Do you know how to write impactful headlines? Find out now! – WAU

Discover, in this complete guide, how to write impactful titles to captivate, convert and connect your persona to your brand!

A title can represent the first contact with the potential customer. That alone is reason enough for you to give them due attention, isn’t it?

But it also symbolizes a door to opportunities: from it, the user can open a message, read an article, download an ebook, among other actions.

But then you ask yourself: how to capture the reader’s attention?

In this article, you will know how to write impactful headlines to improve your business results!

But, after all, why use an impactful title?

In the digital environment, the user is bombarded with information all the time.

Advertising, social media posts, email messages… It doesn’t matter the channel.

Competition for user attention makes it easy to deviate from its original path.

In offline life, many signals can be given to initiate a dialogue. An exchange of looks, a common interest, an accidental collision.

However, not all of them will result in a friendly chat. That’s because the first impression is worth a lot.

In the marketing world, a headline has exactly that function: to be the starting point of a relationship. Therefore, it is possible to realize that a good title can:

  • Generate traffic to your website;
  • Increase the rate of openings in email marketing;
  • Increase engagement on social networks;
  • Enhance the effectiveness of ads;
  • Acquire new leads for the business;
  • Transport the user between the pages of a blog;
  • Improve the ranking of your articles in search engines;
  • Be responsible for effecting a sale;
  • Start a relationship between brand and audience.

In this way, it is easy to see how fundamental it is to develop passionate titles.

They can be the difference between leaving the site and continuous browsing, a click between your link and that of the competing company, accessing a message or sending it to the spam box.

How to build advocates for your brand

How to write impactful titles?

The main purpose of a title is to get the user’s attention right in the first sentence. Amid a vast menu of options, it needs to stand out. Some important tips for creating a good headline are:

A good title should be clear

how to write titles

The ultimate goal of any content generated online is to get the user to interact with him. Confusing titles may even make the reader curious, but it certainly won’t attract anyone who needs that content.

Therefore, clarity is a factor that must be considered. Create your headlines in such a way that the consumer understands the subject to be addressed.

A good title should be urgent

how to write titles

The sense of urgency arouses the need to take the expected action.

Use words like “now”, “today only”, “immediately” to awaken the feeling of emergency. But remember: there is no need to “shout” using the uppercase throughout the text.

A good title should be useful

how to write titles

Here is a characteristic common to most digital marketing strategies.

It is necessary to bring something relevant to the reader, help him in solving problems, inform him and educate him about a subject. You must bring information that will benefit your persona.

A good title should pique the reader’s curiosity

how to write titles

When the user sees a curious title, the chances are high that they will consume the content.

In this sense, questions, words of impact and promises are good resources.

Attention: Always remembering that the title promises must be kept in the text!

When you say you are going to solve a question and you don’t, you will probably be penalized by the search algorithms.

How about we move on to practical examples now?

Imagine that Mariana, a lover of literature, signed up for your newsletter, which aims to generate leads for a book e-commerce.

Your marketing department promptly sent you two messages via email, whose titles were:

  • Book Promotion
  • Ah, the smell of new books on the shelf!

Note that, in the first case, there is a standardized title, which is unlikely to capture Mariana’s attention.

The second, on the other hand, sharpens curiosity, runs away from clichés and uses sensory marketing as an instrument of approximation.

Now, let’s talk about personalization. A good database can make all the difference in the sales process.

Imagine that, while signing up for the newsletter, Mariana was asked what her favorite genre is. You readily discover that she has a penchant for fantasy.

  • Do you like fantasy books? Today has promotion!

The title is unique, specific, urgent, useful and piques the public’s curiosity.

This data can also be acquired through remarketing, observing which pages are most visited by consumers and offering them similar products.

It is not always easy to align all of these requirements in just one title, but you should keep in mind that using at least one of them is paramount to engaging your persona.

Channels where to use an impactful headline

There are many communication channels on the internet, and each has unique characteristics and peculiarities.

Their use will depend on several factors, such as the market niche and the behavior of your target audience.

Next, you will know which are the main communication channels of the online environment and how the titles can impact on each strategy:


Searching Engine Optimization (Search Engine Optimization) is one of the most important online marketing tools.

It is a cluster of techniques for placing landing pages among the best results from search engines, such as Google and Bing.

They are responsible for a considerable portion of online traffic, so you need to take them into account when designing your actions.

Good positioning depends on a number of variables, such as:

  • Choosing the right search terms and using them;
  • Total page traffic;
  • The user’s residence time;
  • The number and strength of the backlinks;
  • Page performance (loading, layout, design, navigability, etc.).

In this context, it is very important to use content marketing and inbound marketing.

After all, when you produce charming articles and submitted to optimization techniques, the chances of it generating good traffic rates are great.

Realize that the quality of the content is very important, as it increases the user’s permanence time and encourages sharing on social networks and quotes on other sites.

With this, the cyclical effect becomes noticeable, because the higher the quality, the better the positioning.

Some basic practices that are highly recommended for search engine optimization. Are they:

  • The title must contain the keyword at the beginning;
  • The title should reveal the essence of the content;
  • The title must be between 50 and 65 characters.

With that in mind, your titles’ performance on search engines will certainly be great.

how to write titles

Oh, and don’t forget to always deliver exactly what your title proposes, or you could risk losing the user’s credibility and trust.

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E-mail marketing

An email marketing message title has a different format than internet articles.

Remember that the maximum number of characters is 50, but it is recommended that you stay between 28 and 39.

In addition, for users registered in the newsletter, it is not always necessary to be objective, since the user already knows your brand and knows the theme of approach, that is, users who are in a deeper stage of the sales funnel.

An important tip: avoid patterns.

Your persona needs to be comfortable with the message, and there is no more uncomfortable situation than receiving an impersonal message. Check out some examples that should be avoided:

  • Monthly Newsletter nº 416
  • Presentation of the company’s commercial sector
  • Click to buy my product

These are standardized messages, and are unlikely to attract the user’s attention.

They are also contrary to the concepts of inbound marketing, which aim to provide information to the reader before actually making an offer.

In the case of email marketing titles, the use of:

  • Impacting terms and words;
  • Questions;
  • Short sentences;
  • Call-to-action (CTA’s);
  • A / B tests for results analysis;
  • Customization;
  • Sense of urgency.

Although there is no perfect technique, there are some recommendations on the types of headlines that generate the most engagement.

Below, you can find a list of suggestions that can bring good results:

Ex .: 7 tips to help your business

Eg: Simple steps to set up a company

Ex .: Paulo, this tip is for you

Ex .: How to generate traffic to your website

Ex .: Guaranteed! Method to generate leads

Ex .: You will not believe what we found

Want to know how to get more followers on Instagram?

ebook email marketing

Sponsored links

The making of ads is done on advertising platforms such as Google Adwords, Bing Ads and Facebook Ads and you can learn more about this link.

Stay tuned for our tips to increase the conversion of your ads with a good headline!

Social networks

In social networks, headlines are generally intended to generate traffic to your website by sharing links from your blog pages.

Therefore, the recommendations are very similar to those given in the item “SEO”.

On Facebook, for example, you can change the title of the shared links. This can be a good opportunity to ignore relevant keywords and write headlines that pique the reader’s curiosity.

On Twitter, it is recommended to share the title of the articles and the shortened link. You can decrease them using Google’s URL shortener or, for example.

Social Media Marketing Kit

Complementary Materials

Titles are used in many other types of materials, such as videos, ebooks, slide shows, among others.

The most important thing in these cases is to make them reflect exactly what is in the content.

how to write titles

In videos and tutorials on YouTube, for example, there are several cases where titles make a promise.

People who upload this type of video tend to select constant questions from users, and use this non-recommended technique to acquire views.

However, this ends up irritating the consumer, who will probably mark the material with the option “I didn’t like it”.

Corporate ebooks are used a lot in deeper stages of the sales funnel. They generally act as guides for market strategies. They are extremely useful, as they can be used to acquire leads and establish brand authority.

Titles must be direct and at the same time eye-catching and creative, for example:

  • Everything you need to know about SEO;
  • Digital Marketing: the Definitive Guide for Entrepreneurs
  • How to increase your team’s productivity in 5 steps.

Slide presentations are academic in nature, and are generally based on research. A good place to use this resource is SlideShare. Some good examples are:

  • Market trends: the fastest growing niches in London in 2016
  • Metrics Guide: Which are the most important for online marketing?
  • How to use Facebook Insights

Another very common type of content is the infographic, which is very useful for comparative analysis and income statement.

General recommendations for keeping content and title in sync

A title has as main objective to lead the user to consume content. In any strategy, there are some recommendations to be followed and some essential elements for your title to work in conjunction with what will be read. Are they:

Bring something new

A good title should refer to something new, since the user will probably not be interested in repetitive themes.

Show relevant content

Thinking about the doubts your target audience has and bringing the answers to them in an inviting way is very important.

Don’t forget to scan

There are standards for articles on the internet, so it is recommended to follow them to generate scannability. For example, it is necessary to avoid, for example, blocks of words that are too long or texts that are poorly positioned on the reading page, which can cause your reader to close the text immediately.

Spread references and hyperlinks

Always thinking about the credibility of the text and the needs of the user, it is highly recommended to use reliable links that direct directly to other relevant content.

Write clearly

The construction of sentences, paragraphs and sentences must be clear and objective, after all, its purpose is to help and not make the reader even more confused.

Think about the layout

The layout of the pieces of a website are very important for the user experience. Sites with elements overlapping the texts, too many ads, etc., generally do not perform well.

Ensure navigability

The design of a website needs to be instinctive and pleasant, in addition to having a good page loading speed to guarantee the success of a content strategy.

Be consistent

If you sell fishing articles, there is no point in creating articles talking about the last movie released.

Remember that, as much as certain topics are in evidence, they need to relate to your product or service to have space in your posts.


Do not forget to always encourage interactions between the brand and the user, whether with comments, hashtags, engagement on social networks, etc.

Walkthrough: How to write an impactate title

Copyblogger recently released a study that says that 80% of visitors read a title, but only 20% will make it to the end.

This can be detrimental to your online strategies, so you need to invest in quality. Below, you will know a step by step to write an impactful title:

Step 1: Use data and statistics to write a title

Copywriting expert Mike Hamers says a number is better than a word to generate clicks on the Internet. So don’t hesitate to use statistics and data to build your headlines.

Also invest in percentages, as they tend to be more credible. They generate 73% more shares on social networks. This is what we see on sites like Buzzfeed and Catraca Livre.


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Step 2: Focus on the objectives

Before creating a title, ask yourself: why would people like to read this? For what purpose does this article serve? Will it be useful for my target audience?

For that, some words can be quite applicable in your title, and give the impression that the consumption of the content will bring a unique opportunity to inform and solve the user’s problems. For example, tips, facts, secrets, mysteries, strategies, tricks, exercises, practices, reasons, motives, ideas, methods, ways, steps, among others.


  • 10 exercises that will help you cope better on Monday mornings
  • 5 phrases you shouldn’t say to people with depression
  • 20 reasons to use social media as a consumer support

Step 3: Abuse mental triggers ”

A mental trigger is something that will grab the customer’s attention at the exact moment they read the first sentence. In the virtual world, it is very common for people to just glance over the information and discard the vast majority of it. So, don’t waste your opportunity!

The use of adjectives can also be a great differentiator to hook the user. Some examples are:

  • Funny;
  • Practical;
  • amazing,
  • Single;
  • Absolute;
  • Essential;
  • Essential;
  • Free;
  • Useful;
  • Nice.


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Step 4: Use known methodologies

Some techniques were developed to create impactful titles. Meet some of them:

Technique: AIDA

This is a technique developed to define everything that an impactful title should contain, and encompasses four basic elements:

  • Attention – Words that effectively capture the reader’s attention.
  • Interest – Refers to the benefits that the user will have with the content.
  • Desire – It is the sense of urgency aroused by the title.
  • Action – CTA, which will take the user to take an action.

Using AIDA is a simple way to check the quality of a title. Ask yourself if it draws attention, arouses interest, ignites desire and invites you to take action before putting it on the air.

Technique: SHINE

Another acronym used to write good titles is SHINE, whose initials stand for:

  • Specifity – Related to the problem that will be solved when reading an article (problems in business, in everyday life, etc.)
  • Helpfulness – Here, the focus is on the solution that the article will bring to the user (how to use Google Business, etc.)
  • Immediate – It is the sense of emergency awakened by a title (exclusive opportunity, fundamental steps, unmissable ideas, etc.)
  • New – This is the originality presented in a title (new process, exclusive tool, etc.)
  • Entertainment – It is the factor that makes the reader feel that that article will bring him good experiences (fun lists, routine moments, tips for relating better, etc.)

Step 5: Measure results and perform tests

The internet offers a unique opportunity to measure and analyze data on consumer behavior and the performance of strategies. So there is no such thing as testing. There are some recommended techniques for this, such as:

  • Send a newsletter with the same content and different titles and find out which one has the best performance;
  • Use different CTA’s in your articles and compare them;
  • Share the same links on social networks, changing the title, the time and the day and find out which ones gain the most engagement;
  • Build two different articles with the same keywords and find out how much placement influences traffic.

When you know your audience, you will certainly be much better able to talk to them. And that, of course, represents an improvement in business.

Surviving in a crowded environment like the internet is not easy, but with the use of the right techniques and methodologies, it is possible to stand out. And without a doubt, the first step towards success is to write impactful titles.

If you liked this article, also check out a list of good titles and what to do to get there!

And if you want to make amazing posts based on good titles, become a Websites Are Us freelancer: