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.
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