You've got about two seconds to grab your target audience's attention. No more.

And it's your headline (plus the picture/illustration if there is one) that does this and compels them to read on.

Think about the getting their attention, interest, desire, action.

So how do you get their attention?

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Consider asking a question (or an opinion dressed as a question)

Here's an example:

• A poor headline: ‘Euro may struggle in 2024’

• A better version: Will the Euro collapse in 2024?’
  
  

Or use the classic numbered list headline technique

Here's an example:

• A poor headline: ‘Some of the best films of 2023’

• A better example: 'The 10 films you should have seen in 2023’
  
  

Seldom is enough thought given to the headline. Most are too short, not very specific and rather dull. Nor are they tested enough. The same letter with two different headlines can have completely different results.

Score your headline against the 4 U's

There are numerous headline formulas to experiment with but for now, take a close look at your headlines and see how they score against the '4 U's' formula.

Are they:

1. URGENT - is there something in the headline that encourages the reader to act now?
2. UNIQUE - does your unique, benefit-led proposition make it stand apart from the crowd and demand attention?
3. ULTRA-SPECIFIC - is there a piece of information, a number or a statistic, that will engage with your reader?
4. USEFUL - does it give a sense that the reader is going to benefit from what is to follow?

Ask yourself how strong your headline is in each of the 4 U's?

Use as scale of 1 - 4 to rank them in each category.

If any score 16 then you are writing brilliant, award-winning headlines. The harsh reality is that you are more likely to score (if you are honest) only 4 to 6.

And don't forget to check for key-words. As you live in a Google economy, it is increasingly important to have your keyword in your headline.

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Identify 7 reasons why this headline grabs the reader's attention?

"How these simple tricks get your writing read"

 Here they are:

1. Putting quotation marks round a statement increases readership.
2. The word “How” makes people think (rightly) that they will get some advice.
3. The word “these” makes the advice sound specific.
4. “Simple” makes it sound easy – and the word “easy” in the subhead also increases readership – because people hate hard work.
5. “Tricks” makes it seem easy as well.
6. The phrase “that get your writing read” increases readership because it makes the sentence active – that those simple tricks will do all the work for you.
7. The word “your” helps, too, because people are interested in themselves.
   
    

More guidance

1. Using your headline to launch the perfect press ad
2. Have you got a great direct mail/letter headline?

   Are these the top 50 headlines of all time?

   Your guide to writing and simple copywriting skills.

   Your complete set of communication skills

The secret to writing attention-grabbing headlines