> ## Content Index
> Fetch the complete content index at: https://www.unbore.com/llms.txt
> Use this file to discover other available public pages before exploring further.

# How to write beautiful headlines
- URL: https://www.unbore.com/how-to-write-beautiful-headlines/
- Published: 2026-07-16T10:41:57.000Z
- Updated: 2026-07-16T10:41:57.000Z
- Description: Boy, was I wrong... I used to think copywriting was all about coming up with puns and punchlines.
- Author: Shlomo Genchin
- Tags: Copywriting

💌

Got this email from a friend? [Subscribe here.](https://www.unbore.com/newsletter)

Hey! Every great headline consists of two parts:

1. What you say (the message)
2. How you say it (the delivery)

> Luke Sullivan calls it: "First say it straight, then say it great."

![](https://storage.ghost.io/c/56/7c/567cd7c2-834c-4b5b-a024-a798f2ebbdf8/content/images/2026/07/Frame--22-.png)

And almost every good piece of copy is written this way:

![](https://storage.ghost.io/c/56/7c/567cd7c2-834c-4b5b-a024-a798f2ebbdf8/content/images/2026/07/Frame--24-.png)

Here's how I approach this process...

---

## **1\. Say it straight**

An effective headline should make a promise or highlight a problem.

So I want to have at least four types of messaging to play with:

### Two "promise" lines 

One around a capability: something that the product does. 

And another one around a feeling: how the product improves my user's life.

![](https://storage.ghost.io/c/56/7c/567cd7c2-834c-4b5b-a024-a798f2ebbdf8/content/images/2026/07/Frame--31-.png)

### Two "problem" lines 

Same as the promise, but negative.

![](https://storage.ghost.io/c/56/7c/567cd7c2-834c-4b5b-a024-a798f2ebbdf8/content/images/2026/07/Frame--27-.png)

Once I know what I want to say, it's time to figure out how to make it interesting.

---

## **2\. Say it great**

There are two main methods for this step:

### Method 1: Structured techniques

Use rhetorical devices to make your "straight" message more memorable. 

Here are some of my favorite techniques: 

![](https://storage.ghost.io/c/56/7c/567cd7c2-834c-4b5b-a024-a798f2ebbdf8/content/images/2026/07/Frame--25-.png)

**Bonus: Use AI, carefully**  
AI can use copywriting techniques pretty well. But the best results come when I've already figured out the message myself.

![](https://storage.ghost.io/c/56/7c/567cd7c2-834c-4b5b-a024-a798f2ebbdf8/content/images/2026/07/Frame--29-.png)

### Method 2: Random Inspiration

I open a well-curated copy collection, like [Lürzer's Archive](https://www.luerzersarchive.com/?ref=unbore.com) or [D&AD's Copy Book](https://www.taschen.com/en/books/popculture/43914/d-and-ad-the-copy-book/?ref=unbore.com)...

![](https://storage.ghost.io/c/56/7c/567cd7c2-834c-4b5b-a024-a798f2ebbdf8/content/images/2026/07/Frame--30-.png)

A great resource for creative visuals and copy ideas

And when I find a headline I like, I shamelessly ask myself: 

🤔

"How can I steal this style and bake my message into it?"

---

## **Thanks for reading 🫶**

Talk soon,  
[Shlomo](https://www.linkedin.com/in/shlomogenchin/?ref=unbore.com)

P.S. [Watch the video version](https://www.linkedin.com/feed/update/urn:li:activity:7483447692904259585/?dashCommentUrn=urn%3Ali%3Afsd%5Fcomment%3A%287483453159185567744%2Curn%3Ali%3AugcPost%3A7483447455225708544%29&ref=unbore.com) of this newsletter.

P.P.S. This newsletter is 100% free thanks to my online products:

![CTA Image](https://storage.ghost.io/c/56/7c/567cd7c2-834c-4b5b-a024-a798f2ebbdf8/content/images/2026/07/0716.gif) 

  
[Boring Products, Fun Ads](https://www.unbore.com/course): The complete course for creative B2B ads  
  
[CopyTemplates.com](http://copytemplates.com/?ref=unbore.com): A library of timeless copywriting techniques  
  
Check them out :)