Write Better Headlines With This Technique

The Question: What's a good shorctut for writing good headlines?

The Answer: Avoid hype and use proven structure.

How To Improve Your Headlines:

1. Strip the headline of any adjectives and adverbs.
2. Think about what the PRIMARY BENEFIT of your product is and let the reader experience that emotion in the headline.
3. Avoid superlatives in your headline.

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Headline Writing Shortcuts

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Ray Edwards is a world-renowned copywriter and communications strategist, writing for some of the most powerful voices in leadership and business including New York Times bestselling authors Jack Canfield and Mark Victor Hansen (Chicken Soup for the Soul) and Tony Robbins. Ray is a sought-after speaker and author, hosts a popular weekly podcast, and blogs at RayEdwards.com.

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  • A great “no pressure”-method to write a headline.

    I’m going to try this when writing: Write the most hyped-up superlative infested headline I can think of, fast. I.e. The thing you really want to convey to your reader. And then stripping away with all that non-sense, to be able to cut to the core message, which is the true benefit.

    I am going to Krister Maxe’s copywriting workshop in Stockholm this weekend and really test this!

    Also, some copywriters I follow say that you should spend 80% of your time writing the headline.

    What’s your take on it?

    Thanks Ray,

    • Ray Edwards

      I’m reluctant to give you a “percentage” of your time to spend on the headline. However…

      The power of your promotion comes from the vividness, relevance, and emotional resonance of the OFFER…

      …and your OFFER is without doubt 80% of your battle.

      So, as a copywriter, the Most Vital Mission is to frame the offer in the right way. Once you’ve done that, headline ideas will flow from you like water from a mountain stream.

      That’s my long-winded way of saying, “Yes, that sounds about right.”