10 Killer Headline Tips [LNIM169]

Your headline is the single most important piece of copy you will ever write. It determines whether anyone reads the rest of your content, clicks your ad, or opens your email. In this episode, Mark shares ten killer headline tips that will sharpen your copywriting skills and help you capture attention in any medium, from blog posts and social media to sales pages and paid advertising.

What You'll Learn in This Episode

• Why spending serious time on your headlines is the highest-ROI copywriting activity
• How negative language can be more powerful than positive phrasing
• Why keyword research should inform your headline strategy
• The proven science behind using numbers in headlines
• How curiosity, controversy, and emotional language make headlines irresistible
• Why writing in the second person creates an immediate connection with your reader

Episode Summary

Mark starts by addressing a common limiting belief among part-time entrepreneurs: the idea that copywriting is too hard and that writing good copy requires some special talent. The truth is that good copywriting is really just having a conversation with your prospective client that helps them find a solution to their problem. If you can have that conversation, you can write good copy.

Headlines are the front door of that conversation. You have only a few seconds to capture someone's attention when they see your page, your ad, or your social media post. If the headline does not stop them, nothing else matters. Here are Mark's ten killer headline tips.

1. Spend time on your headline. Do not treat it as an afterthought. Put yourself in your prospect's shoes, write multiple options, and test different versions. The headline deserves more attention than any other single element of your copy.

2. Use powerful negative language. Studies show that negative words can be more attention-grabbing than positive ones. Words that evoke concern or urgency stop readers in their tracks. The key is threading the line between being compelling and maintaining your integrity.

3. Do keyword research. Understanding what people are searching for serves two purposes: it helps you capture organic search traffic, and it reveals the exact language your prospects use to describe their problems. Use their words, not yours.

4. Include numbers. Numbers stop eyeballs. “17 Ways to Take Four Strokes Off Your Golf Game” is more compelling than a vague promise. This technique has been validated by decades of marketing research.

5. Create curiosity. Give people a reason to read further by opening a loop that can only be closed by consuming your content. The curiosity gap is one of the most powerful psychological triggers in copywriting.

6. Imply distrust. Headlines that suggest hidden knowledge or industry secrets create intrigue. “The One Internet Marketing Secret That Gurus Don't Want You to Know” triggers both curiosity and a sense of conspiracy that compels people to read on.

7. Use the second person. Talk directly to your reader. “The 7 Things You Can Do to Change Your Life Tomorrow” creates an immediate personal connection. The word “you” is one of the most powerful words in copywriting.

8. Create controversy. When everyone in your industry is turning right, consider turning left. A contrarian headline stands out from the noise and compels people to find out why you hold a different opinion.

9. Use emotional adjectives. Amplify your headlines with vivid, larger-than-life language. Instead of “problems,” use “painstaking problems.” Instead of “pain,” use “excruciating pain.” Colorful adjectives create vivid mental images that make your headline memorable.

10. Make a bold promise. A headline that promises a specific, desirable outcome gives your reader a compelling reason to continue. Just make sure you deliver on that promise in your content.

Key Takeaways

• Headlines determine whether your content gets read, so they deserve the most attention
• Negative and emotionally charged language is scientifically proven to capture more attention
• Keyword research reveals both search opportunities and the exact language your audience uses
• Numbers, curiosity gaps, and controversy are proven headline techniques backed by marketing science
• Writing in the second person creates immediate personal connection with your reader
• Bold promises attract readers, but you must deliver on them to maintain trust

What's Changed Since This Episode

Mark recorded these headline tips in June 2019, and while the psychological principles behind great headlines have not changed, the landscape where they are applied has evolved significantly.

The biggest change is that AI tools can now generate dozens of headline options in seconds. Tools like ChatGPT, Jasper, and Copy.ai can produce headline variations that incorporate many of the techniques Mark describes. However, this has created a new problem: headline fatigue. When everyone has access to AI-generated headlines that follow the same formulas, the headlines that stand out are the ones written with genuine personality, specific knowledge, and authentic voice. The fundamentals Mark teaches here are actually more valuable now because they help you evaluate and improve AI-generated options rather than accepting generic output.

Social media algorithms have also changed how headlines function. On platforms like LinkedIn, Twitter, and Facebook, the first line of your post effectively serves as the headline. Email subject lines have become even more critical as inbox competition has intensified. The principles in this episode apply across all of these contexts.

A/B testing tools have become more accessible and affordable. Platforms like ConvertKit, Mailchimp, and even WordPress plugins now make it trivially easy to test multiple headlines against each other. This means Mark's advice to write multiple options and test them is easier to execute than ever.

Resources Mentioned

• Sumo Article on Headline Formulas — comprehensive guide to headline structures

Related Episodes

If you found these headline tips helpful, you will love:

• LNIM167 — 10 Killer Copywriting Tips For Beginners
• LNIM161 — Better Lead Magnets For Your Email Marketing

Listen and Subscribe

Listen to Late Night Internet Marketing on Apple Podcasts or Spotify. Have a question for Mark? Call the digital recorder at 214-444-8655 or drop a comment below.