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# How to write creative headlines using Osborn’s Checklist
- URL: https://www.unbore.com/how-to-write-creative-headlines-using-osborns-checklist/
- Published: 2026-02-25T20:55:06.000Z
- Updated: 2026-03-01T15:33:12.000Z
- Description: Today, I'll show you how Osborn's Checklist can be used to write headlines.
- Author: Shlomo Genchin
- Tags: Copywriting

Dan Nelken once said, “Great headlines aren’t great sentences – they’re great ideas expressed in words.”

So today, I’ll show you how a classic ideation method, Osborn’s Checklist, can be used to write headlines.

## tl;dr

![](https://storage.ghost.io/c/56/7c/567cd7c2-834c-4b5b-a024-a798f2ebbdf8/content/images/2026/03/1772379185227-image-724x1024.jpg)

Save and print the PDF version [here](https://drive.google.com/file/d/1K9Pdr9R6Jl0A8z8isl92L57RtMPiZiBM/view?usp=sharing&ref=unbore.com).

## 1\. Adapt

🤔 Ask:

- What could I adapt or copy?
- Emulate another ad or brand?
- Borrow from other industries?

![](https://storage.ghost.io/c/56/7c/567cd7c2-834c-4b5b-a024-a798f2ebbdf8/content/images/2026/03/1772379185899-image.jpeg)

- Can I take from the past?
- Borrow from pop culture?
- Try something else like this?

![](https://storage.ghost.io/c/56/7c/567cd7c2-834c-4b5b-a024-a798f2ebbdf8/content/images/2026/03/1772379186374-image-1.jpeg)

## 2\. Modify

🤔 Ask:

- Is there a new twist I can add?
- A different color or sound?
- A changed format or layout?

![](https://storage.ghost.io/c/56/7c/567cd7c2-834c-4b5b-a024-a798f2ebbdf8/content/images/2026/03/1772379186906-image-2.jpeg)

- Can I change the meaning?
- Change the tone or style?
- Explore other possibilities?

![](https://storage.ghost.io/c/56/7c/567cd7c2-834c-4b5b-a024-a798f2ebbdf8/content/images/2026/03/1772379187330-image-3.jpeg)

## 3\. Magnify

🤔 Ask:

- What can I add to improve it?
- To duplicate or exaggerate it?
- To add urgency or excitement?

![](https://storage.ghost.io/c/56/7c/567cd7c2-834c-4b5b-a024-a798f2ebbdf8/content/images/2026/03/1772379187689-image-4.jpeg)

- Can I add extra value?
- Make it bolder or longer?
- Exaggerate or dramatize?

![](https://storage.ghost.io/c/56/7c/567cd7c2-834c-4b5b-a024-a798f2ebbdf8/content/images/2026/03/1772379188082-image-5.jpeg)

## 4\. Minify

🤔 Ask:

- What can I subtract?
- Tone down or delete?
- Split up or understate?

![](https://storage.ghost.io/c/56/7c/567cd7c2-834c-4b5b-a024-a798f2ebbdf8/content/images/2026/03/1772379188507-image-6.jpeg)

Small text: “Don’t drink and drive.”

- Can it be miniature, lower, or shorter?
- Lightened, omitted, or streamlined?
- Smaller or more condensed?

![](https://storage.ghost.io/c/56/7c/567cd7c2-834c-4b5b-a024-a798f2ebbdf8/content/images/2026/03/1772379188838-image-7.jpeg)

## 5\. Substitute

🤔 Ask:

- Can I use something else instead?
- Other ingredients or shapes?
- Different tones of voice?

![](https://storage.ghost.io/c/56/7c/567cd7c2-834c-4b5b-a024-a798f2ebbdf8/content/images/2026/03/1772379189190-image-8.jpeg)

Replacing visuals with text.

- Can I change the rules?
- The processes or tools?
- Take a different approach?

![](https://storage.ghost.io/c/56/7c/567cd7c2-834c-4b5b-a024-a798f2ebbdf8/content/images/2026/03/1772379189467-image-9.jpeg)

Replacing text with visuals.

## 6\. Rearrange

🤔 Ask:

- Can I interchange components?
- Try other patterns? Other layouts?
- Reorganize sequences?

![](https://storage.ghost.io/c/56/7c/567cd7c2-834c-4b5b-a024-a798f2ebbdf8/content/images/2026/03/1772379189978-image-10.jpeg)

- Change the order of the letters?
- Flip the cause and effect?
- Adjust the pacing?

![](https://storage.ghost.io/c/56/7c/567cd7c2-834c-4b5b-a024-a798f2ebbdf8/content/images/2026/03/1772379190496-image-11.jpeg)

KFC’s apology for running out of chicken.

## 7\. Reverse

🤔 Ask:

- Can I reverse roles?
- Switch positive and negative?
- Use opposites?

![](https://storage.ghost.io/c/56/7c/567cd7c2-834c-4b5b-a024-a798f2ebbdf8/content/images/2026/03/1772379190877-image-12.jpeg)

- Can I change negative into positive?
- Turn it backward or upside down?
- Approach it from a different angle?

![](https://storage.ghost.io/c/56/7c/567cd7c2-834c-4b5b-a024-a798f2ebbdf8/content/images/2026/03/1772379191327-image-13.jpeg)

## 8\. Combine

🤔 Ask:

- Can I mix ideas together?
- Combine different stories?
- Merge words or languages?

![](https://storage.ghost.io/c/56/7c/567cd7c2-834c-4b5b-a024-a798f2ebbdf8/content/images/2026/03/1772379191819-image-14.jpeg)

- Can I combine two elements?
- Use two devices at the same time?
- Blend serious and silly?

![](https://storage.ghost.io/c/56/7c/567cd7c2-834c-4b5b-a024-a798f2ebbdf8/content/images/2026/03/1772379192163-image-15.jpeg)

Small text: “For all of life’s twists and turns: Flexible financial plans.”