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Cutting Through the Chaos with Killer Copy: A Guide to Writing Attention-Grabbing Headlines
- Robyn-Lee Samuels
- Feb 24
- 7 min read
2 Seconds!
That's how much time you have to hook readers with your headlines. 2!!
Our attention spans are almost non-existent. You can't waste resources on boring content! Copywriting isn't about being smart, cute, or creative. It's about persuading people to take action. But how do you create content that not only grabs attention but also drives action? How do you stand out in a sea of endless information and competing voices?
According to renowned copywriter Robert W. Bly, the key is to use tried-and-tested tactics but back them up with valuable content. And when it comes to creating compelling content on LinkedIn, value is the name of the game.
Let's start with headlines.
“We are not in the business of being original. We are in the business of reusing things that work.” ― Robert W. Bly, The Copywriter's Handbook: A Step-By-Step Guide To Writing Copy That Sells
How to Write Attention-Grabbing Headlines That Hook Readers in 2 Seconds
In his book, The Copywriter's Handbook, Bly shares that a headline should do three things: grab attention, select the audience, and deliver a strong benefit. Let's break each of these down.
Grab Attention
As mentioned earlier, you only have 2 seconds to grab readers' attention with your headline. How do you do that? Behavioral psychologists, marketers, and authors like Daniel Carnegie, Robert Cialdini, and David Ogilvy have researched this extensively.
One key tactic is to use numbers. Numbers stand out visually and add credibility to your content.
For example, "5 Ways to Boost Your Productivity" or "10 Secrets to Creating Killer Copy". The use of odd numbers like 3, 7, or 11 also tends to be more effective than even numbers.
Another tactic is to use powerful words that evoke emotion and curiosity. Words like "secret", "proven", "surprising", and "ultimate" can pique readers' interest and entice them to click on your content.
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