Headlines are the salesman of your copy. When we are talking about content marketing and articles, it is the first thing your audience notices, and based on this, they decide whether they will open it or not.

Meanwhile, there are millions and billions of content out there ready to be seen. So the question now is not “What’s insight?” but “What I’m getting from this?”

🔎 Learn more about your customer persona & the key to speaking to their heart.

Luckily, here is one rule that will always help your project get the attention you desire.

The fairy godmother of headline writing, the ✨ 4 U’s ✨

Urgent — Unique — Ultra-specific — Useful

Let’s dive into it:

1. Urgent

If you are experienced in copywriting you are probably familiar with this concept. Creating urgency not only makes your audience act but also gives the impression an easy and problem-solving technique.

Example: Get more followers today! or Start your copywriting business now

Keywords: now, today, this season, this winter, this Christmas, etc.

2. Unique

Your product/service/content is as unique as your audience. Showcase how special it is using unexpected example combos.

Example: Our new, Nutcracker vegan latte tastes like caramel and Christmas magic!

Tips: The key here is to make them curious, use the word “like” to make them imagine your product/service but use a twist.

3. Ultra-specific

You know your audience so well!

Your customer persona is the guide to getting to know their desires, fears, and challenges. Use that in your copy to capture their attention.

Example: How to master excel and get the promotion you always wanted.

Tips: Be extra specific and talk about their goals and challenges.

4. Useful

You have something to say, and more important, you have something to teach. That comes in handy when people search for tutorials or how-to content. When your content appeals to your audience page they are more likely to show interest if you show them the problem (How to master excel) and the result (to get the promotion you want) in just one sentence.

Example: Step by Step Pinterest strategy to get 10M monthly reviews.

Keywords: Step by step, tutorial, etc.

If your ad has words of one of the above groups then it’s impossible to go unnoticed.

Check out these 4 Quick-fire headline tips to master the art of headline copy!