120 Contoh Headline Copywriting Berdasarkan Jenis-Jenisnya

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Headline Copywriting

Teknik membuat headline copywriting adalah salah satu modal membangun bisnis dan jejaring. Sebuah metode olah kata ini terbukti ampuh untuk menggiring pembaca. Banyak referensi yang menganjurkan mengemas tulisan dengan baik, salah satunya adalah dengan memajang headline. Membuat tulisan dengan headline menarik, sudah banyak dipraktekkan dan menjadi sebuah daya tarik.

Mengemas headline yang menyihir, bukan saja menjadikan tulisan jadi enak dibaca. Lebih dari itu, kemasan penjualan lewat tulisan juga akan membuat pembeli membanjir. Tentu saja, pendapatan semakin meningkat seiring dengan penjualan yang melesat.

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Apa Itu Headline Copywriting?

Jika bergelut dengan dunia pemasaran digital, headline adalah sebuah kalimat yang mengunci pandangan dan membuat pembaca masuk ke web atau sebuah artikel. Headline adalah kalimat yang harus memberikan efek lebih besar dan membuat penasaran pembaca, dan berfungsi menjadi clickbait.

Hanya dengan membaca Headline dari sebuah artikel copywriting, pembaca akan tertarik dan penasaran dengan produk atau jasa yang ditawarkan. Mengemas headline pun harus sesuai dengan isi penawarannya.

Penjual yang baik tidak akan menipu pelanggannya hanya dengan mencuri clickbait, namun menyajikan isi artikel atau penawaran yang tidak relevan. Tak sedikit headline yang dikemas seperti ini, hanya untuk meningkatkan traffic pembaca.

Contoh Headline Copywriting yang Memikat Sesuai Jenisnya

Membuat headline yang ‘nendang’ ternyata bukan perkara gampang. Seorang digital marketer yang ingin mengolah tulisan dengan teknik copywriting, berarti harus membuat para pembaca ‘do something’, setelah membaca tulisan yang dipajang. Hal itu bisa diolah salah satunya dengan membuat headline yang memikat.

1. Benefit Headline

Sesuai dengan namanya, teknik copywriting ini dikemas dengan menyematkan headline yang menawarkan manfaat. Seorang digital marketer bisa mengemas headline dengan kalimat yang menawarkan manfaat, baik ekonomis maupun psikologis.

Membuat headline yang menunjukkan manfaat, bisa dengan menerapkan judul menggunakan angka. Hal ini bahkan sudah melalui penelitian, bahwa menyisipkan angka pada headline akan memberikan efek penasaran pada otak. Sebagai contoh beberapa headline di bawah ini:

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  • 15 cara kompor, dijamin naskah diterima penerbit mayor!
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  • Lulus CPNS dengan 11 Cara Jitu. Langsung dari Ahlinya!
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  • 9 Trik Ringan Raih Passive Income! No MLM!
  • Turun Berat Badan Hanya Sekali Minum!
  • Bayar Sekali, Akses Seumur Hidup!

Dari kelima headline tersebut, tiga teratas merupakan tampilan kalimat yang memberikan manfaat ekonomis. Sementara dua yang terakhir lebih kepada manfaat psikologis yaitu lebih kepada meningkatkan rasa percaya diri untuk pengembangan diri.

Selain menggunakan angka, headline bisa juga menggunakan persentase. Selain itu, angka ganjil juga diyakini memberikan efek penasaran yang lebih efektif ketimbang angka genap. Meskipun terdengar tak lazim, namun hal ini sudah melalui penelitian terhadap audiens.

2. News Headline

Headline yang memiliki ‘rasa’ berita sering dimanfaatkan sebagai clickbait. Artinya, headline tersebut dikemas sedemikian rupa agar rasa penasaran pembaca benar-benar memuncak, sehingga meng-klik berita tersebut.

Adakalanya seorang penulis atau digital marketer menyematkan headline yang berlebihan, sehingga kecenderungannya adalah mengecewakan pembaca. Maka dalam hal ini sangat perlu kehati-hatian dalam menuliskannya.

  • Apriyani Rahayu: Perjuangan Berdarah Menuju Emas Olimpiade
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  • Vaksin Gratis: Bukti Keseriusan Pemerintah untuk Tangani Covid-19

Jika membandingkan keempat headline tersebut, dua yang pertama adalah news headline yang jujur. Sementara dua yang terakhir merupakan olahan clickbait semata. Meskipun isi beritanya juga bukan hoaks, namun sebaiknya headline tidak dikemas terlalu berlebihan.

Pada dua tulisan pertama, headline dibuat sederhana. Selain itu, hal yang terpenting adalah adanya relevansi antara headline dengan konten. Tak sedikit pembaca yang kecewa ketika membaca berita online, namun tidak menemukan kehebohan yang sama seperti yang ditulis dalam headline.

Poin penting lainnya ketika memilih tipe headline ini adalah, penulis harus mengetahui berita-berita yang up to date. Dengan demikian, penulis bisa membuat headline yang bombastis, tanpa menipu pembaca dengan isi berita yang biasa saja.

3. Selective Headline

Salah satu teknik membuat headline copywriting yang efektif membuat pembaca terpanggil untuk bergabung dengan sebuah grup adalah selective headline. Jika pernah menggeser media sosial, dan menemukan iklan seperti ‘diskon 75% seumur hidup khusus member’, pasti akan seketika terbersit keinginan untuk mendaftar menjadi member.

Hal inilah yang disebut sebagai selective headline. Seorang penulis atau marketer sengaja membuat batasan konsumen, ditambah dengan tawaran super menarik. Dengan demikian, pembaca di lingkaran luar tertarik untuk bergabung.

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4. Gimmick Headline

Satu ciri khas dari teknik headline ini adalah adanya pengulangan kata atau permainan rima. Mengemas headline menggunakan cara ini, selain membuat telinga pembaca nyaman, juga sangat menarik bahkan memberikan daya magnetik.

Mari perhatikan headline di bawah ini:

  • Media Sosial, Jangan Bikin Komunikasi Gagal
  • Ayam Bakar Surga, Nikmatnya Mendunia
  • Sekali Broadcast, Langsung Banjir Cash
  • Modal Akun Gratis, Hasil Fantastis!
  • Dihantam Order dari Reseller!
  • Modal Rebahan, Duit Miliaran!
  • Jualan Berkah, Sesuai Syariah
  • Sebelum Cari Jodoh, Pastikan Bisa Jadi Contoh
  • Gebyar Agustusan, Harga Gila-Gilaan!
  • Promo Akhir Tahun, Murahnya Minta Ampun!

Headline pertama digunakan untuk sebuah artikel yang mengulas pergeseran paradigma komunikasi, dari lisan di dunia nyata menjadi via tulisan di dunia maya. Sementara headline berikutnya digunakan untuk pemasaran produk seperti kuliner. Headline ke-3 dan ke-4 adalah ajakan untuk berjualan melalui media sosial.

Di sinilah seorang digital marketer membutuhkan kelihaian mengolah kata, menggali diksi, dan menata rima. Tidak semua headline harus menunjukkan apa produknya, namun mainkan rima sehingga kalimat menjadi lebih indah dibaca.

5. Curiosity Headline

Namanya sangat spesifik untuk membuat pembaca penasaran. Headline ini memang sama sekali menutup produk atau jasa yang sedang ditawarkan. Umumnya headline jenis ini digunakan sebagai subject email penawaran, atau tautan link afiliasi.

  • Kesempatan Terakhir Ikut Kelas Gratis!
  • Jamu Penulis?
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  • Yakin Kamu Bahagia?
  • Pernikahan Baik-Baik Saja? Cek Faktanya!
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  • Ini Sebab Cita-Citamu Tidak Pernah Tercapai
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  • 10 Hal Penting Setelah 10 Tahun Berbisnis

Curiosity headline memang umumnya ditulis menggunakan tanda tanya atau tanda seru. Selain itu, sama sekali tidak ada clue tentang apa yang akan ditawarkan atau dijelaskan dalam tulisan. Hal tersebut untuk semakin memantik rasa penasaran pembaca.

Penyusunan frasa untuk headline jenis ini dikemas sedemikian rupa, sehingga seolah-olah penjual atau penulis memahami betul masalah yang sedang dihadapi oleh pembaca atau calon konsumen. Hal ini tentu membutuhkan riset, yaitu untuk menentukan produk atau jasa yang akan ditawarkan.

6. Question Headline

Sesuai dengan namanya, headline ini akan dikemas dengan kalimat interogatif. Pemantik dari headline ini adalah pertanyaan yang akan secara otomatis dijawab dalam hati oleh pembaca. Ingatkah pada sebuah promosi produk minuman fermentasi?

‘sudahkah anda minum Yakult hari ini?’

Contoh di atas adalah sebuah question headline yang memicu pembaca untuk menjawab, dan secara otomatis menikmati iklannya sampai habis. Begitulah tujuan question headline yang tercapai. Beberapa contoh berikut dapat dikategorikan sebagai question headline:

  • Berapa Persen Resolusi Anda Tahun 2021 yang Sudah Tercapai?
  • Mampukah Anda Melunasi Utang dalam 3 Bulan?
  • Dapatkah Anda Menabung 10 RIbu / Minggu Selama 1 Tahun?
  • Sudah Yakin Tokomu Untung?
  • Sudah Berbuat Baik Apa Hari Ini?
  • Apakah Pegawai Seperti Ini Ada di Kantor Anda?
  • Sudah Tepatkah Strategi Marketing Anda?
  • Mengapa Pria Tidak Bisa Mencari Barang Sendiri?
  • Pernah Bandingkan Gadget Ini?
  • Siapkah Anda Dengan Cita-Cita Anak Gen Z?

7. Quotation Headline

Jenis headline copywriting ini akan mencantumkan kata atau kalimat dari orang lain terkait sebuah produk, jasa, atau isi tulisan. Misalnya, ‘Novel yang Sangat Kompleks dan Cocok dengan Kondisi Saat Ini’. Kalimat tersebut adalah ucapan seseorang tentang kesan setelah membaca sebuah novel.

Ucapan sebagai quotation headline, bisa juga mengambil dari testimoni pelanggan, kutipan buku, atau endorsement tokoh. Tentu saja, penulisannya akan menggunakan kaidah dialog tag, dengan menyebutkan orang atau tokoh yang menyampaikan.

  • “Semua Business Owner Harus Ikut Training Ini!”
  • “jangan Sampai Melewatkan Kesempatan Emasnya!”
  • “Ini Buku yang Sangat Perlu Dibaca Manajer Pemasaran!”
  • “Hijab Di Almeira Bahannya Adem Banget.”
  • “Rasa Satenya, Mak Nyuss!”
  • “Bisa lagi punya rambut panjang dan ketombe hilang”
  • “Isi bukunya recommended untuk dibaca anak-anak”
  • “Bahan kainnya nyaman, harganya juga aman.”
  • “Coaching-nya keren banget, dan materinya mudah dipahami”
  • “Metode belajarnya asyik. Saya bisa lancar speaking dalam sebulan”

8. Command Headline

Headline jenis ini biasa dipakai untuk mengarahkan pembaca dengan kata-kata perintah. Harapannya agar audiens tertarik, karena kalimat perintah biasa dikemas dengan kata-kata yang sedikit memaksa atau mendesak. Misalnya seperti headline di bawah ini:

  • Ambil Kuponnya, Dapatkan Diskon 25% Seumur Hidup!
  • Rasakan Kesegarannya, Menangkan Hadiahnya!
  • Pisahkan Sampahmu, Selamatkan Lingkunganmu!
  • Ayo Berinvestasi!
  • Jangan Lupa Sedekah!
  • Berinvestasi Jangan Sampai Gigit Jari!
  • Sayangi Tubuhmu, Sekarang!
  • Ayo, Pakai Masker!
  • Jangan Lupa Cuci Tangan Pakai Sabun!
  • Jaga Iman, Jaga Imun, Jaga Jarak Aman!

Ketika membuat command headline, pastikan ada sebab-akibat yang akan tercipta. Apa alasan yang membuat pembaca harus melakukan suatu hal, harus terbaca juga baik secara implisit maupun eksplisit. Layaknya command atau kalimat perintah, akhiri headline dengan tanda seru.

9. Claim Headline

Teknik copywriting ini paling sering digunakan oleh banyak lembaga yang memasarkan produk atau jasanya. Kata-kata menyihir yang seolah memberikan jaminan mutu, banyak digunakan sebagai headline dalam media promosi yang digunakan.

  • 7 Hari Dijamin Utang Lunas!
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Jika diperhatikan, keempat headline tersebut memberikan sihir dengan kata-kata jaminan mutu produk atau jasanya. Ini merupakan sebuah klaim yang digunakan sebagai teknik pemasaran, seolah produk atau jasanya adalah yang terbaik dan telah memberi bukti nyata.

10. ‘You And I’ Headline

Jika ingin web atau tulisan terkesan lebih bersahabat dengan pembaca, maka dapat mencoba teknik You and I pada headline. Teknik ini lebih menonjolkan kesan bersahabat serta seolah melakukan komunikasi dua arah, sehingga lebih akrab dengan pembaca.

Menggunakan teknik ini, pembaca seolah-olah sedang berbicara santai, namun mendapatkan banyak manfaat dan tips rahasia yang dibagikan. Seorang penulis atau digital marketer harus menggali kalimat yang friendly agar tujuan ini tercapai.

  • 13 Influencer yang Wajib Kamu Follow
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  • Yakin Nggak Mau Ambil Kesempatan Ini?

11. Teaser Headline

Sebuah ajakan persuasif ini bisa dilakukan, dengan seolah-olah memberikan tantangan atau menguji keberanian. Penulis seakan-akan menyangsikan keberanian dari pembaca sebagai clickbait. Selanjutnya, akan ada tulisan yang dikemas untuk memaparkan tujuan atau promosinya.

  • Berani Sisihkan Uang 15 RIbu Sebulan?
  • Seberapa Bersihnya Kamu?
  • Buktikan Anda Penulis Andal!
  • Kalian Nggak Akan Percaya Ini!
  • Deretan Artis Sensasional!
  • Buktikan!
  • Bisnis Tersulit Abad Ini!
  • Pasangan Paling Tajir Tak Tertandingi
  • Uang Tidak Pernah Bisa Membelinya
  • Waktumu Terbatas!

Pada headline pertama, biasa digunakan pada akun-akun donasi kemanusiaan. Sementara dua headline berikutnya mengandung tantangan yang muncul, dan nantinya akan dijawab dengan iklan produk kebersihan kulit, atau program kelas menulis.

Membuat teaser headline ini bukan dalam konteks meremehkan pembaca, melainkan memberikan tantangan untuk sebuah target tertentu. Target tersebut nantinya akan dijelaskan setelah pembaca mengklik tulisan yang dimuat.

12. Fear Headline

Munculkan sebuah sinyal bahaya, lalu paparkan penjelasan solutif di dalamnya. Itulah teknik menggaet pembaca dengan fear headline. Pembaca akan dihadapkan kepada sebuah masalah yang baru dan terkesan berbahaya, jika tidak segera membaca artikel yang dipublish.

  • Hati-Hati, Penyakit Ini Mengancam Nyawa di Umur 30-an
  • Waspadai Tantangan Usaha Kuliner Masa Depan
  • Jangan-jangan Anda Bipolar?
  • Virus Paling Mematikan di Dunia
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  • Waspada! Kebangkuran Menanti Anda!
  • Hati-Hati, dengan Gejala Seperti Ini!
  • Badan Sering Kesemutan? Jangan Sepelekan!
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Munculkan rasa ketakutan atau pertanyaan besar yang mungkin terjadi. Namun, jangan lupa berikan solusinya dalam penjelasan tulisan. Kekhawatiran itulah yang akan menjadi trigger bagi pembaca untuk mencari jawabannya dengan membaca tulisan.

Mengulik teknik membuat heading merupakan modal penulis dan digital marketer yang sangat penting. Apalagi, di zaman serba digital, seorang harus lihai mengolah kata untuk membentuk sihir yang menarik pembaca melalui media online. Mengemas headline copywriting menjadi unik, bisa dicoba sebagai salah satu teknik yang menarik.

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