You have exactly two seconds.
Two seconds to win the attention you’re working so hard to build—or disappear into the scroll forever.
Malcolm Gladwell calls it thin-slicing—our brain’s ability to make snap judgments with minimal information. Whether it’s a job interview, a sales pitch, or meeting a prospect for the first time, people decide almost instantly if they care.
Your content is no different.
- 80% of people never read past the headline.
- 80% of content goes wasted.
- Traffic can vary by 500% based on the headline alon
Unless you have a content strategist on your team, there’s a good chance your headlines are an afterthought—something you slap on after you’ve poured hours into the content itself. That’s a costly mistake.
A headline strategy isn’t just about headlines—it’s about winning attention across every key touchpoint.
The three biggest areas where first impressions drive audience, engagement, and revenue:
- Content Hooks – Social posts & articles
- Email Subject Lines – Inbox-first impressions
- Content Headlines – Blog posts, whitepapers, reports
Nail these; you don’t just get clicks—you drive revenue.
Want headlines that demand attention? Let’s dive in.
The 3-Part Headline Strategy Framework
Creating a consistent, high-performing headline strategy isn’t about writing clever one-liners—it’s about having a repeatable system that matches your brand’s tone of voice and drives results every time.
Here’s the framework:
1. Define Your Tone of Voice (and Know Your Audience)
Every brand has a unique way of speaking. Are you bold and disruptive or authoritative and data-driven? Knowing your tone ensures your headlines always feel on-brand and resonate with the right audience.
2. Develop 10-20 Headline Templates
Instead of starting from scratch every time, create plug-and-play headline formulas that fit your style. These templates become your go-to for crafting headlines that drive engagement.
3. Test, Iterate, and Optimize
Not every headline will hit. A/B testing, performance tracking, and real-world data help refine what works so you can double down on high-performing formulas.
Master these three steps, and you’ll never struggle with headlines again—you’ll have a proven system that delivers attention, engagement, and revenue every time.
Let’s continue.
DefineYour Tone of Voice
Consider your headline like your statement necklace or pocket square—it’s the first thing people notice when you walk into a room. It sets the tone before you say a single word.
Not only is it the biggest determinant of whether your content succeeds, but it also shapes brand perception at every turn. A weak or inconsistent headline can confuse your audience, while a strong, on-brand headline reinforces your authority and makes your content instantly recognizable.
Your headline tone of voice should be an extension of your brand archetype—the personality your audience expects and trusts. Let’s break down 7 different headline styles and why they work for each brand.
Seth Godin’s headlines are short, intriguing, and challenge conventional wisdom. He doesn’t waste words—he makes you think.
Examples:
- “The Problem with Best Practices”
- “Marketing Isn’t About the Product”
- “Why Most Business Strategies Are Flawed”
Why it Works:
It forces the reader to pause and reconsider what they think they know.
When to Use It:
If your brand is insightful, contrarian, and focused on big-picture thinking rather than tactical how-to’s.
HBR headlines speak directly to executives and decision-makers. They are data-driven, authoritative, and framed as must-read insights for leaders.
Examples:
- “The Future of Sales Leadership in a Digital-First World”
- “What CEOs Need to Know About AI in 2025”
- “The Science Behind High-Performing Sales Teams”
Why it Works:
It signals credibility and appeals to professionals looking for research-backed insights.
When to Use It:
If your brand is executive-facing, data-driven, and focused on thought leadership.
Inc. headlines are designed for fast, actionable takeaways. They often use numbers and step-by-step frameworks to promise immediate value.
Examples:
- “5 Simple Habits of Highly Effective Sales Leaders”
- “7 Marketing Strategies That Are Working Right Now”
- “10 Productivity Hacks That Will Change Your Workday”
Why it Works:
Numbers create clarity and scannability, making the content feel digestible and actionable.
When to Use It:
If your brand is practical, fast-moving, and focused on tactical execution.
HubSpot headlines are clear, problem-solving, and keyword-rich, making them great for SEO and highly shareable.
Examples:
- “How to Build a Scalable Demand Gen Strategy in 90 Days”
- “The Ultimate Guide to Account-Based Marketing”
- “Cold Email Best Practices: What Works in 2025”
Why it Works:
It answers a specific question, making it useful for both search engines and readers looking for immediate solutions.
When to Use It:
If your brand is focused on education, inbound marketing, and tactical execution.
Morning Brew headlines are short, fun, and designed for engagement. They often use wordplay, cultural references, or unexpected angles to make business topics feel approachable.
Examples:
- “Your LinkedIn Outreach Feels Like a Bad Blind Date—Here’s Why”
- “Why Your CRM Hates You (And What to Do About It)”
- “Selling to the C-Suite? Read This Before You Embarrass Yourself”
Why it Works:
It feels human and makes business content less boring and more relatable.
When to Use It:
If your brand is modern, casual, and audience-focused—great for newsletters and social-driven content.
Terminus speaks directly to its target audience (B2B marketers & ABM practitioners) with insider language and specificity.
Examples:
- “ABM Done Right: The Playbook for Winning Enterprise Deals”
- “Why Your Demand Gen Strategy Is Broken—And How to Fix It”
- “The Future of B2B Marketing: 3 Trends You Can’t Ignore”
Why it Works:
It signals deep expertise and immediately resonates with its niche audience.
When to Use It:
If your brand is industry-specific, community-driven, and focused on B2B professionals.
The Bottom Line: Every headline sends a message—not just about your content, but about your brand identity.
- Want to be seen as an authority? Use the HBR or HubSpot style.
- Want to challenge conventional thinking? Go Seth Godin.
- Need to drive clicks fast? Take the Morning Brew or Inc. approach.
IMPORTANT NOTE: Know Your Audience- But Don’t Assume
It’s easy to fall into the trap of writing the headlines you think your audience expects—but that’s not always the right move. Selling to CEOs and assuming they only want HBR-style headlines? Bad idea. Maybe they crave deep analysis, or maybe they’re tired of the same dry, corporate tone they see in the Wall Street Journal, The Economist, and Barron’s all day long. Maybe your brand is the breath of fresh air they didn’t realize they needed.
Know your audience, but don’t lose your voice. The magic happens when your headlines are both relevant and unmistakably yours. Get that balance right, and your content won’t just be another link in their feed—it’ll be the one they actually want to click.
Now that you’ve seen how different brands approach headlines, the next step is building a system you can use every day. That’s where a swipe file comes in—a set of proven templates designed to match your brand voice and eliminate guesswork.
Build Your Headline Swipe File
Now that you know how different brands approach headlines, it’s time to create your own go-to swipe file. Instead of staring at a blank screen every time, you’ll have a set of proven templates that match your tone of voice and drive engagement.
The key is to build a bank of 10-20 reusable headline formulas that fit your brand’s style—so you can consistently generate high-performing headlines without reinventing the wheel.
20 High-Impact Headline Templates You Can Steal
These templates are plug-and-play—just swap in your topic, tweak the wording, and you’re ready to go.
Bold & Contrarian (Seth Godin / JumpSeat Style)
- “Forget Everything You Know About [Topic]—Here’s What Actually Works”
- “Why [Common Belief] Is Wrong—And What You Should Do Instead”
- “The Unsettling Truth About [Industry Trend]—And How to Stay Ahead”
- “Stop [Bad Practice]—Do This Instead to [Achieve Better Result]”
Authoritative & Insight-Driven (HBR / McKinsey Style)
- “The [Year] Playbook for [Industry-Specific Outcome]”
- “What [C-Suite Role] Needs to Know About [Emerging Trend]”
- “The Science Behind [High-Impact Business Outcome]”
- “New Research Reveals [Surprising Insight]—Here’s What It Means for You”
Actionable & List-Based (Inc. / HubSpot Style)
- “7 Strategies to [Achieve Outcome] Without [Common Pain Point]”
- “5 Mistakes You’re Making with [Process]—And How to Fix Them”
- “The 10-Step Framework to [Desired Goal] in [Shorter Timeframe]”
- “X Ways to Improve [Specific Metric] and Drive More [Result]”
Conversational & Witty (Morning Brew Style)
- “Your [Strategy] Sucks. Here’s How to Fix It”
- “If [Pain Point] Feels Impossible, You’re Doing It Wrong”
- “The [Industry] Guide to Not Embarrassing Yourself on [Platform]”
- “Your [Process] Feels Like a Bad Blind Date—Here’s Why”
SEO-Optimized & Educational (HubSpot Style)
- “How to [Achieve Outcome] in [Short Timeframe]”
- “The Ultimate Guide to [Topic]—Everything You Need to Know”
- ”[Year] Trends: What’s Working in [Industry] (And What’s Not)”
- “Beginner’s Guide to [Process]: The Step-by-Step Playbook”
How to Use Your Swipe File
- Save these templates in a Google Doc, Notion page, or even a sticky note on your desktop.
- Match them to your brand voice—pick the styles that best fit your identity.
- Test and refine—run A/B tests, analyze performance, and see which templates drive the most engagement.
Great headlines aren’t a one-time effort—they’re a system. With a swipe file in hand, you’ll never start from scratch again. Now, let’s make sure your best headlines get the attention they deserve.
3. Test, Iterate, and Optimize Your Headlines
Even the best headline writers don’t get it right on the first try. The difference between a headline that flops and one that drives massive engagement often comes down to small tweaks—changing a word, adjusting the structure, or adding a curiosity gap. That’s why testing and optimization are essential.
Here’s how to refine your headlines and double down on what works.
1. Prioritize Testing Where It Matters Most
Not all headlines carry the same weight. Start by testing in the areas where headline performance directly impacts results.
Email Subject Lines → Test First
- Subject lines dictate open rates, making them a critical testing ground.
- A/B test two subject lines and track which one gets higher open rates.
Example Test:
- A: “How to Fix Your Cold Outreach Strategy in 2025”
- B: “Your Cold Outreach Sucks—Here’s How to Fix It”
Social Post Hooks → Engagement Impact
- The first line of a LinkedIn post or Twitter thread determines whether people stop scrolling.
- Test different phrasing styles—bold statements, open-ended questions, or curiosity-driven hooks.
Blog & Content Headlines → SEO & Click-Through Impact
- If your content lives on your site, test headlines that balance clarity, intrigue, and keyword relevance.
- Use Google Search Console or heatmap tools to analyze headline-driven click-through rates.
2. Track Performance & Identify Winning Patterns
Once you start testing, keep a record of what headlines perform best. Look for patterns:
What’s working?
- Shorter vs. longer headlines?
- Numbers & lists vs. open-ended curiosity?
- Direct vs. playful language?
Test each headline variation for at least 2-4 weeks to gather enough data before making adjustments.
Pro Tip: Keep a “Headline Hall of Fame”—a running list of high-performing headlines from your content and other brands. Use these as inspiration for future headlines.
3. Keep Refining & Doublling Down on What Works
The best headline strategies evolve over time. What works today might not work six months from now, so keep testing, tracking, and optimizing.
- Review performance monthly—see what’s resonating and refine templates accordingly.
- Borrow from the best—analyze successful headlines from top brands in your industry.
- Never settle—always be tweaking, iterating, and improving.
Final Thoughts: The System That Wins Attention
Great headlines don’t happen by accident. With a defined tone of voice, a headline swipe file, and a test-and-refine process, you’ll have a repeatable system that ensures every piece of content gets the attention it deserves.
Now, it’s time to put this into action. Go build your swipe file, start testing, and watch your engagement—and revenue—grow.
