How to Write a Great Headline

In the last section , we looked at the different categories of
headlines that work. Now we’ll look at analytical techniques for producing
great headlines.

The copywriting trainers at American Writers & Artists teach The Four U’s
approach to writing headlines.

Headlines, subheads and bullets should:
•• Be USEFUL to the reader,
•• Provide him with a sense of URGENCY,
•• Convey the idea that the main benefit is somehow UNIQUE; and
•• Do all of the above in an ULTRA-SPECIFIC way.

Copywriter Clayton Makepeace says to ask yourself six questions before you
start to write your headline:

•• Does your headline offer the reader a reward for reading?
•• What specifics could you add to make your headline more intriguing
and believable?
•• Does your headline trigger a strong, actionable emotion the reader
already has about the subject at hand?
•• Does your headline present a proposition that will instantly get your
prospect nodding his or her head?
•• Could your headline benefit from the inclusion of a proposed transaction?
•• Could you add an element of intrigue to drive the prospect into your
opening copy?
Makepeace’s six questions combined with the basic structure of The Four U’s
provide an excellent framework for writing spectacular headlines. Note that
just about any headline which satisfies the framework will fall into one of the
eight categories you learned in the last section.
It takes work and focus, but the effort will make you better if not best.