---
name: headline-generator
description: "Generates 20+ headline variations using proven formulas (how-to, listicle, question, number, curiosity gap). Use when you need compelling headlines for blog posts, ads, emails, or landing pages."
allowed-tools: Read Write Glob
metadata:
  author: matthewhitcham
  version: "1.0"
---

# Headline Generator

## When to Use This Skill

Use this skill when you need to:
- Generate 20+ headline options for a blog post, article, or landing page
- Create subject line variants for email campaigns
- Produce ad headlines for paid campaigns
- Test different angles and formulas for the same topic

**DO NOT** use this skill for writing full articles, taglines, or brand slogans. This is for headlines and subject lines only.

---

## Core Principle

A HEADLINE HAS ONE JOB — EARN THE CLICK. IF IT DOES NOT CREATE CURIOSITY, PROMISE A BENEFIT, OR TRIGGER EMOTION, IT FAILS.

---

## Phase 1: Brief

### Required Inputs

| Input | What to Ask | Default |
|-------|------------|---------|
| **Topic** | "What is the content about?" | No default — must be provided |
| **Content type** | "Blog post, email, landing page, ad, or social post?" | Blog post |
| **Target audience** | "Who should click?" | Solopreneurs and business owners |
| **Primary keyword** | "What keyword should appear in the headline (if SEO matters)?" | None — skip SEO constraint |
| **Tone** | "Professional, casual, urgent, provocative, or playful?" | Direct and confident |
| **Desired action** | "What should the reader do after clicking?" | Read the full article |

**GATE: Confirm inputs before generating headlines.**

---

## Phase 2: Outline

Skip formal outline — move directly to generation. Present headlines organized by formula category.

---

## Phase 3: Write

### Generate 25+ Headlines in 8 Categories

**Category 1: How-To (3+ headlines)**
```
- How to [Achieve Result] Without [Common Obstacle]
- How to [Achieve Result] in [Timeframe] (Even If [Objection])
- How [Specific Person] [Achieved Result] — And How You Can Too
```

**Category 2: Listicle / Number (3+ headlines)**
```
- [N] [Things] That [Achieve Result] (Most [Audience] Miss #[N])
- [N] [Mistakes/Myths/Lies] About [Topic] That Cost You [Loss]
- The [N]-Step [System/Framework] for [Desired Outcome]
```

**Category 3: Question (3+ headlines)**
```
- Are You Making These [N] [Topic] Mistakes?
- What If [Common Belief] Is Actually Wrong?
- Why Do [Successful People] Always [Do This Thing]?
```

**Category 4: Curiosity Gap (3+ headlines)**
```
- The [Topic] Mistake 90% of [Audience] Make (And the Simple Fix)
- I [Did This Thing] for [Time Period]. Here's What Actually Happened.
- The [Adjective] Truth About [Topic] Nobody Talks About
```

**Category 5: Benefit-Driven (3+ headlines)**
```
- [Achieve Result] in [Timeframe] With This [Method/Tool/System]
- Stop [Pain Point] — Start [Desired Outcome] Today
- The Fastest Way to [Achieve Result] When [Common Situation]
```

**Category 6: Contrarian / Provocative (3+ headlines)**
```
- Why [Common Advice] Is Dead Wrong (And What to Do Instead)
- [Popular Practice] Is Killing Your [Metric]. Here's Proof.
- I Stopped [Common Practice] and [Positive Result] Happened
```

**Category 7: Social Proof (3+ headlines)**
```
- How [N] [Audience Type] [Achieved Result] Using [Method]
- The [Strategy] That Helped [Person/Company] [Achieve Specific Result]
- [N] [Audience] Swear By This [Approach] — Here's Why
```

**Category 8: Urgency / Timely (3+ headlines)**
```
- [Topic] Is Changing in [Year] — Here's How to Stay Ahead
- The [Time-Limited] Guide to [Achieving Result] Before [Deadline]
- Why [Topic] Matters More in [Current Year] Than Ever
```

### Scoring Each Headline

Rate every headline on three criteria (1-5 each):

| Criteria | What It Measures |
|----------|-----------------|
| **Clarity** | Can the reader instantly understand what they will get? |
| **Curiosity** | Does it create an itch that can only be scratched by clicking? |
| **Specificity** | Does it include numbers, names, or concrete details? |

Mark the top 5 headlines with a star and explain why each one works.

---

## Phase 4: Polish

### 1. Top 5 Recommendations

Present the 5 highest-scoring headlines with rationale:

```
## Top 5 Headlines

1. **"[Headline]"** — Score: [X/15]
   Why: [1 sentence explaining why this works]

2. **"[Headline]"** — Score: [X/15]
   Why: [1 sentence]
...
```

### 2. A/B Testing Pairs

Suggest 2-3 A/B test pairs — two headlines with different angles so the user can test which resonates:

```
## A/B Test Suggestions

**Test 1:** How-to vs Listicle
- A: "[How-to headline]"
- B: "[Listicle headline]"

**Test 2:** Benefit vs Curiosity
- A: "[Benefit headline]"
- B: "[Curiosity headline]"
```

### 3. Headline Checklist

```
## Headline Quality Checklist

- [ ] Under 70 characters (SEO-friendly for search results)
- [ ] Contains the target keyword (if SEO applies)
- [ ] Promises a specific benefit or triggers curiosity
- [ ] Avoids clickbait — delivers on the promise
- [ ] Reads naturally — not keyword-stuffed
- [ ] Works for the intended platform (blog, email, ad)
```

---

## Example: Headlines for "Email Marketing for Freelancers"

```
How-To:
- How to Build an Email List That Lands You Freelance Clients
- How to Write Emails That Convert Subscribers Into $5K Clients

Listicle:
- 7 Email Marketing Tactics Every Freelancer Should Steal
- 5 Emails That Turned Cold Leads Into Paying Clients

Question:
- Is Your Email List Making You Money — or Wasting Your Time?

Curiosity:
- I Sent 1 Email a Week for 6 Months. Here's How Much Revenue It Generated.

Top pick: "I Sent 1 Email a Week for 6 Months. Here's How Much Revenue It Generated."
Why: Specific, personal, curiosity-driven, and promises a measurable result.
```

---

## Anti-Patterns

- **Clickbait without substance** — "You Won't Believe What Happened!" promises drama it cannot deliver. Every headline must be backed by the content.
- **Keyword-first, reader-second** — "Email Marketing Freelancers Tips Guide 2024" is SEO garbage. Write for humans.
- **Too clever** — puns and wordplay that require context to understand reduce clarity. Be clear before being clever.
- **Vague headlines** — "Thoughts on Marketing" tells the reader nothing. Add specificity: who, what, how many, how fast.
- **All one formula** — 25 how-to headlines provide no variety. Cover multiple formulas to find what resonates.
- **Ignoring character limits** — headlines over 70 characters get truncated in search results. Keep SEO headlines tight.

---

## Recovery

- **No keyword constraint:** Generate purely for curiosity and click-worthiness. Optimize for clarity and engagement instead of SEO.
- **User hates all 25 headlines:** Ask which category felt closest. Generate 10 more in that category with different angles.
- **Topic is dry or technical:** Lead with the outcome, not the topic. "Compliance" becomes "How to Pass Your Next Audit Without Losing Sleep."
- **Need more than headlines:** Suggest pairing each top headline with a meta description or subtitle.
