We all have our pet formulas. The go-to sources we love for great headline ideas.
For some it’s a swipe file full of head-turing advertising headlines. For others it’s scanning the headlines of their favorite magazines. Still others work their way through a set of templates like Jon Morrow’s Headline Hacks or Copyblogger’s Magnetic Headlines.
My old-standbys are the fifth chapter in a rugged copy of Tested Advertising Methods by John Caples and the four Us (unique, ultra-specific, useful, and urgent).
But write long enough and you’ll exhaust these sources and start looking for alternatives. Something to add a little juice to your headlines.
Having been in this business for nearly fifteen years I’ve worn out quite a few alternatives. And I’ve seen quite a few problems crop up, too. [Read more…]