{"id":597,"date":"2015-05-21T12:10:54","date_gmt":"2015-05-21T12:10:54","guid":{"rendered":"http:\/\/www.nativeadbuzz.com\/blog\/?p=597"},"modified":"2020-09-11T08:08:14","modified_gmt":"2020-09-11T08:08:14","slug":"exposed-the-top-5-headlines-they-dont-want-you-to-use","status":"publish","type":"post","link":"https:\/\/www.nativeadbuzz.com\/blog\/exposed-the-top-5-headlines-they-dont-want-you-to-use\/","title":{"rendered":"[EXPOSED] The Top 5 Headlines They Don&#8217;t Want You To Use."},"content":{"rendered":"<p><img loading=\"lazy\" decoding=\"async\" class=\" wp-image-600 size-medium alignright\" src=\"https:\/\/www.nativeadbuzz.com\/blog\/wp-content\/uploads\/2015\/05\/how-coconut-oil1-300x219.png\" alt=\"how coconut oil\" width=\"300\" height=\"219\" srcset=\"https:\/\/www.nativeadbuzz.com\/blog\/wp-content\/uploads\/2015\/05\/how-coconut-oil1-300x219.png 300w, https:\/\/www.nativeadbuzz.com\/blog\/wp-content\/uploads\/2015\/05\/how-coconut-oil1.png 600w\" sizes=\"auto, (max-width: 300px) 100vw, 300px\" \/><\/p>\n<p>Compelling headlines have been evolving for thousands of years through spoken and printed media,\u00a0right up to their modern day\u00a0incarnations. I&#8217;m even willing to bet that the\u00a0structure and hooks of these headlines hasn&#8217;t changed much\u00a0over time.<\/p>\n<p>Today, there is so much theoretical psychology\u00a0mumbojumbo floating about regarding the art of persuasion. Often there is no real way to know whether it is true or not. When it comes to headlines however, it is possible to\u00a0scientifically test which\u00a0structures result in the clicks and conversions we desire and work our theories back from there.<\/p>\n<p>In this article I\u2019ve found\u00a05 top performing ads using Native Ad Buzz, which have been active for several months. I have analysed their headlines in an attempt to understand the psychological principles\u00a0that drive them and\u00a0discover their powerful underlying\u00a0structures.<\/p>\n<p>If you want to\u00a0get a\u00a0head start before reading this article you can sign up to <a href=\"http:\/\/www.nativeadbuzz.com\">NativeAdBuzz spy tool<\/a><\/p>\n<p><a href=\"https:\/\/www.nativeadbuzz.com\"><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter size-full wp-image-2830\" src=\"https:\/\/nab-s3-wordpress.s3.amazonaws.com\/blog\/wp-content\/uploads\/2017\/11\/14085506\/nab-sidebar-banner.jpg\" alt=\"build winning campaigns by seeing what works for your competition\" width=\"550\" height=\"354\" srcset=\"https:\/\/nab-s3-wordpress.s3.amazonaws.com\/blog\/wp-content\/uploads\/2017\/11\/14085506\/nab-sidebar-banner.jpg 550w, https:\/\/nab-s3-wordpress.s3.amazonaws.com\/blog\/wp-content\/uploads\/2017\/11\/14085506\/nab-sidebar-banner-300x193.jpg 300w, https:\/\/nab-s3-wordpress.s3.amazonaws.com\/blog\/wp-content\/uploads\/2017\/11\/14085506\/nab-sidebar-banner-200x129.jpg 200w\" sizes=\"auto, (max-width: 550px) 100vw, 550px\" \/><\/a><\/p>\n<p style=\"text-align: center;\"><a href=\"https:\/\/www.nativeadbuzz.com\">Yes I want to create world class native ad campaigns<\/a><\/p>\n<h2><\/h2>\n<h2><b>What\u2019s in a headline<\/b><\/h2>\n<p>Headlines serve many\u00a0purposes, they can, among other things:<\/p>\n<ul>\n<li>act as a qualifier, attracting the right type of audience<\/li>\n<li>prime and prepare viewers consciously and unconsciously for what is about to come<\/li>\n<li>pre-sell and presuppose before the main offer<\/li>\n<li>interest viewers and excite curiosity<\/li>\n<\/ul>\n<p>Some headline structures will be more suited to particular audiences and business models than others. For example, a mysterious headline which gives no clue\u00a0as to\u00a0the content may drive clicks but result in low engagement, where as a targeted headline detailing the specific content may\u00a0result in fewer clicks, but higher quality\u00a0engagement.<\/p>\n<p>&nbsp;<\/p>\n<h2><b>The Top 5 Headlines they don&#8217;t want you to\u00a0use<\/b><\/h2>\n<p>The analyses that\u00a0follow are suggestions based on common understandings of the English\u00a0language and modern psychological principles. It is not necessary to understand the mechanisms of\u00a0how\u00a0something works for it to work, but it can help to have a story if you wish to recreate the same\u00a0principles elsewhere.<\/p>\n<p>&nbsp;<\/p>\n<h3 style=\"text-align: center;\"><b>1. How Coconut Oil Will Change Your Life<\/b><\/h3>\n<p><img loading=\"lazy\" decoding=\"async\" class=\" size-full wp-image-600 aligncenter\" src=\"https:\/\/www.nativeadbuzz.com\/blog\/wp-content\/uploads\/2015\/05\/how-coconut-oil1.png\" alt=\"how coconut oil\" width=\"600\" height=\"438\" srcset=\"https:\/\/www.nativeadbuzz.com\/blog\/wp-content\/uploads\/2015\/05\/how-coconut-oil1.png 600w, https:\/\/www.nativeadbuzz.com\/blog\/wp-content\/uploads\/2015\/05\/how-coconut-oil1-300x219.png 300w\" sizes=\"auto, (max-width: 600px) 100vw, 600px\" \/><\/p>\n<p><b>Structure:<\/b> How [X] will change your [Y]<span style=\"text-decoration: underline;\"><br \/>\n<\/span><\/p>\n<ul>\n<li>The use of \u201cYour Life\u201d makes this personal. What&#8217;s more relevant than your own life.<\/li>\n<li>As\u00a0many people are looking for quick simple answers, the use of a readily available popular\u00a0food item\u00a0makes this interesting.<\/li>\n<li>The headline indicates that \u201cChange will happen\u201d it\u2019s not even up for discussion, it is definite statement of fact. The only question is &#8216;how this will happen&#8217;?<\/li>\n<li>The statement contextually\u00a0presupposes\u00a0that the change will have magnitude, and be for the better.<\/li>\n<\/ul>\n<h3 style=\"text-align: center;\"><span style=\"text-decoration: underline;\"><br \/>\n<\/span>2. #1 WORST Exercise That Ages You Faster<\/h3>\n<p style=\"text-align: center;\"><span style=\"text-decoration: underline;\"><img loading=\"lazy\" decoding=\"async\" class=\"alignnone size-full wp-image-601\" src=\"https:\/\/www.nativeadbuzz.com\/blog\/wp-content\/uploads\/2015\/05\/31mistakes.png\" alt=\"31mistakes\" width=\"600\" height=\"437\" srcset=\"https:\/\/www.nativeadbuzz.com\/blog\/wp-content\/uploads\/2015\/05\/31mistakes.png 600w, https:\/\/www.nativeadbuzz.com\/blog\/wp-content\/uploads\/2015\/05\/31mistakes-300x219.png 300w\" sizes=\"auto, (max-width: 600px) 100vw, 600px\" \/><\/span><\/p>\n<p><strong>Structure:<\/strong>\u00a0#1 worst [something normally considered good] that [undesirable result] you [adjective]<span style=\"text-decoration: underline;\"><br \/>\n<\/span><\/p>\n<ul>\n<li>#1 has a very definite impact. It makes it easy to imagine, even though you don\u2019t know what the\u00a0specific thing is you can imagine something occupying the\u00a0number 1 spot. The simplicity of this visualisation\u00a0makes it simple\u00a0to understand and psychologically easy to accept.<\/li>\n<li>Having WORST in capitals really hammers the first point home, just in case you didn\u2019t get it. You can\u2019t have a number 2 worst exercise.<\/li>\n<li>An\u00a0exercise being\u00a0bad for you seems to involve a contradiction of concepts: &#8220;Isn\u2019t exercise supposed to be good for you? Gosh i hope i haven&#8217;t been harming myself by mistake!&#8221;<\/li>\n<li>This headline structure relies on loss bias, which is a particularly strong motivator, especially if it involves loss resulting from an\u00a0avoidable action.<\/li>\n<li>Ageing faster is a hugely undesirable result, which has created a multibillion dollar evergreen industry. Typically people are more motivated to avoid pain then seek out pleasure, and the more painful the more\u00a0likelihood of action.<\/li>\n<\/ul>\n<h3 style=\"text-align: center;\"><span style=\"text-decoration: underline;\"><br \/>\n<\/span>3. These 31 Builders Made Mistakes That Will Leave You BAFFLED. Ridiculously Hilarious.<\/h3>\n<p><span style=\"text-decoration: underline;\"><img loading=\"lazy\" decoding=\"async\" class=\" size-full wp-image-602 aligncenter\" src=\"https:\/\/www.nativeadbuzz.com\/blog\/wp-content\/uploads\/2015\/05\/31-2nd-v.png\" alt=\"31 2nd v\" width=\"600\" height=\"437\" srcset=\"https:\/\/www.nativeadbuzz.com\/blog\/wp-content\/uploads\/2015\/05\/31-2nd-v.png 600w, https:\/\/www.nativeadbuzz.com\/blog\/wp-content\/uploads\/2015\/05\/31-2nd-v-300x219.png 300w\" sizes=\"auto, (max-width: 600px) 100vw, 600px\" \/><\/span><\/p>\n<p><strong>Structure:\u00a0<\/strong>These [#] [group] made mistakes that will leave you [desirable feeling]. [desirable description of article]<\/p>\n<ul>\n<li>Humans have been\u00a0evolutionarily programmed to seek out non-typical events and potential undesirable outcomes. You just have to read any newspaper to realise this. People are compelled to look out for mistakes.<\/li>\n<li>The labeling of a definite number of items, i.e 31 make the offering easy to understand and visualise, which results in cognitive ease and thus better engagement.<\/li>\n<li>It mentions &#8220;builders&#8221; specifically which makes the headline about people that commit errors rather than the errors themselves. People are the most interesting thing to people, they are central to all stories.<\/li>\n<li>Capitalising the word &#8220;BAFFLED&#8221;\u00a0draws the mind away from the actual core message\u00a0to the feeling associated with the adjective, and whatever associations the reader may have with this word. I imagine that the author is banking on the majority of people associating with a mixed state of mild entertainment and confusion. Either way the adjective will likely conjure up readily available images for the reader. Being able to easily visualise enhances the feeling of cognitive ease.<\/li>\n<li>The use of the description &#8220;ridiculously hilarious&#8221; lets the reader know\u00a0the angle the content is going for.<\/li>\n<\/ul>\n<p>&nbsp;<\/p>\n<h3 style=\"text-align: center;\">4. Unique Method Regrows Lost Hair (Do This Daily)<\/h3>\n<p><span style=\"text-decoration: underline;\"><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter size-full wp-image-603\" src=\"https:\/\/www.nativeadbuzz.com\/blog\/wp-content\/uploads\/2015\/05\/hair.png\" alt=\"hair\" width=\"600\" height=\"435\" srcset=\"https:\/\/www.nativeadbuzz.com\/blog\/wp-content\/uploads\/2015\/05\/hair.png 600w, https:\/\/www.nativeadbuzz.com\/blog\/wp-content\/uploads\/2015\/05\/hair-300x218.png 300w\" sizes=\"auto, (max-width: 600px) 100vw, 600px\" \/><\/span><\/p>\n<p><strong>Structure:<\/strong>\u00a0Unique method to [desirable action] (do this daily)<\/p>\n<ul>\n<li>&#8220;unique&#8221; lets the reader know there is only one solution and you can not find it anywhere else except for here.<\/li>\n<li>The headline promises a solution to a common painful problem.<\/li>\n<li>The fact that it can be done daily presupposes the method is readily available and easy to accomplish.<\/li>\n<li>It is an evergreen market as men are going bald every day\u00a0and many would give anything to stop it.<\/li>\n<\/ul>\n<h3 style=\"text-align: center;\"><\/h3>\n<h3 style=\"text-align: center;\">5. Online Casinos \u2013 The Truth Finally Exposed!<\/h3>\n<p><span style=\"text-decoration: underline;\"><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter size-full wp-image-604\" src=\"https:\/\/www.nativeadbuzz.com\/blog\/wp-content\/uploads\/2015\/05\/casino.png\" alt=\"casino\" width=\"600\" height=\"439\" srcset=\"https:\/\/www.nativeadbuzz.com\/blog\/wp-content\/uploads\/2015\/05\/casino.png 600w, https:\/\/www.nativeadbuzz.com\/blog\/wp-content\/uploads\/2015\/05\/casino-300x220.png 300w\" sizes=\"auto, (max-width: 600px) 100vw, 600px\" \/><\/span><\/p>\n<p><b>Structure:\u00a0<\/b>[Group, person, industry or product] &#8211; The truth finally [exposed, revealed, uncovered or discovered]<\/p>\n<ul>\n<li>The use of a specific group qualifies an audience who has an interest in this group, especially those that might have a vested interest in some untoward secret that has been kept.<\/li>\n<li>The truth being exposed presupposes there has been deliberately hidden truth. This is often done for nefarious reasons and results in harm. The desire to avoid pain, or gain pleasure by discovering something new is a strong motivating force.<\/li>\n<li>The use of the word truth presupposes that the article is all you need as truth is absolute, and the use of &#8220;finally&#8221; indicates that after this expose there is nothing else to know.<\/li>\n<li>&#8220;exposed&#8221; is a strong emotional word, often associated with being laid bare to the elements or harm. This link with pain, damage or undesirable results brings a strong emotional tone increasing intensity and interest.<\/li>\n<\/ul>\n<p>&nbsp;<\/p>\n<h2><b>Conclusions<\/b><\/h2>\n<p>Have another read through and think how you could adopt these 5 headline structures\u00a0for your own use.<\/p>\n<p>When you are testing headlines for your own material have fun imagining\u00a0how they\u00a0may affect and motivate your audience. To do this it is often easiest\u00a0to represent\u00a0your audience as a specific individual or avatar.<\/p>\n<p>Theories and analysis provide a great place to start from and make predictions. However, no matter how great or compelling your theory, testing is always king.<\/p>\n<p>Want more great headline structures? Get 76 scientifically tested headlines when you download the <a href=\"https:\/\/www.nativeadbuzz.com\/lp\/60-second-checklist-opt-in\">60 Second Native Ad Checklist<\/a>\u00a0for free!<\/p>\n<p>&nbsp;<\/p>\n<p><a href=\"https:\/\/www.nativeadbuzz.com\"><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter size-full wp-image-2830\" src=\"https:\/\/nab-s3-wordpress.s3.amazonaws.com\/blog\/wp-content\/uploads\/2017\/11\/14085506\/nab-sidebar-banner.jpg\" alt=\"build winning campaigns by seeing what works for your competition\" width=\"550\" height=\"354\" srcset=\"https:\/\/nab-s3-wordpress.s3.amazonaws.com\/blog\/wp-content\/uploads\/2017\/11\/14085506\/nab-sidebar-banner.jpg 550w, https:\/\/nab-s3-wordpress.s3.amazonaws.com\/blog\/wp-content\/uploads\/2017\/11\/14085506\/nab-sidebar-banner-300x193.jpg 300w, https:\/\/nab-s3-wordpress.s3.amazonaws.com\/blog\/wp-content\/uploads\/2017\/11\/14085506\/nab-sidebar-banner-200x129.jpg 200w\" sizes=\"auto, (max-width: 550px) 100vw, 550px\" \/><\/a><\/p>\n<p style=\"text-align: center;\"><a href=\"http:\/\/www.nativeadbuzz.com\">Yes I want to create world class native ad campaigns<\/a><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Compelling headlines have been evolving for thousands of years through spoken and printed media,\u00a0right up to their modern day\u00a0incarnations. I&#8217;m even willing to bet that the\u00a0structure and hooks of these headlines hasn&#8217;t changed much\u00a0over time. Today, there is so much theoretical psychology\u00a0mumbojumbo floating about regarding the art of persuasion. Often there is no real way [&hellip;]<\/p>\n","protected":false},"author":2,"featured_media":600,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[5],"tags":[],"class_list":["post-597","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-marketing-info"],"jetpack_featured_media_url":"https:\/\/www.nativeadbuzz.com\/blog\/wp-content\/uploads\/2015\/05\/how-coconut-oil1.png","_links":{"self":[{"href":"https:\/\/www.nativeadbuzz.com\/blog\/wp-json\/wp\/v2\/posts\/597","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.nativeadbuzz.com\/blog\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.nativeadbuzz.com\/blog\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.nativeadbuzz.com\/blog\/wp-json\/wp\/v2\/users\/2"}],"replies":[{"embeddable":true,"href":"https:\/\/www.nativeadbuzz.com\/blog\/wp-json\/wp\/v2\/comments?post=597"}],"version-history":[{"count":28,"href":"https:\/\/www.nativeadbuzz.com\/blog\/wp-json\/wp\/v2\/posts\/597\/revisions"}],"predecessor-version":[{"id":4007,"href":"https:\/\/www.nativeadbuzz.com\/blog\/wp-json\/wp\/v2\/posts\/597\/revisions\/4007"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.nativeadbuzz.com\/blog\/wp-json\/wp\/v2\/media\/600"}],"wp:attachment":[{"href":"https:\/\/www.nativeadbuzz.com\/blog\/wp-json\/wp\/v2\/media?parent=597"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.nativeadbuzz.com\/blog\/wp-json\/wp\/v2\/categories?post=597"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.nativeadbuzz.com\/blog\/wp-json\/wp\/v2\/tags?post=597"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}