How to Write (and Test) Killer Headlines

Writing headlines that grab attention and make people want to read more is an essential skill -whether you’re crafting blog titles, social media captions, or email subject lines.

Attention spans are shorter than ever, so your headline needs to stop the scroll and make an impact, then keep the reader engaged.

Writing killer headlines is hard for so many reasons, so how do you create headlines that actually work?

Here’s a deep dive into writing and testing effective headlines that I've found drive engagement...

1. Start with a Hook

A great headline starts with a compelling hook - something that sparks curiosity, creates intrigue, or offers immediate value. Think about what makes someone pause and pay attention. Questions, bold statements, and unexpected angles work particularly well.

For example:

• Boring content is killing your brand - here’s how to fix it

• The secret to writing viral content (that no one talks about)

• Do you make these 3 common copywriting mistakes?

Each of these headlines taps into curiosity and makes the reader want to learn more.

2. Use Power Words

Power words are words that evoke emotion, excitement, or urgency. They can make an average headline far more compelling and engaging.

Some of the most effective power words include:

• Proven

• Ultimate

• Secret

• Surprising

• Shocking

• Unbelievable

• Instant

Example:

• Instead of How to improve your writing, try The ultimate guide to writing that captivates your audience

• Instead of Better marketing tips, try 5 surprising marketing hacks that actually work

3. Be Specific

Vague headlines get ignored. The more specific your headline is, the more compelling it becomes. Adding numbers, concrete results, or a unique angle helps make it stand out.

For example:

• How to Write Better Headlines → Too vague

• 3 Headline Formulas That Doubled My Engagement → Much more compelling!

Specific headlines set clear expectations and make it easy for the reader to decide if the content is relevant to them.

4. Keep It Clear and Concise

If people have to think too hard about what your headline means, they’ll scroll right past it. Clarity always wins over cleverness. While it’s tempting to be witty, a confusing or vague headline will lose your audience.

Ask yourself: If someone read just my headline, would they instantly know what the content is about?

Instead of: Unlocking the mysteries of copywriting (What does this mean?)

Try: 5 Copywriting Tricks That Will Boost Your Sales Overnight (Clear and actionable)

5. Test, Test, Test

Even the best copywriters don’t get their headlines perfect on the first try. That’s why testing is key!

A/B Testing Your Headlines

A/B testing (also known as split testing) is one of the best ways to see what resonates with your audience.

Here’s how to do it:

• Email subject lines: Send the same email with two different subject lines to different segments of your audience and see which one gets more opens.

• Social Media Posts: Try posting the same content with different headlines and track which one gets better engagement.

• Ads: If you’re running Facebook or Google ads, test different headlines to see which one gets more clicks.

By consistently testing and analysing your headlines, you’ll start to see patterns in what works best for your audience.

6. Bonus: Headline Formulas That Work

If you’re stuck, try using a proven headline formula.

Here are a few to get you started:

• The How-To Headline: How to Write Emails That People Actually Read

• The Listicle: 7 Social Media Strategies You Need to Try Today

• The Question Headline: Are You Making These Instagram Mistakes?

• The “Secrets” Headline: The Secret to Writing Copy That Converts

• The Contrarian Headline: Why Most Marketing Advice Is Dead Wrong

A great headline isn’t just a title - it’s the invitation to your content. It determines whether your audience will engage or scroll past.

By using hooks, power words, clarity, and testing, you can create headlines that capture attention and drive results.

So, the next time you sit down to write a headline, don’t just throw something together - make it count. And if in doubt, test it!