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60 Second Swipe File

Copywriting Example

Christian Eriksen Headlines

We’ve been following this story closely at Worditude HQ as Mr Worditude was watching the match. When I Googled for updates on the 16th June, these three headlines stood out, because the top two were so much stronger than the bottom one.

In this 60 Second Swipe File I’ll walk you through four Persuasion Triggers that help make these headlines clickable.

For context, I’d searched for ‘Christian Eriksen update’ and clicked on the News tab so I would see the latest articles.

#1 Matches what I’m searching for (even though I didn’t specify the tournament, team or event in my search query - clever!)

The top two headlines are immediately relevant to me.

The first one is the best because it leads with the tournament and the player’s name so I know this story is about the event I am researching.

The second headline leads with the name and everything else in the headline is relevant to my search.

The third headline leads with a generic statement that could be about any event on the planet ever. Top tip - don’t do this.

#2 Specifies details which makes it even clearer that their news story will give me the information I am looking for

This isn’t just any old update - it’s specifically in relation to his on-pitch, mid-match, collapse (I don’t know why that little phrase didn’t make it into a headline).

Whereas the bottom headline could be a story about someone who fainted while out doing their shopping.

The headline is only trying to convince the reader that on the other side of the click is valuable information that they want. So far these top two headlines are fairly evenly tied and the bottom one is severely lacking.

#3 A trustworthy source

The player himself, and the Danish FA (FYI the player is Danish) are both authoritative sources of information, lending credibility to the headline and therefore the news story.

On the third headline, they have to use the opening paragraph to explain who the source is, which reduces the impact of the name-drop.

#4 Emotional connection

Making a headline clickable without sounding sensationalist is tricky, but all three have found the balance.

The word ‘collapse’ is already dramatic and emotionally charged, but needed including as it’s an accurate description of what happened. Adding further pain/fear/shock on top of this does risk making the headline sound disrespectful and a bit slimey.

Doesn’t the phrase ‘sends greetings to teammates’ make you feel all warm and fuzzy inside? I loved how that balanced out the scary edge of the headlines.

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