Great copywriters create great headlines using the 4 Us:
- Unique
- Useful
- Ultra-specific
- Urgent
When I explain these Us to writers, the first three are self-explanatory. It’s the urgent slant that I usually get asked for clarification. Here’s how I explain it.
Urgent can be described in two ways:
- You need to order this today–it is deadline driven, scarcity driven. “Get Your Free e-Book Before Price Jumps Tonight at Midnight.” “This Deal Ends October 31.” “Only Two Seats Left.”
- The other way is to say if you don’t fix x now, then y will happen. For example, “Read This Before You Buy Your Next Property.” “Tax Laws Change on Jan. 31–Are You Ready?” “14 Mistakes That Even Season Property Investors Make.”
Great headlines use three or four of those elements. The headline for this post uses all four. Can you see how? Show me in the comments.
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Image credit: Fast
Great refresher on headlines. And by the way…. The pictures you use are incredible!
Thank you Jonas, much appreciate the kind words.
Something to add to my copywriting checklist! Thanks!
Also…
“Two ways” – ultra-specific
“Right now” – urgency!
To me the “useful” seems to come from both of those elements plus the “your” – implies I can use this info immediately.
As for “unique”… I think I often conflate this one with “ultra-specific”, probably to my detriment.
Charise, nice job on spotting the 4 Us. A piece becomes unique when you are ultra-specific, so they do overlap. It really could be the 3 Us, but I think it’s possible to write something ultra-specific that is a copycat.
Love the 4 U concept.
Some of my other favorite headline techniques include:
– Using the word Simple (e.g. “A Simple Technique to Build Stunning Websites”)
– Numbers always work great (e.g. “141 Ways to Build More Endurance Starting Today”)
– Save an additional XX (e.g. “Save an additional 25% if you act by Friday”)
– Exclusive works well too (e.g. “An Exclusive Offer for our Close Friends that ends at Midnight Tonight!”)
Keep up the great work
Jarie
Jarie, when it comes to numbers, what’s worked best for you: higher or lower numbers. In other words, 141 v. 5.
Demian-
Usually my goto numbers are 7 and under. I think it’s because people can only really remember up to 7 things (or at least I read that somewhere :)).
The bigger numbers (over 25 or so) give that nice shock value. I don’t use them often but when I do, they get better response than the 7 and under ones (it maybe because of the shock factor)
Also, I prefer prime numbers (I’m kinda a geek) since they stand out more.
What about you?
I think you and I share the same thinking. Big numbers get more reach on the social web, but they are not read. Top ten, seven and five are common, and seem to work well. However, I try not to make it look artificial. If I only have nine, I only have nine. Or two, like as in this post. 😀
How fun! Love the short post. Here’s my go at it.
Unique – Quite! I Googled “Two Ways to Add Urgency to Your Headlines Right Now”
and you’re the only one. But maybe this bleeds over into “ultra-specific”
Useful – you’re helping me with headline writing. Specifically, how to add urgency (thank you).
Ultra-Specific – Very! You’re specifically showing me two ways to improve my headlines,
and in particular, adding urgency.
Urgent – “Right now”
Glad you enjoyed the exercise, Eric!
I used to have the four Us taped onto my computer monitor at a previous employer. 😉
This takes me back to your weekly workshops.
Thanks for the reminder, Chief!
Them were the good old days, baby.