Or: How I learned to stop worrying and love the click-through rate
Greetings, fellow word-wranglers and digital marketing enthusiasts!
Let me start with a confession that might make you question everything you thought you knew about me: I once wrote a subject line so spectacularly boring that my own mother didn’t open the email.
The subject line? “Monthly Newsletter – Important Updates Inside.”
I know, I know. It’s about as exciting as watching paint dry in slow motion while listening to elevator music. But here’s the thing… that catastrophically dull subject line taught me more about effective copywriting than any expensive course ever could.
Because here’s what happened next: I rewrote that same email with the subject line “The embarrassing mistake that cost me $3,000 (and 3 hours of sleep).”
Same email. Same content. Different subject line.
The result? Open rates went from a pathetic 6% to a respectable 34%.
Why Your Headlines Matter More Than Your Grandmother’s Secret Cookie Recipe
Here’s a sobering statistic that might make you reach for the nearest caffeinated beverage: On average, 8 out of 10 people will read your headline, but only 2 out of 10 will read the rest of your content.
Think about that for a moment. You could write the marketing equivalent of Shakespeare’s greatest sonnet, but if your headline is duller than a butter knife at a sword fight, nobody will ever see your masterpiece.
Your headline is like the bouncer at an exclusive nightclub. It decides who gets in and who stands outside in the cold, scrolling past to find something more interesting.
The Psychology Behind Headlines That Make People Stop Scrolling
Before we dive into the practical stuff (and trust me, we’re going to get wonderfully tactical), let’s talk about what’s happening in your reader’s brain when they encounter your headline.
The Curiosity Gap: Your Secret Weapon
Humans have an almost pathological need for closure. It’s why cliffhangers work in TV shows, why we can’t resist clicking on “You won’t believe what happened next” articles, and why my wife insists on reading the last page of mystery novels first (which, frankly, should be grounds for divorce).
The best headlines create what copywriters call a “curiosity gap” – the space between what someone knows and what they want to know. Here’s how it works:
Bad headline: “Tips for Better Email Marketing” Good headline: “The 3-word phrase that increased our email revenue by 847% (client story inside).”
See the difference? The first headline tells you everything. The second creates intrigue. What’s the phrase? Which client? How did they do it? Your brain literally cannot help but want to fill in those gaps.
The Pattern Interrupt Effect
Our brains are remarkably lazy creatures (no offense, brain). They love patterns and predictable outcomes because it saves energy. But this also means we tend to ignore things that look familiar.
This is why headlines like “How to Lose Weight Fast” are ignored faster than a telemarketer at dinner time. We’ve seen it a million times before.
But “Why I gained 15 pounds to lose 50 (and how it changed everything)” – now that’s different. It breaks the expected pattern and forces your brain to pay attention.
The Anatomy of Headlines That Convert Like Crazy
Let me share the framework I use when crafting headlines. I call it the SHOCK method (because everything needs an acronym these days, apparently):
S – Specific numbers or details
H – Hook with curiosity or controversy
O – Outcome or benefit promised
C – Credibility indicators
K – Keyword relevance
Specific Numbers and Details
Vague headlines are the enemy of engagement. Compare these:
- “Ways to Improve Your Conversion Rate” (yawn)
- “How We Increased Conversion Rates by 127% in 30 Days Using 3 Simple A/B Tests”
The second headline works because it’s specific. Our brains trust specific numbers more than general claims. It’s the difference between “I’ll be there soon” and “I’ll be there in 7 minutes.”
The Power of Controversy (Used Responsibly)
Controversial headlines get attention, but there’s a fine line between intriguing and obnoxious. The goal isn’t to start Twitter wars; it’s to challenge conventional thinking.
Examples that work:
- “Why I Tell My Clients to STOP Using Social Media (And What to Do Instead)”
- “The ‘Best Practice’ That’s Secretly Killing Your Email Performance”
Examples that don’t work:
- “Social Media Is for Idiots” (just rude)
- “Email Marketing Is Dead” (demonstrably false and clickbaity)
Subject Lines: The Email Marketing Equivalent of a First Impression
Email subject lines deserve special attention because they operate in a uniquely crowded environment. Your subject line isn’t just competing with other marketing emails; it’s fighting for attention against work emails, personal messages, and that newsletter from your college that you never remember subscribing to.
The Mobile Reality Check
Here’s a fun fact that might ruin your day: Most people check email on mobile devices, where only about 30-40 characters of your subject line are visible before getting cut off.
This means your brilliant 67-character subject line becomes “Check out this amazing new product that will revolutionise your…”
And that’s not exactly compelling, is it?
Subject Line Formulas That Work (Without Being Formulaic)
I know, I know. The word “formula” makes it sound like we’re reducing the art of writing to a mathematical equation. But think of these as training wheels – once you understand the underlying psychology, you can create your own variations.
The Curiosity Formula
“The [specific thing] that [unexpected result]”
- “The email mistake that doubled our revenue”
- “The 5-word phrase that saves me 10 hours per week”
The Story Formula
“How [person/company] [achieved result] by [method].”
- “How a plumber in Ohio got 500% more leads using Instagram.”
- “How we hired 12 employees without posting a single job ad.”
The Controversy Formula
“Why [common belief] is wrong.”
- “Why ‘best practices’ are ruining your website”
- “Why I stopped networking (and started making real connections).”
The List Formula
“[Number] [things] that [benefit/problem].”
- “7 words that instantly improve any sales email”
- “3 questions that reveal if your marketing is working.”
Advanced Tactics for Headline Optimisation
The Bucket Brigade Technique
This technique uses words and phrases that create natural breaks and encourage continued reading. In headlines, these create irresistible momentum:
- “Here’s what happened next…”
- “But wait, there’s more…”
- “The surprising result?”
- “Here’s the kicker…”
Emotional Triggers That Work
Different emotions drive different actions. Here’s what works best for headlines:
Curiosity: “The secret technique…”, “What nobody tells you about…”, “The hidden reason why…”
Fear of Missing Out: “Last chance…”, “Before it’s too late…”, “While supplies last…” (but use sparingly – FOMO fatigue is real)
Surprise: “Shocking results…”, “Unexpected discovery…”, “Plot twist…”
Social Proof: “Why 10,000 marketers…”, “The strategy everyone’s talking about…”, “Join 50,000 others who…”
A/B Testing Your Headlines Like a Scientist
Here’s where things get wonderfully nerdy. The only way to know if your headlines truly work is to test them. But most people test headlines like they’re throwing spaghetti at a wall to see what sticks.
Instead, test systematically:
- Test one element at a time. Don’t change the entire headline; change just the emotional trigger, just the number, or just the format.
- Test with sufficient sample size. Your cousin’s opinion doesn’t count as statistically significant data.
- Test for the right metric. Open rates matter for email subject lines, but click-through rates matter for blog headlines.
- Document what you learn. Keep a “headline swipe file” of what works for your audience.
Common Headline Mistakes That Make Me Want to Hide Under My Desk
The Wikipedia Syndrome
Headlines that read like encyclopedia entries: “Digital Marketing: An Overview of Strategies and Tactics for Modern Businesses.”
Stop. Just stop. This isn’t a college textbook; it’s supposed to capture attention.
The Vague Value Proposition
“Improve Your Business Today” – Improve how? Which part of the business? Today specifically, or just starting today? This tells me nothing and promises everything, which usually means it delivers neither.
The Overuse of Superlatives
“Amazing,” “incredible,” “revolutionary,” “game-changing” – these words have been beaten to death by marketers. They’ve lost all meaning through overuse. It’s like using “literally” when you mean “figuratively.” It literally makes me die inside (see what I did there?).
The Keyword Stuffing Catastrophe
“Best Digital Marketing Agency for Small Business Digital Marketing Services” – This isn’t a headline; it’s a keyword graveyard.
Industry-Specific Headline Strategies
B2B Headlines
B2B audiences are sceptical by nature (they have to be; their jobs depend on making smart decisions). They respond to:
- Specific case studies
- Industry-relevant examples
- ROI-focused benefits
- Peer validation
Example: “How Salesforce Reduced Customer Acquisition Cost by 34% Using This Email Sequence”
E-commerce Headlines
E-commerce shoppers are often in browse mode, so headlines need to capture attention and create urgency:
- Product-focused benefits
- Limited-time offers
- Social proof elements
- Problem-solution positioning
Example: “The $15 Kitchen Gadget That Saved Me 3 Hours Every Week (And Why My Wife Wants 5 More)”
SaaS Headlines
SaaS audiences care about efficiency, ROI, and competitive advantage:
- Time-saving benefits
- Specific metrics
- Comparison positioning
- Feature-to-benefit translation
Example: “Why 15,000 Startups Ditched Slack for This $3/Month Alternative”
The Art of Subject Line Personalisation (Beyond Just Using First Names)
Everyone and their dog is using “Hey {{contact.first_name}}” in subject lines now. It’s about as personalised as a form letter from your insurance company.
Real personalisation goes deeper:
Behavioural Personalisation
“Since you downloaded our social media guide…” “Noticed you checked out our pricing page…”
Temporal Personalisation
“Your Monday motivation (because Mondays are rough)” “Perfect timing for your Q4 planning.”
Contextual Personalisation
“For fellow coffee addicts only…” “Especially for small business owners…”
Tools and Resources for Headline Creation
Headline Analyzers (Use With Caution)
Tools like CoSchedule’s Headline Analyzer can provide insights, but don’t let algorithms completely dictate your creativity. They’re helpful for checking basics like length and emotional appeal, but they can’t measure brand voice or audience-specific nuances.
Inspiration Sources
- ViralNova archives (for curiosity gap examples)
- BuzzFeed headlines (love them or hate them, they understand psychology)
- Industry-specific publications in your niche
- Your own analytics (what’s worked before?)
Swipe Files
Keep a collection of headlines that make you stop and click. Analyse why they worked on you, then adapt the underlying psychology (not the exact words) for your own content.
Measuring Success: Metrics That Actually Matter
For Email Subject Lines
- Open rates (but consider industry benchmarks)
- Click-through rates (more important than opens)
- Unsubscribe rates (the canary in the coal mine)
- Forward/share rates (ultimate engagement indicator)
For Blog Headlines
- Click-through rates from social media
- Time on page (did they stay to read?)
- Social shares (viral potential indicator)
- Comments and engagement (conversation starter?)
For Ad Headlines
- Click-through rates
- Conversion rates (clicks mean nothing without conversions)
- Cost per click (efficiency indicator)
- Quality scores (platform-specific relevance)
The Future of Headlines: AI, Voice Search, and Changing Behaviors
Voice Search Optimisation
As more people use voice assistants, headlines need to match conversational queries. “Best pizza near me” becomes “Where can I find the best pizza around here?”
AI-Resistant Creativity
AI can generate functional headlines, but it struggles with brand voice, cultural nuance, and creative surprise. Focus on what makes you uniquely human.
Platform-Specific Optimisation
LinkedIn headlines differ from Twitter headlines, which differ from TikTok captions. Each platform has its own culture and expectations.
Putting It All Together: Your Headline Action Plan
- Audit your current headlines. Look at your last 10 blog posts or email campaigns. Do they create curiosity? Are they specific? Do they promise clear benefits?
- Create headline templates. Based on what you’ve learned about your audience, develop 5-7 proven formulas you can adapt.
- Build a testing system. Set up A/B tests for your most important content. Start with subject lines since they’re easiest to test.
- Develop your voice. The best headlines reflect your brand personality. Are you funny? Authoritative? Controversial? Helpful? Let that shine through.
- Study your winners. When something performs well, analyse why. Was it the emotional trigger? The specificity? The timing? Document and replicate.
The Bottom Line (Because Every Good Article Needs One)
Writing headlines and subject lines that get clicked isn’t about trickery or manipulation. It’s about understanding human psychology and respecting your audience’s time and attention.
Your headline is a promise. Make sure it’s a promise you can keep, deliver it in a way that creates curiosity, and always remember that behind every click is a real person looking for something valuable.
The goal isn’t just to get the click; it’s to get the click from the right person for the right reason. When you nail that combination, everything else becomes much easier.
Now, if you’ll excuse me, I need to go A/B test whether this conclusion is better than the seven other versions I wrote. Because apparently, I have trust issues with my own writing.
Have an absolutely spectacular day (I insist!),
Your friendly neighbourhood headline obsessive
P.S. The embarrassing $3,000 mistake I mentioned at the beginning? I accidentally sent a test email with “TEST” as the subject line to our entire client list. I then changed my default headline to “Hey, how’s it going” Not much better but hey, you live and you learn. Right.
