In part 1 we covered the importance of writing a great headline to grab your readers attention & get them to read your article in full.
Now we take a look at other ways of developing your headline style.
You need to think about your audience. Who is it that you are writing for?
For gossip and entertainment?
For those looking for financial advice - facts and figures?
For someone looking for exercise or health information - reliable and assuring?
For those browsing for ideas and pastimes?
Who are they and what are they looking for? Answering these two questions will set you on the right route to plan and write an article that will capture their attention... and from this you can then style the headline.
For example say that you're writing an article aimed at someone who is searching for the right mortgage. That person will look for 'facts', 'figures', 'surveys' and even maybe a case study that they can identify with. The language will be business like & authoritative. Anyone reading would not expect lots of jokey thoughts and gossip in the article. On the other hand if you are writing your article aimed at someone searching for news on their favourite pop star, gossip, jokes and light frothy sentences will hit the mark.
You've got 5 seconds!
When writing your headlines remember that you only have about 5 seconds to grab your potential readers attention.
If they scan the list of headlines and yours doesn't 'pop out' you've lost them forever.
Here are a few more styles that can help you to write a great headline.
The 'Testimonial' Headline
"I used 'XY's' formula B ... now I earn $ssss and have financial freedom"
Testimonials are very powerful, when they sound believable. Use them to help you sell a new product or idea.
The 'News' Headline - Make an announcement
"It's here at last! The breakthrough in internet marketing has arrived"
A great way for announcing new products and services, making the reader feel that they're in at the beginning.
Also you may have noticed that I didn't say 'what' it was... so you add an element of curiosity in the headline too.
The 'Formula' headline - tell them 'how to'
"Follow these 3 simple steps to increase your writing speed"
How often are you looking for the solution to the problem? Well if the headline tells you that you can find the solution in just 3 simple steps... aren't you going to want to read 'what' those simple steps are?
Often these headline begin with words like "How to" ... "how to loose 5lb's in 1 week... with just 5 minutes a day". The secret is that the headline suggest that the solution will be revealed in the article.
The 'Question' Headline
"Do you hate the Gym? - How to have a gym workout without ever stepping inside one again"
The secret to this type of headline is to pose the question that you know most people will answer in a certain way... then you suggest that the answer will be given in the article. When writing this sort of headline... you need to be sure that the majority of your readers are going to agree with you ... or they may just say "No... I love the gym" and never read on.
The 'Order' Headline... Do it now!
"Act now and save £1000 on your insurance this year!"
Giving a command focuses attention on a desired action that you want the reader to take on reading the article.
What ever style of headline you choose... make sure that you 'Deliver'
What I mean is, if you suggest that you are going to tell them the solution to the problem, in the headline, you must give that solution in the article or at least tell them where the reader must go to find the solution.
Don't refer to something in your headline and then not mention it in the article. This leaves the reader confused and cross... they'll feel cheated and won't trust you or read your articles again!
Add Value to your headline
Turn an 'ok' headline like "How to write a good headline" into a great one "Get your articles read - Writing headlines that GRAB!"
Short and sweet.
7 words is a good guide. If you've got more to say then put it in a sub-headline.
Need some more ideas... here are some words and run-ins that'll help to attract readers attention:
Activate, Achieve, Affordable, Amaze, Amazing, Avoid,
Best, Breakthrough, Banish, Bounce back from ..., Beginners guide to..., (the) Best & Worst ways to ...., Budget,
Captivate, Create, Cash in on..., Complete guide to ..., ..... on the Cheap
Discover, Discovery, Deliver, ..... Dreams come true,
Eliminate, Essential, Energise, Essential elements, Exciting,
Formula, Fantastic,
Great, Gigantic, Guaranteed, Gain the..., Get the edge..., Good news when....,
How to ..., Hidden secret ..., Hot tips on...,
Incredible, Ingenious, Impossible (to miss),
Just out..., Judge for yourself...,
Kill, Killing,
Love, Loveliest, Looking for..., Longing for..., (the) Last word on...,
Master, Mastering, Must have, Must-know,
No more, New, Newest, Never .... again, No-fail guide to....,
Outrageous, Outrage, One time offer...,
Powerful, Profit from, Perfect (solution, birthday gift, holiday,etc)
Quick guide to, Questions & Answers to..., Questions that you must ask about....,
Results, Revealed, Revelation, (the) Real...., Read this before....,
Simple, Simplest, Secrets, Scientific, Shocking, Special report...., Strategies for..., Straight answers about..., (the) Solution to...,
Ten Quick Tips, Tips, Tricks, Time-tested, Tactics, Top, Techniques, Thrifty
Unbelievable, User-friendly ways to..., Unleash, Unlimited, Unique,
Value added, Valuable,
(7) Ways to..., What's HOT and What's NOT in..., When to ... and when not, (the) Worst thing you....,
You must try this...., You need to know how....,
I'm sure you'll begin to think of hundreds of variations and improvements.... start writing them down now... and when you see a good headline... adapt it for your use.
Enjoy your writing
Wednesday 30 November 2011
Sunday 27 November 2011
Article Writing - Writing Headlines That Sell
For those of you who get the morning paper, think about how you decide what to read. Most people skim a magazine or newspaper quickly to see which headlines grab their attention.
People read the same way online, if not more so. You can post the most-intriguing article ever written, but unless the headline connects with readers, they likely won't bother to read it. Here are some suggestions for article writing headlines that sell:
* Summarize the story. Don't become so focused on packing the article with keywords that it fails to convey what the article is about.
* Be active. Always use an active, not passive, voice that reflects the energy of your company.
* Use present tense. Readers want to know what you are doing or are going to do, not what you have done.
* Use strong verbs. Choose verbs that draw readers in and encourage them to act.
* Summarize the article. A reader should be able to read a headline quickly and have a good feel for what the article is all about.
* Include SEO. Always work in keywords that will help boost your search engine rankings.
* Be creative. Puns and plays on words can attract attention to your article. But be sure they can be grasped quickly and don't carry a double meaning that may offend someone.
* Promise a benefit. See if you can convey in a few words how reading this article will benefit the reader.
A well-written headline may or may not induce someone to read your article. But you can bet that a poorly written one will encourage them to look elsewhere for something to read.
People read the same way online, if not more so. You can post the most-intriguing article ever written, but unless the headline connects with readers, they likely won't bother to read it. Here are some suggestions for article writing headlines that sell:
* Summarize the story. Don't become so focused on packing the article with keywords that it fails to convey what the article is about.
* Be active. Always use an active, not passive, voice that reflects the energy of your company.
* Use present tense. Readers want to know what you are doing or are going to do, not what you have done.
* Use strong verbs. Choose verbs that draw readers in and encourage them to act.
* Summarize the article. A reader should be able to read a headline quickly and have a good feel for what the article is all about.
* Include SEO. Always work in keywords that will help boost your search engine rankings.
* Be creative. Puns and plays on words can attract attention to your article. But be sure they can be grasped quickly and don't carry a double meaning that may offend someone.
* Promise a benefit. See if you can convey in a few words how reading this article will benefit the reader.
A well-written headline may or may not induce someone to read your article. But you can bet that a poorly written one will encourage them to look elsewhere for something to read.
Tuesday 22 November 2011
Article Writing Solutions - Easy Ways to Create Eye-Catching Headlines
What they say is true; titles are the most important elements of any article. This is because your title is what will draw your audience to your articles. If you fail to capture your readers' attention through your headlines, you can be assured that your articles will become instant failures. You don't want that to happen, do you? So, here are some easy, no-brainer ways to help you make your headlines more attention-grabbing:
1. Keep it short. You don't need to use 20 or more words on your titles. Remember, you only have a couple of seconds to keep your target audience interested so you better make the most out of it. Tell your readers what's in it for them using as few words as possible and make sure that each word counts.
2. Tell the benefits ASAP. Use the first four words of your titles to tell your readers the benefits that they can get from your articles. For example, instead of using titles like this "The pros and cons of article marketing" you can use this one: Internet Marketing: The Pros and Cons. By using this title, your readers would know right away that they're about to get information about internet marketing.
3. Use keywords. What words do you think your target audience would use if they're to find your articles online? Use these words or phrases on your headlines. Better yet start your headlines with these keywords. This is to make sure that your articles will show up on relevant searches.
4. Make it intriguing. As much as possible, pique your readers' attention through your headlines. You can do this by challenging some of their common beliefs, by talking about latest breakthroughs in your chosen niche, or by simply sharing with them the secrets that they're dying to know about.
1. Keep it short. You don't need to use 20 or more words on your titles. Remember, you only have a couple of seconds to keep your target audience interested so you better make the most out of it. Tell your readers what's in it for them using as few words as possible and make sure that each word counts.
2. Tell the benefits ASAP. Use the first four words of your titles to tell your readers the benefits that they can get from your articles. For example, instead of using titles like this "The pros and cons of article marketing" you can use this one: Internet Marketing: The Pros and Cons. By using this title, your readers would know right away that they're about to get information about internet marketing.
3. Use keywords. What words do you think your target audience would use if they're to find your articles online? Use these words or phrases on your headlines. Better yet start your headlines with these keywords. This is to make sure that your articles will show up on relevant searches.
4. Make it intriguing. As much as possible, pique your readers' attention through your headlines. You can do this by challenging some of their common beliefs, by talking about latest breakthroughs in your chosen niche, or by simply sharing with them the secrets that they're dying to know about.
Saturday 19 November 2011
Article Writing Tips - How to Incorporate Keywords in Your Headline
When it comes to writing articles, your headlines are very important. You need a title that draws the reader in and leads them to want to click on your piece. Some say writing great headlines is an art but I say it's a skill that anyone can learn and perfect with practice.
Some people have trouble getting their keyword phrase into their attention-grabbing headline and I have found the colon method is a great way to do this. It's also beneficial at getting your keyword phrase right there in the beginning of your headline, which helps with SEO.
I use headline templates and then fill in the blanks with my keyword phrases and the topics of my articles. This even helps me think of article ideas when I'm stuck for what to write about.
Here's what I mean (I can't use the phrase every time of this article will be keyword overstuffed):
1. Article Writing Tips: How to eliminate writer's block
2. Article " ": My personal favorite strategy for increasing page views 3. Article " ": A simple 4 step strategy to write more every day
4. Article " ": NEWSFLASH! Here's a trick to write faster with fewer mistakes
5. Article " ": A powerful way of improving your articles
6. Article " ": 3 exercises to write articles from the heart
7. Article " ": A simple writing organization trick that DOUBLES the amount of articles you write
8. Article " ": Find out the reason why many writers have weak headlines and why it is so easy to improve yourself
There you have it! I just made up eight great article headlines focusing on article writing tips. This is a great keyword for me to target and I have a great deal of useful information to provide. These headlines will likely draw in many views for me. Now, I'm off to go write these 8 great articles!
Some people have trouble getting their keyword phrase into their attention-grabbing headline and I have found the colon method is a great way to do this. It's also beneficial at getting your keyword phrase right there in the beginning of your headline, which helps with SEO.
I use headline templates and then fill in the blanks with my keyword phrases and the topics of my articles. This even helps me think of article ideas when I'm stuck for what to write about.
Here's what I mean (I can't use the phrase every time of this article will be keyword overstuffed):
1. Article Writing Tips: How to eliminate writer's block
2. Article " ": My personal favorite strategy for increasing page views 3. Article " ": A simple 4 step strategy to write more every day
4. Article " ": NEWSFLASH! Here's a trick to write faster with fewer mistakes
5. Article " ": A powerful way of improving your articles
6. Article " ": 3 exercises to write articles from the heart
7. Article " ": A simple writing organization trick that DOUBLES the amount of articles you write
8. Article " ": Find out the reason why many writers have weak headlines and why it is so easy to improve yourself
There you have it! I just made up eight great article headlines focusing on article writing tips. This is a great keyword for me to target and I have a great deal of useful information to provide. These headlines will likely draw in many views for me. Now, I'm off to go write these 8 great articles!
Tuesday 15 November 2011
How To Write A Catchy Headline
Knowing how to write a catchy headline is an essential skill of a copywriter. You are competing for the attention of your market and you must stand out, hopefully this article will enable you to do so.
The content of your headline depends on several factors which are:
Audience
Do you have a rapport with the audience? If so, it may be advantageous to personalise the email.
Product / Service you are promoting
A professional product should be represented professionally. If your product is inexpensive, be sure to play on that within your headline
Writing format
The length of your headline will be a function of your format. Formats included are blog posts, articles, sales pages, reports, emails etc.
I'm of the opinion that the headline should reflect the content, however that is because this is what works within my market. If you browse over your spam emails you notice that a lot of them try to personalise to headline by incorporating your name in it. This is obviously something that works for that market. A professional product or service should be represented by an honest headline. You will lose and upset many people if your headline is misleading or irrelevant to the content. I've made a quick list of what I consider to be good and bad headline themes with respect to a professional product or service.
GOOD
Benefit headlines (eg Amazing new course shows you how to skyrocket your loan pipeline by 300% in 30 days! ).
Summary headlines (eg Scientists grow human ear on back of a mouse )
Question headlines (eg Is the Zune any better than the iPod?' )
Mention Keywords (eg Al Jazeera International chooses Apple Technology )
BAD
False promises
Irrelevant headline
OTHER
Shocking headlines (These can be good and bad. Use them wisely.)
Words that are used commonly in good headlines
Instant
Free
Guarantee
Easy
Superlatives (i.e. 'Easiest way' instead of 'a way')
You should test your headlines and find out what works best within your market. If you stumble upon a great headline, write it down and figure out why it was so good and incorporate that into your next headline.
The content of your headline depends on several factors which are:
Audience
Do you have a rapport with the audience? If so, it may be advantageous to personalise the email.
Product / Service you are promoting
A professional product should be represented professionally. If your product is inexpensive, be sure to play on that within your headline
Writing format
The length of your headline will be a function of your format. Formats included are blog posts, articles, sales pages, reports, emails etc.
I'm of the opinion that the headline should reflect the content, however that is because this is what works within my market. If you browse over your spam emails you notice that a lot of them try to personalise to headline by incorporating your name in it. This is obviously something that works for that market. A professional product or service should be represented by an honest headline. You will lose and upset many people if your headline is misleading or irrelevant to the content. I've made a quick list of what I consider to be good and bad headline themes with respect to a professional product or service.
GOOD
Benefit headlines (eg Amazing new course shows you how to skyrocket your loan pipeline by 300% in 30 days! ).
Summary headlines (eg Scientists grow human ear on back of a mouse )
Question headlines (eg Is the Zune any better than the iPod?' )
Mention Keywords (eg Al Jazeera International chooses Apple Technology )
BAD
False promises
Irrelevant headline
OTHER
Shocking headlines (These can be good and bad. Use them wisely.)
Words that are used commonly in good headlines
Instant
Free
Guarantee
Easy
Superlatives (i.e. 'Easiest way' instead of 'a way')
You should test your headlines and find out what works best within your market. If you stumble upon a great headline, write it down and figure out why it was so good and incorporate that into your next headline.
Saturday 12 November 2011
The Importance Of Headlines
Internet users are notorious scanners. I suspect they developed this habit as a defense mechanism, as a way to counteract the enormous volumes of information found on the Internet.
That's why headlines are so important. Headlines act as stop sign, in a crowded universe filled with scanners, on this medium known as the "information superhighway."
The best way to get a scanners attention is to write a targeted headline that makes the reader think to himself, "Hey, that's me they're talking about!"
Many novice copywriters make the fatal mistake of writing headlines that attempt to sell to everyone, and as a result, end up selling to no one.
That's why it's so important to make sure your headlines are targeted.
For example, I'm a copywriter. My target market is anyone who is dissatisfied with the performance of their sales copy.
On my website, the headline of my sales letter simply reads:
"Website Not Making Any Sales? Get A Free Sales Copy Evaluation Today!"
Just 12 simple words that are targeted and super-effective!
But even though the words may appear simple, it's very important to invest some time into creating your headlines.
To end up with the best, targeted headlines possible, you need to write dozens of variations of potential headlines.
I generally write 20 to 30 headlines, and then narrow my list down to the best 10, and from there, the best 5, and finally, the best one.
Having said that, I have to be honest and tell you this. Usually, my very best headlines just pop into my head, without me having to compile a list first.
But I've been writing copy for 25 years. So I have a feel for what works and what doesn't. I don't recommend you use the first headline that pops into your head. ALWAYS compile a list.
Some copywriters write as many as 50 headlines, and narrow their list down to the top 2 headlines, and then split-test them.
Split-testing is a procedure that ascertains effectiveness, and proper function.
When I first started copywriting, I used to always split-test my headlines.
However, over the years, as I developed more and more experience, I rarely split-test headlines anymore. Why?
Because after 25 years of writing copy, I've developed such an excellent feel for writing headlines, once I decide on the best headline to use, 99% of the time, the headlines I select work exceedingly well.
So how can you determine your best headlines?
Showcase your headlines to other people. Get their opinions.
Just remember, no matter what opinions others may have about your headlines, it's ultimately going to come down to your own gut instinct, as to which headlines you decide to use.
That's why headlines are so important. Headlines act as stop sign, in a crowded universe filled with scanners, on this medium known as the "information superhighway."
The best way to get a scanners attention is to write a targeted headline that makes the reader think to himself, "Hey, that's me they're talking about!"
Many novice copywriters make the fatal mistake of writing headlines that attempt to sell to everyone, and as a result, end up selling to no one.
That's why it's so important to make sure your headlines are targeted.
For example, I'm a copywriter. My target market is anyone who is dissatisfied with the performance of their sales copy.
On my website, the headline of my sales letter simply reads:
"Website Not Making Any Sales? Get A Free Sales Copy Evaluation Today!"
Just 12 simple words that are targeted and super-effective!
But even though the words may appear simple, it's very important to invest some time into creating your headlines.
To end up with the best, targeted headlines possible, you need to write dozens of variations of potential headlines.
I generally write 20 to 30 headlines, and then narrow my list down to the best 10, and from there, the best 5, and finally, the best one.
Having said that, I have to be honest and tell you this. Usually, my very best headlines just pop into my head, without me having to compile a list first.
But I've been writing copy for 25 years. So I have a feel for what works and what doesn't. I don't recommend you use the first headline that pops into your head. ALWAYS compile a list.
Some copywriters write as many as 50 headlines, and narrow their list down to the top 2 headlines, and then split-test them.
Split-testing is a procedure that ascertains effectiveness, and proper function.
When I first started copywriting, I used to always split-test my headlines.
However, over the years, as I developed more and more experience, I rarely split-test headlines anymore. Why?
Because after 25 years of writing copy, I've developed such an excellent feel for writing headlines, once I decide on the best headline to use, 99% of the time, the headlines I select work exceedingly well.
So how can you determine your best headlines?
Showcase your headlines to other people. Get their opinions.
Just remember, no matter what opinions others may have about your headlines, it's ultimately going to come down to your own gut instinct, as to which headlines you decide to use.
Wednesday 9 November 2011
The Key to Attention-Getting Headlines
If A Headline Has Caught Your Attention And Enticed You To Read Some More, Then It Has Served Its Purpose.
A headline is the first thing that a reader sees when skimming over voluminous written pieces all over the Internet. In the same vein that landing pages give us that first impression, a truly effective and powerful headline is the crowning glory. It embodies, in such a capsulated form, all there is to know about the article you are about to read. Making the perfect mix of words in such limited characters, which is usually no more than 50 characters, is a true challenge for all of us doing copywriting.
An underlying question in writing attention-getting headlines, though, is:
Should headlines be keyword-optimized for search engines like Google?
This is one of the many interesting questions that noted copywriter Ben Settle answered in the Million Dollar Copywriting Secrets Course. Let this article be a forum for my reaction and comments.
What's In A Keyword?
Just like Ben Settle, I am really not into keyword optimization per se, more so for headlines. The mere act of optimizing keywords is simply to cater to the whims and caprices of search engines, especially Google. As we all know, search engines are all about keywords. If you don't happen to have the right and relevant keywords, search engines aren't likely to find you. This is a harsh reality in the Google era but who's to say that it's the summumbonum?
I do think, however, that it's still fair to say that keywords still play an important part in making our headlines be "seen." But extra care should be taken in placing it in the proper perspective without really making the headline so saturated with the intended keywords that obviously makes it a fodder for search engine crawlers! And this is truly the gem of an advice from Ben Settle that we should take heart when writing attention-getting headlines: first and foremost
We Should Write For Our readers Using Our Natural Language And Not Just Write For Google.
For Whom the Keywords Toll
Sad but true, but most headlines or even articles are just laden with the right keywords or is keyword-rich solely for search engine optimization efforts. Sometimes, content and substance takes a backseat for this. Regrettably, this is not an ideal thing to do because you lose sight of your raison d'etre: that is, your flair for writing and the process of communicating something of value to your readers.
The Next Time You Write Attention-Getting Headlines For Your Articles, Think About This:
To Whom Are You Writing It For?
A headline is the first thing that a reader sees when skimming over voluminous written pieces all over the Internet. In the same vein that landing pages give us that first impression, a truly effective and powerful headline is the crowning glory. It embodies, in such a capsulated form, all there is to know about the article you are about to read. Making the perfect mix of words in such limited characters, which is usually no more than 50 characters, is a true challenge for all of us doing copywriting.
An underlying question in writing attention-getting headlines, though, is:
Should headlines be keyword-optimized for search engines like Google?
This is one of the many interesting questions that noted copywriter Ben Settle answered in the Million Dollar Copywriting Secrets Course. Let this article be a forum for my reaction and comments.
What's In A Keyword?
Just like Ben Settle, I am really not into keyword optimization per se, more so for headlines. The mere act of optimizing keywords is simply to cater to the whims and caprices of search engines, especially Google. As we all know, search engines are all about keywords. If you don't happen to have the right and relevant keywords, search engines aren't likely to find you. This is a harsh reality in the Google era but who's to say that it's the summumbonum?
I do think, however, that it's still fair to say that keywords still play an important part in making our headlines be "seen." But extra care should be taken in placing it in the proper perspective without really making the headline so saturated with the intended keywords that obviously makes it a fodder for search engine crawlers! And this is truly the gem of an advice from Ben Settle that we should take heart when writing attention-getting headlines: first and foremost
We Should Write For Our readers Using Our Natural Language And Not Just Write For Google.
For Whom the Keywords Toll
Sad but true, but most headlines or even articles are just laden with the right keywords or is keyword-rich solely for search engine optimization efforts. Sometimes, content and substance takes a backseat for this. Regrettably, this is not an ideal thing to do because you lose sight of your raison d'etre: that is, your flair for writing and the process of communicating something of value to your readers.
The Next Time You Write Attention-Getting Headlines For Your Articles, Think About This:
To Whom Are You Writing It For?
Friday 4 November 2011
How To Write Headlines That Get Attention
No doubt, the headline is the most important part of any advertisement or sales letter. The reason is very simple. The headline is the first thing your prospect sees when he or she looks at your advertisement.
It's an advertisement for your advertisement.
The only purpose of your headline is to get your prospect to continue reading your ad or sales letter. It must get your reader's attention and it must pull them into your ad.
Your headline must be so irresistible that your reader has to find out more.
It doesn't make a difference how good your product or service is or how good your advertising copy is, if your headline isn't any good, your ad or sales letter won't get read.
Let's take a look at what two legendary copywriters have to say about the importance of good headlines:
"Advice to copywriters: When you are assigned to write an ad, write a lot of headlines first. Spend hours writing headlines -- or days if necessary. If you can come up with a good headline, you are almost sure to have a good ad. But even the greatest writer can't save an ad with a poor headline." --John Caples
"On the average, five times as many people read the headline as read the body copy. If you haven't done some selling in your headline, you have wasted 80 percent of your money. The wickedest of all sins is to run an advertisement without a headline." -- David Olgilvy
It never ceases to amaze me how many advertisements I see that don't have headlines.
All advertisements should have a headline.
Let's talk about the rules you should follow when writing headlines, the different types of headlines you can use, proven words to use in headlines, and how you can become an expert at writing headlines.
Rules to follow when writing headlines:
1. First and foremost, your headline must appeal to your reader's self interest. Communicate the strongest benefit (or benefits) to your prospect. Everybody's favorite radio station is "WIIFM" -- What's In It For Me? Your headline should answer this important question.
2. Attract the attention of the prospect you'd like to target. If your headline doesn't attract the right people, it has failed. Your headline must reach out to your prospect, grab them by the throat and say, "Hey!!! I'm talking to you!"
3. Your headline must deliver a clear and understandable message. Most people read only the headlines. Because of this, your headline must make a complete statement and compel the prospect to continue reading the body copy.
4. If you have news, such as a new product, be sure to get that news into your headline in a big way.
5. Don't try to be clever or humorous with your headlines. These type of headlines are ineffective and a waste of money.
6. Include the words "quick" and "easy" if it fits what you are communicating.
7. Use specifics in your headlines, not generalities. For example, "Make $5,274 In 30 Days" is a better headline than "Make Money Fast". Specifics are more believable.
8. Always test two headlines against each other to see which one pulls the best.
9. Use upper and lower case letters for your headlines. This is easier to read than all caps. I also like to put quotation marks around my headlines. Studies have shown that quotation marks around headlines increase readership.
10. When it's time for you to write a headline for your ad, write at least 50 headlines. Some direct marketers spend days writing hundreds of headlines in search of the right one. To come up with selling headlines takes more than just a few minutes. You've got to commit yourself to sitting down and writing at least 50 headlines!
Your headline is the key to your entire ad's success. If you don't tell your prospect what's in it for them, you won't get their attention. If you don't get their attention, they won't read your ad. And if they don't read your ad, you've wasted your time and money.
Different types of headlines:
To help you write headlines that get attention, let's take a look at the different types of headlines you can use, how and when you may want to use them, and actual examples of headlines that were successful.
o The News Headline. If your product or service offers something newsworthy, announce it in your headline. Newsworthy is usually the introduction of a new product or the improvement of an existing product.
Here are some words you can use in your News
Headline: New, Announcing, Introducing, Finally, Just Released, Now, At Last.
Examples:
"Now! Own Florida Land This Easy Way... $20.00 Down And $20.00
A Month"
"New Diet Burns Off More Fat Than If You Ran 98 Miles A Week"
"Announcing... The New Edition Of The Encyclopedia That Makes It Fun To Learn Things"
o The Guarantee Headline. Guarantee Headlines state a desirable benefit, and guarantee results or other benefits. If you offer a powerful guarantee, let your prospects know by stating it in the headline.
Examples:
"Play Guitar In 7 Days Or Money Back"
"Announcing A New Technologically Advanced Golf Ball You Will Never Lose, Never Slice, And Never Miss... 100% Guaranteed"
o The How To Headline. These two words -- "how to", are very powerful words. You can never go wrong using a How To Headline. (Over 7,000 book titles start out with How To.) How To Headlines promise your prospect a source for information, advice, and solutions to their problems. If you ever get stumped for a headline, use the How To Headline -- it works!
Examples:
"How To Win Friends And Influence People"
"How To Get Your Cooking Bragged About"
"How To Form Your Own Corporation Without A Lawyer For
Under $50"
o The Benefit Headline. The key to a winning Benefit Headline is to know your market so well you can offer them a powerful, compelling benefit they can't easily get somewhere else. You must thoroughly research your target market in order to know what benefits are going to motivate them to take action.
Examples:
"If You Are A Careful Driver You Can Save Money On Car Insurance"
"It Cleans Your Breath While It Cleans Your Teeth"
"Get Rid Of Money Worries For Good"
o The Question Headline. Here again, to use this headline, you must really know your market. You need to know what your prospect is thinking, what their anxieties are, and what they're hoping to accomplish. If you know your target audience this well, then the Question Headline is an effective headline to use. The Question Headline must focus on your prospect's self interest and ask a question they want to know the answer to. The best type of questions to ask are questions that get your prospect involved.
Examples:
"Do You Make These Mistakes In English?"
"Can You Pass This Money Test?"
o The Reason-Why Headline. With the Reason-Why Headline you give your prospect specific reasons why they should read your ad. Reason-Why Headlines are effective because they contain facts and specific numbers. Reason-Why Headlines don't need to include the words "reason why". You can use "38 ways", "7 steps", "5 secrets", etc.
Examples:
"38 Fun And Easy Ways To Earn $500.00 Next Weekend"
"7 Steps To Freedom"
"67 Reasons Why It Would Have Paid You To Answer Our Ad A Few
Months Ago"
o The Testimonial Headline. The Testimonial Headline is just what it says -- it uses a customer testimonial for a headline. With this headline, you get your customers to sell for you by talking about the benefits they received.
Examples:
"I Lost My Bulges... And Saved Money Too"
"How I Retired On A Guaranteed Income For Life"
"I Was Tired Of Living On Low Pay -- So I Started Reading The Wall Street Journal -- By A Subscriber"
o The Command Headline. The Command Headline tells your customer what to do. Your command should encourage action by offering your prospect a benefit that will help them. Effective Command Headlines start out with action verbs.
Examples:
"Stop Dreaming And Start Making Money"
"Throw Your Wax Can In The Trash Can -- The New No-Wax Floor Is
Here"
"Order Christmas Cards Now -- Pay After January 20"
There you have it! Several types of headlines you can use for any kind of circumstance or market. Each headline type works well on its own or it can be combined with the other headline types.
Now, let's talk about words you can use in your headlines.
Powerful Headline Words That Are Proven To Work:
* Advice To * Amazing
* Announcing * At Last
* Bargain * Breakthrough
* Discover * Do You
* Easy * Facts
* Guarantee * Here
* How To * Immediate
* Life * Magic
* Money * New
* Now * Powerful
* Proven * Quick
* Sale * Secrets Of
* Success * Surprising
And finally, the three most powerful headline words:
FREE You Your
The words that you use in your headlines are very important. Dan Kennedy has talked about how adding just one letter to a headline (with no other changes to the ad) almost tripled the response of an ad that ran in a magazine.
Let's take a look at the headline Dan talked about. Here's what the headline said before the change:
"Put Music In Your Life"
And here's what it said after the change:
"Puts Music In Your Life"
Adding the "s" to the word "Put" almost tripled the response of the ad! (The first headline implies that you have to do something. The second headline implies that something is done for you.)
This example proves how important it is to spend lots of time writing dozens of headlines and then testing different headlines.
How To Become An Expert At Writing Headlines:
The first thing you can do to become an expert at writing headlines is to start a collection of headlines.
Whenever you see a headline that gets your attention and that compels you to read the ad, write it down on a 3 x 5 index card. Spend time studying these headlines and see if you can improve them.
An easy way to start a collection of effective headlines is to subscribe to the tabloid magazines. The people at National Inquirer, Star, and The Globe know how to write headlines. Because of their irresistible headlines, these magazines sell millions of copies each week! (Off the newsstands on impulse!)
I've got hundreds of index cards with headlines. When it's time for me to write a headline, I use these index cards for ideas.
Here's another trick for writing headlines:
Before you attempt to write a headline or any form of advertising, you should write down all the benefits of your product or service on 3 x 5 index cards. Write a single benefit on each card. When writing the benefits, remember to write them from your prospects point of view. (Also, convert the features of your product into customer benefits.)
Once you've taken the time to write down the benefits, you'll have a stack of cards (maybe hundreds) that you can use for headline ideas. Isolate the most important customer benefit and use it to create your headlines. Sometimes, one of the benefits may turn out to be the actual headline. (Also, use the index cards when writing your ad or sales letter.)
Here's a checklist to use when evaluating your headlines:
1. Does my headline communicate the strongest customer benefit?
2. Does my headline answer the question: "What's In It For Me?"
3. Does it offer a reward for reading the ad?
4. Is my headline clear and direct? Does it communicate a complete message?
5. Is my headline get attention with a powerful sales message?
6. Does it motivate my prospect to keep reading?
7. Is my headline speaking directly to my target prospect?
8. Is my headline interesting to my prospects, or does it bore them?
9. And finally, is my headline an ad for my ad?
Remember, the difference between a good headline and a bad headline is the difference between success and failure in advertising.
Your headline is the deciding factor on whether or not your prospect will read your ad. It is the most important element in advertising. Spend the time that's necessary to write winning headlines, and watch the response to your advertising sky rocket!
James A. Bower is the Co-Founder and President of Bower Income and Profit Systems a company dedicated to enhancing business performance in many areas through tapes books and seminars. His presentations include sales, marketing, telephone skills, motivation, goal setting and achievement, telephone equipment and voice mail design, and business organization for efficiency. He is an internationally recognized instructor and is the recipient of many awards in recognition of his successful efforts in assisting businesses create a more efficient environment resulting in maximum profits. He has had the opportunity to speak for groups as large as 5000 and can get his points across to any size audience.
It's an advertisement for your advertisement.
The only purpose of your headline is to get your prospect to continue reading your ad or sales letter. It must get your reader's attention and it must pull them into your ad.
Your headline must be so irresistible that your reader has to find out more.
It doesn't make a difference how good your product or service is or how good your advertising copy is, if your headline isn't any good, your ad or sales letter won't get read.
Let's take a look at what two legendary copywriters have to say about the importance of good headlines:
"Advice to copywriters: When you are assigned to write an ad, write a lot of headlines first. Spend hours writing headlines -- or days if necessary. If you can come up with a good headline, you are almost sure to have a good ad. But even the greatest writer can't save an ad with a poor headline." --John Caples
"On the average, five times as many people read the headline as read the body copy. If you haven't done some selling in your headline, you have wasted 80 percent of your money. The wickedest of all sins is to run an advertisement without a headline." -- David Olgilvy
It never ceases to amaze me how many advertisements I see that don't have headlines.
All advertisements should have a headline.
Let's talk about the rules you should follow when writing headlines, the different types of headlines you can use, proven words to use in headlines, and how you can become an expert at writing headlines.
Rules to follow when writing headlines:
1. First and foremost, your headline must appeal to your reader's self interest. Communicate the strongest benefit (or benefits) to your prospect. Everybody's favorite radio station is "WIIFM" -- What's In It For Me? Your headline should answer this important question.
2. Attract the attention of the prospect you'd like to target. If your headline doesn't attract the right people, it has failed. Your headline must reach out to your prospect, grab them by the throat and say, "Hey!!! I'm talking to you!"
3. Your headline must deliver a clear and understandable message. Most people read only the headlines. Because of this, your headline must make a complete statement and compel the prospect to continue reading the body copy.
4. If you have news, such as a new product, be sure to get that news into your headline in a big way.
5. Don't try to be clever or humorous with your headlines. These type of headlines are ineffective and a waste of money.
6. Include the words "quick" and "easy" if it fits what you are communicating.
7. Use specifics in your headlines, not generalities. For example, "Make $5,274 In 30 Days" is a better headline than "Make Money Fast". Specifics are more believable.
8. Always test two headlines against each other to see which one pulls the best.
9. Use upper and lower case letters for your headlines. This is easier to read than all caps. I also like to put quotation marks around my headlines. Studies have shown that quotation marks around headlines increase readership.
10. When it's time for you to write a headline for your ad, write at least 50 headlines. Some direct marketers spend days writing hundreds of headlines in search of the right one. To come up with selling headlines takes more than just a few minutes. You've got to commit yourself to sitting down and writing at least 50 headlines!
Your headline is the key to your entire ad's success. If you don't tell your prospect what's in it for them, you won't get their attention. If you don't get their attention, they won't read your ad. And if they don't read your ad, you've wasted your time and money.
Different types of headlines:
To help you write headlines that get attention, let's take a look at the different types of headlines you can use, how and when you may want to use them, and actual examples of headlines that were successful.
o The News Headline. If your product or service offers something newsworthy, announce it in your headline. Newsworthy is usually the introduction of a new product or the improvement of an existing product.
Here are some words you can use in your News
Headline: New, Announcing, Introducing, Finally, Just Released, Now, At Last.
Examples:
"Now! Own Florida Land This Easy Way... $20.00 Down And $20.00
A Month"
"New Diet Burns Off More Fat Than If You Ran 98 Miles A Week"
"Announcing... The New Edition Of The Encyclopedia That Makes It Fun To Learn Things"
o The Guarantee Headline. Guarantee Headlines state a desirable benefit, and guarantee results or other benefits. If you offer a powerful guarantee, let your prospects know by stating it in the headline.
Examples:
"Play Guitar In 7 Days Or Money Back"
"Announcing A New Technologically Advanced Golf Ball You Will Never Lose, Never Slice, And Never Miss... 100% Guaranteed"
o The How To Headline. These two words -- "how to", are very powerful words. You can never go wrong using a How To Headline. (Over 7,000 book titles start out with How To.) How To Headlines promise your prospect a source for information, advice, and solutions to their problems. If you ever get stumped for a headline, use the How To Headline -- it works!
Examples:
"How To Win Friends And Influence People"
"How To Get Your Cooking Bragged About"
"How To Form Your Own Corporation Without A Lawyer For
Under $50"
o The Benefit Headline. The key to a winning Benefit Headline is to know your market so well you can offer them a powerful, compelling benefit they can't easily get somewhere else. You must thoroughly research your target market in order to know what benefits are going to motivate them to take action.
Examples:
"If You Are A Careful Driver You Can Save Money On Car Insurance"
"It Cleans Your Breath While It Cleans Your Teeth"
"Get Rid Of Money Worries For Good"
o The Question Headline. Here again, to use this headline, you must really know your market. You need to know what your prospect is thinking, what their anxieties are, and what they're hoping to accomplish. If you know your target audience this well, then the Question Headline is an effective headline to use. The Question Headline must focus on your prospect's self interest and ask a question they want to know the answer to. The best type of questions to ask are questions that get your prospect involved.
Examples:
"Do You Make These Mistakes In English?"
"Can You Pass This Money Test?"
o The Reason-Why Headline. With the Reason-Why Headline you give your prospect specific reasons why they should read your ad. Reason-Why Headlines are effective because they contain facts and specific numbers. Reason-Why Headlines don't need to include the words "reason why". You can use "38 ways", "7 steps", "5 secrets", etc.
Examples:
"38 Fun And Easy Ways To Earn $500.00 Next Weekend"
"7 Steps To Freedom"
"67 Reasons Why It Would Have Paid You To Answer Our Ad A Few
Months Ago"
o The Testimonial Headline. The Testimonial Headline is just what it says -- it uses a customer testimonial for a headline. With this headline, you get your customers to sell for you by talking about the benefits they received.
Examples:
"I Lost My Bulges... And Saved Money Too"
"How I Retired On A Guaranteed Income For Life"
"I Was Tired Of Living On Low Pay -- So I Started Reading The Wall Street Journal -- By A Subscriber"
o The Command Headline. The Command Headline tells your customer what to do. Your command should encourage action by offering your prospect a benefit that will help them. Effective Command Headlines start out with action verbs.
Examples:
"Stop Dreaming And Start Making Money"
"Throw Your Wax Can In The Trash Can -- The New No-Wax Floor Is
Here"
"Order Christmas Cards Now -- Pay After January 20"
There you have it! Several types of headlines you can use for any kind of circumstance or market. Each headline type works well on its own or it can be combined with the other headline types.
Now, let's talk about words you can use in your headlines.
Powerful Headline Words That Are Proven To Work:
* Advice To * Amazing
* Announcing * At Last
* Bargain * Breakthrough
* Discover * Do You
* Easy * Facts
* Guarantee * Here
* How To * Immediate
* Life * Magic
* Money * New
* Now * Powerful
* Proven * Quick
* Sale * Secrets Of
* Success * Surprising
And finally, the three most powerful headline words:
FREE You Your
The words that you use in your headlines are very important. Dan Kennedy has talked about how adding just one letter to a headline (with no other changes to the ad) almost tripled the response of an ad that ran in a magazine.
Let's take a look at the headline Dan talked about. Here's what the headline said before the change:
"Put Music In Your Life"
And here's what it said after the change:
"Puts Music In Your Life"
Adding the "s" to the word "Put" almost tripled the response of the ad! (The first headline implies that you have to do something. The second headline implies that something is done for you.)
This example proves how important it is to spend lots of time writing dozens of headlines and then testing different headlines.
How To Become An Expert At Writing Headlines:
The first thing you can do to become an expert at writing headlines is to start a collection of headlines.
Whenever you see a headline that gets your attention and that compels you to read the ad, write it down on a 3 x 5 index card. Spend time studying these headlines and see if you can improve them.
An easy way to start a collection of effective headlines is to subscribe to the tabloid magazines. The people at National Inquirer, Star, and The Globe know how to write headlines. Because of their irresistible headlines, these magazines sell millions of copies each week! (Off the newsstands on impulse!)
I've got hundreds of index cards with headlines. When it's time for me to write a headline, I use these index cards for ideas.
Here's another trick for writing headlines:
Before you attempt to write a headline or any form of advertising, you should write down all the benefits of your product or service on 3 x 5 index cards. Write a single benefit on each card. When writing the benefits, remember to write them from your prospects point of view. (Also, convert the features of your product into customer benefits.)
Once you've taken the time to write down the benefits, you'll have a stack of cards (maybe hundreds) that you can use for headline ideas. Isolate the most important customer benefit and use it to create your headlines. Sometimes, one of the benefits may turn out to be the actual headline. (Also, use the index cards when writing your ad or sales letter.)
Here's a checklist to use when evaluating your headlines:
1. Does my headline communicate the strongest customer benefit?
2. Does my headline answer the question: "What's In It For Me?"
3. Does it offer a reward for reading the ad?
4. Is my headline clear and direct? Does it communicate a complete message?
5. Is my headline get attention with a powerful sales message?
6. Does it motivate my prospect to keep reading?
7. Is my headline speaking directly to my target prospect?
8. Is my headline interesting to my prospects, or does it bore them?
9. And finally, is my headline an ad for my ad?
Remember, the difference between a good headline and a bad headline is the difference between success and failure in advertising.
Your headline is the deciding factor on whether or not your prospect will read your ad. It is the most important element in advertising. Spend the time that's necessary to write winning headlines, and watch the response to your advertising sky rocket!
James A. Bower is the Co-Founder and President of Bower Income and Profit Systems a company dedicated to enhancing business performance in many areas through tapes books and seminars. His presentations include sales, marketing, telephone skills, motivation, goal setting and achievement, telephone equipment and voice mail design, and business organization for efficiency. He is an internationally recognized instructor and is the recipient of many awards in recognition of his successful efforts in assisting businesses create a more efficient environment resulting in maximum profits. He has had the opportunity to speak for groups as large as 5000 and can get his points across to any size audience.
Tuesday 1 November 2011
Fundraising Letter Writing Tips From Reader's Digest for Successful Donation Request Letters
If your donor has the choice of reading your fundraising letter of reading the latest issue of Reader's Digest, which one will she read?
This is not a trick question. The competition for your donor's attention has never been greater. If you want your donors and members to read your fundraising letters from start to finish, learn a few lessons from the editors at Reader's Digest, the largest-selling magazine in the world.
1. Hook your reader with a an irresistible headline
Sniper on the Loose.
Heart Attack at 55 MPH.
Breast Cancer Myths.
Five Items You Shouldn't Buy Used.
50 Cleanest (Dirtiest) Cities in America.
These headlines from the covers of recent issues are hard to resist, aren't they? The editors, in six words or fewer, announce the article topic and tantalize you at the same time. Reader's Digest is famous for this. They are the undisputed experts at writing irresistible headlines. Follow their lead by writing irresistible headlines on your mailing envelopes, and writing irresistible overlines for your letters.
2. Pick a hot topic that interests your readers
Look at those headlines again and notice the topic.
Sniper on the Loose [public safety]
Heart Attack at 55 MPH [human drama]
Breast Cancer Myths [women's health]
Five Items You Shouldn't Buy Used [consumer safety]
50 Cleanest (Dirtiest) Cities in America [environment]
Each topic has broad appeal. The topic of your donation request letter must also have broad appeal. It must resonate with the largest number of donors possible.
3. Keep your reader hooked
Your donor opens your envelope and starts reading. Now what? You must keep him reading. That's what Reader's Digest does. On the cover of the magazine is the headline and page number for the article. Turn to that page and the editors keep you hooked by repeating the headline and then, beneath it, placing a subhead that draws you into the article. For example, for their story, Heart Attack at 55 MPH, they included this subhead: "An eight-year-old girl is trapped in a moving car after her father has a heart attack while driving. Can she be saved?"
4. Start your letter with a bang
The first sentence in your appeal letter is the most important one you'll write. It must be strong or you'll lose your reader. The editors at Reader's Digest know this too. That's why they always start their stories and articles with surprise, action, intrigue or drama. Consider this opening for their article entitled, "Deadly Neglect: The shocking truth about what's going on in America's nursing homes."
"Loren Richards, an 84-year-old Kentucky farmer, spent his last days bedridden and in intense pain. A bowel impaction that went neglected and untreated for several days finally caused a fatal heart attack, after a morning spent screaming for a doctor who never came."
That opening has all the ingredients of a great opening. It starts telling a story. It involves a person. It involves human suffering. It involves injustice.
Reader's Digest doesn't publish many original articles. Instead, as the name suggests, the magazine re-publishes articles and stories that have appeared in other publications. Only the best stories make it into Reader's Digest.
People read Reader's Digest from cover to cover because it's informative, entertaining and inspiring. Make your fundraising letters informative, entertaining and inspiring and your donors will read your letters cover to cover as well. And respond with a donation.
This is not a trick question. The competition for your donor's attention has never been greater. If you want your donors and members to read your fundraising letters from start to finish, learn a few lessons from the editors at Reader's Digest, the largest-selling magazine in the world.
1. Hook your reader with a an irresistible headline
Sniper on the Loose.
Heart Attack at 55 MPH.
Breast Cancer Myths.
Five Items You Shouldn't Buy Used.
50 Cleanest (Dirtiest) Cities in America.
These headlines from the covers of recent issues are hard to resist, aren't they? The editors, in six words or fewer, announce the article topic and tantalize you at the same time. Reader's Digest is famous for this. They are the undisputed experts at writing irresistible headlines. Follow their lead by writing irresistible headlines on your mailing envelopes, and writing irresistible overlines for your letters.
2. Pick a hot topic that interests your readers
Look at those headlines again and notice the topic.
Sniper on the Loose [public safety]
Heart Attack at 55 MPH [human drama]
Breast Cancer Myths [women's health]
Five Items You Shouldn't Buy Used [consumer safety]
50 Cleanest (Dirtiest) Cities in America [environment]
Each topic has broad appeal. The topic of your donation request letter must also have broad appeal. It must resonate with the largest number of donors possible.
3. Keep your reader hooked
Your donor opens your envelope and starts reading. Now what? You must keep him reading. That's what Reader's Digest does. On the cover of the magazine is the headline and page number for the article. Turn to that page and the editors keep you hooked by repeating the headline and then, beneath it, placing a subhead that draws you into the article. For example, for their story, Heart Attack at 55 MPH, they included this subhead: "An eight-year-old girl is trapped in a moving car after her father has a heart attack while driving. Can she be saved?"
4. Start your letter with a bang
The first sentence in your appeal letter is the most important one you'll write. It must be strong or you'll lose your reader. The editors at Reader's Digest know this too. That's why they always start their stories and articles with surprise, action, intrigue or drama. Consider this opening for their article entitled, "Deadly Neglect: The shocking truth about what's going on in America's nursing homes."
"Loren Richards, an 84-year-old Kentucky farmer, spent his last days bedridden and in intense pain. A bowel impaction that went neglected and untreated for several days finally caused a fatal heart attack, after a morning spent screaming for a doctor who never came."
That opening has all the ingredients of a great opening. It starts telling a story. It involves a person. It involves human suffering. It involves injustice.
Reader's Digest doesn't publish many original articles. Instead, as the name suggests, the magazine re-publishes articles and stories that have appeared in other publications. Only the best stories make it into Reader's Digest.
People read Reader's Digest from cover to cover because it's informative, entertaining and inspiring. Make your fundraising letters informative, entertaining and inspiring and your donors will read your letters cover to cover as well. And respond with a donation.
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