How to Write a Good Headline Without Lying
I read a game-changing quote that said, good copywriting is about telling the truth in an interesting way.
And that really stuck with me. While think there’s more to copywriting, writing a good one-liner or headline is often comes down to stating facts in a way that grabs attention.
Here are some of my favourite examples:
Ad 1
Love how this ad clearly states the truth about the divide between science and art.
Makes it seem ore authentic and credible without saying anything but the truth.
Ad 2
Your skills are irreplaceable is a statement but the hook about ChatGPT makes this fact more interesting.
Ad 3
This might be a little and witty but somehow it’s 100% true and what makes it interesting is the tone of delivery.
Ad 4
This headline is absurd but true. It positions the product as a winner because it’s winning on its own terms.
Ad 5
Chipotle literally COOKED with this one. Truthful comparison opens the room for wit and humor.
Ad 6
Citibank’s live richly campaign showed a bank asking you to live life to your fullest.
The truths in their one liners had nothing to do with banks, finance or money and that’s what made it so special.
Ad 7
The top 1% of the world reads The Economist so it makes sense to brag the truth with a line that feels arrogant in all the right ways.
Which one’s your favourite?
Let me know in the comments!
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