How to Write a Blockbuster Headline

If the Big Idea is worth a million dollars, than a Blockbuster Headline may be worth even more.

This week, I was thinking back, reviewing some of the best headlines I've ever written--the question--what do they have in common, if anything? And what can I draw from those successful headlines to make sure my newest headlines are big winners, too?

First, a few of some very successful headlines I've written, some that have been blockbusters:


1) For a unique Co-Enzyme Q10 formula, I wrote:

The Surprising Truth About Co-Enzyme Q10

This piece revealed that while CoQ10 is a vital nutritional supplement, studies showed that in tablet or capsule form, it's not easily absorbed. But there is a new solution--a scientific breakthrough that floods your body with up to three times more CoQ10.


2) For a microsite that's had good online success for a thyroid supplements:

The Secret Cause of Stubborn Fat

The microsite revealed that many people, especially woman, have a underactive thyroid. This causes the build up of stubborn fat, and it dooms most diets and exercise to fail. Fix it, the safe, natural way, and you're on you're way to a slimmer, trimmer you.


3) For a small space ad that produced big results:

They laughed when I poured beer on my lawn. But you should see my golf-course- green grass now!

Jerry Baker is famous for his "crazy" homemade lawn and garden remedies. Beer for greener lawn? You betcha!


4) For a new source of omega-3 fatty acids--the deep, pure waters of Antarctica

The new miracle "heart and brain" saver that's 48 times more powerful than fish oil!

Scientific testing showed this discovery, krill oil, was 48 times more effective at squelching free radicals than fish oil...not to mention 11 times more effective at reducing LDL cholesterol...3 times more effective at improving brain health, 6 times more effective at reducing facial wrinkles, etc.


5) For the "ultimate brain food:

The New Pill For Memory Loss that helps make sure you don't end up a mental "vegetable"!

This natural memory-boosting, memory-saving breakthrough was proven in 64 clinical studies and 2,800+ research papers and by leading experts at Stanford and other medical centers to boost brain power and protect the brain from memory loss.


6) For a natural prostate breakthrough:

The "BIG GUNS" that banish urination troubles and prostate problems for good!

The piece went on to expose how many typical natural prostate products are weak and watered down, "like trying to use a BB gun to stop an elephant"--and how you need something with stronger dosages and stronger nutrients if you wanted relief.


7) For a remarkable green energy drink:

62-Cent Green Energizer keeps you OUT of the doctor's office!

So many people enjoying this drink wrote in thanking the company for super health and less dependence on doctors.

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Now, what do these headlines have in common?

For one, I think they all, in some degree, meet the criteria for a great headline as described by copywriting legend Victor Schwab in this classic "How to Write a Good Advertisement. "

He says the headline as two main goals: (1) to get attention and (2) to give a reward for reading...that is, reading on.

When I think about writing a headline, I also ask myself, does it offer: News? Benefits? Or spur Curiosity? News, benefits, curiosity.

As a kicker, does it add a Twist--something unexpected, something counter intuitive.

Also, is it specific in making a promise or giving a benefit?

To be frank, I don't always write the best headlines at the beginning of a project. Sometimes the headlines come to me while I'm doing the research and I get the headline from day one. Other times, the headlines come later in the process.

There is no magic formula for a great headline. It takes a lot of hard work and sweat--but as you can see, when the headline is powerful, you're on your way to a blockbuster promotion.