Hey! Every great headline consists of two parts:
- What you say (the message)
- How you say it (the delivery)
Luke Sullivan calls it: "First say it straight, then say it great."
And almost every good piece of copy is written this way:
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.
Two "problem" lines
Same as the promise, but negative.
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:
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.
Method 2: Random Inspiration
I open a well-curated copy collection, like Lürzer's Archive or D&AD's Copy Book...
And when I find a headline I like, I shamelessly ask myself:
Thanks for reading 🫶
Talk soon,
Shlomo
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