The best copywriters don't always write great headlines first ^86%

The Art of Headline Writing: A Counterintuitive Approach

When it comes to writing headlines, most people assume that the best copywriters start by crafting a hook that grabs attention and draws readers in. But what if I told you that this approach is not always the most effective? In fact, some of the most skilled copywriters I've had the pleasure of working with often write their headlines last.

The Traditional Approach

For many years, the conventional wisdom has been to start with a great headline and then build upon it. This makes sense on paper: a compelling headline can set the tone for an entire piece of content, drawing in readers and encouraging them to keep reading. However, this approach often leads to headlines that are overly dependent on clickbait tactics, trying to entice readers rather than truly communicating the value proposition of the content.

The Counterintuitive Approach

So, why do some of the best copywriters write their headlines last? It's because they focus on crafting a compelling narrative first. By doing so, they develop a deep understanding of the message they want to convey and the benefits it will provide to readers. This approach allows them to write headlines that are authentic, transparent, and genuinely effective at communicating value.

The Benefits of Writing Your Headline Last

• Don't rely on clickbait tactics
• Focus on communicating real value
• Craft a headline that resonates with your audience
• Avoid overpromising and underdelivering
• Write a headline that accurately reflects the content

Real-World Examples

Let's take a look at some real-world examples of how this approach can be applied. For instance, when writing an article about a new product launch, instead of starting with a bold claim like "Get Ready for the Most Amazing Product Ever!", a more effective headline might be "How Our New Product Can Help You Achieve Your Goals". This headline still grabs attention but also communicates real value and provides a clear benefit to readers.

Conclusion

The best copywriters don't always write great headlines first. In fact, some of them often write their headlines last, after developing a deep understanding of the message they want to convey. By taking a counterintuitive approach to headline writing, you can craft headlines that are authentic, transparent, and genuinely effective at communicating value to your readers. So next time you're tasked with writing a headline, try focusing on crafting a compelling narrative first – it might just change everything.