Content will always be the reason why readers will read an article from start to finish but getting their attention beforehand is a totally different matter. This is where headlines come in. Though article formatting and page layout play a factor when it comes to catching reader attention, headlines make an even bigger impact. A bad article with a catchy headline will be read whereas an article whether good or not with a bad headline will most likely be ignored.
Writing articles for print or online publications may differ, but writing headlines for either is similar and serves the same purpose. That is to grab readers' attention. A well-thought-of headline will easily attract readers and writers at times are at fault for misusing this method.
Using a catchy headline for a totally unrelated article is an example of this situation and is done for the sole purpose of generating hits. Though it is an effective method for increasing traffic, it is a very misleading tactic and getting hits do not always translate to getting more business.
Remember that the headline is the very substance of a story in only a few words. While thinking of the right headline, get creative and do not just use a few words that summarize and condense the story. Unlike any single newspaper, stories in the internet are not so small in number and even with search engines available, competing articles still have to depend on quality headlines to attract readers. A headline will either make or break a story.
While writing the actual headline itself, think about what you want to say. Figure out a middle ground between a creative and catchy headline and an accurate headline that gives an idea as to what the story really is. Maintaining a balance between the two is paramount.
Lean too much on catchy and creative and your headline loses focus on the actual content of the story. On the other hand, lean too much on accuracy and lose potential readers' attention with boring headlines. After coming up with a headline that strikes a balance between the two, make sure that the actual content of the story is worth the read. Headlines only serve to catch attention and get people to start reading but it will be the content that makes them finish reading the story.
Similar to writing in print publications, writing headlines for online copies have to follow certain themes. It is well and good to be thoughtful and creative with writing headlines but make sure that the headlines fit in with the tone of the story itself. A funny headline should not be used with research papers. Comical headlines should be left to comical stories, academic headlines for formal writing, and so on and so forth.
Monday 30 January 2012
Friday 27 January 2012
Headline Writing Can Lead To Fortunes: Here Are The Basics Of Writing Headlines
Headlines attract attention. Headlines generate interest. The time spent writing headlines can pay you back many times over.
Do you have a product or service to sell? How do you attract new customers, clients, prospects, leads or patients?
Most likely you attract them through the written word in some sort of advertising, articles, or press release. In each case you need a headline.
In fact, every printed document you publish should have a headline on it. Yes, even including your business card, if you have one!
So, what should go in your headline? Below are seven headline ideas that have proved profitable in the past. Remember the goal of the headline is to stop your reader dead in their tracks and get them to read further in to your sales copy.
1). Answer the question, "What's In It For Me?" Offer the reader a big benefit or promise of they continue reading. Here are a few examples:
* The Secret of Making People Like You
* Who Else Wants A Screen Star Figure?
* You Can Laugh At Money Worries - If You Follow This Simple Plan
* How to Win Friends and Influence People
The promise can be either explicit or implied, but it must be clear to the reader.
2). Tightly target your headlines. Don't write your headline to everyone. A headline written to everyone in reality is written to no one. Grab the attention of a very specific target audience by mentioning them by name. Here are some examples of tightly targeted headlines.
* To People Who Want To Write - But Can't Get Started
* To Men Who Want TO Quit Work Someday
* For the Woman Who Is older Than She Looks
* CAR Owners ... Save ONE GALLON OF GAS In Every TEN
* GIRLS...Want Quick CURLS?
* Attention Small Business Owners: Why Doesn't Your Advertising Work? Finally, You Can Stop Wasting Good Money On Useless Advertising! FREE Report Reveals How To Get More Customers In A Month Than You Now Get All Year - Guaranteed! Call 1-877-232-9362, Toll-Free, 24 hr., For FREE Recorded Message Now!
3). Do you have something new and exciting to offer? Try writing headline like these:
* New Cake-Improver Gets Your Compliments Galore!
* Great New Discovery Kills Kitchen Odors Quick! - Makes Indoor Air "Country Fresh"
* Announcing... The New Edition Of The Encyclopedia That Makes It Fun To Learn Things
* Announcing The New FORD CARS For 2006
* Breakthrough Money-Making Secrets That Sex Sites Do Not Want You to Find Out About - Uncovered And Revealed Inside!
* Breakthrough Internet Marketing Group Uncovers The Secrets To Getting Rich On The Web Using Simple Math Strategies!
4) Got a quick and easy solution to a problem? People are always looking for faster and easier ways to do things, so let them know.
* Headline Creator Pro Software Generates 100 Winning Headlines Quickly With Push-Button Ease!
* PLAY GUITAR In 7 Days Or Money Back [Note: Quick and easy is implied]
* Hands That Look Lovelier In 24 Hours - Or Your Money Back
* How I Improved My Memory In One Evening
* How A New Kind Of Clay Improved My Complexion In 30 Minutes
* Here's a Quick Way to Break Up a Cold.
* How To Take Out Stains... Just Follow These Easy Directions
* Here's What to Do to Get Rid of Pimples Fast
5) Ask a question, especially one that can't be answered by "yes" or "no." When a question can't be answered by "yes" or "no" the reader will generally continue reading to discover the answer. The human mind hates to be left wondering about the answer to a question. Pose a question and the human mind will work to find an answer.
* Can You Talk About BOOKS With The Rest Of Them?
* How Much Is "Working Tension" Costing Your Company?
* Do You Make These Mistakes In English?
* Five Familiar Skin Troubles - Which Do You Want To Overcome?
* Which Of These $2.50 to $5.00 Best Sellers Do You Want For Only $1.00 Each?
* Who Ever Heard Of A Woman Losing Weight - And Enjoying 3 Delicious Meals At The Same Time?
* Whose Fault When Children Disobey?
* Can You Pass This Money Test?
6) Write a hook into your headline to get your reader to continue reading.
* WARNING: Don't Pay For Another Ad Until You Read This Message!
* WARNING: Don't Join An Affiliate Program That Doesn't Meet The Following Criteria!
* Using A Lawyer May Be Dangerous To Your Wealth
* The Truth About Getting Rich
* The Most Expensive Mistake Of Your Life
* How The Next NINETY Days Can Change Your LIFE
7) Put a guarantee in your headline to increase trust.
* Guaranteed To Go Through Ice, Mud or Snow - Or We Pay The Tow!
* Hands That Look Lovelier In 24 Hours - Or Your Money Back
* PLAY GUITAR In 7 Days Or Money Back
* Hot Fresh Pizza Delivered Right To Your Door In 30 Minutes or Less - Guaranteed!
Writing headlines doesn't have to be hard. It just takes a little time and practice, so sharpen your pencil and let's get to work.
Do you have a product or service to sell? How do you attract new customers, clients, prospects, leads or patients?
Most likely you attract them through the written word in some sort of advertising, articles, or press release. In each case you need a headline.
In fact, every printed document you publish should have a headline on it. Yes, even including your business card, if you have one!
So, what should go in your headline? Below are seven headline ideas that have proved profitable in the past. Remember the goal of the headline is to stop your reader dead in their tracks and get them to read further in to your sales copy.
1). Answer the question, "What's In It For Me?" Offer the reader a big benefit or promise of they continue reading. Here are a few examples:
* The Secret of Making People Like You
* Who Else Wants A Screen Star Figure?
* You Can Laugh At Money Worries - If You Follow This Simple Plan
* How to Win Friends and Influence People
The promise can be either explicit or implied, but it must be clear to the reader.
2). Tightly target your headlines. Don't write your headline to everyone. A headline written to everyone in reality is written to no one. Grab the attention of a very specific target audience by mentioning them by name. Here are some examples of tightly targeted headlines.
* To People Who Want To Write - But Can't Get Started
* To Men Who Want TO Quit Work Someday
* For the Woman Who Is older Than She Looks
* CAR Owners ... Save ONE GALLON OF GAS In Every TEN
* GIRLS...Want Quick CURLS?
* Attention Small Business Owners: Why Doesn't Your Advertising Work? Finally, You Can Stop Wasting Good Money On Useless Advertising! FREE Report Reveals How To Get More Customers In A Month Than You Now Get All Year - Guaranteed! Call 1-877-232-9362, Toll-Free, 24 hr., For FREE Recorded Message Now!
3). Do you have something new and exciting to offer? Try writing headline like these:
* New Cake-Improver Gets Your Compliments Galore!
* Great New Discovery Kills Kitchen Odors Quick! - Makes Indoor Air "Country Fresh"
* Announcing... The New Edition Of The Encyclopedia That Makes It Fun To Learn Things
* Announcing The New FORD CARS For 2006
* Breakthrough Money-Making Secrets That Sex Sites Do Not Want You to Find Out About - Uncovered And Revealed Inside!
* Breakthrough Internet Marketing Group Uncovers The Secrets To Getting Rich On The Web Using Simple Math Strategies!
4) Got a quick and easy solution to a problem? People are always looking for faster and easier ways to do things, so let them know.
* Headline Creator Pro Software Generates 100 Winning Headlines Quickly With Push-Button Ease!
* PLAY GUITAR In 7 Days Or Money Back [Note: Quick and easy is implied]
* Hands That Look Lovelier In 24 Hours - Or Your Money Back
* How I Improved My Memory In One Evening
* How A New Kind Of Clay Improved My Complexion In 30 Minutes
* Here's a Quick Way to Break Up a Cold.
* How To Take Out Stains... Just Follow These Easy Directions
* Here's What to Do to Get Rid of Pimples Fast
5) Ask a question, especially one that can't be answered by "yes" or "no." When a question can't be answered by "yes" or "no" the reader will generally continue reading to discover the answer. The human mind hates to be left wondering about the answer to a question. Pose a question and the human mind will work to find an answer.
* Can You Talk About BOOKS With The Rest Of Them?
* How Much Is "Working Tension" Costing Your Company?
* Do You Make These Mistakes In English?
* Five Familiar Skin Troubles - Which Do You Want To Overcome?
* Which Of These $2.50 to $5.00 Best Sellers Do You Want For Only $1.00 Each?
* Who Ever Heard Of A Woman Losing Weight - And Enjoying 3 Delicious Meals At The Same Time?
* Whose Fault When Children Disobey?
* Can You Pass This Money Test?
6) Write a hook into your headline to get your reader to continue reading.
* WARNING: Don't Pay For Another Ad Until You Read This Message!
* WARNING: Don't Join An Affiliate Program That Doesn't Meet The Following Criteria!
* Using A Lawyer May Be Dangerous To Your Wealth
* The Truth About Getting Rich
* The Most Expensive Mistake Of Your Life
* How The Next NINETY Days Can Change Your LIFE
7) Put a guarantee in your headline to increase trust.
* Guaranteed To Go Through Ice, Mud or Snow - Or We Pay The Tow!
* Hands That Look Lovelier In 24 Hours - Or Your Money Back
* PLAY GUITAR In 7 Days Or Money Back
* Hot Fresh Pizza Delivered Right To Your Door In 30 Minutes or Less - Guaranteed!
Writing headlines doesn't have to be hard. It just takes a little time and practice, so sharpen your pencil and let's get to work.
Sunday 22 January 2012
Article Marketing Tips - Writing "How To" Headlines
When you're writing articles for article marketing, you need to put some serious thought into your title (or headline). Yes, your title is an important part of your article, as it is often the only opportunity you have to grab a reader's attention and lure them into reading your entire article.
Your headline should clearly tell what your article is about, and it should be eye catching to a reader who is looking for information on your topic. Remember, your article title is competing with many other article titles on similar topics--take some extra time to brainstorm different headlines and pick the one that you think will stand out in the crowd.
Some of the most popular articles on the web are "How To" articles. A "How To" article simply teaches the reader how to do something related to the author's niche.
Writing "How To" articles is pretty straight forward, but did you know that there are several different types of "How To" headlines that you can play around with?
Let's go over the major ones:
1 - The headline that conveys a benefit. For example:
"How to collect stamps" (Benefit: learning to collect stamps)
"How to scale a fish" (Benefit: knowing how to scale a fish)
"How to run a marathon" (Benefit: learning how to run a marathon")
These titles are very simple and no frills, but they work. They very clearly state what the article is about and the benefit that the reader will receive from reading the article. I don't think you can go wrong with the classic benefit stating how-to headline.
2 - The double benefit headline. For example:
"How To Win Friends and Influence People"
"How To Declutter Your Office and Organize Your Desk"
"How To Save Money and Experience True Wealth"
If one benefit is good, then two are better, right? Well, sometimes. Look at your topic and see if the double benefit title might be appropriate. Or, come up with a double benefit title, and then write an article to go along with it.
3 - How To [your topic] that [benefit]
Some examples using this title template:
"How To Find A Job That Gives 5 Months Vacation A Year"
"How To Plan A Budget That Will Decrease Your Spending By Half"
You might not have thought about this type of title before, but just try coming up with some makeshift topic/benefit titles on your subject matter. You can use the titles to inspire the articles.
4 - Just use "How"...
Sometimes the "to" part is not necessary. Try cutting straight to the point with a "How" headline:
"How I got washboard abs while still eating pizza and chocolate"
"How I improved my productivity by working less"
Or try making your title more personal (for the reader) by using "you" instead of "I":
"How you can get washboard abs while still eating pizza and chocolate"
"How you can improve your productivity by working less"
What do you think? Will you try these on your next articles?
I bet you never imagined that there were so many different types of "How To" titles to choose from. I encourage you to experiment with each one of these different headlines--sometimes the title gives you the idea for the article!
Your headline should clearly tell what your article is about, and it should be eye catching to a reader who is looking for information on your topic. Remember, your article title is competing with many other article titles on similar topics--take some extra time to brainstorm different headlines and pick the one that you think will stand out in the crowd.
Some of the most popular articles on the web are "How To" articles. A "How To" article simply teaches the reader how to do something related to the author's niche.
Writing "How To" articles is pretty straight forward, but did you know that there are several different types of "How To" headlines that you can play around with?
Let's go over the major ones:
1 - The headline that conveys a benefit. For example:
"How to collect stamps" (Benefit: learning to collect stamps)
"How to scale a fish" (Benefit: knowing how to scale a fish)
"How to run a marathon" (Benefit: learning how to run a marathon")
These titles are very simple and no frills, but they work. They very clearly state what the article is about and the benefit that the reader will receive from reading the article. I don't think you can go wrong with the classic benefit stating how-to headline.
2 - The double benefit headline. For example:
"How To Win Friends and Influence People"
"How To Declutter Your Office and Organize Your Desk"
"How To Save Money and Experience True Wealth"
If one benefit is good, then two are better, right? Well, sometimes. Look at your topic and see if the double benefit title might be appropriate. Or, come up with a double benefit title, and then write an article to go along with it.
3 - How To [your topic] that [benefit]
Some examples using this title template:
"How To Find A Job That Gives 5 Months Vacation A Year"
"How To Plan A Budget That Will Decrease Your Spending By Half"
You might not have thought about this type of title before, but just try coming up with some makeshift topic/benefit titles on your subject matter. You can use the titles to inspire the articles.
4 - Just use "How"...
Sometimes the "to" part is not necessary. Try cutting straight to the point with a "How" headline:
"How I got washboard abs while still eating pizza and chocolate"
"How I improved my productivity by working less"
Or try making your title more personal (for the reader) by using "you" instead of "I":
"How you can get washboard abs while still eating pizza and chocolate"
"How you can improve your productivity by working less"
What do you think? Will you try these on your next articles?
I bet you never imagined that there were so many different types of "How To" titles to choose from. I encourage you to experiment with each one of these different headlines--sometimes the title gives you the idea for the article!
Tuesday 17 January 2012
Writing Better Headlines For Higher Conversions
One of the best (and completely free) ways that I use to track and test how effective my headlines and sales are in social media and in my marketing campaigns is to use bit.ly.com. Bit.ly will allow you to track the click thrus on your links. This is one of the best ways for me to test out different headlines because you get to see whats attractive to your prospects. For the newbie, I would especially recommend learning and perfecting this tactic because every famous Internet Marketer knows that super good headline and copy writing skills are just as critical to Conversion and selling online as good persuasive selling is to a live person.
If you can't write good headlines, it's like saying that you can't sell in person or talk to your friends. So, do you want the secret to good Headlines? Well first let's look at how you don't write them. Twitter would be the perfect example of this because you'll get to see poor headlines in action! Notice how the majority of people focus entirely on their call to action when writing headlines but this is probably best used at the bottom of a sales page instead. The reality is that thought provoking question work much better in headlines and outright hard closes do. Say something to your prospect like "Are you finally ready for...", What would it feel like if...", "How long has it been since..." Questions like this create emotion in your reader and cause them to want to click on your link. After your prospect gets to your site, it's pretty much a no brain-er that you need some good content. Something that's been on Google for years is a document called "creating words that sell".
I downloaded it and used it when I first started. It's still very relevant for today's Internet Marketer and I strongly recommend that you download it, save it, and use it when crafting your headlines in e-mail, on Twitter or in your sales pages because it's useful and FREE! Once you cruise through this little 30 or 40 page guide, you'll really begin to understand what I'm talking about and your creativity should start to flow a little more. After you combine this strategy with your bit.ly tracking, you should see a significant increase in your link click thrus, e-mail opens, and opt-ins. Now this little nugget isn't a lottery ticket and it won't enable you to immediately "Make Six Figures TODAY!!" because to be blunt, it will take some time. But if you really want to model success and be a six figure a month earner in this business, you have to follow the technique of the successful people and not the result of their efforts so be patient. Just remember that your headlines have to be different, unique, and they must arouse curiosity.
If you can't write good headlines, it's like saying that you can't sell in person or talk to your friends. So, do you want the secret to good Headlines? Well first let's look at how you don't write them. Twitter would be the perfect example of this because you'll get to see poor headlines in action! Notice how the majority of people focus entirely on their call to action when writing headlines but this is probably best used at the bottom of a sales page instead. The reality is that thought provoking question work much better in headlines and outright hard closes do. Say something to your prospect like "Are you finally ready for...", What would it feel like if...", "How long has it been since..." Questions like this create emotion in your reader and cause them to want to click on your link. After your prospect gets to your site, it's pretty much a no brain-er that you need some good content. Something that's been on Google for years is a document called "creating words that sell".
I downloaded it and used it when I first started. It's still very relevant for today's Internet Marketer and I strongly recommend that you download it, save it, and use it when crafting your headlines in e-mail, on Twitter or in your sales pages because it's useful and FREE! Once you cruise through this little 30 or 40 page guide, you'll really begin to understand what I'm talking about and your creativity should start to flow a little more. After you combine this strategy with your bit.ly tracking, you should see a significant increase in your link click thrus, e-mail opens, and opt-ins. Now this little nugget isn't a lottery ticket and it won't enable you to immediately "Make Six Figures TODAY!!" because to be blunt, it will take some time. But if you really want to model success and be a six figure a month earner in this business, you have to follow the technique of the successful people and not the result of their efforts so be patient. Just remember that your headlines have to be different, unique, and they must arouse curiosity.
Saturday 14 January 2012
Head Banger's Ball - The Key To Writing Perfect Headlines
Remember the movie "Field Of Dreams"? A voice from beyond whispers, "if you build it, they will come". Kevin Costner, questioning his sanity, searches for the truth and finally with the help of James Earl Jones, reaches a cosmic conclusion. A ball field is built in the middle of nowhere and the ghosts of yesteryear gather to play a final game set somewhere in "The Twilight Zone".
Great entertainment, but the statement "if you build it, they will come" while holding truth for Kevin Costner, would be very bad advice for someone desiring success on the net. Simply stated, if you build it, hardly anyone will come unless they know it is there in the first place, and then only if you offer them something of value.
With literally millions of choices, many of them excellent, your site or offer has to stand up shout "LOOK AT ME" and then you better deliver on your promises, or you will literally be left stranded in a "virtual desert" with no oasis in sight.
The idea of writing the perfect headline, is of course only one ingredient in your "internet success cookbook" but it's an important one. When a potential customer is scanning classified ads, or looking at a list of sites on the popular search engines, you have only scant seconds to grab their attention. If you don't, you won't. Why? They will have already clicked on another link and your opportunity to gain their attention will be gone.
I don't mean to paint a picture of gloom, just reality, advertising is both an art and a science. It can be learned and MUST be practiced. So, that said, let's take a look at some of the ingredients that make up a good headline.
Keywords and keyphrases and crucial to you search engine placement and your headline.
FREE
DISCOVER
POWERFUL
EASY
GUARANTEED
YOU'LL LOVE THIS
MONEY
HOTTEST
NEW
IMPROVED
PROVEN
RESULTS
REVOLUTIONARY
STATE-OF-THE-ART
FANTASTIC
SAVE
BEST
FOR A LIMITED TIME ONLY
SECRETS
THE BEST KEPT SECRET
UNBELIEVABLE
MUST SEE TO BELIEVE
The secret though, is using one or more of the above words or phrases in a new and innovative way. Whatever you're selling or offering, first and foremost, believe in it. If you do, you'll be communicating sincere thoughts and not hype. Sincerity can and does come through in your ad copy, in fact it must. All this takes is practice and experimentation.
STEP ONE. Practice. Write your ad copy using one or more of the above words or phrases, but don't do it once, do it multiple times. Ask friends and associates which one sounds the best and which communicates your idea in a way that would make them want to know more. Use the best of these suggestions, then write your amended copy.
STEP TWO. Testing. There is no better formula for success than testing. You could spend thousands of dollars on the wrong ad and generate next to nothing or significantly less money on the RIGHT ad and net a fortune.
PROPER INGREDIENTS...
Write for immediate action. Use words that will call the reader to action.
Strive for creativity. You should paint or convey a particular frame of mind or emotion.
Don't try to be cute or clever, communicate your ideas clearly.
Use strong verbs where you can.
Make every word count.
Try to identify with the reader, put yourself in their shoes and imagine yourself reading that particular headline.
Sell the sizzle but not the sausage. Meaning, draw the reader in but don't give away the whole offer up front.
You don't buy coal you buy heat;
You don't buy circus tickets, you buy thrills;
You don't buy a paper, you buy news;
You don't buy spectacles, you buy vision.
ANON
Promise a benefit and provoke curiosity.
You must give the impression that you will solve their problem
Sell one idea at a time. Hook them first, then you can expand your ideas in the body of your offer or web site.
DON'T WRITE YOUR HEADLINE IN ALL CAPS. No only is that considered shouting in the internet world, it's ALSO VERY DIFFICULT TO READ.
Don't make the reader think, make him/her take action.
Make it believable.
Make it interesting and compelling.
Fulfill a dream.
Offer value.
Arouse curiosity with sub-headings.
Use abstract numbers when possible. An ever popular topic is losing weight and making money, two (or I should say 2) tasks that effect nearly everyone.
Lose 20 pounds in two weeks.
IS NOT as powerful as
Lose 19 ½ pounds in 14 days.
Take away all risk.
Great entertainment, but the statement "if you build it, they will come" while holding truth for Kevin Costner, would be very bad advice for someone desiring success on the net. Simply stated, if you build it, hardly anyone will come unless they know it is there in the first place, and then only if you offer them something of value.
With literally millions of choices, many of them excellent, your site or offer has to stand up shout "LOOK AT ME" and then you better deliver on your promises, or you will literally be left stranded in a "virtual desert" with no oasis in sight.
The idea of writing the perfect headline, is of course only one ingredient in your "internet success cookbook" but it's an important one. When a potential customer is scanning classified ads, or looking at a list of sites on the popular search engines, you have only scant seconds to grab their attention. If you don't, you won't. Why? They will have already clicked on another link and your opportunity to gain their attention will be gone.
I don't mean to paint a picture of gloom, just reality, advertising is both an art and a science. It can be learned and MUST be practiced. So, that said, let's take a look at some of the ingredients that make up a good headline.
Keywords and keyphrases and crucial to you search engine placement and your headline.
FREE
DISCOVER
POWERFUL
EASY
GUARANTEED
YOU'LL LOVE THIS
MONEY
HOTTEST
NEW
IMPROVED
PROVEN
RESULTS
REVOLUTIONARY
STATE-OF-THE-ART
FANTASTIC
SAVE
BEST
FOR A LIMITED TIME ONLY
SECRETS
THE BEST KEPT SECRET
UNBELIEVABLE
MUST SEE TO BELIEVE
The secret though, is using one or more of the above words or phrases in a new and innovative way. Whatever you're selling or offering, first and foremost, believe in it. If you do, you'll be communicating sincere thoughts and not hype. Sincerity can and does come through in your ad copy, in fact it must. All this takes is practice and experimentation.
STEP ONE. Practice. Write your ad copy using one or more of the above words or phrases, but don't do it once, do it multiple times. Ask friends and associates which one sounds the best and which communicates your idea in a way that would make them want to know more. Use the best of these suggestions, then write your amended copy.
STEP TWO. Testing. There is no better formula for success than testing. You could spend thousands of dollars on the wrong ad and generate next to nothing or significantly less money on the RIGHT ad and net a fortune.
PROPER INGREDIENTS...
Write for immediate action. Use words that will call the reader to action.
Strive for creativity. You should paint or convey a particular frame of mind or emotion.
Don't try to be cute or clever, communicate your ideas clearly.
Use strong verbs where you can.
Make every word count.
Try to identify with the reader, put yourself in their shoes and imagine yourself reading that particular headline.
Sell the sizzle but not the sausage. Meaning, draw the reader in but don't give away the whole offer up front.
You don't buy coal you buy heat;
You don't buy circus tickets, you buy thrills;
You don't buy a paper, you buy news;
You don't buy spectacles, you buy vision.
ANON
Promise a benefit and provoke curiosity.
You must give the impression that you will solve their problem
Sell one idea at a time. Hook them first, then you can expand your ideas in the body of your offer or web site.
DON'T WRITE YOUR HEADLINE IN ALL CAPS. No only is that considered shouting in the internet world, it's ALSO VERY DIFFICULT TO READ.
Don't make the reader think, make him/her take action.
Make it believable.
Make it interesting and compelling.
Fulfill a dream.
Offer value.
Arouse curiosity with sub-headings.
Use abstract numbers when possible. An ever popular topic is losing weight and making money, two (or I should say 2) tasks that effect nearly everyone.
Lose 20 pounds in two weeks.
IS NOT as powerful as
Lose 19 ½ pounds in 14 days.
Take away all risk.
Monday 9 January 2012
Sales Letter - Writing Headlines
The most important part of any sales letter is the headline. The rest of the sales letter can be excellent, but if your headline sucks, your ad will fail. It's as easy as that.
Why are these few lines of a sales letter so important? Well, the headline is your first (and often last) chance to impress the reader. A good headline entices the reader to read the rest of the information. The simple fact is, if you have a bad heading the rest of the page won't matter because it won't be read.
The first purpose of the heading is to obtain the readers attention. Having said that, it is important to note that you don't want to attract everyone's attention. You want to attract the attention of people who would be interested in what you offer. This is called target audience.
What you don't want is lots of readers that is not interested in your offer. They'll realize this as soon as they get past the headline and you'll quickly lose them.
While you are attracting the wrong readers you may also be losing valuable readers that are interested.
You have to know your target audience, know what they want, and know what would grab they're attention. This is a vital part of writing your headline. You really have to walk a fine line to get it just right, this can only be achieved trough practice and testing.
Let's quickly look at how Claude Hopkins uses newspaper headlines to demonstrate the importance of targeting your audience through your headline:
"Suppose a newspaper article stated that a certain woman was the most beautiful woman in the city. That article would be of intense interest to that woman and her friends. But neither she nor her friends would ever read it if the headline was 'Egyptian Psychology' ".
For a more contemporary example, we can look to Google AdWords.
Let's say you have a website that sells specialty teas and you want to drive traffic to a product on special, let's say a delicious Earl Grey.
You can only use a limited number of characters so you have to be very careful of the words you use. You see, if you use a very general headline like "Specialty Teas", the traffic you would receive won't be very targeted.
You would likely get a lot of "tire-kickers" who are just browsing or looking for free stuff. Since you pay for traffic by using AdWords, you would be spending good advertising money on bad traffic.
Instead, a heading like "Earl Grey Discount Ends Today".
This, off the top of my head example, shows how you could target someone who are looking for earl grey tea.
Someone who sees your ad will immediately know:
1. You have exactly what they are looking for
2. They can save money because of the discounted price.
3. The discount ends today so they have to act fast
The power of 5 simple words can't be emphasized enough. See how tightly targeted it is? The people who click on the ad will be very likely to buy.
While people who are only interested in free information about chamomile tea will know not to bother.
Why are these few lines of a sales letter so important? Well, the headline is your first (and often last) chance to impress the reader. A good headline entices the reader to read the rest of the information. The simple fact is, if you have a bad heading the rest of the page won't matter because it won't be read.
The first purpose of the heading is to obtain the readers attention. Having said that, it is important to note that you don't want to attract everyone's attention. You want to attract the attention of people who would be interested in what you offer. This is called target audience.
What you don't want is lots of readers that is not interested in your offer. They'll realize this as soon as they get past the headline and you'll quickly lose them.
While you are attracting the wrong readers you may also be losing valuable readers that are interested.
You have to know your target audience, know what they want, and know what would grab they're attention. This is a vital part of writing your headline. You really have to walk a fine line to get it just right, this can only be achieved trough practice and testing.
Let's quickly look at how Claude Hopkins uses newspaper headlines to demonstrate the importance of targeting your audience through your headline:
"Suppose a newspaper article stated that a certain woman was the most beautiful woman in the city. That article would be of intense interest to that woman and her friends. But neither she nor her friends would ever read it if the headline was 'Egyptian Psychology' ".
For a more contemporary example, we can look to Google AdWords.
Let's say you have a website that sells specialty teas and you want to drive traffic to a product on special, let's say a delicious Earl Grey.
You can only use a limited number of characters so you have to be very careful of the words you use. You see, if you use a very general headline like "Specialty Teas", the traffic you would receive won't be very targeted.
You would likely get a lot of "tire-kickers" who are just browsing or looking for free stuff. Since you pay for traffic by using AdWords, you would be spending good advertising money on bad traffic.
Instead, a heading like "Earl Grey Discount Ends Today".
This, off the top of my head example, shows how you could target someone who are looking for earl grey tea.
Someone who sees your ad will immediately know:
1. You have exactly what they are looking for
2. They can save money because of the discounted price.
3. The discount ends today so they have to act fast
The power of 5 simple words can't be emphasized enough. See how tightly targeted it is? The people who click on the ad will be very likely to buy.
While people who are only interested in free information about chamomile tea will know not to bother.
Friday 6 January 2012
Business Writing Essentials - Headlines
What is a headline?
A headline is a word or sentence that draws the reader's attention to the subject of the text. It's reckoned that a good headline can increase your text's effectiveness by up to 80%. Most pieces of text go out naked or with headlines that reduce any chance of connection with the reader.
What do you think the most popular headline is on websites?
Welcome to our website.
Now the owner of the website hasn't set out to provide a headline but in effect that's what they have done. Because it's the first thing the visitor sees. And as importantly, it's the first thing the search engine spider hits on.
In the case of this article the headline is the title.
What's the importance of headlines?
Headlines are there to qualify or disqualify your readers. For example the following headline is very specific about the target audience.
Over 55? Hearing problems?
Why over 55? Well most of us have suffered some deterioration in our hearing by the age of 55. By specifying that age most people under 55 will stop reading. As far as the advertiser is concerned that's fine. He's not after those people.
How do you create headlines that work?
Create a list of features for your product or service
Write down all the facts about your product and service. Everything that it is. For example a consultant might be available for phone consultations. That's a feature of their service.
For each feature produce a benefit
Now create a benefit - not for you but for your customer. The equation to use for creating benefits is as follows.
Feature plus that means to you=benefit
So phone consultations mean for the client that they can have a consultation in the comfort of their own home without having to travel, saving them time, money and energy.
Rank those benefits from 1 to 10 in importance to your customers
What's most important to your clients about your service or product? Is it size, appearance, convenience. Whichever comes first, and you should check customer feedback not rely on your own feelings, pick out 3.
Pick the top 3 and write headlines for each
Try out some headlines on the top 3 benefits. This may take you some practice but to get you started here are some guidelines.
How to
Easy way
What is
5 day course
7 steps
These phrases can be the basis for a number of headlines. For example:
7 easy steps showing you how to refurbish your old chairs.
What is an easy way to update those old chairs you have? Here are 7 steps to refurbished chairs that will have your neighbours asking if they're brand new.
5 days to completely renew those old chairs sitting in your garage.
The more you practice at writing headlines the better you'll be at doing it. One note of caution though. Only relying on one headline might cut you off from increased sales and profits. That's because nobody can predict which headline will appeal to readers.
Millions of dollars are spent each year by major direct response companies testing headlines. If they take the trouble to do that for a small% increase in response we need to accept that we won't know what's going to work.
Their answer is to test and so should we.
A headline is a word or sentence that draws the reader's attention to the subject of the text. It's reckoned that a good headline can increase your text's effectiveness by up to 80%. Most pieces of text go out naked or with headlines that reduce any chance of connection with the reader.
What do you think the most popular headline is on websites?
Welcome to our website.
Now the owner of the website hasn't set out to provide a headline but in effect that's what they have done. Because it's the first thing the visitor sees. And as importantly, it's the first thing the search engine spider hits on.
In the case of this article the headline is the title.
What's the importance of headlines?
Headlines are there to qualify or disqualify your readers. For example the following headline is very specific about the target audience.
Over 55? Hearing problems?
Why over 55? Well most of us have suffered some deterioration in our hearing by the age of 55. By specifying that age most people under 55 will stop reading. As far as the advertiser is concerned that's fine. He's not after those people.
How do you create headlines that work?
Create a list of features for your product or service
Write down all the facts about your product and service. Everything that it is. For example a consultant might be available for phone consultations. That's a feature of their service.
For each feature produce a benefit
Now create a benefit - not for you but for your customer. The equation to use for creating benefits is as follows.
Feature plus that means to you=benefit
So phone consultations mean for the client that they can have a consultation in the comfort of their own home without having to travel, saving them time, money and energy.
Rank those benefits from 1 to 10 in importance to your customers
What's most important to your clients about your service or product? Is it size, appearance, convenience. Whichever comes first, and you should check customer feedback not rely on your own feelings, pick out 3.
Pick the top 3 and write headlines for each
Try out some headlines on the top 3 benefits. This may take you some practice but to get you started here are some guidelines.
How to
Easy way
What is
5 day course
7 steps
These phrases can be the basis for a number of headlines. For example:
7 easy steps showing you how to refurbish your old chairs.
What is an easy way to update those old chairs you have? Here are 7 steps to refurbished chairs that will have your neighbours asking if they're brand new.
5 days to completely renew those old chairs sitting in your garage.
The more you practice at writing headlines the better you'll be at doing it. One note of caution though. Only relying on one headline might cut you off from increased sales and profits. That's because nobody can predict which headline will appeal to readers.
Millions of dollars are spent each year by major direct response companies testing headlines. If they take the trouble to do that for a small% increase in response we need to accept that we won't know what's going to work.
Their answer is to test and so should we.
Sunday 1 January 2012
6 Rules For Writing Compelling Headlines For Your Network Marketing Business
Most Network Marketing companies encourage their distributors to follow someone else's lead when it comes to writing compelling headlines for newspaper or internet ads. They promote the fact that someone somewhere made a ton of money off this or that headline, so all you need to do is copy success. Don't re-invent the wheel, they say. Sounds great...but what if that headline made money twenty years ago and you have no way of knowing if it still works?
Companies like to paint a pretty picture to distributors to make them feel as though it doesn't take a lot of work to put things into motion. For twelve years I struggled with my home-based business because I kept trying everything that my company was telling me to do. Why did their techniques not work for me? Because they were only for the benefit of the company as a whole. They wanted me to get their message out to the masses so I could weed through all of them to find a few customers here and there. It did very little to grow my business.
After finding a program that offered me proper marketing education, I realized that there is an art and science to writing headlines that grab the attention of your target audience. You don't want everyone calling you, just the people who truly have a want, need or desire for what you have to offer. Writing compelling headlines became easy when I implemented the six rules listed below.
Compelling Headlines Rule #1: Be Useful To The Reader
You headline will only be read by your target audience if it applies to them. Getting to know their fears and desires will give you a good indication of what you can write that will be useful. What keeps them up at night? What can you say that will make them want to put down the paper and pick up the telephone to call you?
Compelling Headlines Rule #2: Create A Sense Of Urgency
What will happen if they don't finish readying the rest of your copy? What will happen if they don't take advantage of what you have to offer? The more you encourage urgency, the better they will respond. Since there are a lot of other ads they can read, once they go on to the next ad they will forget about yours and never call. Make them think they have to read it now.
Compelling Headlines Rule #3: Convey The Uniqueness Of Your Benefit
Tell your prospects how your product is the only product proven to do something (talk about your benefit). You want to let people know your product is the only way to get a specific result. Think of the reason you use it yourself. What is the number one reason why you chose your product over all the other products in the world?
Compelling Headlines Rule #4: Make Sure The Length Is Not Too Long
You don't want to go any longer than 15 words. This will get your prospect to your benefit faster. Be quick, to the point and stress the benefit without sounding like a sales pitch. The more specific you are, the more you will attract the certain type of person who you don't have to convince when they call you. Most people are looking to solve a specific problem. Too much information makes people feel like you are trying too hard to make a sale.
Compelling Headlines Rule #5: Focus On Something New
Is your product brand new? Is your product old, but enhanced in new way? When you think of something that is Hot Off The Press and treat it like Breaking News, people will respond better. An event must be taking place.
Compelling Headlines Rule #6: Avoid Confusing Headlines
Headlines that are incomplete or confusing will cause the reader to move on to the next ad. You are competing with a lot of other ads that will be seen next to yours. Never create a headline where the copy underneath must be read to understand your message. Readers like simplicity.
One of the most important aspects of building a successful home-based business is developing the mindset of a leader. When you simply take someone else's headlines and ads and use them as your own, you're just following someone else's plan. Even if you already have something that is working, follow the rules above to practice writing your own headlines. Sooner or later you will need to develop the skill set of writing compelling headlines.
Companies like to paint a pretty picture to distributors to make them feel as though it doesn't take a lot of work to put things into motion. For twelve years I struggled with my home-based business because I kept trying everything that my company was telling me to do. Why did their techniques not work for me? Because they were only for the benefit of the company as a whole. They wanted me to get their message out to the masses so I could weed through all of them to find a few customers here and there. It did very little to grow my business.
After finding a program that offered me proper marketing education, I realized that there is an art and science to writing headlines that grab the attention of your target audience. You don't want everyone calling you, just the people who truly have a want, need or desire for what you have to offer. Writing compelling headlines became easy when I implemented the six rules listed below.
Compelling Headlines Rule #1: Be Useful To The Reader
You headline will only be read by your target audience if it applies to them. Getting to know their fears and desires will give you a good indication of what you can write that will be useful. What keeps them up at night? What can you say that will make them want to put down the paper and pick up the telephone to call you?
Compelling Headlines Rule #2: Create A Sense Of Urgency
What will happen if they don't finish readying the rest of your copy? What will happen if they don't take advantage of what you have to offer? The more you encourage urgency, the better they will respond. Since there are a lot of other ads they can read, once they go on to the next ad they will forget about yours and never call. Make them think they have to read it now.
Compelling Headlines Rule #3: Convey The Uniqueness Of Your Benefit
Tell your prospects how your product is the only product proven to do something (talk about your benefit). You want to let people know your product is the only way to get a specific result. Think of the reason you use it yourself. What is the number one reason why you chose your product over all the other products in the world?
Compelling Headlines Rule #4: Make Sure The Length Is Not Too Long
You don't want to go any longer than 15 words. This will get your prospect to your benefit faster. Be quick, to the point and stress the benefit without sounding like a sales pitch. The more specific you are, the more you will attract the certain type of person who you don't have to convince when they call you. Most people are looking to solve a specific problem. Too much information makes people feel like you are trying too hard to make a sale.
Compelling Headlines Rule #5: Focus On Something New
Is your product brand new? Is your product old, but enhanced in new way? When you think of something that is Hot Off The Press and treat it like Breaking News, people will respond better. An event must be taking place.
Compelling Headlines Rule #6: Avoid Confusing Headlines
Headlines that are incomplete or confusing will cause the reader to move on to the next ad. You are competing with a lot of other ads that will be seen next to yours. Never create a headline where the copy underneath must be read to understand your message. Readers like simplicity.
One of the most important aspects of building a successful home-based business is developing the mindset of a leader. When you simply take someone else's headlines and ads and use them as your own, you're just following someone else's plan. Even if you already have something that is working, follow the rules above to practice writing your own headlines. Sooner or later you will need to develop the skill set of writing compelling headlines.
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