You Can Write Headlines That Speak to Dream Clients (7 Essential Rules)

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As a solopreneur, you’ve poured your heart and soul into creating high-quality online content, but until you can write headlines that grab your ideal client’s attention, your hard work may go unnoticed.

Truth be told, the right headline can make the difference between someone clicking through to read your content or scrolling right past it.

I know what you’re thinking: you want your content to not only grab your dream clients’ attention, but also to build up your trust and authority factor, don’t you? Yes!

That means you must master your ability to write headlines that persuade your audience to click on your remarkable content, so they can discover your expertise. 

As women coaches and consultants, we’re passionate about helping our clients achieve their goals and live their best lives. Isn’t that why you started your business in the first place? So you can help and impact clients?

But when it comes to writing content (and all its parts) to effectively market ourselves and our services, it can be tough to know how to have the greatest impact. 

After all, we have to reach dream clients with our online content first, don’t we? And they have to notice our content. Then, after our dream clients notice our content online…

Allll this has to happen before they’re likely to hire you!

Whew, that’s why they call it a “client journey”.

And can you guess what’s the BIGGEST indicator of whether or not they’ll click on your content link? Yep. Your headline. 

That’s why I want to share with you 7 essential rules that can help you write headlines that do their job: attract your dream client audience’s attention. 

Because, like most of us, your dream clients don’t want to read (watch, listen to) content that isn’t about them. About how they can solve a big problem. Take baby steps towards getting over big barriers. 

Once you can write headlines and craft successful, relatable, attention-grabbing headline messages that connect with dream clients, remarkable things happen. Angels sing, rainbows appear, and (best of all) you can hear fewer crickets and enjoy more website clicks when you share your new content. 

What if you want to use artificial intelligence (AI) apps help write your headlines? Good question. As of this writing, AI tools, like ChatGPT, still need a fair amount of context setting instructions (prompts) so it produces content that is relevant to your audience, your voice, and your content strategy.

The output AI apps produce will need careful editing as well. Remember, at this point AI is like your junior, newbie intern. You must monitor it’s work with the eyes of a mom watching her toddler romp across the park.

They say, it’s best to not delegate a task until you know how to do it yourself.

So if you want to up level your online content headline writing skills, and those of your writing bots, I’m glad you’re here.

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Why it’s so bloody important to write headlines that are amazing

Tell me, have you ever spent hours crafting the perfect blog post or email, only to find that no one is actually reading it? I’ve been there. It’s frustrating, isn’t it? 

As we’ve said, the key to getting the right folks (dream clients) to pay attention to your content lies in the power of your headlines. Don’t believe me?

Well, 1950’s advertising legends like David Ogilvy to modern-day experts like Brian Clark (Copyblogger Media) agree that a compelling headline is essential to capturing your audience’s attention. In fact, Clark says that only 2 out of 10 people will bother to read the rest of your content if your headline isn’t intriguing enough. 

“On average, 8 out of 10 people will read your headline copy,
but only 2 out 10 will read the rest.”

Brian clark, copyblogger media

Your headlines have to work as hard as a third grade teacher on the day before summer vacation. A few of the places they must work:

A strong, compelling headline is the most important part of your valuable online content. If you want to draw in readers who can become clients, then when you write headlines your message must be specific to them. 

Remember, it’s your tiny moment of opportunity to start a conversation with the wonderful clients you want to fill your programs.

7 Essential Rules to Write Headlines

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Rule #1) Write headlines for “The One”: Your dream client

Isn’t it fulfilling when clients say, “Thank you! Working with you has made a difference in my life!”?

Yes! So before you can hear those awesome words of praise, you must connect with more of your dream clients. Enter: your online content.

You can’t underestimate the importance of a well-crafted blog title when it comes to reaching and resonating with your dream client audience. 

But before you can write headlines and titles your dream clients can relate to, you must first gain a solid understanding of who your dream clients are. In a perfect world, you’d know more about your dream clients’ challenges, pain points, and goals than they do. 

Why understanding your dream clients matters

Let’s look at examples of how your terrific, empathetic, spot-on headlines can help new email subscribers, leads, and prospects discover you online.

Online searching, scrolling: Unless a client was referred to you, your next dream client may find you via your online content. Your website pages. Blog posts, videos you’ve shared on social media.

Understanding your dream clients’ hopes, dreams, as well as their pain points is a requirement for all your content, especially when you write headlines.

Referrals: even after you’re referred from a trusted person, a potential lead may still search your name on Google. Your potential new client wants to know more about you before calling.

Your valuable, meaningful headlines will pop up in an online search.

The potential client, clicks through, finds your video or blog post, with its well-written headline (title). 

Your next step? Open your laptop and refresh your perfect client description. 

What have you learned about them in the last 3 months? Think back over your client and prospect interactions, your discovery calls. What’s shifting for them? 

Because the aftereffects of the pandemic are impacting everyone, what are your clients’ specific struggles?

How can you stay on top of key shifts your dream clients are experiencing?

Keep your ears peeled for the magic (key) words your prospects and clients use to explain how they want you to help them. That way, you can make your readers curious when you pose compelling questions as you write headlines.

Example: Are you making these 5 bumbling mistakes in your HR resume for the tech industry?

Related post: 11 Cool Ways to Fill Your Programs Using (+ Reusing) Business Blogs

Rule #2) Include power words when you write headlines

I know what you’re thinking, for gosh sakes, what is a power word?

Copywriters, authors, professional writers, and marketers use the term “power word” to describe terms that evoke an emotional response for their audiences. 

You can inspire with a strong, benefit-driven title: Use power words that evoke emotion and highlight the benefits your readers will receive from reading your post.

For example, “How to Overcome Self-Doubt and Embrace Your Inner Confidence: A Guide for Women Over 40 Restarting their Careers” can inspire readers to take action and overcome their self-doubt. 

Where could you use emotion-packed power words in your empowering content? 

You’ll use them on sales landing pages, email subject lines, web page titles, and blog article headlines. 

So, anywhere you want to grab the attention of your remarkable ideal audience. In any piece of your empowering content that you want to impact your readers in a persuasive way–which is likely all of your content, right?

To be clear, you can use power words in all parts of your content. Today, we’re focusing on how to write headlines and titles that determine whether or not your potential lead clicks through to engage with your content. 

My go-to source of power words is Jon Morrow’s list. is: “words to encourage and energize”, because Jon reminds us these words communicate energy and enthusiasm.

Once you’ve identified the power words that appeal to your dream clients, you can use them also in social media “hooks” (when you write headlines for social media posts and paid ads).

Examples of power words in headlines:

This one uses the power word “Secrets”: How To Find Your Soulmate – Secrets To Finding a Soulmate Connection That Lasts

Healer, Melanie Toni Evans uses two: “Gaslighting” and “Dangerous”: Gaslighting, How Dangerous Is It?

Emily, in The Female Brief blog, uses power word “Amazing” (and a number!): How to Manage Emotions: 3 Amazing Tips for Emotion Regulation 

Martha Beck piques attention with the power word “stunning” in this headline: The Stunning Surprise of Age and the Overwhelming Attitude that Comes Along with It

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Power Word Resources

So, it seems power words can be effective in helping your content to stand out to your intended audience right?!

:: Legendary blogger, author, and entrepreneur, Jon Morrow, shares an meaty list of 801 power words.

:: A longer list of power words is here, by search engine company, RankMath.

:: The email service provider, Mail Chimp has a list here.

:: Online small business advertising company WordStream has a strong list here.

Rule #3) Write headlines to clarify the purpose of your content  

Because headlines are so crucial to getting your content found, let’s take a lesson from a journalist who is a pro at language, writing, and bringing attention to their work. 

For example, a journalism instructor at The Poynter Institute gives us advice that we can adapt when we write headlines: 

“If the story is about the dangers of salmonella in tomatoes in California, by golly, the headline probably needs to have ‘California,’ ‘bacteria’ and ‘tomatoes’ in it. Maybe ‘salmonella,’ too.”

— Sara Dickenson Quinn, visual journalism teacher, The Poynter Institute

Here are some excellent, magnetic headline and titles examples from life coaches’ blogs:

What confidence really means and how to be more confident now

An Effective Action Plan for When You Feel Overwhelmed

Rule #4) Add a number when you write headlines + titles

You want your content title to be the one clicked on greedily by a perfect person who may become a lead for your services, right? I thought so.

This is a drop-dead simple headline method: add a number. Like these wonderful experts did with their blog posts:

Coach, Emily Golin: 4 Simple Steps To Move Through A Wave Of Anxiety

Public Sector Consulting: Five strategies to hone your project management skills

Kristine from Live Well: 5 Daily Habits That May Be Dragging Your Energy Down 

Rule #5) Write headlines that are as unique as you are

There’s only one you. And no one else can provide the services, coaching, training, facilitating, and guidance the way you can.

After all, you’re unique. Of course, your headlines must be unique as well. 

Don’t forget, when you write headlines, you’re sending digital messengers out to future dream clients. It’s a big deal to learn how to write headlines that your audience relates to.

Here are examples of how to write headlines with a unique angle for your content.

Eating psychology coach Kari Dahlgren adds her one-of-a-kind specialty in her blog post  headline here:

The Spiritual Root of Weight Gain: Unraveling the Metaphysical Cause of Overeating

Patricia Weber, who coaches widows and widowers, uses the power word “Epic”:

Epic Thoughts on Making Widowhood Dating Easier

Blogger, Amanda, speaks to first-time solo travelers here: 11 Tips to Help Make Your First Solo Trip Great

Rule #6) Write headlines with punctuation (it’s easier to read)

One of my favorite hacks when I write headlines, is to add more information by using select punctuation: within parentheses (you can add an empathetic thought).

You can embellish the purpose and the intent of your content and how it can help, and still make your headline easy to scan online.

In this blog post, I added in parentheses, (Even If You’ve Tried It All). That way, I can appeal to readers who fell like they are out of ideas for finding ideal clients.

21 Practical Ways to Find Ideal Clients (Even If You’ve Tried It All)

You can add more info after a colon, like blogger Claire Emerson did here:

How to Become Self-Employed: 5 Key Moves for New Freelancers

Rule #7) Test, tweak, refine 

After all your hard work to craft a headline your clients can’t resist, stay ahead of the game. Now, it’s time to take the extra step to get your content found by dream clients, when you write headlines.

The best way to do that? Test your draft headlines and titles using free or paid tools. Also, ask your business besties to give you feedback. Here are two free headline analyzer tools:

The Advanced Marketing Institute has a popular free headline analyzer.

Co-schedule’s tool is here.

Final thoughts 

Writing headlines that grab both the attention and emotions of your dream clients is crucial. Especially as a woman solopreneur, because you want your content to connect with your desired audience of future clients.

Your specific, compelling headline is critical to capturing your audience’s attention and attracting them to click on your remarkable content. 

Don’t forget: experts say, only two out of ten people will read the rest of your content if your headline isn’t intriguing enough. In other words, all your headlines and titles need to work: those on websites, social media, email subject lines, blog pages, videos, and podcast titles. 

No question, you must have a solid understanding of your dream clients’ challenges and goals so you can write headlines that resonate with them. A few tools to help you with compelling headlines are: using power words, adding numbers, and creating unique angles.

The reality is, your headlines can make your content stand out so your struggling audience of dream clients can discover you.

Then, you can create more abundance for your clients and for yourself.

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