1.2Hooks (titles & headlines)
The essentials in 30 seconds
- The most-read element: miss the title, miss the whole text — write 10 to 20 headlines before choosing.
- 3 levers: specificity (numbers), benefit (concrete result), curiosity (gap to close).
- Appealing AND honest: clickbait gets one click then destroys trust.
Running mini-case — Mehdi and the title nobody reads
Mehdi publishes his article with the title “Tips for getting organized”: 12 reads. He applies the grid: 10 titles, one per lever — “Gain 1 hour a day: the 3-step method”. The same article passes 300 reads, without changing one line of content. The kept promise does the rest.
Sequel to case 1.1 — Mehdi moves from text to headline.
1. The #1 element of any text
The headline — the title, the first line — grabs attention and makes people want to read on. It’s the most-read element: per the line attributed to Ogilvy, 8 out of 10 read the headline, only 2 read the rest. Miss the headline, and you miss the whole text.
Consequence: the headline deserves disproportionate time. Write several (10, 20) before choosing. The first title that comes is rarely the best — pros produce dozens.
2. Specificity, benefit and curiosity
Three levers that make a title powerful. Specificity: precise details and numbers (“in 7 days,” “3 mistakes”) are more credible and striking than the vague. The benefit in the title: highlight, from the headline, the concrete result for the reader.
And curiosity (the gap): create a gap in the reader’s mind (a question, an intriguing promise) that makes them want to read to close it. “The mistake 90% of beginners make on their homepage” opens a loop you want to close.
3. Promise without deceiving
Essential safeguard: avoid clickbait — the sensational headline that promises more than the content delivers. It gets one click, then destroys trust and reputation. The title must be a promise the text keeps.
The golden rule: a good title is both appealing and honest. Curiosity and benefit are legitimate; lies and exaggeration, never. A disappointed reader doesn’t come back.
The flat-title graveyard
Moral: the first title that comes is almost always flat — write 10 to find the hook.
🔎 Concrete example — From flat title to grabbing title
An article on organization. Compare a neutral title and worked titles.
Flat: "Tips for getting more organized"
Benefit + specificity: "Gain 1 hour a day: the 3-step method"
Curiosity: "The morning habit 90% of organized people share"Result: numbers, clear benefit and a curiosity loop make the click irresistible.
Condition: the content must truly deliver the promised method or habit.
Section vocabulary
- Headline
- The title or first line of a text; grabs attention and makes people want to read on. Element #1.
Simple example: Mehdi tests “Gain 1 hour a day” against “Tips for getting organized”.
What it is not: a neutral summary of the content with no promise or angle.
Reflex: spend half the writing time on the title.
- Specificity
- Using precise details and numbers (“in 7 days,” “3 mistakes”); more credible and striking than the vague.
Simple example: “In 3 steps”, “1 hour a day”: the reader pictures effort and gain.
What it is not: staying vague (“Our tips”, “soon”, “many”).
Reflex: add at least one number or deadline to each title.
- Curiosity (gap)
- A gap created in the reader’s mind (question, promise) that makes them want to read to close it.
Simple example: “The mistake 90% of beginners make”: you want to know if you make it.
What it is not: revealing everything in the title, leaving no reason to read.
Reflex: open a loop the text truly closes.
- Clickbait
- A sensational headline promising more than the content delivers; gets one click but destroys trust.
Simple example: Promising “the miracle method” then delivering platitudes: Mehdi loses his reader.
What it is not: an honest curiosity whose content keeps the promise.
Reflex: check: does my text deliver exactly what the title promises?
- Benefit in the title
- Highlighting, right in the headline, the concrete result for the reader (rather than a neutral description).
Simple example: “Gain 1 hour a day” rather than “Article on organization”.
What it is not: describing the product (“Our 20-page guide”) instead of the gain.
Reflex: phrase each title as “what the reader gains”.
In practice — Write 10 headlines for one text
- Pick a real text (article, page, product). Write 10 different headlines, without self-censoring.
- Make at least one per lever: a specific one (number), a benefit one, a curiosity one.
- Check that each headline is honest: does the content keep the promise?
- Select the 2 best and ask someone which one makes them most want to read.
Ready-to-use script — test a headline (20s)
"If you only read this title, would you want to read on? And after reading, would you say the promise is kept?"
Ask a real person for two finalist titles: desire + honesty decide.
Copy-paste template — headline grid
TEXT TOPIC: _______________
SPECIFIC VERSION (number): _______________
BENEFIT VERSION (reader gain): _______________
CURIOSITY VERSION (loop to close): _______________
PROMISE KEPT BY THE TEXT? (yes/no): _______________
HEADLINE KEPT: _______________Small business / tight budget
With no testing tool: write 10 titles on paper, keep 2 and submit them to 3 customers or friends — real opinion beats any software.
Algerian SME
An Algiers shop’s Facebook page: title in simple French + number (“3 mistakes”, “in 7 days”) — the concrete benefit beats the vague slogan, even bilingual.
Email subject
Same grid in 50 characters: benefit + specificity (“Gain 1h/day in 3 steps”) — curiosity alone gets fewer inbox clicks.
Poster / point of sale
Title readable at 3 meters: 7 words max, one number, one benefit — detail and curiosity live in the subtitle.
✓ Best practices
- Always write several titles (10+): the first is almost never the best.
- Add a number or a precise detail: specificity gives credibility and impact.
- Test your headlines on a real person: does it make them want to read on?
✗ Common pitfalls
- Settling for the first title that comes, often flat.
- Falling into clickbait: one click gained, trust lost.
- Staying vague (“Our tips”) where a number and a benefit would strike.
Key takeaways
- The headline is the most-read element: it deserves disproportionate time.
- Three levers: specificity (numbers), benefit, curiosity (gap).
- Write several before choosing: the first title is rarely the best.
- Appealing AND honest: clickbait gets one click then destroys trust.
48h Challenge — apply tomorrow
Take 1 existing text and write 10 headlines (grid above: specific, benefit, curiosity). Have 2 people vote and publish the winner.
- I can cite the 3 headline levers with an example.
- I can explain why clickbait destroys trust.
- I’ve written 10 headlines for 1 text and picked the best.
Frequently asked questions
How many titles should I really write?
Pro copywriters often write 10 to 25 for a single text. The goal isn’t quantity itself, but moving past the obvious ideas to reach the truly grabbing angle.
Isn’t curiosity already clickbait?
No, as long as the content keeps the promise. Honest curiosity opens a loop the text actually closes. Clickbait promises what it doesn’t deliver: the deception is the problem, not the intrigue.
Which of these titles best applies the three levers without clickbait?