| 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.
