Writing My Best Worst Headlines

2 min | Copywriting

I’ve noticed that writing a great headline is stressful,
but writing an awful one is liberating. Let me explain.

The desire to succeed creates a fear of failure.
And fear of failure kills creativity.

the fear or failure loop: desire to succeed, stress, creative block

So when I’m stuck in that loop, I use Negative Brainstorming to break free.
First, I reverse the brief.

Instead of likes, get hate comments. Instead of profits, crash the stock. Instead of benefits, highlight downsides. Instead of improving the brand image, get canceled.

Then, I write some awful headlines:

try writing awful headlines like, less teeth less toothpaste

But why do this?
Because of the Austrian psychiatrist, Viktor Frankl.

Austrian psychiatrist, 
Viktor Frankl and his Paradoxical Intention

Frankl noticed that his insomniac patients were afraid to stay up all night again. So he told them to try to stay up as long as possible. Intentionally doing what they feared relieved their anxiety, and they fell asleep. It’s called Paradoxical Intention.

So, if you’re afraid of writing bad headlines, just sit down and write a few.

In this recipe

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