using tools like Evernote or Google Docs.
- Categorize your headlines into themes or types (e.g., "How To", "6 Ways To", "Secrets of", etc.)
- Regularly revisit your swipe file to spark fresh ideas for blog posts, emails and ads.
Keeping a swipe file will ensure you’ll never run out of headline ideas.
Questions to Ask After Writing Your Headline
Once you have some headline ideas, it’s time to refine them. A great headline is clear, compelling and causes the reader to want to read more. After drafting your headline, ask yourself these questions:
1. Is It Specific?
Vague headlines don’t perform well. Ensure your headline includes concrete details or benefits. Compare:
- Generic: "Grow Your Business"
- Specific: "5 Proven Strategies to Grow Your Revenue by 20% in 6 Months"
2. Does It Tap into a Problem or Desire?
Great headlines acknowledge a pain point or tap into something the reader wants. For example:
- Problem-focused: "Why Your Email Campaigns Aren’t Converting (And What to Do About It)"
- Desire-focused: "Get More Clients Without Spending Another Dollar on Ads"
3. Is It Easy to Understand?
Avoid complicated language or jargon. Your headline should be attention-grabbing at first glance.
4. Does It Create Urgency?
If applicable, add urgency that encourages readers to act now.
- Regular Headline: "Boost Your Sales with These Tips"
- Urgent Headline: "Boost Your Sales Before the Holiday Rush"
By running your headline through this checklist, you’ll ensure it’s as compelling as possible.
Final Thoughts
The right headline grabs attention and sets the stage for everything that follows. For small business owners trying to break through the noise, creating strong, engaging headlines is essential.
Whether you’re looking at classic ads, drawing inspiration from magazines, using technology or building an online swipe file, these strategies will help you brainstorm your next great headline with confidence.
Headlines are everywhere. It will become easier for you to spot great headlines as you become aware and find more of them you can use in your writing.
And remember, just like any skill, mastering the art of writing great headlines takes practice. The more time you spend crafting and testing them, the better you’ll become at capturing your audience’s attention.