How to write headlines that will make people read everything you write

Here’s what you need to know about writing good headlines, form the Constant Contact blog, at Headline Writing: Three Core Factors That Trigger Curiosity.

Every headline you write should answer one or more of these questions readers might have:


  • Is this for me?
  • Is it something I know or don’t know?
  • Would I get any benefit by reading this?

Answer those, and you’re well on your way to involved readers who care about your superb copy. Clever, punny, self-involved headlines don’t do that.

This applies not only to headlines, but also envelope teasers and email subject lines.


Comments

2 responses to “How to write headlines that will make people read everything you write”

  1. Good questions, and good post. And sharing:
    One of the headline-writing formulas I use comes from Bob Bly’s “Copywriter’s Handbook”: the 4Us. Is it Urgent? Unique? Useful? Ultra-specific? Many a headline has been improved this way.
    Also, pages 68 and 69 of “Tested Advertising Methods” by John Caples. Easily adapted for fundraising appeals and newsletters.
    I’d have been lost — especially in the early years — without ’em.

  2. Good questions, and good post. And sharing:
    One of the headline-writing formulas I use comes from Bob Bly’s “Copywriter’s Handbook”: the 4Us. Is it Urgent? Unique? Useful? Ultra-specific? Many a headline has been improved this way.
    Also, pages 68 and 69 of “Tested Advertising Methods” by John Caples. Easily adapted for fundraising appeals and newsletters.
    I’d have been lost — especially in the early years — without ’em.

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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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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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