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1 Copywriting Tip

2 Examples

3 Tactics on how to use it for your business.

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1 Copywriting Tip

Tip: Make U-Turn Headlines

Good headlines or hooks are meant to make you stop and stare.

That's their only job.

And yes, there may be a thousand ways to write a good headline. 

But the one I'm gonna share with you today is the most surprising one.

The reason I call it a U-turn headline is because the first sentence seems to be going straight...

But the second sentence flips the entire narrative on its head, indicating a complete 180 degree turn, like a U-turn.

These headlines:

1. Become memorable: Because there's a surprise element. You'd remember your birthday parties well if they were surprise parties, right? This is kinda like that.

2. Engage better: The surprise element stops the scroll and makes you want to read more. 

A great headline followed by an equally great lead and body copy leads your reader down your copy, sentence by sentence.

3. Breaks a pattern: Our brains are wired to predict patterns. When the pattern is broken, it triggers curiosity, making readers pause and pay attention.

In marketing just like life, people love a comeback story.

A U-turn headline is your best bet to tell that story in as few words as possible.

Now onto some great examples...

2 Examples

1. Fiver

This Fiver ad has a genius U-turn headline.

It goes from fear to empowerment so quickly.

Starts with surprise and ends with delight.

This is how you keep them engaged.

2. Danger Dog Sign

This one’s technically not an ad but still counts as copy.

It is witty, sarcastic and a perfect U-turn headline.

What appears to be a spiritual question u-turns into being a sarcastic warning.

You aren’t gonna forget this anytime soon.

3 Tactics for You

1. Use Clichés

People are familiar with popular words, phrases and sentences.

Start your headline with it and then flip the script towards the end.

The unexpected nature would get people to pay attention.

2. Start Negative, End Positive

Begin with a struggle or failure and pivot to a solution or win.

Like: I Blew My First Client Pitch... And Still Closed the Deal."

It shows that failure isn’t the end—there’s a redemption arc.

3. Highlight a Contradiction

Pair two opposing ideas for a “How is that possible?” effect.

Like: I Work Fewer Hours Than Ever... and Make More Money."

It creates curiosity by showing a counterintuitive result.

Well, that’s all I have for you today 🤝

What do you think about using U-turn headlines and their impact?

Hit reply & let me know your thoughts, !

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