Leveling Up

Introducing a new look to our newsletter!

We’re testing an easier-to-read format with more value and more ways for you to engage and get featured in front of our audience of 15,000+

Here’s what’s new:

• Tweet of the day: Submit your tweets here, and we’ll pick our favorite one to feature in each new edition.

• Even deeper dives: We’re focusing each edition on one “deep dive” topic and turning it up a notch with better insights.

• First-party research: Look for new interesting polls with each send. We’ll share the results in the following edition.

I hope you enjoy these changes. Drop a reply if you have any feedback.

- Eric Siu :)

Tweet of the Day

Kicking things off with a Tweet from yours truly.

Consider changing Thursdays to be your company’s new “end of week.”

It means setting clear deadlines for Thursdays and helping clear your plates before the weekend. Take advantage of a dedicated Friday for reviewing, editing, and finalizing thoughts before the weekend while they're still fresh.

Deep Dive

How to Write Hero Headlines to Skyrocket Click-Through Rates

The Internet is a crowded place:

• On average, 252,000 websites are created every single day.

• About 7.5 million blog posts are published every day.

• 500 hours of video are uploaded every minute on YouTube.

So how do you get people to care about your content in this crowd?

Simple. By writing catchy headlines that pull the reader into your post.

A hero headline zaps people out of their info-overload comas and compels them to read your article that you worked so hard to produce.

This deep dive will explain (1) how to make a headline irresistible, (2) introduce you to several proven hero headline formulas, and (3) provide examples throughout to see click-worthy headlines in action.

Elements of a High-Converting Headline

First, let’s look at what exactly entails a headline that gets the clicks.

Crafting a headline that converts requires more than just a catchy phrase; it demands a strategic blend of elements that are crucial for capturing attention and encouraging readers to engage with your content, whether it’s an article, blog post, advertisement, or any digital content.

Here are the key elements that make a headline high-converting.

Keep in mind that killer headlines often combine several of these elements to create a compelling reason for readers to engage with the content.

Clarity: The Foundation of Effective Headlines

Confusing headlines in the SERPs will be skipped over. Clarity is non-negotiable. Your headline should communicate the essence of your content in a straightforward manner, leaving no room for ambiguity. Readers should understand the value proposition or what they will get from clicking on the headline.

You do not want a reader’s expectations to be dashed when they click through to find the article is not aligned with the headline.

• Clear Headline: “10 Proven Strategies to Increase Your Website Traffic in 30 Days”

• Unclear Headline: “Get More Visitors Without Trying Too Hard!”

Curiosity: Sparking the Reader’s Interest

While clarity tells readers what they can expect, curiosity entices them to want to discover more. The best headlines strike a balance between providing enough information to be clear, but withholding just enough to pique interest.

Phrasing your headline as a question, presenting a surprising fact, or teasing a compelling benefit are effective ways to invoke curiosity.

• Curiosity-Provoking Headline: “Why You’re Not Losing Weight: 5 Surprising Habits to Avoid”

• Headline That Does Not Provoke Curiosity: “Common Weight Loss Tips”

Urgency: Motivating Immediate Action

Creating a sense of urgency in headlines compels readers to act swiftly, underlining the idea that they might miss out if they don’t engage with the content right away.

This tactic is particularly effective in a world filled with distractions, as it cuts through the noise by presenting the content as time-sensitive or limited in availability.

Incorporating phrases like “Act Now,” “Limited Time Offer,” or “Before It’s Too Late” can significantly increase the effectiveness of a headline by instilling a fear of missing out (FOMO).

• Urgent Headline: “24-Hour Flash Sale: Get Your Exclusive Discount Now!”

• Non-Urgent Headline: “Comprehensive Guide to Starting Your Own Garden”

Relevancy: Aligning with Your Audience’s Interests

For a headline to be high-converting, it must resonate with the interests, needs, or problems of your target audience.

This means understanding your demographic well enough to create headlines that speak directly to their desires or challenges.

Tailoring your headlines to the current trends, questions, or discussions relevant to your audience can dramatically improve the performance of your content.

For this example, let’s say your audience is made up of young entrepreneurs looking for ways to grow their startups:

• Relevant Headline: “5 Growth Hacking Strategies for Young Entrepreneurs in 2024: Boost Your Startup Now”

• Non-Relevant Headline: “10 Timeless Gardening Tips: Enhance Your Home Garden Today”

Uniqueness: Standing Out in a Crowded Field

Uniqueness ensures that your headline stands out in an oversaturated market. A unique angle, an unexpected insight or a fresh take on a common topic can make readers more likely to choose your headline (and, thus, your content) over the others.

Avoid clichés and strive for originality to differentiate your headlines from the sea of content online.

• Unique Headline: “Discover the Secret Language of Plants: How Your Garden Talks to You”

• Non-Unique Headline: “How to Care for Your Garden”

Benefit-Driven: Highlighting the Value

Highlighting a clear benefit tells readers what they can gain from the content, such as solving a problem, learning something new, or understanding a topic better.

When a headline promises a specific advantage, it’s more likely that readers interested in that particular benefit will want to learn more. This approach makes sure the content is perceived as valuable and directly applicable to the reader’s life.

• Benefit-Driven Headline: “Slash Your Energy Bills in Half with These Simple Home Improvements”

• Non-Benefit-Driven Headline: “Different Types of Home Improvements”

Numbers: Adding Specificity and Structure

Incorporating numbers into headlines (e.g., “5 Ways to…”) introduces specificity and a clear structure, which can make the content more appealing by setting clear expectations. An article that starts with “5 Ways to…” instantly communicates that the article will provide five specific pieces of advice, making it appear organized and easy to follow.

Numbers in headlines can also highlight the tangible benefits or actions, making the content seem more practical and authoritative.

• Numbered Headline: “3 Steps to Turn Your Hobby into a Thriving Business”

• Non-Numbered Headline: “How to Make Money from Your Hobby”

Emotional Appeal: Connecting on a Deeper Level

Headlines with an emotional appeal tap into the reader’s feelings, creating a deeper connection and compelling them to click. This can be achieved by using words that evoke happiness, excitement, fear, or any other potent emotion related to the content’s message.

Emotional appeal makes the content more relatable and memorable, significantly enhancing engagement.

• Emotional Appeal Headline: “Reignite Your Passion: Find Love Again in Your 50s”

• Non-Emotional Appeal Headline: “Dating Tips for People in Their 50s”

Emotional appeal makes the content more relatable and memorable, significantly enhancing engagement.

BONUS: Optimum Length for a Headline

There is a lot of discussion about how long your headline should be.

But is there actually a magic length for a headline that helps drive more engagement? Does it really make much of a difference?

As it happens, yes, there is, and yes, it does.

Some experts argue that the best headlines are the ones that are short, sweet, and to the point, while others have testified that longer headlines, as many as 18 words, drive the most engagement.

BuzzSumo tested this on 100 million headlines. In the articles they analyzed, they checked for the number of words in the headlines and cross-referenced them to the average number of Facebook and Twitter engagements.

They found that the ideal headline length is 11 words or 65 characters.

• 5-Word Headline: “Boost Savings with Investment Tips”

• 11-Word Headline: “Double Your Savings in a Year with These Proven Investment Strategies”

• 18-Word Headline: “Discover How to Effortlessly Double Your Savings in Just One Year by Following These Expert Investment Strategies”

Mastering the art of headline writing is an essential skill for any content creator looking to stand out in the SERPs. As we’ve explored, engaging headlines are the cornerstone of successful content, driving visibility, engagement, and click-through rates.

Remember, a headline is more than just an introduction to your content; it’s an invitation, a promise, and a challenge to the reader.

If you want us to do the heavy lifting for you…

Researching, writing, and testing content until it converts…

Click here to request a free marketing plan

We’ll put our SEO copywriters to work on your project and raise your rankings with our proven formulas. Want to see our past results first? Right here.

To your growth
- Eric Siu

Ps: We have a ton of free content to help your business grow:

• Listen to our Marketing School podcast for daily marketing news

• Subscribe to the Leveling Up YouTube channel for interviews with key marketers, entrepreneurs, and more

• Apply to join our private network for 7-9-figure founders

• Read the Single Grain blog for actionable marketing tips

• Request a free custom marketing plan if you’re interested in testing our done-for-you services!