Beware headline generators, formulas and shiny red apples

You see more of them everyday. Ads, blog posts and social media posts talking about the latest headline generator or headline writing formula.

Please.

There are no shortcuts here people. If you want great design, you hire a great designer. If you want great photography, hire a great photographer. Great video? You get the idea.

Heck, if you want a great haircut, you don’t look for a magic formula — you go see a professional at a great barber or salon.

Guess what? If you want a great headline, you need to hire a great writer.

I know, I know. People out there will tell you they have statistics that can prove their generator/formula/magic potion will help you write the best headlines and earn attention all across the kingdom.

When I hear that, it reminds me of scary things, like witches who offer up apples to innocent young girls — “Just take a bite,” she says, “and the prince will fall in love you.”

Sound familiar?

We all know how the story of Snow White goes. Her insecurity is manipulated and she’s fooled into thinking she needs magic to have the best headlines, er, I mean to have the prince fall in love with her. Of course, the prince was already in love with Snow White, as he would prove later, saving her life with true loves fist kiss…but I digress.

There’s no doubt that the arguments being made for magic headline generators are compelling. The apple is, indeed, shiny and looks delicious. But don’t fall for those who would tell you they have your problem solved. If it sounds too good to be true, you know it probably is.

When you start to dream about having the fairest headlines in the land, don’t ask a magic mirror — hire a really good copywriter.

He or she is the real prince of the story and they would love to help you.