How to Write “Speedbump” Headlines

Perhaps you’ve already read Crafting Catchy Titles, one of my most popular blog posts. It’s been so highly favored, that I decided it was time for more of the same. Well, not the same, but in the same vein.


Speedbump headlines, or even better, stop sign headlines grab attention. They make the reader stop in their tracks and reevaluate before moving on. Let me reassure you. This may seem simple; it is!

Don’t be intimidated by the thought of writing headlines. You don’t need to be a copywriter. Headlines are used for PowerPoint presentations, sales calls, emails, and more. Use these psychological triggers and you’ll be moving more people to action in no time.

Question-Based & Curious Headlines

Try a headline in the form of a question. Questions make people think harder than statements. The little squiggly question mark makes your brain want to know more. Make the question problem-based for even more power. Bring to the fore your customers “point of pain.” When you’re audience identifies with the problem they’ll be ready to solve it.

Get people curious by using the right words. Use definitives when possible. Words like “the” or “these” imply there is only one solution (or set of choices). The reader will have to read on to know what the answer is; we’re naturally inquisitive. “How to” headlines are usually curiosity based. Starting with “why” can also be highly effective.

Revise and Perfect

Make a list of several possible headlines. You’ll want to keep your headline simple. First, can you cut out unnecessary words? Ask if your headline could be a question. Does it address the correct audience and will it appeal to them? Does it address a problem? Go ahead; ask some friends or colleagues which one of your headlines “speaks” to them.

Crafting attention-getting headlines that will make viewers stop in their tracks and become readers is part science and part art. It’s worth the effort to improve your skills. The slightest difference in headline wording could bring monumental changes to your click through rate, conversions, and sales.

Got some headline ideas that you need to “bounce off” someone? Send me an email. terra@fletcherfreelance.com.

Effective Healines

Proven headlines from the book “The Ultimate Sales Letter” by Dan S. Kennedy


• They didn’t think I could              , but I did.

• They laughed when I                , but not when I          .

• Who else wants        ?

• How made me         .

• If you are           , you can            .

• Secrets of            .

• Hundreds now         even though they           .

• Warning:             !

• Give me            and I’ll              .

For help with your sales letter or other marketing communication contact Fletcher Freelance today at (715) 584-6773 or terra(at)fletcherfreelance(dot)com.

Email Marketing: Subject Lines that Entice Readers

Your email’s subject line can be the determining factor as to whether your email gets read, even opened. That’s a lot of pressure riding on those few words. How do you make the best of them?

A short and simple subject line is best. I recommend 50 characters or less; Constant Contact suggests 40 characters or less. That means you have just five to eight words to convey a reason for your audience to read your message.

Be descriptive. Use numbers and locations. Encourage action in a creative way. Stand out from the rest of the subjects lines in your prospect’s inbox. Don’t use free, help, percent off, reminder, or an exclamation mark.

Rather than using the same subject line each time, summarize the content of this particular communication. Always use topics of interest to your audience.

Test your subject line’s effectiveness by splitting your email list in half. Try sending the same content with two different subject lines. Check your open, click through, and response rates. The results should tell you much about what appeals to your audience.

If you need help crafting your message and subject line – contact Fletcher Freelance today.

(715) 584-6773
terra@fletcherfreelance.com

Current Resident Alternatives

Never again address your mail to “current resident.”

The technology to personalize email and snail mail campaigns kicks “current resident” to the curb. Most email marketing providers, such as Constant Contact, make it easy to address each correspondence to each recipient- by name.  Mail merge programs use your database of contacts to personalize printed mail pieces.

If you don’t have a name, try these titles (as recommended by Dan S. Kennedy) instead…

To the Busy Family that lives at

To the Concerned Parent that lives at

To the Person Who Must Increase Sales for

I've also had mail addressed to me as...

To the friend of (organization)

Any of these phrases is an improvement over "current resident."  If you need assistance in choosing the right words for your next marketing campaign call or email Fletcher Freelance today! I can be reached at (715) 584-6773 or terra@fletcherfreelance.com

Crafting Catchy Titles

A catchy title determines whether your audience will respond to your “call to action.” If you want someone to read your article or attend your seminar, you need a catchy title.

Consider where your title will be used. Is it primarily for print media? The internet? When writing for the web, be aware of keyword usage. How would someone search to find your class or article? When writing for print, you can usually be a bit more creative. Play on your readers’ natural curiosity.

When choosing the wording of your catchy title, keep it clear and simple. Your title should not be more than 20 words (3,5, or 7 word titles are ideal). What is important to your audience? Use words that address their needs and affect their emotions. Answer your audiences’ skeptical, “what’s in it for me” attitude. Then address why they need to respond now. Why should they click, open, sign-up, enroll, or read on?

When you craft a succinct title, your conversion rates will increase.