This article hands Indian freelance copywriters 38 proven headline techniques from Eugene Schwartz’s Breakthrough Advertising, giving them the power to stop the scroll and command attention instantly. Whether you’re crafting ad copy, social posts, or landing pages, these battle-tested principles will make your hooks impossible to ignore.
Table of Contents
Previously on The Zero-Budget Funnel…
Raghunandan had proven he wasn’t just a service provider—he was a business owner.
By launching his first digital product, he didn’t just sell; he learned how to make something sell itself. No ads, no website, no budget. Just a simple, airtight funnel that turned attention into income.
But as he soon realized, a funnel is only as strong as the first thing people see.
If the headline doesn’t stop them, they’ll never read the offer.
Now, it’s Swathi’s turn to face the same challenge.
The pressure is on. If she writes headlines that people scroll past, her perfume brand dies.
That’s where Raghunandan comes in.
With Swathi’s reputation on the line, he’s about to teach her 38 headline techniques from Eugene Schwartz.
(Continued…)
Swathi nearly dropped her phone when she saw the email.
“Congratulations! You’ve been selected as guest editor for Parfum & Essence magazine.”
She read the words twice. Then a third time. Her heart pounded.
This was huge. Parfum & Essence was one of the most prominent perfume magazines in the industry. Thousands of readers. Perfume enthusiasts, industry insiders, and high-end customers, all in one place.
For one month, she had complete creative control. She could write as many articles as she wanted. She could mention Tantra as much as she liked.
But as the excitement settled, so did the cold, creeping fear.
She had never done anything like this before.
Sure, she knew perfume. She knew storytelling. But writing for a magazine? Writing in a way that made people actually want to read?
That was different.
She clutched her phone and looked at Parvathishankar. “I got the guest editor role.”
Parvathishankar smiled. “Of course you did.”
“I can write whatever I want.”
“As you should.”
Swathi hesitated. “But… what if no one reads it?”
Parvathishankar folded his newspaper.
He leaned back in his chair. “Then you’d have wasted the biggest opportunity of your career.”
Swathi’s stomach twisted. Exactly what she was afraid of.
Parvathishankar turned to Raghunandan. “Raghunandan Parvathishankar Dayanidhi Venkatanarasimhan Subramaniam Nair, teach the girl how to write headlines.”
Raghunandan looked up from his laptop. “Wait, what?”
Parvathishankar tapped the table. “Your future wife is about to be read by thousands. If she writes weak headlines, no one will read her articles. She needs irresistible headlines. And you’re going to teach her.”
Swathi crossed her arms. “I don’t need help. I know how to write.”
Parvathishankar smirked. “Good writing doesn’t matter if no one clicks.”
Swathi exhaled. She knew he was right.
She turned to Raghunandan. “Alright, professor. Teach me.”
Raghunandan cracked his knuckles. “Let’s start with a legend. Ever heard of Eugene Schwartz?”
Swathi shook her head.
“Well, today you’re going to learn 38 ways to write headlines from one of the greatest copywriters of all time.”
Your headlines must be irresistible
Raghunandan slid a notepad across the table.
“Every article you write is a battle for attention. Readers don’t owe you anything. Your headline is what gets them to stop, click, and read. If it’s weak, they scroll past.”
Swathi raised an eyebrow. “So, what makes a strong headline?”
Raghunandan smirked. “I’m glad you asked.”
He picked up a marker and wrote on the whiteboard:
“A headline must do one thing: Create an irresistible gap between what the reader knows and what they want to know.”
Swathi frowned. “That sounds vague.”
Raghunandan chuckled. “Then let’s make it very specific.”
He flipped open his notebook. Inspired by Eugene Schwartz’s approach to headlines, we’ll explore 38 powerful ways to command attention. We’re going to go through each of them. And every time we learn one, you have to write a headline for Tantra using that technique.”
Swathi leaned back. “That’s a lot.”
Parvathishankar sipped his tea. “You have a month to be read by thousands. Would you rather test your headlines now or in front of a live audience?”
Swathi sighed. “Fine. Let’s do this.”
Raghunandan grinned. “Alright. Let’s start with the first technique.”
1. Measuring the size of the claim
Raghunandan tapped his pen. “How many ingredients are in Tantra’s best perfume?”
Swathi frowned. “27.”
“And those ingredients—how many elements go into them?”
She thought. “Each extract has layers… That’s at least 200 distinct scent molecules.”
Raghunandan grinned. “Now that’s a number. Make it feel enormous.”
Swathi scribbled:
“Crafted from 200+ Scent Molecules. Blended into a Single, Mesmerizing Perfume.”
Parvathishankar nodded. “Now that smells like something worth discovering.”
Swathi showed him her tongue. “Next?”
Raghunandan flipped the page. “Speed.”
2. Measuring the speed of the claim
Raghunandan tapped the table. “How fast does Tantra’s scent evolve on the skin?”
Swathi thought. “The top notes hit instantly. The heart notes unfold within minutes.”
“So…?”
She scribbled:
“From First Spritz to Full Bloom – Tantra Evolves in Just 60 Seconds.”
Parvathishankar nodded. “Now they know how fast the magic happens.”
Swathi grinned. “Alright. What’s next?”
Raghunandan flipped the page. “Comparison.”
3. Comparing the claim
Raghunandan leaned forward. “What’s Tantra better than?”
Swathi smirked. “Everything.”
Parvathishankar sighed. “Be specific.”
She thought for a moment. “Most perfumes fade in hours. Tantra lasts all day.”
Raghunandan pointed at her notebook. “Then say it.”
Swathi wrote:
“Outlasts Designer Perfumes – Tantra Stays with You for 24 Hours.”
Parvathishankar nodded. “Now that’s a fight worth watching.”
Raghunandan flipped the page. “Next up. Metaphor.”
4. Metaphorizing the claim
Raghunandan tapped his pen. “Perfume is more than a scent. It’s an experience. A feeling. What does Tantra feel like?”
Swathi thought. “Like a stolen glance. A whispered secret. Like…” She snapped her fingers. “Like fire on bare skin.”
Raghunandan grinned. “Now write that.”
Swathi scribbled:
“Tantra. The Scent of Fire on Bare Skin.”
Parvathishankar nodded. “Good. That’s desire in a bottle.”
Raghunandan turned the page. “Now, let’s make them feel it.”
5. Sensitizing the claim
Raghunandan leaned forward. “Perfume isn’t just smelled. It’s felt. Make them feel it on their skin, taste it in the air, and hear it in a whispered breath.”
Swathi closed her eyes. “Tantra is warm. Spiced. It clings like silk.” She wrote:
“Tantra. Velvet Smoke and Spiced Desire on Your Skin.”
Parvathishankar smiled. “Now they don’t just read it. They feel it.”
Raghunandan flipped the page. “Now, let’s show them proof.”
6. Demonstrating the claim with an example
Raghunandan tapped his pen. “Don’t just say Tantra lasts. Show them with an example.”
Swathi’s eyes flickered with an idea. She wrote:
“The Date Was Two Hours. Her Scent Stayed Till Sunrise.”
Parvathishankar smiled. “Now, that’s a fragrance with presence.”
Raghunandan nodded. “Next, we make them feel the desire.”
7. Dramatizing the claim
Raghunandan smirked. “Some perfumes help you blend in. Tantra makes it impossible to ignore you.”
Swathi’s eyes gleamed. She scribbled down:
“You Don’t Attend Events. Your Arrival Is the Event. Tantra.”
Parvathishankar set down his tea. “Now, that’s presence.”
Raghunandan grinned. “Next.”
8. Stating the claim as a paradox
Raghunandan tapped the table. “Perfume can be loud. It can be subtle. But the real magic? When subtlety is what overpowers.”
Swathi’s pen hovered over the page. “So… something that’s barely there yet unforgettable?”
Parvathishankar nodded. “A whisper that lingers longer than a shout.”
Swathi smirked and wrote:
“The Softest Scent. The Strongest Hold. Tantra.”
Raghunandan grinned. “Now that’s a paradox people will remember.”
9. Removing limitations from the claim
Raghunandan leaned forward. “Most perfumes fade. Some last longer. But what if you could remove that limitation entirely?”
Swathi frowned. “You mean… a scent that never fades?”
Parvathishankar smirked. “Or one that lingers beyond expectation.”
Swathi thought for a moment, then scribbled:
“Tantra Doesn’t Fade. It Stays Remembered.”
Raghunandan nodded. “Now that’s removing a limitation—turning scent into memory itself.”
10. Associating the claim with identity
“People don’t just buy perfume. They buy how it makes them feel. How it makes others see them.”
Swathi nodded. “So we tie Tantra to the kind of person they want to be?”
Parvathishankar set down his teacup. “Not just any person. The person they secretly wish they were.”
Swathi’s pen moved fast.
“For Those Who Enter a Room Without Needing to Announce It. Tantra.”
11. Showing how much work the product does
Raghunandan tapped his notebook. “Make them see the impact. Not just ‘smells good,’ but how much Tantra changes the game.”
Swathi thought for a moment, then wrote:
“One Drop. Twelve Hours. A Trail of Captivated Strangers. Tantra.”
Parvathishankar nodded. “Now they aren’t just buying a scent. They’re buying endurance. Influence. A lingering presence.”
Swathi grinned. “Let’s keep going.”
12. Stating the claim as a question
Raghunandan leaned back. “A question makes the reader answer in their head. If it’s the right question, they can’t ignore it.”
Swathi twirled her pen. “Something they can’t say no to.” She scribbled:
“How Many Heads Will Turn When You Walk In?”
Parvathishankar smirked. “If they don’t know the answer, they’ll want to find out.”
Swathi nodded. “Next.”
13. Offering information
Raghunandan tapped his notebook. “Sometimes, the best headline isn’t a tease. It’s a direct promise to teach something valuable.”
Swathi thought for a moment, then wrote:
“The 3 Notes in Your Perfume That Make You Instantly Memorable”
Parvathishankar nodded. “Now that… people will want to read.”
14. Tying authority into the claim
Raghunandan leaned back. “People trust experts. Borrow their authority, and your words carry more weight.”
Swathi considered, then wrote:
“Master Perfumers Agree: This One Scent Makes You Unforgettable”
Parvathishankar nodded. “A name, a title, a stamp of expertise. It all makes the claim stronger.”
15. Before and after the claim
Raghunandan tapped his pen. “Show transformation. The contrast makes it impossible to ignore.”
Swathi adjusted the wording.
“Before Tantra: A Fragrance. After Tantra: A Signature.”
Parvathishankar nodded. “Now it’s about identity, not just scent.”
Swathi smiled. “Alright, what’s next?”
16. Stress the newness of the claim
Raghunandan tapped his pen. “Newness grabs attention. What’s unique about Tantra that people haven’t experienced before?”
Swathi thought for a moment. Then she wrote:
“Introducing Tantra: A Scent So Unfamiliar, It Feels Like a Discovery.”
Parvathishankar nodded. “Now they’re curious. What makes it different?”
17. Stress the exclusivity of the claim
Raghunandan leaned back. “People want what they can’t easily have. Make them feel like owning Tantra means joining something rare.”
Swathi tapped her pen and wrote:
“Crafted in Small Batches. Worn by the Unforgettable.”
Parvathishankar smirked. “Now they know—it’s not just a perfume. It’s an experience reserved for a select few.”
Swathi nodded. “On to the next.”
18. Turn the claim into a challenge for the reader
Raghunandan smirked. “People love proving themselves. Make them wonder if they’re worthy of Tantra.”
Swathi thought for a second, then wrote:
“Do You Wear the Perfume, or Does the Perfume Wear You?”
Parvathishankar nodded. “Now, they’re not just buying a scent. They’re stepping up to the challenge.”
19. State the claim as a case-history quotation
Raghunandan leaned back. “Let the customer speak. Make the claim feel real.”
Swathi tapped her pen, then wrote:
“I Walked Past Him. He Turned Around.”
Parvathishankar nodded. “Instant intrigue. Feels like a real story.”
20. Condense the claim
Raghunandan leaned forward. “Swap out a long explanation for something punchy and direct.”
Swathi thought for a moment, then wrote:
“Tantra: Dominance in a Bottle,”
Parvathishankar smirked. “Short. Powerful. Sells the transformation.”
21. Symbolize the claim
Raghunandan tapped his pen. “Turn the claim into a bold, almost surreal statement.”
Swathi thought, then wrote:
“One Drop. A Thousand Unspoken Words.”
Parvathishankar nodded. “Now that’s poetry and power in one.”
22. Connect the mechanism to the claim
Raghunandan leaned forward. “People don’t just want to hear that Tantra lasts. They want to know why.”
Swathi frowned. “Isn’t ‘long-lasting’ enough?”
Parvathishankar shook his head. “No. Anyone can say their perfume lasts. But if you show the mechanism, they’ll believe it.”
Raghunandan flipped his notebook open. “Instead of just claiming, ‘Tantra stays on your skin for hours,’ you reveal how. Give them the science, the magic. The reason behind it.”
Swathi thought for a moment, then wrote:
“Infused with Time. Released with Every Heartbeat.”
23. Startle the reader by contradicting expectations
Raghunandan leaned back. “People think they know how perfume works. Let’s flip that.”
Swathi raised an eyebrow. “How?”
Parvathishankar set down his cup. “Challenge the way they assume scent behaves.”
Raghunandan nodded. “For example, they expect strong scents to fade fast. What if Tantra gets stronger over time?”
Swathi considered, then wrote:
“A Whisper at Dawn. A Statement by Midnight.”
Parvathishankar read it and nodded. “Now that makes them stop and think.”
Swathi exhaled. “Alright, next.”
24. Connect the need and the claim in the headline
Raghunandan tapped his pen. “What’s the real need behind perfume?”
Swathi shrugged. “Smelling good?”
Parvathishankar shook his head. “Deeper than that.”
Raghunandan leaned in. “People wear perfume to be remembered.”
Swathi’s eyes flickered. She thought for a second, then wrote:
“Some Scents Are Worn. Others Are Unforgettable.”
Parvathishankar smiled. “That’s the need. And Tantra is the answer.”
25. Offer information in the ad itself
Raghunandan leaned back. “Not every headline has to sell upfront. Sometimes, it just has to intrigue enough to make them read further.”
Swathi raised an eyebrow. “So, we dangle knowledge instead of pushing the product?”
“Exactly.” He grabbed his pen.
‘The Secret Note Hidden in Every Great Perfume.’
Swathi’s brow furrowed. “What secret note?”
“See? You’re already hooked.”
She smirked. “Alright, I see the game now.”
“Good. Now let’s play the next round.”
26. Turn the claim or need into a case history
Raghunandan tapped his pen. “Sometimes, the best way to sell is through a story. People relate to stories more than claims.”
Swathi nodded. “So instead of saying ‘Tantra is unforgettable,’ we show someone experiencing it?”
“Exactly.” He wrote:
‘She Borrowed My Scarf. Now It Smells Like Her Forever.’
Swathi exhaled. “That’s… intimate.”
Raghunandan smiled. “Stories pull people in. Make them feel.”
Swathi’s fingers drummed against the table. “I like it.”
“Then you’ll love the next one.”
27. Give a name to the problem or need
Raghunandan leaned back. “Sometimes, people don’t realize they have a problem until you label it for them.”
Swathi frowned. “Like what?”
He scribbled on the notepad:
‘Fragrance Fade Syndrome. When Your Perfume Disappears Too Soon.’
Swathi’s eyes widened. “That actually sounds like a real thing.”
“It is now.” Raghunandan grinned. “When you name a problem, people recognize it and look for a solution.”
Swathi tapped her chin. “And Tantra is the cure.”
“Exactly.”
She rolled her shoulders. “Alright, what’s next?”
28. Warn the reader about possible pitfalls
Raghunandan flipped back to his notes. “People take action when they fear missing out—or messing up.”
Swathi nodded. “So we make them aware of a risk they didn’t see coming?”
“Exactly.” He wrote:
‘Your Perfume May Be Betraying You: Here’s Why.’
29. Emphasize the claim through phraseology
“Sometimes, repetition makes a statement unforgettable,” Raghunandan said.
Swathi leaned in. “Like how a scent lingers?”
Raghunandan nodded and wrote:
“Tantra Lasts. And Lasts. And Lasts.”
Swathi smiled. “Simple. Unshakable.”
“Exactly,” Raghunandan said. “When you say something once, they hear it. When you say it twice, they notice it. When you say it three times, they believe it.”
Swathi tapped the page. “Let’s keep going.”
30. Show how easy the claim is by imposing a universally overcome limitation
“Make it feel effortless,” Raghunandan said. “Like something anyone can achieve.”
Swathi tapped her pen. “How about… ‘If You Can Walk Into a Room, You Can Own It’?”
Raghunandan grinned. “Now that’s effortless impact.”
Swathi jotted it down. “Next?”
31. State the difference in the headline
“Make the distinction clear,” Raghunandan said. “What sets Tantra apart?”
Swathi thought for a moment, then scribbled:
“The Difference Between Wearing a Scent and Leaving an Impression.”
Raghunandan nodded. “Now they know. It’s not just perfume. It’s presence.”
32. Surprise your reader by overcoming a former limitation
Raghunandan leaned back. “Think of something people assume about perfume and then flip it.”
Swathi frowned. “Most perfumes fade. People assume that’s just how it is.”
She thought for a moment, then wrote:
“It Doesn’t Just Last. It Unfolds.”
Raghunandan nodded. “Now, that makes them curious. Instead of just lasting, it’s doing something more.”
33. Address the people who can’t buy your product
Swathi raised an eyebrow. “Why would I talk to people who can’t buy Tantra?”
Raghunandan explained. “Because the moment you tell someone they can’t have something, they want it even more.”
Swathi tapped her pen, then wrote:
“If You Haven’t Smelled Tantra, You’ve Never Truly Experienced Perfume.”
Parvathishankar nodded. “Now, you’re making them feel like they’re missing out.”
Swathi grinned. “And nobody likes being left out.”
34. Address your prospect directly
Raghunandan leaned forward. “Sometimes, the most powerful headline speaks straight to the reader.”
Swathi nodded. “Make it personal. Make them feel seen.”
She thought for a moment, then wrote:
“To Those Who Believe Perfume Is More Than Just a Scent, Meet Tantra.”
Raghunandan smiled. “Now you’re calling out the right audience. The ones who get it.”
35. Dramatize how hard it was to produce the claim
Raghunandan leaned back. “When people see the effort behind something, they value it more.”
Swathi nodded. “Like showing them the craftsmanship?”
“Exactly.” He wrote:
“It Took 57 Ingredients, 3 Years, and One Obsession to Create This Scent.”
Swathi exhaled. “Makes it sound rare. Precious.”
Raghunandan grinned. “Because it is.”
Swathi tapped the page. “Next?”
36. Accuse the claim of being too good
Raghunandan smirked. “Sometimes, the best way to grab attention is to make them question if it’s too good to be true.”
Swathi raised an eyebrow. “Like daring them to believe it?”
“Exactly.” He wrote:
“A Perfume This Addictive Should Be Illegal.”
Swathi chuckled. “Now that makes you curious.”
Raghunandan nodded. “Curiosity sells. Let’s keep going.”
37. Challenge the prospect’s present limiting beliefs
Raghunandan tapped his pen. “People get stuck in their assumptions. Challenge them, and they have to pay attention.”
Swathi tilted her head. “Like what?”
He scribbled:
“You Think Perfume Fades? That’s Because You’ve Never Worn Tantra.”
Swathi’s lips curled into a grin. “That’s bold.”
“That’s the point,” Raghunandan said. “Make them question what they thought they knew.”
38. Turn the claim into a question and answer
Raghunandan leaned forward. “End with intrigue. Ask a question they’re already wondering—then answer it in a way that demands attention.”
Swathi tapped her chin. “Like… ‘Why Do Some Scents Stay While Others Vanish?’”
Raghunandan nodded. “Good. But now, make the answer irresistible.”
Swathi thought for a moment, then wrote:
“Why Do Some Scents Stay While Others Vanish? Because They Weren’t Made Like Tantra.”
Parvathishankar leaned back, swirling his tea. “Now you understand, headlines aren’t just words. They’re levers. You pull the right one, and attention turns into desire. Desire turns into action. That’s the alchemy of persuasion.”
Swathi nodded, her notebook filled with pages of insights. “It’s like… weaving a spell.”
Raghunandan smirked. “And you’re the witch.”
She nudged him with her elbow. He held her gaze for a moment longer than necessary. A shared moment.
Parvathishankar, mid-sentence, narrowed his eyes. “If you two are done making doe eyes at each other, we have a lesson to finish.”
Swathi straightened, clearing her throat. Raghunandan coughed into his fist.
Parvathishankar sipped his tea, clearly amused. “Alright, headline witch, you’ve got your magic. Now go make sure the world reads it.”
Swathi grinned. “Oh, they will.”
(Continued…)
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