A fun fact about me is that I don’t like billboards. Perhaps it is mostly because I’ve lived mostly in more rural areas of the world, but to me, billboards almost always seem so jarring and out of place in the otherwise serene countryside. I can certainly imagine them seeing exciting and interesting in, say, New York City (in another life, I’m absolutely a city girl), but typically I think billboards are ugly and annoying. I don’t deny that they could be a great way to get your name out there, however, and occasionally I see a billboard that is tastefully done and has a headline that grabs my attention. Most of the time though? They just seem like the marketing version of ambulance chasing lawyers or strange car salesman.

Billboards are the iconic example of marketing because they are just… one single piece of marketing out in the middle of the world. Unlike an advertisement included in a newspaper or magazine, or an ad in your Instagram feed, billboards are alone in the world, proudly proclaiming whatever they want you to sell.

Billboards ARE similar to other types of marketing, however, in that the headline is the most obvious thing about them. Some billboards might have a photo or design that you notice first, but most often, the words are the main way of communicating.

Headlines in your marketing are one of the most primary ways that you communicate with YOUR audience. Headline copy can grab the attention of your dream clients and make them smile and sigh with recognition, crinkle up their faces in confusion or annoyance, or (worst of all, right?) make absolutely no impression on them as they scroll past in search of something more interesting.

So, how can you write headline copy that is genuinely compelling to your audience? Where do you start so that your people resonate with your offers and want to learn more? Here are six ideas (inspired by these six examples!) for you if you want to write compelling headlines for your website, Instagram, emails, or…billboards. 😉

Idea #1 – Read the Room

This email subject from Perelel stood out to me (from among my sad amount of unopened emails) this week. When I opened it, the whole email struck me as one of the sweetest examples that I’ve ever seen of having a client-first approach in marketing.

(If you’re not familiar with Perelel, they are a by-women prenatal pack company. I subscribed to their prenatals before and during my pregnancy with Poppy, and I love so much about their brand and high quality products!)

This email though! Doesn’t it speak for itself? It’s so beautiful to see a company actually reading the room on a topic that they know is sensitive for so much of their audience. 

Here’s the headline idea for you: what is going on in the lives of your audience that they will have in mind as they read your headline? How can you directly address it? Craft your headline as a question or statement that shows your audience that you KNOW what is going on in their lives, related to your offer.

Idea #2 – Describe the Opposite

My husband sent me this one this week (I couldn’t find the original ad) and we can’t stop chuckling about it. The visual image of this headline is just FANTASTIC, isn’t it?! And combined with the picture of the wide open road… wow. It’s just the perfect blend. I tend to err on the side of TOO direct sometimes, I think. This ad is a great reminder to paint vivid mental pictures along with the clear and ethical copy that we should all prioritize!

Here’s the headline idea for you: what is the exact opposite feeling of what you are trying to sell? Write a headline that paints a vivid mental picture of that opposite, stuck, annoyed (or whatever the adjectives might be) feeling that your clients want to avoid.

Idea #3 – Stop Overcomplicating

This Instagram post made me chuckle and immediately screenshot and send to another creative friend or two. Maybe it headline seems too basic and different than the copy you need help with, but the principle can certainly be applied. “Perks of being an artist” is such a basic title. But most of the time we overcomplicate words. Copy that is too the point and obvious (especially when paired with good design or an eye-catching graphic!) is always more effective than flowery jargon.

Here’s the headline idea for you: how are your headlines losing your clients because they have too many words or phrases only someone in your industry would know? Write a headline in a tight, clear sentence that leaves no room for misunderstanding.

Idea #4 – Imagine You’ve Never Heard of Yourself

I just heard a podcaster mention this peppy Instagram bio, and I had to go take a look for myself. I hadn’t heard of Mahdi Woodard before, but isn’t this piece clever? It’s just so. obvious. what he is about. It perfectly explains what he does to both his ideal client and someone who maybe has no idea what content creation is.

Here’s the headline idea for you: how would you explain yourself to someone who had never heard of you? Write a headline that makes what your about as obvious as this does. 🙂

#5 – Start With Your Values

This headline is from Daylight Computer, a company that offers a blue light free, paper-like computer that is allegedly less addictive and more sustainable for humans to use. I’m incredibly intrigued by it, and so impressed by their copy! This one, from their website’s home page, cleverly gives a positive statement (a proactive “we refuse”) about what they aren’t (exhausting, addictive, distracting). It’s a hard balance to hit, but they somehow did it!

BUT, for me, the biggest takeaway is how well their copy goes perfectly with their minimalist, distraction-free brand.

Here’s the headline idea for you: what are your values? Take some time to write them down. What kind of future are you working for? Now, come up with headline copy that clearly reflects those values so that anyone who sees it would know the deeper part of why you exist.

Idea #6 – Acknowledge the Season

This Instagram caption is from my friend Brooke’s cutey coffee shop in Ohio. I came across it during Valentine’s season this year, and the clever, Valentine’s-adjecent names drinks and a snack just melted me. I think that seasonal naming is a perfect way to demonstrate the relevance of your product or offer. With the constant noise and turnover of content on the Internet, calling out the current season is a really great way to show that your offer is not just another old trend. 

Here’s the headline idea: how can you creatively acknowledge the season to show the relevance of what you sell? Try writing a headline that is specific to the current season we are in.

Book someone else to write your headlines

If you’re looking for someone who studies headlines for a living to just write them for you, I’m booking copywriting projects for this summer!  Click here to browse through my standard copy packages, and click here to inquire for thoughtful, custom headline copy (and brand copy, and complete website copy, and… you get the idea;))