Adam W. Morgan

We often joke that a picture is worth a thousand words. But in reality, the most important element in your marketing content is your headline. Unfortunately, most of the guidance on headline writing found on the web only teaches you how to write click bait. And that practice has reached a tipping point where consumers are pushing back. Which begs the question, what really makes a good or a bad headline?

As a writer and creative leader, I’ve been deconstructing headlines for the past 24 years. In this presentation, I share stories of early headlines in yellow journalism to lessons learned for today’s marketers and writers. I walk through all the basic headline patterns, studies on what takes to write good headlines, and review the four truths that good headlines follow.

This presentation will share the following:

• Why most headlines are simply click bait
• The 29 basic headline patterns
• How to write good headlines that connect emotionally