Há uma parte da publicidade que continua a ser ignorada por muitas marcas: o título. O primeiro impacto. A frase que decide se alguém pára ou continua a fazer scroll. A linha que faz com que um email seja aberto, uma landing page seja lida ou um anúncio tenha hipótese de funcionar.
E a verdade é simples: se o título não agarra, o resto quase não importa.
Pode ter a melhor oferta, o melhor produto, o melhor design e a melhor página. Mas se a primeira frase não criar curiosidade, desejo ou urgência, a atenção perde-se em segundos.
Porque é que os grandes títulos ainda importam?
A publicidade mudou. Hoje temos Meta Ads, Google Ads, TikTok, newsletters, landing pages, funis e automações. Mas o comportamento humano não mudou assim tanto.
As pessoas continuam a reagir a títulos que prometem uma transformação, identificam um problema, criam curiosidade ou mostram um benefício claro.
É por isso que listas clássicas como “The 100 Greatest Headlines Ever Written” continuam relevantes. Foram títulos usados em anúncios que venderam muito, durante anos, em jornais e revistas. Não porque eram bonitos. Mas porque funcionavam.
O que podemos aprender com estes títulos?
Muitos dos melhores títulos da história seguem fórmulas muito simples:
- Curiosidade
“Do you make these mistakes in English?” - Benefício claro
“Hands that look lovelier in 24 hours, or your money back” - Identificação com o problema
“Are you ever tongue-tied at a party?” - Desejo de melhoria
“How to win friends and influence people” - Prova ou promessa concreta
“Doctors prove two out of three women can have more beautiful skin in 14 days”
O segredo não está em copiar palavra por palavra. Está em perceber a estrutura.
Por exemplo, “Who else wants a screen star figure?” pode transformar-se em: “Quem mais quer uma agenda cheia de reuniões qualificadas?”
Ou “Do you make these mistakes in English?” pode virar: “Comete estes erros nos seus anúncios pagos?”
Como usar estes títulos hoje?
Pode adaptar estas estruturas a praticamente qualquer canal.
Num anúncio Meta, podem ser usadas como texto principal ou frase da imagem. Numa landing page, podem servir de headline principal. Num email, podem tornar-se assuntos mais fortes do que o clássico “Newsletter da empresa X”.
A regra é simples: não tente inventar tudo do zero.
Use modelos que já provaram funcionar, adapte ao seu mercado e teste várias versões. Porque, no fim, não ganha o título mais criativo. Ganha o título que faz a pessoa parar, clicar e continuar a ler.
Aqui vão os 100 melhores headlines de sempre, em inglês, para ter sempre à mão quando ficar em branco:
- The secret of making people like you
- A little mistake that cost a farmer $3,000 a year
- Advice to wives whose husbands don’t save money, by a wife
- The child who won the hearts of all
- Are you ever tongue-tied at a party?
- How a new discovery made a plain girl beautiful
- How to win friends and influence people
- The last two hours are the longest, and those are the two hours you save
- Who else wants a screen star figure?
- Do you make these mistakes in English?
- Why some foods “explode” in your stomach
- Hands that look lovelier in 24 hours, or your money back
- You can laugh at money worries, if you follow this simple plan
- Why some people almost always make money in the stock market
- When doctors “feel rotten” this is what they do
- It seems incredible that you can offer these signed original etchings, for only $5 each
- Five familiar skin troubles, which do you want to overcome?
- Which of these $2.50 to $5 bestsellers do you want, for only $1 each?
- Who ever heard of a woman losing weight, and enjoying 3 delicious meals at the same time?
- How I improved my memory in one evening
- Discover the fortune that lies hidden in your salary
- Doctors prove two out of three women can have more beautiful skin in 14 days
- Right and wrong farming methods, and little pointers that will increase your profits
- New cake-improver gets you compliments galore!
- Imagine me holding an audience spellbound for 30 minutes
- This is Marie Antoinette, riding to her death
- Did you ever see a telegram from your heart?
- Now any auto repair job can be duck soup for you
- New shampoo leaves your hair smoother, easier to manage
- It’s a shame for you not to make good money, when these men do it so easily
- You never saw such letters as Harry and I got about our pears
- Thousands now play who never thought they could
- Great new discovery kills kitchen odors quick, makes indoor air “country-fresh”
- Make this 1-minute test, of an amazing new kind of shaving cream
- Announcing the new edition of the encyclopedia that makes it fun to learn things
- Again she orders… “a chicken salad please”
- For the woman who is older than she looks
- Where you can go in a good used car
- Check the kind of body you want
- “You kill that store, or I’ll run you out of the state!”
- Here’s a quick way to break up a cold
- There’s another woman waiting for every man, and she’s too smart to have “morning mouth”
- This pen “burps” before it drinks, but never afterwards
- If you were given $200,000 to spend, isn’t this the kind of [product] you would build?
- “Last Friday… was I scared!, my boss almost fired me!”
- 76 reasons why it would have paid you to answer our ad a few months ago
- Suppose this happened on your wedding day!
- Don’t let athlete’s foot “lay you up”
- Are they being promoted right over your head?
- Are we a nation of low-brows?
- A wonderful two years’ trip at full pay, but only men with imagination can take it
- What everybody ought to know… about this stock and bond business
- Money-saving bargains from America’s oldest diamond discount house
- Former barber earns $8,000 in four months as a real estate specialist
- Free book, tells you twelve secrets of better lawn care
- Greatest gold-mine of easy “things-to-make” ever crammed into one big book
- How I made a fortune with a “fool idea”
- How often do you hear yourself saying: “No, I haven’t read it, I’ve been meaning to!”
- Thousands have this priceless gift, but never discover it!
- Whose fault when children disobey?
- How a “fool stunt” made me a star salesman
- Have you these symptoms of nerve exhaustion?
- Guaranteed to go through ice, mud, or snow, or we pay the tow!
- Have you a “worry” stock?
- How a new kind of clay improved my complexion in 30 minutes
- 161 new ways to a man’s heart, in this fascinating book for cooks
- Profits that lie hidden in your farm
- Is the life of a child worth $1 to you?
- Everywhere women are raving about this amazing new shampoo!
- Do you do any of these ten embarrassing things?
- Six types of investors, which group are you in?
- How to take out stains, use [product name] and follow these easy directions
- Today add $10,000 to your estate, for the price of a new hat
- Does your child ever embarrass you?
- Is your home picture-poor?
- How to give your children extra iron, these three delicious ways
- To people who want to write, but can’t get started
- This almost-magical lamp lights highway turns before you make them
- The crimes we commit against our stomachs
- The man with the “grasshopper mind”
- They laughed when I sat down at the piano, but when I started to play…
- Throw away your oars!
- How to do wonders with a little land
- Who else wants lighter cake, in half the mixing time?
- Little leaks that keep men poor
- Pierced by 301 nails… retains full air pressure
- No more back-breaking garden chores for me, yet ours is now the show-place of the neighborhood!
- Often a bridesmaid, never a bride
- How much is “worker tension” costing your company?
- To men who want to quit work someday
- How to plan your house to suit yourself
- Buy no desk, until you’ve seen this sensation of the business show
- Call back these great moments at the opera
- “I lost my bulges… and saved money too”
- Why [brand name] bulbs give more light this year
- $80,000 in prizes! Help us find the name for these new kitchens
- Now, own Florida land this easy way… $10 down and $10 a month
- Take any three of these kitchen appliances, for only $8.95 (values up to $15.45)
- Save twenty cents on two cans of cranberry sauce, limited offer
- One place-setting free for every three you buy
FAQ
O que faz um bom título de publicidade?
Um bom título chama a atenção, mostra um benefício claro ou cria curiosidade suficiente para a pessoa querer continuar a ler.
Devo copiar títulos famosos?
Não. Deve usar a estrutura e adaptar ao seu produto, público e contexto.
Quantos títulos devo testar numa campanha?
Idealmente, teste 2 a 3 variações de cada vez para perceber qual gera melhores resultados.
Estes títulos ainda funcionam em marketing digital?
Sim, porque continuam a explorar gatilhos humanos básicos: curiosidade, desejo, medo de perder algo e procura por soluções.
Onde posso usar estes títulos?
Em anúncios, emails, landing pages, posts de redes sociais, páginas de venda e campanhas de captação de leads.