How to write headlines

Here are some headline-writing tips form the Kissmetrics blog: 9 Steps to Write Your Ultimate Home Page Headline:


  • Stop thinking about copywriting as “writing.”
  • Write the headline last.
  • Write a headline for the 20% to 35% of your traffic most likely to be happy with your product.
  • Describe your most highly desired & unique feature or benefit.
  • Write at least 25 headline options — and don’t delete as you go.
  • Delete the obvious junk.
  • Experiment in the context of the page.
  • Test to find a winning headline.
  • Use SEO keywords like a pro.

Funny thing is, these are good tips for other kinds of headlines: print ads, email subject lines, direct mail teasers. Yes, even “use SEO” is a good tip for the offline world, because it forces you to be literal.


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The future of fundraising is not about social media, online video, or SEM. It’s not about any technology, medium, or technique. It’s about donors. If you need to raise funds from donors, you need to study them, respect them, and build everything you do around them. And the future? It’s already here. More.

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Jeff BrooksJeff Brooks has been serving the nonprofit community for more than 35 years and blogging about it since 2005. He considers fundraising the most noble of pursuits and hopes you’ll join him in that opinion. You can reach him at jeff [at] jeff-brooks [dot] com. More.


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The future of fundraising is not about social media, online video, or SEM. It’s not about any technology, medium, or technique. It’s about donors. If you need to raise funds from donors, you need to study them, respect them, and build everything you do around them. And the future? It’s already here. More.

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About the blogger

Jeff Brooks has been serving the nonprofit community for more than 30 years and blogging about it since 2005. He considers fundraising the most noble of pursuits and hopes you’ll join him in that opinion. You can reach him at jeff [at] jeff-brooks [dot] com.

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