Your headline is your first impression. It should stop, fascinate and persuade your readers, or else you risk losing them in the blink of an eye.
Headlines that grab generally perform two important functions. Firstly they should get your readers attention. Then they need to communicate the overall theme of the message without revealing any of the answers. Their mission is to stop your audience in their tracks and intrigue them enough to continue reading.
What is more, your headline should create a sense of curiosity. Curiosity helps lure the reader onto your copy and further into the body text. When you spark your readers curiosity they inevitably will want to learn more.
It is very common for professional copywriters to use newspapers and magazines to research their headlines. Publications such as Cosmo, Vanity Fair and Who Magazine provide a great source of ideas. In addition, they collect any successful ads or headlines in what they call a 'swipe file.' They can then adapt the headlines to suit their own needs.
This is actually a great way for an amateur copywriter to practice writing headlines. Start collecting ads for a swipe file and then replace words in the headline for words that suit your product or service.
Over time as you start looking at ads and website copy from the viewpoint of a copywriter, you will notice the headlines that get used repeatedly. These headlines are the ones that work. Be sure to write these ones down or add them to your own swipe file.
Lets now look at 5 sure-fire triggers that will guarantee your headlines get attention:
1. Curiosity
New!
Introducing!
At Last!
People love the thought of anything new and exciting. These words are perfect for announcing new products. Just note however that it is illegal to claim a product is 'new' unless is has been created with the last 6 months.
2. Calling Out
Dentists!
Home Owners!
Bad Headaches?
These words used at the beginning of a headline specifically call out to your target audience. They are definitely attention grabbing.
3. Customer Benefits
Free from Migraines in 10 minutes!
Buy One Lamp - Get the Second one free!
Learn To Sing in 2 Days with New Method!
Selling the benefits is always a key to successful selling. People may note the features (such as promoting a '4 wheel drive' vehicle) but will be sold on the benefits ('enjoy the freedom and adventure you will experience when you head off-road').
4. The Captivating Question
What If I Could Double Your Profits in 10 Days?
Do You Make These Five Copywriting Mistakes?
What Powerful Antioxidant Will Turn Back The Clock?
This type of headline uses an open ended question. One which your reader is unable to answer with either "yes" or "no". They will immediately want to know what mistake it is, or what product will bring that result. Fantastic for sparking the curiosity factor.
5. The 'How To' Headline
How to Get Rid Of Eczema Naturally
How to Find Out If Your Husband Is Cheating
How to Find Positive Cash Flow Investments in Any Market
People commonly search the internet to find information. Using 'how to' in a headline answers the exact question they are asking themselves. Extremely powerful when you match the right headline to the right target market.
Learning to write headlines that sell is an ongoing process. Try to study and then model successful copywriters continually. Just be sure to always use your own personality and unique style.
In the highly competitive online world, knowing how to write captivating copy and to persuade your audience is vital to the success of your business. Discover Powerful Copywriting Techniques from professional copywriters with years of success.
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