How to write winning headlines for workplace wellness newsletters

Guest blogger: Shawn M. Connors, The Best C+ Student in the Wellness Biz

I am a big believer in the power of headlines. Good ones immediately win the attention of readers, heighten the interest in the subject about to be presented, and take a perspective (spin) at a common issue in a new way.

I’ve often joked that I have a background in direct marketing, which is now totally useless. But that’s not entirely true. The classic book “Scientific Advertising,” by Claude Hopkins, was the first to put forth the concept of testing headlines to see which ones are most effective.

Workplace Wellness Full Participation: The Breakthrough Idea Tonight!

I woke up the other night with an epiphany (get your mind out of the gutter – an idea). Have you ever had an epiphany? OK, let’s stop that. The truth: I woke up to go to the bathroom and at some point during that nightly ritual a lightning bolt of an idea hit me.

There it was. Clear as day. A stupendously simple way to get everyone, and I mean every-single-person on the planet, eating better and exercising regularly. The whole planet a blue zone.

It was soooo simple. Astonishing, really.  It was right there in front of us the whole time. It didn’t cost anything. Anybody and everybody could easily do it. And most importantly, it was fun.

I knew right then, in the dark of night what that long ago cave girl thought when she discovered the concept of the wheel. “The men are going to totally screw this thing up.”

Why Couldn’t I See This Simple Solution Until Now?