How to Write Headlines - 7 Tips for Writing Effective Marketing Headlines

Learning how to write headlines is crucial for marketing success. Whether you're writing a headline for your brochure, a title for your white paper or a subject line for your e-mail marketing campaign, you need those first words your prospect reads to be catchy and intriguing.

These seven strategies will get you thinking about the creative headline options you can use next time you need an attention-grabbing headline. The examples (for a dog food called Healthy Paws) following each tip will help you understand exactly how to apply each strategy to your writing.

1. Appeal to your prospect's emotions. A little tug on the heartstrings is sure to get your potential customer's attention. Example: Is your dog's food harming his health?

2. Tailor your message to specific customer segments. Every customer wants to be unique. By appealing to each customer group's interests and affinities, you'll connect on a deeper level. Example (targeted to fitness-buff women): You care about your health - what about hers?

3. Be the teacher.  People are always on the lookout for useful, relevant information. Offer to provide the information they're searching for. Example: Seven ways to help your dog live longer.

4. Ask a question. Open up a conversation with the reader by asking them a question they'll want the answer to. Example: Why does Healthy Paws have dog tails wagging?

5. Make an offer they can't refuse. When you have a great offer to deliver, don't beat around the bush. Tell them upfront what the offer is with a direct, to-the-point message. Example: Get your free sample of Healthy Paws - today!

6. Share the news. Prospects are drawn to things that are fresh and new. If you have a new product, or if there is recent news relating to your product, try incorporating it into your headline. Example: New study shows Healthy Paws dogs live longer.

7. Make it personal. People love to hear about what you can do for them. Include the word "you" or "yourself" in the headline to make sure they get this message. Example: Help your dog live longer - here's how.

Megan Tsai is an experienced, deadline-driven marketing copywriter. As a full-time freelancer, she provides business writing, copywriting and marketing communications for companies and advertising agencies.