Quick-reference for writing headlines that stop readers. Covers pattern selection, power word use, and the 4Us quality check.
Headline Type Guide
| Type | When to use | Example |
|---|---|---|
| Curiosity | Reader has the problem but doesn't know the solution exists | "The Mistake 94% of Email Marketers Make Before 9am" |
| Benefit | Clear, direct value claim works for the audience | "Double Your Reply Rate in 7 Days" |
| How-to | Educational or instructional content, search-intent copy | "How to Write a Cold Email That Gets a Response" |
| Number/List | Scannable content, specific and credible claims | "11 Subject Lines That Outperformed Our Control by 40%" |
| Question | Reader already feels the pain; headline names it | "Still Losing Customers at Checkout?" |
| Command | Strong CTA context, short-form ad copy, buttons | "Stop Writing Bland Subject Lines" |
Reference Index
Load these files when writing headlines:
- proven-patterns.md - 26 fill-in templates organized by type, each with a concrete example. Load when you need a structural pattern to work from.
- power-words.md - Words categorized by emotional effect: urgency, exclusivity, trust, curiosity, fear/loss, desire/gain. Load when a headline needs more pull.
Quick Tip
Strong headlines combine three things:
- Pattern - The structural skeleton (from proven-patterns.md)
- Power word - One or two words that create emotional pull (from power-words.md)
- 4Us check - Does it score on Urgent, Unique, Ultra-specific, and Useful? (see ../quality-frameworks/references/four-us.md)
Pick one power word per headline. Stacking two from the same emotion category kills credibility.