From the course: Learning to Write Marketing Copy

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Writing a headline

Writing a headline

From the course: Learning to Write Marketing Copy

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Writing a headline

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- Ah, headlines. The headline can grab attention, inform, and tie together the entire piece. It can make or break the rest of your copywriting if the rest of the copy is good. Folks sometimes obsess about headlines at the expense of the rest of the copy. That's why I'm talking about headlines so late in the process. A headline should be driven by your copy, not the other way around. I'm not a big formula guy, but I'll admit that there are some techniques for framing your headline. I've spent a lot of my career testing different headlines too, and I've really weeded out the ones that don't perform. So here are Ian's five magic rules for headline writing. First, headlines should not be mysterious. A lot of non-marketing copywriters say that a headline or title should be mysterious, that that pulls the reader in. Harrison decided to follow their advice while writing the introductory copy for his first product, a…

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