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.
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