One of my favorite headline tactics is to connote something shocking, weird, confusing, odd, outrageous, or interesting. And then to explain it further in the copy.
You start with something that might seem unbelievable but doesn't tell the full story, which forces the reader into the copy to know more.
Let's say you sell a weightloss program. Your copy hinges on the idea that strict diets are bad. They slow down a dieter's metabolism and can even cause health problems.
The headline could say something like, “Fact! Most ‘healthy' diets are cold-blooded killers.” (The point is that strict diets “kill” your metabolism so to speak, but it's enough to pique the target reader's curiosity and pull then into your copy.)
Michel Fortin is a strategic marketing consultant and certified digital marketing expert who specializes in helping professionals, experts, and skill-based entrepreneurs build their practices or businesses. With his unique combination of copywriting, SEO, and CRO, he can help improve traffic, leads, and revenue for his clients. For the better part of 30 years, he's produced countless wins, generating in excess of $300 million in sales and results that have broken many industry records. He's the author of two top-selling books and often speaks at industry events.