A great way to engage readers is to paint vivid mental pictures. Mental imagery has always been a powerful tactic in sales, but it's especially potent in headlines.
When people can picture or better yet feel what a headline says, they will be much more apt to “dive into the copy.” (Ahem, see what I did there?)
Studies show that mental imagery improve credibility, too.
Your thesaurus might be a good tool. But rather than using it right away (as other synonyms might be just as bland and unevocative), think of metaphors, analogies, or alternate words that describe the action or the object, and then look up synonyms.
For example, “How to write profitable copy like a pro” is pretty straightforward. But direct synonyms of “write,” “copy,” or “pro” might not be enough.
A metaphor I've seen is “turn words into wealth.” So by looking up synonyms, you might end up with: “How to mutate messages into money like a master magician!”
(Yes, I know. I love alliteration. They are powerful, but that's for another tip.) ??
Michel Fortin is a strategic marketing consultant and certified digital marketing expert who specializes in helping professionals, experts, and skill-based entrepreneurs build their practices or businesses. With his unique combination of copywriting, SEO, and CRO, he can help improve traffic, leads, and revenue for his clients. For the better part of 30 years, he's produced countless wins, generating in excess of $300 million in sales and results that have broken many industry records. He's the author of two top-selling books and often speaks at industry events. Visit his LinkedIn profile where he is most active.