Why Headlines Flop & 3 Things You Need To Make Them Pop

February 13, 2024

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I'm Victoria!

I show life coaches how to master their marketing and take control of their own success by creating a meaningful message that attracts more clients and makes more money.


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Discover 3 Messaging Principles you must know to create $10K months on repeat. 

Learning the art of writing and sharing powerful headlines is one of the best ways to start leveraging the work you’re already doing to create and share content and boost response rates.

If you’re already going to be posting on socials, sending emails to your list, and running ads, then just by boosting conversion rates a couple of percent, you can bump your sales by hundreds or thousands of dollars.

So, it’s worth working on avoiding common headline mistakes that kill your results.

Instead, I want you to have more ways to quickly activate attention from your audience so you can stop getting overlooked in the noisy world of social media, email, podcasts, ads, sales pages, and everything in between.

Now I don’t expect you to be an amazing copywriter, straight off the bat.

But copy is one of the most important keys to unlock more ease and profit in your business as it’s how you start to speak the language of your perfect audience with your message to engage them in conversation and draw them closer to becoming buyers – sooner.

Headlines are central to making your copy work harder for you and ensuring you make great results happen from your marketing and content.

They’re the window dressing and welcome mat to your message and showcase the value you’re here to share.

But they can also be one of the biggest success blockers for coaches, especially when creating campaigns that convert.

Great headlines are an easy way to get more views, engagement, and action on your communications without doing more work or creating more stuff.

So, it’s time to stop avoiding the art of writing and sharing punchy headlines, because whether you are writing an email, a Facebook ad, or creating a landing page for your lead magnet, you will want to learn what makes headlines pop.

The pop leads to more of your stuff converting, which means more money banked.

Worth it, don’t you think?

OK, now that I’ve got your attention, strap yourself in as we dive into the art and science of recognising the power behind the headline.

Let’s Pull Back The Curtain Together On What Makes A Headline Pop…

I want to share a few winning headlines and pull back the curtain to explain why they work better than most and how you can embrace these principles to avoid tanking your marketing efforts.

Ready? Let’s go!

Pop Factor 1: Leading With A Relevant Question

The difference between a headline that sings and one that sinks is whether you start with a relevant question for your perfect people.

As if you were meeting them in real life, you want to ask them about them first to open up a discussion, connection, and continuing conversation.

Think of questions like:

Dreading school pick-up today?

Got passed over for another promotion to an upstart in her late twenties with at least a decade less experience?

Still wondering where your next client is coming from? They’re closer than you think.

Questions arrest the mind and jolt your potential client into awareness about the situation you help them solve.

They are so much more powerful than a tell-them statement like:

“Why Women In Their 40s Don’t  Get The Promotions They Deserve”.


Because our brains are hardwired to react and respond to a question, it’s like everything your mind lives for.

That’s why trivia nights are such fun (or is that just me?).

Pop Factor 2: Problem-Centered Over Solution-Centered Headlines

You want to invite and encourage more of the right kind of audience to engage with your content, offers, and emails.

And when I say the right kind, I mean the people most ready to act.

Even though you’re always going to build a following of people at different stages of offer-readiness.

The more people you can get who are closer to pulling out their credit cards and solving their problems with your coaching, the higher your sales conversions will be.

That’s right, by calling out the problem they’re keeping first, as it relates to them, you leverage understanding and empathy.

You’ll get more momentum from the fact that our minds are geared to think of ourselves before we trust a new opinion a stranger offers.

When you try to tell with a statement, you miss the chance to take advantage of the natural mind trigger a question is.

A headline like:

“The First & Only Rule Of Law Of Attraction You Must Follow” you miss the chance to create context, drive curiosity, and call in a view, click, subscriber, or sale.

Statements assume you already know what they need, and that can bypass an important building block of connection.

So instead, capture their attention and position yourself as infinitely relevant by finding the real problem your audience is keeping, especially if it is the most important “dragon to slay” on the way to a new and better reality (that, of course, if possible through your coaching, program or offer).

This means you’ll always see better results the more you zero in on the problem, and if you can be even more specific about it, the better results you will see.

Think headlines more like:

“Why Vision Boards Don’t Work When It Comes To Manifesting Your Biggest Goals & What To Do Instead”

“The Life Coach Your Toxic Exr Doesn’t Want You To Know About “

Pop Factor 3: Weaving In The Compelling Power Of Curiosity

When you look at any tabloid newspaper front page, nine times out of ten, you’ll see curiosity headlines.


Because they captivate readers in fewer words and time than it would take to frame and explain your solution.

I just did this with ads for a lead magnet for older people.

The ad that led with “Aging Well” in the headline didn’t do nearly as well as a headline that implored “Will your parents get left behind in the great US care shortage?”.

This doesn’t mean you need to make stuff up or over-dramatize anything, it’s more about the tease before the tell it’s not a bait and switch.

But curiosity is an age-old trigger for the human brain, and when used well, it can be very compelling.

Think about the power of someone telling you a story and then announcing that they’ve been sworn to secrecy and really shouldn’t say…

Winning curiosity-driven headlines I’ve used recently have included:

“What They Didn’t Teach Us About Money In Med School”…

“The 5 Best Ad Tyoes Working Right Now To Deliver 30% Cheaper Life Coaching Leads”

Now, you may be wondering whether you should deploy all three headline pop factors at once, and I will say “NO: to that.

Take one and integrate it to test and see how you go.
And before you know it, you’ll be on your way to crushing your copy goals without hiring a pricey copywriter.

Show Notes:
Try these writing resources to quickly generate and improve your headlines:

Hemingway App https://hemingwayapp.com/
Google Gemini (was Google Bard) https://gemini.google.com/app

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