The success of a business plan stands or falls on its ability to get potential investors to take a moment to read it. Nothing works better for doing this than well-written headlines designed to interrupt and engage investors. Here are five fundamental rules for writing and incorporating headlines into your business plan.
More important than anything else, try to get investors' self-interests into every headline you write. Make your headlines suggest to investors that there is something about your business plan or venture they want. This rule seems so obvious. Yet, absent omitting headlines entirely, it is the rule most often violated. Replace overused one word headings like "Company", "Products", "Market", Financials" with headlines that appeal to investors' self-interests like making money, protecting their investment, or building trust.
Be sure to get news worthy information like new products, new uses for old products, or technological breakthroughs into your headlines whenever possible.
Avoid "curiosity" headlines. Marketing and advertising professionals have proven through testing and experience that the effectiveness of the average curiosity headline is, at best, doubtful. For every curiosity headline that succeeds in getting an investor to read further, a dozen will fail. Instead, combine curiosity with news or self-interest to create a single, more compelling headline capable of drawing investors into your plan.
Take a positive angle with your headlines. Avoid headlines that paint gloomy or negative pictures of your business venture or markets. For example, if you are targeting a market with millions of suffers, emphasize in your headlines how the business venture can benefit them.
Demonstrate through your headlines that here is a business plan that will generate results and is backed by evidence. Let your headlines educate investors about the opportunity, risks, and the available options.
Of course it goes without saying that in using any of these rules be sure to make your headline believable. In most cases, "too good to be true" headlines will not draw experienced investors into your plan.
Thursday 29 December 2011
Saturday 24 December 2011
3 Things to Include When Writing Sales Page Headlines
Your headline is the most important part of your sales page because if you can't capture people;s attention and make them want to read more, it doesn't matter what else you've written, it will never get seen. Your headline needs to catch your target market's attention and make them want to read more, and trying to write a headline is a sticking point for many business owners writing their own copy. So, here I've included the top 3 things you'll want to include when writing your sales page headline.
A mention to your specific target audience or their problem
For maximum effect, you want to make sure your sales page is in front of the eyes of your specific target market, so if you can, give them a direct mention in the headline so that they know exactly who it is this will appeal to.
For example:
"Worried about hair loss?"
"Aged between 18-23 and trying to figure out your next career move?"
"Calling all Bluegrass fans looking for live music..."
Can you see how in an instant a reader knows if this is going to be relevant to his or her situation? That's what you want in your headline.
Highlight the problem
In the above examples, we've already touched on this, but to build on identifying your target market, you next need to remind them of the problem that they are having. So for example wit "worried about hair loss", it isn't just speaking to people who are losing their hair, it is speaking to people who have the problem of worrying about losing their hair. In your headline try to capture an element of the problem your customer is having as this will remind them of whatever discomfort they have that you can solve.
Promise a solution
Now that you've identified your target market, reminded them of their problem, you want to show them that what you have can solve that problem. This is what's going to pull them in to read the rest of your sales page because you are now talking to someone who wants a solution that you have.
For example:
"Embarrassed about stained teeth? White-glo returns your teeth to their natural whiteness simply in minutes"
"Hate writing headlines for your sales page? Download our free templates for instant headlines today"
Now, those are the 3 main things to include but as a bonus point, if you can include some kind of urgency, or some kind of surprise benefit (such as solving the problem in minutes) you're going to attract even more people to your sales page.
A mention to your specific target audience or their problem
For maximum effect, you want to make sure your sales page is in front of the eyes of your specific target market, so if you can, give them a direct mention in the headline so that they know exactly who it is this will appeal to.
For example:
"Worried about hair loss?"
"Aged between 18-23 and trying to figure out your next career move?"
"Calling all Bluegrass fans looking for live music..."
Can you see how in an instant a reader knows if this is going to be relevant to his or her situation? That's what you want in your headline.
Highlight the problem
In the above examples, we've already touched on this, but to build on identifying your target market, you next need to remind them of the problem that they are having. So for example wit "worried about hair loss", it isn't just speaking to people who are losing their hair, it is speaking to people who have the problem of worrying about losing their hair. In your headline try to capture an element of the problem your customer is having as this will remind them of whatever discomfort they have that you can solve.
Promise a solution
Now that you've identified your target market, reminded them of their problem, you want to show them that what you have can solve that problem. This is what's going to pull them in to read the rest of your sales page because you are now talking to someone who wants a solution that you have.
For example:
"Embarrassed about stained teeth? White-glo returns your teeth to their natural whiteness simply in minutes"
"Hate writing headlines for your sales page? Download our free templates for instant headlines today"
Now, those are the 3 main things to include but as a bonus point, if you can include some kind of urgency, or some kind of surprise benefit (such as solving the problem in minutes) you're going to attract even more people to your sales page.
Wednesday 21 December 2011
Online Business - Email Marketing Tactics (Part 1 of 3) Writing Headlines That Grab Your Customers
Headlines are absolutely vital for all your marketing efforts. Whether you plan to use them on your website, your emails, your newsletters or anywhere else, they're the hook that grabs your readers, reels them in and turns them into customers. There are dozens of different kinds of headlines that you can use and some of them are better than others. These are the ones that I use, and that I've found the most effective.
The No Nonsense Headline
The first type of headline you can use is the simplest. No frills, no tricks, no hooks, just a straightforward description of the contents of your message. You could produce something like:
Tips To Save Money On Your Weekly Shopping
The Best Way To Choose Your Next Car
Real Estate Agents That Shift Property Fast!
Notice that you can still use explanations and hard-hitting adjectives to get your point across, but these headlines do little more than tell the reader what to expect.
The advantages of these headlines is that they're easy to write and easy to read. You don't have to try to come up with some hard-hitting sales message and customers aren't put off by a document that looks a piece of promotional material. On the other hand, they're a bit weak and that makes them hard to turn into cash.
When to use it
You can use No Nonsense Headlines when you don't need to work hard to make the sale. If you're sending information that you know your customer will read, either because it's free or because it makes no obligation on them, these are the kind of headlines to use.
The Question Headline
Question headlines work by asking customers a question that plays on their worries and promises a solution further on. These are great devices when you really want to grab a customer and ram your message home.
Want To Save Thousands On Your Home Insurance Bills? Learn How To Cut Your Costs In Half!
Where Do You Look For Love? Discover The Best Places To Meet Your Match!
Suffering From Termites? Drive Them Out With The Extermite-Ator!
To write these headlines, think first of what problem your product is actually going to solve. (If it's not going to solve a problem, then you're going to have a problem selling it!) In the first half of the headline, you ask your customers if they're suffering from the problem. Just by asking, you're suggesting that they do. In the second half of the headline, you tell them that you have the solution. Dead easy and dead effective.
This is a really simple formula to follow: all you have to do is state the question and promise the answer. And it sells too; you've put the problem in the reader's mind, now you're offering the solution.
Of course, these kinds of headlines depend on the reader empathizing with the problem. If they don't, or if they decide that the headlines looks too long to read, they're not likely to buy.
When to use it
Question Headlines are most effective when your product is going to clearly solve someone's problem--and when you know your customers are going to empathize with that problem. If they don't say yes to the question, they're going to say no to the sale.
The How Headline
This is pretty similar to the Question Headline--but only offers the solution. It makes for a shorter read than question headlines so you get your point across faster, but you lose the empathy.
How To Fix Up Your Home Without Breaking The Bank!
How I Made $3,000,000 With One Phone Call!
How I Lost 33 Pounds On A High Fiber Diet And A Revolutionary Light Exercise Plan!
These kinds of headlines cut straight to the problem-solving aspect of your product. They're short and to the point and can be easily absorbed with just a glance.
When to use it
How Headlines are great when the rest of the document is going to reveal information. That information might just be details about your product, but the focus should always be on telling customers how they can solve a problem. These work best when you're selling information products like books or newsletters.
The Numbered Headline
There's a good reason that magazines like Cosmopolitan use headlines like "6 Ways To Drive Your Man Wild!" They work. Most people are put off by the sight of a giant slab of text. They want their information in bite-sized chunks. When you put a number in your headline, you let your reader know that the information you're offering them is going to be easy to read:
7 Ways To Make Your Computer Run Faster
15 Top Tips To Turn Your Website Into A Money spinner
23 Sales Tools That Guarantee A Sealed Deal
The advantage of these headlines is that they promise easy reading, increasing the chances that your text will actually be read. It's also easy to slip a call-to-action sales message into these kind of documents: one of the tools, deals, or ways etc. will be "buy my product"!
On the other hand, easy reading isn't the same as interesting reading. The headline still has to grab your readers to make them want to read it.
When to use it
Numbered Headlines are most effective when you're confident your readers will find your message interesting and you don't have to fight to make them read on. They're best used when you're competing against other articles or sales letters. I use them a lot in newsletters, especially when I know it's going to published in a joint venture partner's newsletter.
The Testimonial Headline
These are some of the toughest headlines to write. You take a chunk of text from a letter written by a satisfied customer and use that as the headline for a sales letter:
"Last Year, I Was Working 12 Hours A Day And Making Just $36,000. Last Month, I Made $32,000 And Worked Three Days A Work--And It's All Down To Your Amazing Methods!"
"I'd Tried Every Weight Loss Program Ever. I'd Tried Dieting, Exercise, High-Fiber, Low Fat, High-Carbs... You Name It, I'd Done It And Nothing Worked. Then I Tried The Lose Fat Fast Program. I Lost 33 Pounds In The First Two Months And I've Never Felt Better!"
"Within A Week Of Sending Out My Resume, I'd Got Three Interviews And A Fantastic Job Offer. I Couldn't Have Done It Without You!"
These headlines puts your reliability right at the top, increasing the customers' confidence to buy. They explain in detail precisely what you're offering and what you can do for the reader. They also create massively long headlines that are difficult to absorb at a glance and can put a reader off.
When to use it
Testimonial headlines are best used in industries where reliability is a bit of a problem. If you're selling weight loss products for example, or any other life-changing service, then a headline like this goes some way towards proving to the buyer that you're on the level.
Those are just five kinds of headlines that I use in my businesses every day. There are dozens more, but these are the ones that I've found the most effective. There's certainly enough here for you to get started. Play around with them, figure out which ones would work best for your business and try them out.
But even the best headline will only grab a reader's eye and get him reading. They won't close the sale. After the headline you'll have to describe all the wonderful benefits of your product--you've got to get the reader to actually take the action that will seal the deal. That's the call to action.
The No Nonsense Headline
The first type of headline you can use is the simplest. No frills, no tricks, no hooks, just a straightforward description of the contents of your message. You could produce something like:
Tips To Save Money On Your Weekly Shopping
The Best Way To Choose Your Next Car
Real Estate Agents That Shift Property Fast!
Notice that you can still use explanations and hard-hitting adjectives to get your point across, but these headlines do little more than tell the reader what to expect.
The advantages of these headlines is that they're easy to write and easy to read. You don't have to try to come up with some hard-hitting sales message and customers aren't put off by a document that looks a piece of promotional material. On the other hand, they're a bit weak and that makes them hard to turn into cash.
When to use it
You can use No Nonsense Headlines when you don't need to work hard to make the sale. If you're sending information that you know your customer will read, either because it's free or because it makes no obligation on them, these are the kind of headlines to use.
The Question Headline
Question headlines work by asking customers a question that plays on their worries and promises a solution further on. These are great devices when you really want to grab a customer and ram your message home.
Want To Save Thousands On Your Home Insurance Bills? Learn How To Cut Your Costs In Half!
Where Do You Look For Love? Discover The Best Places To Meet Your Match!
Suffering From Termites? Drive Them Out With The Extermite-Ator!
To write these headlines, think first of what problem your product is actually going to solve. (If it's not going to solve a problem, then you're going to have a problem selling it!) In the first half of the headline, you ask your customers if they're suffering from the problem. Just by asking, you're suggesting that they do. In the second half of the headline, you tell them that you have the solution. Dead easy and dead effective.
This is a really simple formula to follow: all you have to do is state the question and promise the answer. And it sells too; you've put the problem in the reader's mind, now you're offering the solution.
Of course, these kinds of headlines depend on the reader empathizing with the problem. If they don't, or if they decide that the headlines looks too long to read, they're not likely to buy.
When to use it
Question Headlines are most effective when your product is going to clearly solve someone's problem--and when you know your customers are going to empathize with that problem. If they don't say yes to the question, they're going to say no to the sale.
The How Headline
This is pretty similar to the Question Headline--but only offers the solution. It makes for a shorter read than question headlines so you get your point across faster, but you lose the empathy.
How To Fix Up Your Home Without Breaking The Bank!
How I Made $3,000,000 With One Phone Call!
How I Lost 33 Pounds On A High Fiber Diet And A Revolutionary Light Exercise Plan!
These kinds of headlines cut straight to the problem-solving aspect of your product. They're short and to the point and can be easily absorbed with just a glance.
When to use it
How Headlines are great when the rest of the document is going to reveal information. That information might just be details about your product, but the focus should always be on telling customers how they can solve a problem. These work best when you're selling information products like books or newsletters.
The Numbered Headline
There's a good reason that magazines like Cosmopolitan use headlines like "6 Ways To Drive Your Man Wild!" They work. Most people are put off by the sight of a giant slab of text. They want their information in bite-sized chunks. When you put a number in your headline, you let your reader know that the information you're offering them is going to be easy to read:
7 Ways To Make Your Computer Run Faster
15 Top Tips To Turn Your Website Into A Money spinner
23 Sales Tools That Guarantee A Sealed Deal
The advantage of these headlines is that they promise easy reading, increasing the chances that your text will actually be read. It's also easy to slip a call-to-action sales message into these kind of documents: one of the tools, deals, or ways etc. will be "buy my product"!
On the other hand, easy reading isn't the same as interesting reading. The headline still has to grab your readers to make them want to read it.
When to use it
Numbered Headlines are most effective when you're confident your readers will find your message interesting and you don't have to fight to make them read on. They're best used when you're competing against other articles or sales letters. I use them a lot in newsletters, especially when I know it's going to published in a joint venture partner's newsletter.
The Testimonial Headline
These are some of the toughest headlines to write. You take a chunk of text from a letter written by a satisfied customer and use that as the headline for a sales letter:
"Last Year, I Was Working 12 Hours A Day And Making Just $36,000. Last Month, I Made $32,000 And Worked Three Days A Work--And It's All Down To Your Amazing Methods!"
"I'd Tried Every Weight Loss Program Ever. I'd Tried Dieting, Exercise, High-Fiber, Low Fat, High-Carbs... You Name It, I'd Done It And Nothing Worked. Then I Tried The Lose Fat Fast Program. I Lost 33 Pounds In The First Two Months And I've Never Felt Better!"
"Within A Week Of Sending Out My Resume, I'd Got Three Interviews And A Fantastic Job Offer. I Couldn't Have Done It Without You!"
These headlines puts your reliability right at the top, increasing the customers' confidence to buy. They explain in detail precisely what you're offering and what you can do for the reader. They also create massively long headlines that are difficult to absorb at a glance and can put a reader off.
When to use it
Testimonial headlines are best used in industries where reliability is a bit of a problem. If you're selling weight loss products for example, or any other life-changing service, then a headline like this goes some way towards proving to the buyer that you're on the level.
Those are just five kinds of headlines that I use in my businesses every day. There are dozens more, but these are the ones that I've found the most effective. There's certainly enough here for you to get started. Play around with them, figure out which ones would work best for your business and try them out.
But even the best headline will only grab a reader's eye and get him reading. They won't close the sale. After the headline you'll have to describe all the wonderful benefits of your product--you've got to get the reader to actually take the action that will seal the deal. That's the call to action.
Friday 16 December 2011
Writing Great Headlines Made Easy
Do you think it takes magic to write a great headline? Nothing could be further from the truth. It just takes a touch of talent, mixed with a bit of technique. And great writers are highly sought after and highly paid.
The number one rule in copywriting, according to copy legend Joe Sugarman, is every single sentence must compel the reader to read the next sentence. This includes the title. Your heading should make a promise to the reader, and your article should back up that promise.
You want to tap into your reader's emotions. Your writing should be passionate and emotional, taking advantage of their wants, needs and desires. You convey the article's main idea by creating titles that are short and punchy.
You don't have to be funny or creative. In fact, it's actually better if you're not. Your headline should almost never be clever or cute... you'll rarely pull the reader that way. (One of my funniest was Roasted Penguin Tastes So Good It Would Make Gandhi Slap His Kids! It was cute; it was clever; and it failed miserably.)
You'll want to spend some time mastering this ability, as it is an art. Not everyone can successfully craft attractive, eye-catching headings. The good news is that by developing this ability, you'll leave your competition in the dust.
Writing headlines is much like writing a song. In a song, the words must be appealing and in harmony with the music. The same is true in copy. A banner must sing. In other words, it should be in harmony with the story and sound satisfying to the reader.
Short, sweet, and active. That's the sign of a good heading (and good writing, in general.) Say only what is needed to make your point and give a benefit to the reader. Support that point with short, active paragraphs. Promise even more benefits in the body, too.
Getting attention is the main objective of a great heading. Think of it like a pickup line in the clubs... if you don't get slapped it just might get you a few more minutes to tell your story.
You can make a headline funny if you want, but this generally works best offline. People are just not searching for clever headlines; they're searching for information. So create clear, concise, lines rich with the keywords they're using. These are much better. Plus, you get rewarded by Google with higher rankings because you're relevant. And higher rankings is what you're after, right?
The number one rule in copywriting, according to copy legend Joe Sugarman, is every single sentence must compel the reader to read the next sentence. This includes the title. Your heading should make a promise to the reader, and your article should back up that promise.
You want to tap into your reader's emotions. Your writing should be passionate and emotional, taking advantage of their wants, needs and desires. You convey the article's main idea by creating titles that are short and punchy.
You don't have to be funny or creative. In fact, it's actually better if you're not. Your headline should almost never be clever or cute... you'll rarely pull the reader that way. (One of my funniest was Roasted Penguin Tastes So Good It Would Make Gandhi Slap His Kids! It was cute; it was clever; and it failed miserably.)
You'll want to spend some time mastering this ability, as it is an art. Not everyone can successfully craft attractive, eye-catching headings. The good news is that by developing this ability, you'll leave your competition in the dust.
Writing headlines is much like writing a song. In a song, the words must be appealing and in harmony with the music. The same is true in copy. A banner must sing. In other words, it should be in harmony with the story and sound satisfying to the reader.
Short, sweet, and active. That's the sign of a good heading (and good writing, in general.) Say only what is needed to make your point and give a benefit to the reader. Support that point with short, active paragraphs. Promise even more benefits in the body, too.
Getting attention is the main objective of a great heading. Think of it like a pickup line in the clubs... if you don't get slapped it just might get you a few more minutes to tell your story.
You can make a headline funny if you want, but this generally works best offline. People are just not searching for clever headlines; they're searching for information. So create clear, concise, lines rich with the keywords they're using. These are much better. Plus, you get rewarded by Google with higher rankings because you're relevant. And higher rankings is what you're after, right?
Tuesday 13 December 2011
The Four Critical Components To Writing Attention Grabbing Headlines
This is not only one of my favorite topics but one of my favorite things to do: Writing powerful, "attention grabbing," benefit driven, knock out punch headlines that are oozing with excitement that get your prospects to TAKE ACTION! (ok, clearly got carried away right there).
The headline of your sales messages, whether in an on-line ad, in the local newspaper or in an email subject line is responsible for 70% to 80% of the response from your sales message. The success or failure of any marketing effort rests, to a large degree, on the power of your headline.
Pay very close attention...
David Ogilvy is one of the most respected modern day marketing authorities. He revealed that, with the average headline, only 200 people out of 1000 will go on to read your ad. And that is where your profit is sitting. Capture another 200 customers with an exciting headline and you will double your sales. Lose 100 readers with a poor headline and you lose half your sales. Big difference.
Headlines are just that important. Even poorly written ads have been very successful because of the overwhelming power of interesting and exciting "attention grabbing" headlines.
Your prospects will decide whether to read your sales message in only two or three seconds. That's all the time they will give you to scan your headline. Really, you and I are no different. We do not READ a newspaper, we SCAN the headlines, article headlines and ad headlines. We are looking for only what interests us at the moment.
Here are four critical tips for writing your next powerful, "attention grabbing" headline for your home business enterprise:
1. MAKE SURE YOUR HEADLINE IS THE FIRST WORD GROUP YOUR PROSPECT SEES:
I know this may seem like a "no-brainer" but I see this mistake time and again, particularly in local newspaper advertising or on web sites. And even more amazing, the ads the newspaper "experts" use to promote themselves seldom follow this rule.
Take a look through your newspaper. Notice how many businesses start out their ad with their store name and location right at the top. HUGE mistake! This is a terrible waste of their prime "real estate." It's an ego thing and can easily cost them 25% to 50% of their potential sales.
Always keep in mind, the public could careless about you or your product. Sorry to be the one to tell you that. Tough pill to swallow sometimes, I know, but the fact of the matter is; they're only interested in themselves and fulfilling their current desires. As humans, we are all self centered by nature. That doesn't mean we're selfish, just self-centered on "what's in it for us." Big difference.
Put your company name at the bottom. If the headline draws them in to read your ad, and you convince them to take action they will find your business name, no matter how small.
2. MAKE SURE YOUR HEADLINE DELIVERS THE PUNCH LINE:
The "punch line" is the unique and powerful part of your sales message. You aren't telling a joke here. Do not save the best part of your offer until last. Determine the most compelling part of your offer and put it right at the top of your ad in BIG, bold print. Virtually shout it out! And make the wording active, not passive.
For example: "Save 50% On Your Next Suit" is passive. "Take Home Two Suits For The Price Of One" is an active headline.
3. USE 'WORDS' YOUR PROSPECT ARE SEARCHING FOR:
Here is another costly mistake you will see every day. Do not try to get everybody to read your ad by being vague or cute. "Everybody" is not your potential customer. Your prospects are only those who want today what you have for sale today. By trying to capture everybody, you will actually lose many of your most important prospects - the ones that want to give you money.
Your headline should sort out the buyers. Be specific. If you are selling Mens Suits, then say "Men's Suits," not "Mens Clothing." Do not say "Men's Clothing Sale." Say something like: "Men's Suits - Two For The Price Of One For A Limited Time." The more focused your headline, and your sales message, the better the response.
4. YOUR HEADLINE SHOULD BE SHORT AND SWEET:
The headline should be as few words as possible, yet long enough to tell them what you are selling and why they should read your message. Usually ten words or less is a good target. The consumer will read longer headlines if the first four words grab their attention. If you need more words, start with a large, short headline leading to a smaller type, longer worded sub-headline.
Email 'Subject Line' Tip:
No matter what subject line you write, keep it short and sweet, because many e-mail programs cut off long subject lines. Here are the maximum subject line lengths (including spaces) in some popular e-mail programs:
AOL: 52 characters
Hotmail: 45 characters
Outlook Express: 64 characters
Yahoo: 80 characters
Here are some simple and fun ways to find profitable headline ideas:
* Look through your newspaper every day. Watch for headlines on articles and ads that really grab your interest. Think about why those headlines worked on you...
* While waiting to check out at the supermarket, read the headlines on the gossip tabloids. Those headlines are THE main reason, if not the only reason, millions of people buy them every week. Super market tabloids have the highest paid copywriting experts on staff who do nothing but write compelling and extremely profitable headlines. And these headlines are always good for a little entertainment too...
* Your junk mail is a virtual goldmine of great headlines and sub-headlines. Save the ones you like for future use. Mix, match and adapt these headlines to suit your home business. If you see a headline used over and over again, it's because it is making a lot of money for that company. You do not have to re-invent the wheel. Somebody paid $1000's to write that headline, and $1000's more to test it - and you get to use it free.
* Practice writing good headlines in the subject line of your personal emails. This is fun practice and your recipients will enjoy it too. "RE: This Weekend" is passive and boring. "RE: Let's Hit The Beach This Weekend" is active and exciting...
* Buy a good book on marketing! You should be involved in at least one marketing or copywriting related book or course at ALL times. Continuing education in this area will be a HUGE difference maker in your marketing efforts. Hands down.
If you follow these tips, you will become an expert in no time - smarter than 90% of your competitors and 80% of newspaper advertising consultants.
The headline of your sales messages, whether in an on-line ad, in the local newspaper or in an email subject line is responsible for 70% to 80% of the response from your sales message. The success or failure of any marketing effort rests, to a large degree, on the power of your headline.
Pay very close attention...
David Ogilvy is one of the most respected modern day marketing authorities. He revealed that, with the average headline, only 200 people out of 1000 will go on to read your ad. And that is where your profit is sitting. Capture another 200 customers with an exciting headline and you will double your sales. Lose 100 readers with a poor headline and you lose half your sales. Big difference.
Headlines are just that important. Even poorly written ads have been very successful because of the overwhelming power of interesting and exciting "attention grabbing" headlines.
Your prospects will decide whether to read your sales message in only two or three seconds. That's all the time they will give you to scan your headline. Really, you and I are no different. We do not READ a newspaper, we SCAN the headlines, article headlines and ad headlines. We are looking for only what interests us at the moment.
Here are four critical tips for writing your next powerful, "attention grabbing" headline for your home business enterprise:
1. MAKE SURE YOUR HEADLINE IS THE FIRST WORD GROUP YOUR PROSPECT SEES:
I know this may seem like a "no-brainer" but I see this mistake time and again, particularly in local newspaper advertising or on web sites. And even more amazing, the ads the newspaper "experts" use to promote themselves seldom follow this rule.
Take a look through your newspaper. Notice how many businesses start out their ad with their store name and location right at the top. HUGE mistake! This is a terrible waste of their prime "real estate." It's an ego thing and can easily cost them 25% to 50% of their potential sales.
Always keep in mind, the public could careless about you or your product. Sorry to be the one to tell you that. Tough pill to swallow sometimes, I know, but the fact of the matter is; they're only interested in themselves and fulfilling their current desires. As humans, we are all self centered by nature. That doesn't mean we're selfish, just self-centered on "what's in it for us." Big difference.
Put your company name at the bottom. If the headline draws them in to read your ad, and you convince them to take action they will find your business name, no matter how small.
2. MAKE SURE YOUR HEADLINE DELIVERS THE PUNCH LINE:
The "punch line" is the unique and powerful part of your sales message. You aren't telling a joke here. Do not save the best part of your offer until last. Determine the most compelling part of your offer and put it right at the top of your ad in BIG, bold print. Virtually shout it out! And make the wording active, not passive.
For example: "Save 50% On Your Next Suit" is passive. "Take Home Two Suits For The Price Of One" is an active headline.
3. USE 'WORDS' YOUR PROSPECT ARE SEARCHING FOR:
Here is another costly mistake you will see every day. Do not try to get everybody to read your ad by being vague or cute. "Everybody" is not your potential customer. Your prospects are only those who want today what you have for sale today. By trying to capture everybody, you will actually lose many of your most important prospects - the ones that want to give you money.
Your headline should sort out the buyers. Be specific. If you are selling Mens Suits, then say "Men's Suits," not "Mens Clothing." Do not say "Men's Clothing Sale." Say something like: "Men's Suits - Two For The Price Of One For A Limited Time." The more focused your headline, and your sales message, the better the response.
4. YOUR HEADLINE SHOULD BE SHORT AND SWEET:
The headline should be as few words as possible, yet long enough to tell them what you are selling and why they should read your message. Usually ten words or less is a good target. The consumer will read longer headlines if the first four words grab their attention. If you need more words, start with a large, short headline leading to a smaller type, longer worded sub-headline.
Email 'Subject Line' Tip:
No matter what subject line you write, keep it short and sweet, because many e-mail programs cut off long subject lines. Here are the maximum subject line lengths (including spaces) in some popular e-mail programs:
AOL: 52 characters
Hotmail: 45 characters
Outlook Express: 64 characters
Yahoo: 80 characters
Here are some simple and fun ways to find profitable headline ideas:
* Look through your newspaper every day. Watch for headlines on articles and ads that really grab your interest. Think about why those headlines worked on you...
* While waiting to check out at the supermarket, read the headlines on the gossip tabloids. Those headlines are THE main reason, if not the only reason, millions of people buy them every week. Super market tabloids have the highest paid copywriting experts on staff who do nothing but write compelling and extremely profitable headlines. And these headlines are always good for a little entertainment too...
* Your junk mail is a virtual goldmine of great headlines and sub-headlines. Save the ones you like for future use. Mix, match and adapt these headlines to suit your home business. If you see a headline used over and over again, it's because it is making a lot of money for that company. You do not have to re-invent the wheel. Somebody paid $1000's to write that headline, and $1000's more to test it - and you get to use it free.
* Practice writing good headlines in the subject line of your personal emails. This is fun practice and your recipients will enjoy it too. "RE: This Weekend" is passive and boring. "RE: Let's Hit The Beach This Weekend" is active and exciting...
* Buy a good book on marketing! You should be involved in at least one marketing or copywriting related book or course at ALL times. Continuing education in this area will be a HUGE difference maker in your marketing efforts. Hands down.
If you follow these tips, you will become an expert in no time - smarter than 90% of your competitors and 80% of newspaper advertising consultants.
Thursday 8 December 2011
The DOs and DON'Ts of Writing Marketing Headlines
To be a successful marketer you have to constantly test new marketing headlines. It is not uncommon that one small change to a headline can cause one to outperform another by a huge amount. This article is going to show you the DOs and DON'Ts in writing your marketing headline to make your campaign a killing.
The DOs
(1) Feature your most important announcement or consumer benefit in the headline.
(2) Involve your reader in the headline. For example, "You could win a trip to Hawaii while saving 20% on everything in stock during our 15th Anniversary Weekend Celebration."
(3) Present a positive benefit. For example, "Feel better in your swimsuit after just two weeks."
(4) Be clear, understandable and believable.
(5) Use the words that researchers find to be the most powerful words in advertising: Discover, Easy, Guarantee, Health, Love, Money, New, Proven, Results, Safety, Save and -- the most powerful of all -- You. Most copywriters also add the words "Free" and "How" and "Now" to the list.
(6) Write a headline that makes your most compelling point. Remember, as many as four out of five readers read only the headline.
The DON'Ts
(1) Use a clever headline and expect people to read your copy to learn your announcement and what is in it for them.
(2) Announce features or facts about your business and expect consumers to translate the features into benefits that mean something to them.
(3) Present a negative image. For example, "Take winter weight off in just two weeks."
(4) Exaggerate, make outrageous statements or try too hard to be clever or funny.
(5) Use words that merely describe your offering instead of describing how your offering promises to make your prospect's life better.
(6) Write a headline that aims to make people want to read your ad to learn what you are offering. Most people won't spend that much energy on your ad.
Grab your prospects' interest, if you don't, it's doubtful they will come back again. Make your headline count.
The DOs
(1) Feature your most important announcement or consumer benefit in the headline.
(2) Involve your reader in the headline. For example, "You could win a trip to Hawaii while saving 20% on everything in stock during our 15th Anniversary Weekend Celebration."
(3) Present a positive benefit. For example, "Feel better in your swimsuit after just two weeks."
(4) Be clear, understandable and believable.
(5) Use the words that researchers find to be the most powerful words in advertising: Discover, Easy, Guarantee, Health, Love, Money, New, Proven, Results, Safety, Save and -- the most powerful of all -- You. Most copywriters also add the words "Free" and "How" and "Now" to the list.
(6) Write a headline that makes your most compelling point. Remember, as many as four out of five readers read only the headline.
The DON'Ts
(1) Use a clever headline and expect people to read your copy to learn your announcement and what is in it for them.
(2) Announce features or facts about your business and expect consumers to translate the features into benefits that mean something to them.
(3) Present a negative image. For example, "Take winter weight off in just two weeks."
(4) Exaggerate, make outrageous statements or try too hard to be clever or funny.
(5) Use words that merely describe your offering instead of describing how your offering promises to make your prospect's life better.
(6) Write a headline that aims to make people want to read your ad to learn what you are offering. Most people won't spend that much energy on your ad.
Grab your prospects' interest, if you don't, it's doubtful they will come back again. Make your headline count.
Monday 5 December 2011
Article Writing - Headlines, Your Point of Contact
Where to find that silver bullet that does the job in your article writing, every time? Hunting is an art that includes finding the hang out of your prey, identifying your target, using the right weapon, stalking, taking aim at the heart /mind and firing with a powerful bullet that is sure to hit. Which gives you a clean kill there and then. You only have one shot at it and if you miss you'll have an empty bag. What am I talking about? ...Headlines, your point of contact!
For any writer to be successful they need to perfect the skill in finding that silver bullet that will do the job as a headline. In order to find the right ammunition, you first need to identify your target and see where your prey congregates. This will give you an idea on how to go about sourcing the correct components to suit the circumstance and environment that you are hunting in. This means identifying your topic, category and key words and phrases that best suits your targeted reader. We will presume that articles will be your choice of weapon and your headline is the silver bullet of the perfect caliber.
If you have sourced these first components correctly, then this makes putting these powerful words together far easier. A hunter tries to get into the heart and mind of his prey, learns their habits, preferences, place of feeding and watering. Understands the habitat and finds the best stalking methods to suit the environment. The bullet you chose is important, you don't want to wound your prey and let it get away, nor do you want an over kill.
Article writings most important component is taking careful aim at the heart and mind, by using a headline with powerful words to suit your target.
For any writer to be successful they need to perfect the skill in finding that silver bullet that will do the job as a headline. In order to find the right ammunition, you first need to identify your target and see where your prey congregates. This will give you an idea on how to go about sourcing the correct components to suit the circumstance and environment that you are hunting in. This means identifying your topic, category and key words and phrases that best suits your targeted reader. We will presume that articles will be your choice of weapon and your headline is the silver bullet of the perfect caliber.
If you have sourced these first components correctly, then this makes putting these powerful words together far easier. A hunter tries to get into the heart and mind of his prey, learns their habits, preferences, place of feeding and watering. Understands the habitat and finds the best stalking methods to suit the environment. The bullet you chose is important, you don't want to wound your prey and let it get away, nor do you want an over kill.
Article writings most important component is taking careful aim at the heart and mind, by using a headline with powerful words to suit your target.
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