Headline-Writing Tips + 52 Archetypes to Get Your Creative Juices Flowing

In my previous post on How to Write for the Web, I mentioned that the headline is the single most important element of any form of copy.  Here are a few tips to keep in mind when crafting yours:

• Keep in mind the “Four U’s’:  Headlines are most effective when they convey a sense of Urgency, are Useful to the reader, show what makes your product or service Unique,  and are Ultra-Specific about the benefits you provide. Your headline doesn’t have to contain all 4 U’s, but the more they do, the better.

• Know exactly who you want to hook:  You’re better off specifically targeting the audience you really want, rather than risk falling into dreadful vagueness because you’re trying to cast too wide a net.  

• Use Title Case, rather than ALL CAPS, for your headline. (Title Case is Much Easier to Read, and DOESN’T COME ACROSS AS OVER-EXCITED SHOUTING!!!)

 If you ever find yourself stumped, the American Writers & Artists Institute has 52 headline archetypes you can use to get your creative juices flowing.  Read them here.

Happy headline-writing!