Headlines are often the first impression your audience has of your product or service. In fact, research has shown that 80% of people will read the headline, but only 20% will read the rest of the content. This means that if your headline doesn’t grab attention, chances are your message won’t be read, and your offer will be overlooked.
In the world of marketing and copywriting, headlines are everything. They are the gatekeepers to your content and the most critical factor in boosting engagement, clicks, and ultimately, conversions. To create headlines that sell, we need to turn to one of the most influential copywriting experts of all time—Dan Kennedy.
Dan Kennedy’s playbook for writing compelling headlines has helped countless marketers and business owners craft attention-grabbing, emotional, and effective headlines that drive action. In this blog post, we’ll dive into Dan Kennedy’s techniques for writing headlines that not only grab attention but also boost clicks, sales, and conversion rates.
Why Headlines Matter
Before diving into the strategies, let’s first understand why headlines are so important.
- Headlines Are Your First (and Only) Chance to Capture Attention: Think of a headline like a hook in a fishing line—it’s the first thing your potential customer sees. If it doesn’t appeal to them or make them curious, you’ve lost them.
- Headlines Set the Tone for the Entire Message: Your headline sets the stage for what your audience can expect from the rest of the content. It gives them an idea of what problem you’ll solve, what benefit they’ll receive, and why they should care.
- Headlines Drive Traffic and Conversions: According to Dan Kennedy, headlines can make or break a campaign. A compelling headline doesn’t just generate interest—it drives action by urging readers to click, engage, or make a purchase.
Let’s dive into the specific techniques Dan Kennedy uses to write headlines that don’t just attract attention but compel readers to take action.
1. Use the “What’s in It for Me?” Formula (WIIFM)
At the heart of every successful headline is the promise of value. Dan Kennedy emphasizes that customers want to know what’s in it for them—they want to know how your offer can solve their problem, fulfill a desire, or improve their life. A headline that clearly answers this question is far more likely to generate interest and action.
Step 1: Focus on the Audience’s Needs
Begin by identifying your audience’s pain points or desires. What do they need most? What problems are they trying to solve?
Example:
If you’re selling a weight loss product, your headline could be:
“Lose 10 Pounds in Just 2 Weeks—Without Giving Up Your Favorite Foods”
This headline clearly addresses the WIIFM (What’s in it for me?)—the audience gets the promise of weight loss and maintaining their lifestyle.
Example: Salesforce
Salesforce uses the headline:
“Transform the Way You Sell with Salesforce CRM”
This headline focuses on the benefit (transforming how the reader sells) and immediately addresses the audience’s need for a better sales system.
2. Use Numbers to Make Your Headline Specific
Dan Kennedy is a big proponent of using specificity in your headlines. Numbers are one of the most powerful ways to make a headline more concrete and believable. Specificity conveys authority and helps build trust with your audience because they can easily understand the promise you’re making.
Step 2: Add Numbers and Specifics
Including numbers or specific details in your headline is an effective way to make it stand out. Whether it’s a statistic, a list, or a timeframe, numbers provide clarity and make your offer feel more tangible.
Example:
“7 Secrets to Skyrocket Your Online Sales by 300% in 30 Days”
This headline clearly lays out a specific benefit (skyrocketing sales) and provides a concrete timeframe (30 days), making it feel more achievable and trustworthy.
Example: “BuzzFeed” Headlines
BuzzFeed often uses numbers in their headlines, such as:
“10 Genius Hacks to Make Your Morning Routine 10x More Efficient”
By using numbers, BuzzFeed creates immediate curiosity and helps readers see a clear, measurable benefit.
3. Add Urgency to Create FOMO (Fear of Missing Out)
One of the most effective techniques for writing clickable headlines is urgency. Dan Kennedy explains that urgency compels people to act now, rather than putting it off for later. If readers feel like they might miss out on a great opportunity, they’re far more likely to click.
Step 3: Use Urgency to Spur Immediate Action
Incorporate words or phrases that create a sense of immediacy—this could include phrases like “Limited Time Only,” “Hurry,” “Act Fast,” or “Don’t Miss Out.”
Example:
“Only 5 Seats Left: Register for This Exclusive Webinar Now”
This headline instills urgency by letting the reader know that there are only a few spots remaining, creating a fear of missing out (FOMO).
Example: Limited-Time Discounts
Many online retailers use limited-time discounts with headlines like:
“Hurry! 24-Hour Flash Sale – 50% Off All Products”
The use of urgency in this headline makes the customer feel like they need to act immediately before the sale expires.
4. Ask a Provocative Question
Questions are a powerful tool in headlines because they engage the reader and make them want to read more. Dan Kennedy advises using provocative questions that stir curiosity or address a problem that the reader is eager to solve. Questions can draw readers in by making them wonder what the answer is.
Step 4: Ask Questions That Spark Curiosity
Use questions that are relevant to the audience’s problems or desires. Make them think and engage by promising to deliver the answers in the rest of your content.
Example:
“Are You Making These 5 Mistakes That Are Costing You Sales?”
This headline immediately grabs attention by posing a question that hits at the reader’s pain point—losing sales.
Example: The “How to Avoid” Question
The New York Times uses headlines like:
“How to Avoid Common Mistakes in Investing”
The headline prompts curiosity because the reader wants to know which mistakes they’re making and how to avoid them.
5. Use Strong Action Words to Drive Action
Action-oriented headlines push readers to take immediate steps. Dan Kennedy teaches that strong verbs are essential in a headline because they imply movement and encourage action. The more dynamic the verb, the more likely your reader will feel compelled to act.
Step 5: Use Action-Oriented Verbs
Incorporate verbs like “discover,” “learn,” “master,” “uncover,” or “unlock” in your headlines to signal to the reader that they will be taking an important step by clicking.
Example:
“Unlock the Secrets to a 6-Figure Income—Even If You’re a Beginner”
This headline uses the strong action word “unlock” to make the reader feel like they’re about to gain exclusive knowledge.
Example: McKinsey & Company
McKinsey & Company often uses action-oriented headlines such as:
“Transform Your Business with McKinsey’s Proven Strategy”
This headline makes the reader feel like they are about to take control of their business and unlock the key to success.
Putting It All Together: Crafting Your Own Headlines
Now that you understand Dan Kennedy’s techniques for writing headlines that sell, it’s time to start crafting your own. Here’s a step-by-step process to help you create headlines that will grab attention and boost clicks:
- Identify Your Audience’s Pain Points and Desires: What problems are they facing, and how can your product or service provide a solution? Craft your headline to address these issues directly.
- Use Specificity and Numbers: Adding numbers or specific details in your headline makes it feel more tangible and trustworthy.
- Add Urgency to Drive Action: Use time-sensitive language to create FOMO and push your readers to act now.
- Ask a Provocative Question: Engage your audience by asking a question that sparks curiosity or addresses a pain point.
- Use Strong Action Words: Incorporate action verbs that compel readers to click and learn more.
Conclusion
Writing headlines that sell is an art form, but by applying the techniques from Dan Kennedy’s playbook, you can drastically improve your ability to capture attention, engage your audience, and drive more clicks, sales, and conversions. Remember to focus on the WIIFM formula, specificity, urgency, provocative questions, and actionable language.
With these strategies, you can craft headlines that don’t just get read—they get results. Start using these techniques today to write better headlines that sell and take your business to the next level.
In the world of digital marketing, content is king. But not just any content—quality content that speaks directly to your Read more
A few years ago, I struggled to write sales copy that converted. I’d pour hours into a piece, only to Read more
If you want to succeed in marketing, you need one thing: persuasive sales copy. Whether you’re crafting copy for a Read more
In the world of online business and digital marketing, content is king. However, simply creating content for the sake of Read more