1. Warning: [blank].

If you’ve read this far, I guess it still works. Starting a headline with the word warning will almost always catch attention, but it’s what you say next that will determine how well it works for your particular content.

• Warning: If You Depend on Google for Both Traffic and Advertising, You Pretty Much Work for Google
• Warning: Two Out of Every Three People in Your Industry Will be Out of Work in 5 Years—Will You Be One of Them?
• Warning: Do You Recognize These 7 Early Warning Signs of Blogger Burnout?

2. How [blank] Made Me [blank].

Use this structure when relating a personal story. The key to the most effective use of this template is for the two blanks to dramatically contrast, so that the curiosity factor goes way up and people feel compelled to read more.

• How a “Fool Stunt” Made Me a Star Salesman
• How an Obvious Idea Made Me $3.5 Million
• How Moving to Iowa Improved My Sex Life

3. Are You [blank]?

A nice use of the question headline, designed to catch attention with curiosity or a challenge to the reader. Don’t be afraid to be bold with this one.

• Are You Ashamed of Smells in Your House?
• Are You Ready to Learn Chinese for Your Next Job?
• Are You a Courageous Blogger?

4. [Blank] Ways to [blank].

One of the best list structures, because it’s really a “how to” headline enhanced by specificity that either impresses the prospective reader with how many tips you’ve got, or at minimum let’s them know exactly what to expect.

• 101 Ways to Cope With Stress
• 21 Ways to Live a Better Life With Less
• 5 Ways to Write Killer Headlines

5. If You’re [blank], You Can [blank].

Another great use of specificity, this headline addresses a particular type of person with the first blank, and the beneficial promise to that person in the content or body copy with the second.

• If You’re a Non-Smoker, You Can Save 33% on Life Insurance.
• If You’re an Accountant, Our Frequent Flyer Program Really Adds Up
• If You Love Scuba, You Can Dive Belize This Week Only for a Song!

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