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 certified digital marketing expert and renowned copywriter who specializes in a unique combination of SEO, CRO, and UX to 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 has worked with thousands of businesses ranging from individual entrepreneurs to enterprise-level multinational companies. He's the author of two top-selling books and often speaks at industry events. To connect with him, visit his LinkedIn profile where he is most active.