Creative Secrets: Crafting a Headline

by Dave Dumanis, Virtual Voice (Narrator)

How many headlines have you driven by, or read on your phone or computer, or stood next to at a bus shelter or in a subway station, and That sucks! Most headlines are terrible.They don’t do their job, which is to get you to remember the product, or buy it, or at least express interest in it.

Now the good Writing a great, compelling headline isn’t that hard. I’m not saying everyone can do it, or should do it. But I am saying that if you need to do it, for your job and your business, you probably can.

In fact, if you follow a few simple rules, yours will be more effective than 90% of the headlines out there. So let me show you what those rules are and how to follow them.

For more, buy your copy of this tiny but mighty ebook now. It's part of the Creative Secrets series, written with a lifetime of ad world experience—and zero AI.

Audible Audio

Published December 19, 2025

About the author

Dave Dumanis is the author of 51, AMERICAN BEEHIVE, ALPHABETICAL DISORDER, SHAGGY DOG STORIES AND NURSERY RHYMES, A PLAGUE OF BOILS, CREAM, THE SOFT PINK AND WHITE BUNNYRABBIT STORY, MONA LIEBOWITZ, and NINE LIVES BY PAUL VARJAK. He lives in San Francisco with his wife and daughter.