---
title: "Seven headline components"
description: "Elements that drive interest in a headline, from a meta-analysis of news."
canonical: https://tomsharman.com/bookshelf/100m-leads/seven-headline-components/
updated: 2026-11-03
---

# Seven headline components

> Elements that drive interest in a headline, from a meta-analysis of news.

Alex Hormozi's framework, from $100M Leads, pp. 109 to 131.

Framework 12 of 46 from [$100M Leads](https://tomsharman.com/bookshelf/100m-leads/index.md) by Alex Hormozi. Category: Storytelling.

## The steps

1. **Recency.** As new as possible.
2. **Relevancy.** Personally meaningful to the reader.
3. **Celebrity.** Prominent people.
4. **Proximity.** Close to home.
5. **Conflict.** Opposing ideas or people.
6. **Unusual.** Odd, rare or bizarre.
7. **Ongoing.** A story still in progress.

## Where it comes from

From chapter: #2 Post Free Content Part I, pp. 109–131

## The animation

24 seconds, 4:5, no sound.

- MP4: https://tomsharman-downloads-006143767029.s3.eu-north-1.amazonaws.com/downloads/bookshelf/100m-leads/seven-headline-components.mp4
- MP4, dark: https://tomsharman-downloads-006143767029.s3.eu-north-1.amazonaws.com/downloads/bookshelf/100m-leads/seven-headline-components-dark.mp4
- Still: https://tomsharman-downloads-006143767029.s3.eu-north-1.amazonaws.com/downloads/bookshelf/100m-leads/seven-headline-components.png
- Still, dark: https://tomsharman-downloads-006143767029.s3.eu-north-1.amazonaws.com/downloads/bookshelf/100m-leads/seven-headline-components-dark.png