Template: Session 6 Writing Headlines

SMU102 Digital Copywriting Session 6

Use this template to guide you through various considerations for
writing effective headlines.
Download and save this template for your own reference.
A good headline tells you what the brand story is about, grabs your attention and
leaves you wanting to know more.
It needs to be accurate and written in clear language.
Think about a branding message you would like to publish. Work through
the various questions below to create a headline to accomplish this task.
1. What will you product or service help people do? What problem will it
solve or solution will it provide? What is the general benefit?
(my product/service helps people to...)
Type your answer here

(learn something new, change appearance, save time, improve efficiency,

enjoyment, solve a problem, reflects a specific value, an ethical alternative,
make more money, lose weight, whiter teeth, a new and affordable home, etc)

2. How quickly can you help your audience achieve this goal?
(include a specific number or timeframe)
Type your answer here

(in less than 24 hours..., in just 30 days you can...,15 days to..., etc )
This resource was created by Social Media U and released as an open educational resource for SMUs free
online Digital Copywriting course. 2014 Social Media U

This work by Social Media U is licensed under a Creative Commons Attribution-ShareAlike 4.0
International License .

3. What are the expected results (benefits) of reaching this goal?

(Include a specific amount (including a financial amount, if applicable)and the
type (save, make, lose) as shown below the box)
Type your answer here

(learn social media in 30 days, halve your debt in 24 hours, save a life in 3
minutes, make your office Christmas party statement in 3 easy clicks, more
muscle in 1 week, etc, )
4. If applicable, how many steps or tips are you going to give to help
your audience?
(include the exact number and type (steps, ways, secrets, etc) as shown below
the box)
Type your answer here

(5 simple secrets to a better blog, 7 hacks for choosing the perfect party
dress, 5 proven steps to..., 3 secrets to improve your gym performance, 25
ways to..., etc. )
5. What emotional trigger will you use to engage your audience?
(My headline will tap into...
Type your answer here

(acceptance, desire to be liked, respect, freedom, improvement, control,

attention, peacefulness, variety, balance, fun, safety, desire to be valued,
usefulness, comfort, etc. )
This resource was created by Social Media U and released as an open educational resource for SMUs free
online Digital Copywriting course. 2014 Social Media U

This work by Social Media U is licensed under a Creative Commons Attribution-ShareAlike 4.0
International License .

6. What single word will you use in your headline to convey your
emotional trigger?
(My trigger word engages my audience by making it feel...)
Type your answer here

(energize, overpower, overcome, vibrant, banned, controversial, shatter,

renew, daring, defiant, brazen, tantalizing, lonely, powerful, effective, jackpot,
no obligation, guaranteed, certified, proven, insider, secret , exclusive,
improve, share, indulgence, sensual, exotic, etc)
7. How will ensure that the headline is from your audiences point of
view (in other words, enticing) and not from the brands point of
view?
Type your answer here

8. Using the answers provided in Q1 through Q7, write your headline in

the box below.
Type your headline here

This resource was created by Social Media U and released as an open educational resource for SMUs free
online Digital Copywriting course. 2014 Social Media U

This work by Social Media U is licensed under a Creative Commons Attribution-ShareAlike 4.0
International License .