What Can These Copywriting Examples Teach You About Writing Headlines That Convert?
You know those headlines that make you click even when you swear you won’t?
Yeah, that’s no accident.
Today, I’m breaking down the exact psychology behind viral Buzzfeed headlines so you can steal their clicky-ness for your own content.
Because once you see HOW they do it, you’ll never look at a headline the same way again.
Why Buzzfeed Headlines Work
Love them or hate them, Buzzfeed has mastered the art of stopping the scroll.
Their headlines are written to evoke curiosity, identity, and urgency.
So whether you want to write better email subject lines, social hooks, ads or YouTube titles.
I’m going to show YOU can piggyback off these FOUR psychological triggers to get so many clicks it’ll kinda feel like cheating.
So let’s count them down starting with:
Headline #1: Psychological Principle: SPECIFICITY & CONTRAST
Okay, this headline is doing a lot more than it seems at first glance. First, it’s using NUMBERS.
Numbers already grab our attention because it opens what is called a “preview” open loop – we know there are going to be 33 things on this list and we want to know what they are.
But using specific numbers – like 33 instead 30? That’s even better because specificity makes it feel different and interrupts the pattern of seeing round numbers everywhere.
The second thing this headline does is creating contrast and comparison by saying, “Instead of a $7 coffee.”
That tiny phrase taps instantly gives you an idea of how much the things on this list cost AND makes them feel affordable by comparison. BUT it also calls out those of us who frivolously spend $7 on a coffee.
Like, if I can spend $7 on a coffee, then surely I can afford a thing or two on this list. They are smashing price objections and calling out their target audience right there in the headline. It’s stupidly genius.
So how can you piggyback off the same principles used here?
Think about how you can utilize SPECIFICITY & CONTRAST in your hooks and headlines.
Try this formula:
“[Number] [Adjective or Desirable Things] To [Do/Buy/Try] Instead Of [Guilty Pleasure or Common Habit]”
Something like: “7 Easy Messaging Tweaks To Try Instead Of Discounting Your Prices”.
Headline #2: Psychological Principle: EMOTIONAL EXAGGERATION
LOL – okay so this one is obviously a mouthful. NOT a technique you could use in a subject line.
But the abnormally long length and run-on nature of this headline is actually SUPER EFFECTIVE as a pattern interrupt because it reads EXACTLY like your flabbergasted friend would talk.
But our brains just aren’t used to seeing long-winded headlines like this – so when we do, we’re instantly like, wait, what?
We HAVE to read it. But the length isn’t the reason this headline works.
This headline is FULL of over-the-top exaggerations.
“Speechless”.
“Mind-blowing”.
“Shattered my tiny little peanut brain”. Ha, that’s so good.
But it’s SO over the top that it doesn’t feel fake or like they’re trying to trick you.
They WANT you to know they’re exaggerating – it’s meant to be funny! And even though we all KNOW they are exaggerating, we still can’t help but be super curious and want to click.
It makes you FEEL something. And that’s something Buzzfeed is really good at – turning information into emotion.
So how can you piggyback off the same principles used here?
Think about how you can utilize EMOTIONAL EXAGGERATION to a *keyword here* HUMOROUS extent.
Try this formula:
“I’m [Emotional Reaction] After [Action or Discovery] That [Exaggerated Result or Reaction]”
Something like:
“I’m Honestly SO Shook After These 3 Email Subject Lines Exploded My Opens Rates That I Don’t Think I Can Ever Send Another Email Again, Ever”.
I don’t know if people still say “shook” but you get where I’m going with this lol.
Btw if you’re loving these breakdowns — make sure to subscribe to my newsletter when my next blog post goes LIVE.
Headline #3: Psychological Principle: TRANSFORMATION CURIOSITY
Okay, this is pretty obvious why it works. It opens a MASSIVE open loop that makes you SO curious to see what he looks like now.
“After keeping a low profile,” you instantly think: Ooooooo what happened? Keeping a low profile? Suspicious.
And then saying “completely unrecognizable,” it’s classic “wait till you see this” cliffhanger hook.
This headline isn’t REALLY about Jonah Hill. I bet half the people who clicked this headline don’t even know who Jonah Hill is lol.
This headline works because YOUR BRAIN wants to see the before and after, it doesn’t really care who the before/after is about. So how can you piggyback off the same principles used here?
Think about how you can utilize TRANSFORMATION to create CURIOSITY.
Try this formula:
“After [Period of Change or Struggle], [Person/You] [Reveal of New Outcome] – And [Unexpected or Impressive Result]”
Something like:
“After Seriously Burning Out Last Year, I Rebuilt My Business From Scratch & Wait Till You See My Bank Account Now.”
OR think about how you apply this transformation curiosity to everyday hooks.
So instead of saying “How I Built My Email List”.
You might say “I Disappeared For 3 Months, And Came Back With 10,000 Subscribers.”
Notice how the CONCEPT is the same, but the words are different.
See how you can really start to use these principles WITHOUT relying on specific prompts?
ISN’T THIS FUN?!
Alright, last one:
Headline #4: Psychological Principle: PLAYFUL URGENCY
OMG, I love this one. It’s like curiosity crack.
The stretched-out “Creeeeeeeeeepiest” that is used here is so good. It’s playful and it automatically adds a TON of personality.
These headlines were published in early October – aka, spooky season – so this headline feels very timely and relevant.
And the section that says “The Internet Has To Offer RN” adds major relevancy and even a little urgency.
It makes you feel like you’re missing something happening right now.
So how can you piggyback off the same principles used here? Think about how you can utilize PLAYFUL URGENCY.
Try this formula: “[Adjective] [thing] the Internet Can’t Stop Talking About Right Now.”
Something like:
“4 Viral Headlines the Internet Is Obsessed With Right Now (And How to Copy Them)”
And just like that, you’ve got headlines so effective it ALMOST feels like cheating. And if you want to make writing headlines even EASIER,
Grab a free copy of my 99 Hooks Swipe File.
Until next time, I’m Alex. Ciao for now!
