Anyone who has experienced trying to read the front page of a daily paper that measures 13 by 22 inches knows how headlines literally wrestle for a reader's attention. Although, of course, the page layout, including size and placement, has a lot to do with what piece is read first, the way a headline is worded can also make or break a story. Let's put it this way: a so-so story with an extremely catchy and curious headline might prove to be disappointing, but it will still be read. The same story with a humdrum headline will not be read at all.
While writing headlines for journalistic articles and for web copies are different in terms of their target audience, the principle under which they work are basically the same: to capture the essence of a piece and, hopefully, catch attention.
The need for good headlines
In a nutshell, a headline can determine whether a user will click through to a copy or not. This is what's in the mind of most who write copy for an online audience. The possible downside of this thinking is sacrificing accuracy. Some opt to misguide intentionally just to get hits. Remember that clicks alone will not translate to business automatically. Hence, it's really not worth trying to misguide prospective customers through deceptive headlines.
A headline, in journalism parlance, is the gist of the gist of a story. When writing copy for the web, this can be overly simplistic. There are more things to consider than just condensing a piece into several words. While doing that, for instance, remember to be creative and inspired in thinking of your headlines. The World Wide Web is astronomically bigger than any single newspaper. And even with the help of a search engine to narrow down results, the webpages (and headlines) competing for a user's attention is unimaginably voluminous. This is where a good headline edges out a mediocre one.
The writing itself
When writing headlines, it is best to strike a balance between accuracy and creativity. The first part, simply put, means saying what you want to say, no complication, no catch. Trying to impress via headlines is not only needless and arrogant, it can also backfire in the long run. Thinking about it, writing for the sake of trying to impress often works to one's disadvantage.
After figuring out what you really need to say (in other words, what your piece says), figure out the most effective, creative, catchy, clever way of saying it. While you tirelessly try to excite and reel people in through your headlines, remember that headlines are the bait, and your copy is the fishing rod that reels people in.
As with writing for journalistic purposes, headlines of web copies differ on what purpose they will serve. The tone of your headline usually sets the mood for the rest of the article. Reserve funny headlines for funny pieces, satirical ones for parodies, academic ones for research papers, you get the picture.
The Content Annex can craft strong copies and relevant articles for your website. We also write press releases, sales copies, blogs, SEO articles, e-books, newsletters, autoresponder emails, and content for other marketing materials.
Showing posts with label Headlines. Show all posts
Showing posts with label Headlines. Show all posts
Tuesday, 7 February 2012
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.
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.
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