The Headline Matrix: 16 Types

Writing headlines (and hooks) is one of -- if not the most -- important thing you can learn as a writer.

Copywriter, ghostwriter, journalist, blogger, Twitter thread-writer... it doesn't matter.

As the great adman David Ogilvy once said:

In other words...

• For ad copy, 80% of your writing depends on the headline.
• For news (which can be a good sub for content)... a 2014 Associated Press study done via Washington Post revealed only 59% of people read past the headlines.
• For Twitter, the first tweet of your thread needs to hook them in.

The headline's job is to...

• Drive reaction
• Grab attention
• Prove relevance
• Create curiosity
• Generate emotion

Or you can use Gary Bencivenga's checklist:

• Urgent Problem
• Unique Promise
• Unquestionable Proof
• User-Friendly Proposition

OK, but how do you start?

When I first started studying copy...

I broke down and categorized headlines into the 4 Insights colors. 🤓 Insights is a business consulting firm that breaks down human personalities into four colors.

Here are the four colors:

🟢 Green = Relationships (int/feel)

🔺 Red = Leadership (ext/think)

🟦 Blue = Analytical (int/think)

⭐ Yellow = Communication (ext/feel)

Let's talk about each color...

🟢 Green = Relationships (introverted feelers): These are the nurturing types who have deep connections with the people in their lives.

🔺 Red = Leadership (extroverted thinkers): These are the determined, resolute people who often find themselves in leadership positions.

🟦 Blue = Analytical (introverted thinkers): These are the logical thinkers who map out every process, strategy, and plan.

⭐ Yellow = Communication (extroverted feelers): These are the attention-starved fast-talkers who charm their way out of everything.

So depending on what you're selling and who you're selling it to...

I see each color as a COPY-VOICE that sells to a type of AUDIENCE

🟢 : Loving-Parent

🔺: Leader

🟦 : Reporter

⭐ : Dealmaker

Let's talk about each one...

🟢 : Loving-Parent (Problem): This voice talks to prospects who are in pain... and need an ear first before you suggest a solution. This audience needs empathy.

🔺: Leader (Promise): This voice talks to prospects who are lost, uncertain, don't know where to go. They need someone to tell them what to do and how to do it. This audience needs education.

🟦 : Reporter (Proof): This voice talks to prospects who "don't know what they don't know". It's usually for confusing/complex markets with a lot of "inside-info" few are privy to. This audience needs exposés.

⭐ : Dealmaker (Proposition): This voice talks to prospects who are looking for a deal. They either run on emotions... or they've done their research already, so just make an offer! This audiences wants exchange.

So again, in summary...

Color: Voice (Tactic) | Audience Needs

🟢 : Loving-Parent (Problem) | Empathy

🔺: Leader (Promise) | Education

🟦 : Reporter (Proof) | Exposés

⭐ : Dealmaker (Proposition) | Exchange

Now under each of the four colors...

I've found 4 common types of headlines.

So if...

• You know what kind of AUDIENCE you're selling to...
• Then you know what VOICE to use...
• And you can write the best HEADLINES for that combo...

For example...

🟢 : Loving-Parent (Problem) | Empathy

Use these types of headlines:

• Sick & Tired
• Describe the Problem
• Impossible Dream
• They All Laughed...

🔺: Leader (Promise) | Education

Use these types of headlines:

• Gate Keeper
• Miracle Worker
• Life Changer
• Doomsayer Prophet

🟦 : Reporter (Proof) | Exposés

Use these types of headlines:

• Conspiracy
• Man Bites Dog
• Breaking News
• Unknown Scapegoat

⭐ : Dealmaker (Proposition) | Exchange

Use these types of headlines:

• Put Up or Shut Up
• Throw Down the Gauntlet
• Guarantee
• Simply Benefits Driven

OK, so those are your 16 headline types.

And what I've done is...

I found fifty-eight (58) PROVEN headline templates and I've categorized them under each of the 16 headline types.

I've put it into a 1-page PDF for you.

In this PDF, under each "color", you'll find the 16 headline types... and then example templates under each type.

Because it's a 1-page PDF, you can print it out and leave it on your desk next to you when you're working on your copy, content, or Twitter.