5 Headline Formulas That Get Clicks (Without Clickbait)
Ogilvy said 5x as many people read the headline as the body. Spend 50% of your writing time on the Title. Use "Specific Numbers" and "Negative Emotion" (Mistakes/Warnings).
What is The Curiosity Gap?
The Curiosity Gap is The psychological space between what we know and what we want to know.
The 3 Core Benefits
Higher CTR
A good headline improves Ad CTR, Google Search CTR, and Email Open rates. It is the highest leverage change you can make.
Sets the Frame
The headline tells the user "This is for ME." If it is vague ("Welcome to X"), they bounce. If it is specific ("Accounting for Dentists"), they stay.
Viral Sharing
People share articles based on the Headline alone (without reading). A great headline makes your content travel.
The 5 Formulas
The "How To" (Educational)
"How to [Achieve Desire] in [Timeframe] without [Pain]." Ex: "How to get 100 users in 30 days without ads."
The "Listicle" (Digestible)
Use odd numbers. "7 Tools..." work better than "10 Tools." It feels more curated. Ex: "7 APIs every developer needs."
The "Negative Angle" (Fear)
"Stop doing [Common Habit]." Ex: "Stop using Excel for your CRM." Fear of loss/mistake is stronger than desire for gain.
The "Comparison" (Anchoring)
"[Competitor] vs [You]." Ex: "Why we switched from Notion to Obsidian." Piggyback on famous brands.
The Mesh "Secret"
"The secret tool [Prestigious Group] uses." Ex: "The growth stack YC founders use (It includes Mesh)."
Vague Headers vs. Magnetic Headers
| Feature | Vague Headers | Magnetic Headers |
|---|---|---|
| Focus | "Welcome Home" | "Lose Weight" |
| Clarity | Clever/Abstract | Clear/Concrete |
| Result | Confusion | Curiosity |
Frequently Asked Questions
Is clickbait bad?
Only if you don't deliver. If the headline promises "A shock" and the content is boring, you lose trust. If you deliver, it is just "Good Marketing."
Should I capitalize words?
Yes. "Title Case" converts better than "Sentence case" for headlines. It looks more authoritative.
How many words?
6 to 12 words. Google cuts off after 60 chars. Keep the "Juicy" keyword near the front.
What makes a launch channel high intent?
High-intent channels have users actively searching for solutions, not just browsing a feed.
How many channels should I launch on?
Start with 3-5 strong channels, measure conversions, then expand to 10-12 over time.
How do I avoid launch fatigue?
Stagger your launches and reuse assets so each channel gets a focused push.
What should I measure after launch?
Track qualified signups, backlinks, and demo requests, not just raw traffic.
How does Mesh of Growth fit with other platforms?
Use Mesh for compounding reviews and backlinks while other platforms provide short-term spikes.
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