What Is A Headline And Why Do You Need One?

What Is A Headline?

A catchy headline can make the difference between people reading your post or not.

Think of all those Buzzfeed Facebook quizzes. “Can You Match These Logos to the Right Fashion Brand” or “These 35 Corgies will Brighten Your Day.” They grab your attention don’t they?

Title = Headline

Good headlines grab attention Copyright: / 123RF Stock Photo

A legendary sales writer (who made millions for his clients with his words) once said 80 percent of people will read your headline.

Only 20 percent will read the body copy.

What is a headline? It’s your title for your blog post, your Facebook post, a web page or anything else you want to your customers to read.

The main job of the headline is to get the potential customer to read the next line. Because you have zero chance of making the sale if they don’t read further.

I’m using the term “sale” loosely. Your “sale” can be simply to get them to read your blog post or take action on your Facebook post.

Your Headline’s Main Goal

Actually, the only goal, is to attract attention.

Then, once you’ve grabbed your prospect’s attention, you want to take them by the hand and lead them to the next thing you want them to do. That may be signing up for your newsletter or clicking a button.

The Elements Of A Successful Headline

There are certain components every headline needs. At American Artists and Writers Institute where I studied copywriting, we learn about the “4 U’s.”

• It needs to be useful to your prospect, otherwise, they won’t care.


• Ultra-specific to target the right people


• Unique to make it stand out from everyone else


• Urgent to get your prospects to act sooner rather than later

While every headline may not include all four of those elements, including more is better. Professional sales writers may spend up to 50 percent of their time writing on the headline. It’s that important.

There’s A Problem With “Read My Post”

Have you ever seen someone post “Read my latest blog post” on social media? Did you hurry right over and click full of anticipation for what lies on the next page? Of course not.

Compare the snoozefest of “read my latest blog post” with “21 Ways to Grow Your Business This Week Using Facebook Ads.” Which sounds more interesting? More helpful? If you’re interested in using Facebook ads for your business, you’re far more likely to click the second one right?

However, it also brings up an important point. If you’re not interested in using Facebook ads right now, you’ll go right past it. And that’s ok. An key part of headlines is targeting your prospect.

Everyone is not your customer.

This is one of the biggest hurdles new business owners have to overcome. Think about it, if you install kitchen sinks, then your customers are people within driving distance who want a new kitchen sink. That’s a very different audience than “everyone.”

You’ll go broke trying to market to the world.

Your headline for your kitchen sink installation business could be…”Hey Bucks County, Are You Ready for a Beautiful New Kitchen Sink? We Install Next Day. 30% Off If You Call By April 25” …that could be improved but you get the idea.

Notice that I call out a targeted geographic area, mention what we do (kitchen sink installations) and give them a reason to call (30 percent off by a certain deadline). It’s useful, it’s specific and the deadline-driven discount instills a sense of urgency. Plus, if no other local kitchen sink installers is advertising this way, it’s unique.

You try it.

Do you have a blog post title you’re stuck on? Want to get people to an event you’re hosting? Put yourself in the shoes of your customers and include something they would find useful. Be specific about who they are and include a sense of urgency.

Now that you know what a headline is and what to include, how will you write your next one differently?

What Is A Headline And Why Do You Need One?