Print and Steal This Headline Swipe File But Use It For Good, Not Evil

fileEvery business owner that is working in the “digital age” should have a Headline Swipe File.

I break out this document when I am writing:

  • An article title
  • A headline for a sales page
  • An email subject line
  • A name of a presentation
  • A name of a video
  • etc, etc

And, I copy and paste other people’s good headlines when I see them — hence the name “swipe file.”

The right headline, subject line, presentation title, etc can make a huge difference.  Just be sure to deliver on the promise you make in your headline.

You can download and use my headline swipe file by clicking here.

Print the swipe file and read through the headlines — try to determine why each of them works.  What psychological strings are they pulling that make people take action?

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About Russ Henneberry

I'm Russ. I'm a content marketing and analytics professional.

I'm currently the Director of Editorial for but I've worked in a content marketing and analytics capacity for companies like CrazyEgg, and Network Solutions. I analyze, measure and improve content and social media marketing.Connect with Russ on Twitter .


  1. Thanks for the great swipe file Russ. I plan on getting a lot of use out of it.
    Aloha, Bob

  2. Great to hear Bob! Thanks for stopping by!

  3. Hey Russ!

    I like the new look and feel of your blog. And the new domain name works great for combining content marketing and analytics.

    I’m looking forward to using your swipe file. I’ve got a new blog post that needs a great title.

    Best of luck!


  4. Awesome; looks like a great swipe file. Headlines are totally my weak point (I feel like) so it’ll come in handy.

    I like that you split the email and post headlines out into different categories. I’ve noticed that I often have to use a different subject line than the post title when emailing my list.

  5. Hey thanks Ruben and thanks for stopping by! A thousand apologies for waiting so long to approve this comment! :/

  6. Terence says:

    How do I get to this great swipe file? I see no hyperlink to download it.


  7. Terence says:


    Never mind.

  8. No worries, thanks for your interest Terence!

  9. Great resource tool. Thanks for sharing.

  10. Thanks Chuck and thanks for taking the time to comment!

  11. Hey, Russ.
    I’ve always tried to be a bit clever with my headlines. That tactic might work in The FT or Telegraph, but there’s an emotional pull on the heartstrings missing from double entendre that the swipe file captures perfectly.
    You’ve got no idea what a complete and utter [blank] I feel for not realising this before.
    Great article, great file, thanks.

  12. Thanks Jason! Glad you find it useful!

  13. Thanks Russ

    Just signed up to your newsletter and downloaded this swipe file.

    These both look like excellent resources so thank you :-)



  14. Awesome, going to give some of these a shot in my next test. Thanks!