Headlines are used all the time. Even if you think you don’t write formal articles like this one, you still use headlines. The first line of a social media post is a headline, as is the subject line of an email - and the goal is exactly the same. Create enough interest, intrigue and curiosity to get the reader to read the next line.
But thinking of something catchy is hard, and headline formulas can really help to give you a template to work towards. So let's look at 5 formulas you can use to create your content.
1. Headlines Which Pose A Question
The classic “who else wants X?” is direct, and suggests social proof by making it seem like the promised result is something people commonly want. The social consensus around an existing desire makes it seem like the goal is clear, simple to achieve and within reach - and encourages the reader to answer “yes”. In a fitness context this could be:
- Who else wants washboard abs?
- Who else wants a double bodyweight back squat?
- Who else wants to feel incredible in their favourite jeans this Christmas?
Or you can jump on a question that is frequently discussed in the fitness world and so you can share your take on that, like one of our Managed Website and Fitness Writing client, Robert did here:
Similar to this is the “how to get X without Y” style headline, where you create curiosity by going against what the reader thinks they have to do - but they don’t want to. People love a quick and easy solution, particularly when it absolves them of something they didn’t want to do anyway. Using the examples above, this could look something like:
- Who else wants washboard abs - without spending a single penny on disgusting fat burning supplements?
- Who else wants a double bodyweight back squat - without spending hours in the gym on boring accessory movements?
- Who else wants to feel incredible in their favourite jeans this Christmas - without saying no to every mince pie you’re offered?
2. Headlines Which Reveal A Secret
These sorts of headlines make it seem like you have some insider knowledge that you’re willing to share. In a fitness context, this could be something like:
- The secret to never again feeling hungry on your diet.
- The little known technique to develop your bench that only pro powerlifters know.
- The simple method bodybuilders use that could add an inch to your bicep every year.
These kinds of headlines do a couple of important things; first, it positions you as an authority because you possess the secret knowledge. Secondly, it positions you as a generous teacher, because you’re sharing this information. Thirdly, and possibly most importantly, it creates debt. You’ve given someone a valuable secret, and that creates inequity in the relationship that people are keen to “pay back” to restore the balance between you.
Check out Rowan's post from Summit Strength in their support group:
Check out Rowan's post from Summit Strength in their support group:
Some of the examples use the knowledge that would be known to specialist groups. This gives credibility to your claim because those groups would have their own ways of doing things which are not known to people outside that group. This sense of having a peek behind the curtain of that group - which suggests that the secret is closely guarded and so even more valuable.
3. Headlines To Create An Instant Connection
This is a useful style of headline because it calls out to your specific client avatar and shows them how you and your personal training business are uniquely positioned to solve their exact problem.
This headline should speak to one very particular person, about one particular problem and could also include one specific time frame. In a fitness context this could be something like:
This headline should speak to one very particular person, about one particular problem and could also include one specific time frame. In a fitness context this could be something like:
- The exact steps my 30+ year old female clients take to build a peachy butt.
- One thing you must do if you’re over 40 and trying to lose more than 10lbs for summer.
- How men in their 20s can reveal a sculpted six pack in just 12 weeks.
These headlines can seem click baity because they call out to a very specific audience and make a promise. But if you know your audience well, what they want to achieve and what they think is stopping them from achieving that - they will read on.
Remember, you’re not writing content for everyone. Just the audience you are uniquely positioned to help. The solution you’re offering in your content will relate to the methods you use to solve that problem with your clients. This is how you’ll start to seed in your personal training services before a call to action.
Remember, you’re not writing content for everyone. Just the audience you are uniquely positioned to help. The solution you’re offering in your content will relate to the methods you use to solve that problem with your clients. This is how you’ll start to seed in your personal training services before a call to action.
4. Pay Attention To What Grabs Your Attention
Once you start being aware of the copy-writing around you, you’ll start to begin noticing the same patterns being used. In social media captions, in longer-form content on websites, and in emails. Inspiration is all around you if you look for it.
The next time something captures your attention - a title on a magazine cover, an Instagram caption that you read all the way to the end, a Facebook post that you engaged with, or an email that you actually opened based on the subject line: make a mental note.
The next time something captures your attention - a title on a magazine cover, an Instagram caption that you read all the way to the end, a Facebook post that you engaged with, or an email that you actually opened based on the subject line: make a mental note.
- What the headline was.
- What the first line was.
- What the bullet points were.
- Any unique mechanisms or twists it discusses.
- What it clearly asks the reader to do next (the call to action).
Even better than a mental note is an actual written note. This is called a swipe file, and it’s something you can keep on your computer, phone or stored in the cloud (Google drive, Dropbox and Evernote are all great tools for this). Swipe files are incredibly useful if you’re aiming to become a better writer because with a little effort they can teach you a lot about what you (and therefore, probably also your audience) finds interesting.
Your swipe file of headlines can be the inspiration the next time you sit down to write. Maybe you like the format for the headline, or simply want to swipe the whole thing and re-write the content with your own spin.
Your swipe file of headlines can be the inspiration the next time you sit down to write. Maybe you like the format for the headline, or simply want to swipe the whole thing and re-write the content with your own spin.
5. How To Write One Good Headline
Headlines are a challenging part of copy-writing. It can seem like you’re skirting between click-bait or something which is completely uninspiring. One of the most useful things to remember is that you’re able to create quality out of quantity.
Try writing ten headlines. Of these, one or two will be terrible. Most of them will be okay. And one of two of them will be excellent. The excellent one becomes your actual headlines, and the good ones will likely become sub-headings within the text.
Try writing ten headlines. Of these, one or two will be terrible. Most of them will be okay. And one of two of them will be excellent. The excellent one becomes your actual headlines, and the good ones will likely become sub-headings within the text.
Conclusion
Your headline serves only one purpose: to get people to read the rest of what you’ve written. Whether it’s in a formal article, or through social media or emails, headlines are always there and always serve this same purpose.
