compelling headlines header

Whether you’re writing a blog post or creating a Facebook ad, your headline is arguably the most crucial aspect. It’s the first impression, the hook, the promise you give to your readers. A compelling headline can mean the difference between a click and a pass.

1. Psychological Triggers

  • Curiosity: e.g., “10 Things You Didn’t Know About…”
  • Urgency: e.g., “Last Chance: Grab This Offer Before Midnight!”
  • Relevance: e.g., “How This New Trend Affects YOU”
  • Fear of Missing Out (FOMO): e.g., “Everyone Is Talking About…”
  • Benefits: e.g., “Transform Your Life With These Simple Steps”

2. Word Choice

  • Power Words: Words like “amazing,” “secret,” or “powerful” can supercharge a headline.
  • Specific Numbers and Data: e.g., “Boost Your Traffic by 147%!”
  • Simplicity: Avoid jargon. Make it understandable and relatable.

3. Length Considerations

  • Blogs: 6-13 words is ideal for optimal SEO and readability.
  • Facebook Ads: Keep it under 25 characters for the primary text. But remember, the visual also tells a story.

4. Industry-Tested Practices

  • Question Headlines: e.g., “Want to Improve Your SEO Rankings?”
  • How-to Headlines: e.g., “How to Bake a Perfect Chocolate Cake”
  • List Headlines: e.g., “7 Ways to Improve Your Writing Skills”

5. Common Mistakes

  • Being too Vague: Your audience should understand the subject right away.
  • Clickbait: Avoid overpromising and underdelivering. It can tarnish your brand’s credibility.
  • Neglecting the Audience: Not understanding what resonates with your audience.

6. A/B Testing Strategies

A/B testing involves comparing two versions of your headline to see which one performs better.

  • Vary Psychological Triggers: Test a curiosity headline against a FOMO headline.
  • Change the Word Order: Sometimes, just switching around a few words can make a difference.
  • Test Different Lengths: Especially for Facebook ads where space can be limited.

7. Tracking Techniques

  • Click-Through Rate (CTR): Measure the percentage of people who click after seeing your headline.
  • Time Spent on Page: If they click and leave immediately, your headline might be misleading.
  • Conversion Rate: Particularly for Facebook ads, how many of those clicks resulted in the desired action?

8. Adaptation

Based on tracking:

  • Refine Your Strategy: If one type of headline consistently underperforms, pivot.
  • Keep Current: What worked a year ago might not work today. Stay updated with current trends and preferences.


A headline is more than just a string of words. It’s a promise, a lure, a declaration. With the right mix of psychology, word choice, and testing, you can craft headlines that resonate with your audience and compel them to click. Remember, always deliver on the promise your headline makes, and your readers will keep coming back for more.

About the author: Michael Masa

Why should you listen to me? With a rich marketing background and a passion for sharing knowledge, I have dedicated the last 9 years of my life to the field. I have worked as Marketing Director and have been instrumental in shaping the marketing strategy of one of Europe’s leading insurers, BAVARIA AG.

Prior to my current role, I spent 12 years as Sales Director, managing a team of 12 dynamic people and applying the latest sales techniques to drive success. This experience allowed me to hone my leadership skills and gain a deep understanding of the sales industry.

I am now at the helm of Dealers League, a marketing agency that not only creates and manages websites for businesses, but also focuses on the importance of effective marketing strategies. Recognising the need for continuous learning in this fast-paced industry, we offer courses on the latest marketing techniques.

My varied experience in sales and marketing gives me a unique insight into how these two crucial areas intersect. I look forward to sharing my knowledge and insights with you through this blog.

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