The difference between an ad that gets ignored and one people can’t forget? The headline.

In this episode of Todd Liles and the Wizard of Ads, Todd and Roy H. Williams unpack the craft of writing headlines that demand attention and pull readers deeper.

From the absurd “Bat Boy Found in Cave” tabloid to The Economist’s legendary billboard, you’ll learn why the best headlines spark curiosity, create tension, and leave a “hovering question mark” your brain can’t ignore.

In this episode, you’ll discover:

• The true job of a headline (it’s not to sell — it’s to propel)

• Why curiosity and surprise activate the brain’s Broca’s area

• How images serve one purpose: to push people to the headline

• The “hovering question mark” formula for curiosity-driven ads

• The Magical Worlds exercise for turning absurd lines into powerful copy

• Why every sentence should be strong enough to start your ad

• What makes The Economist’s billboard one of the smartest headlines ever

👉 Whether you’re writing ads, social posts, or emails, this episode shows you how to craft headlines that grab attention and make people keep reading.

If you enjoyed the episode, subscribe, review, and share the show with a business owner who refuses to be ordinary. Because in business, the bold win—and the remarkable reign.

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🔗 Full show notes and resources: www.toddliles.com/wizard