There is a lot of ballyhoo about the importance of headlines in copywriting. If you are just getting started it is easy to take this stuff out of context.
The importance of the headline IS paramount in several different formats of copy - in situations where the headline MUST grab the readers attention an effective headline is the difference between success and failure for the ad.
One of my pet peeves is super-long headlines that try to cram a detailed description of what the product is or does into the headline itself. This is usually not a good thing, but of course in the hands of a skilled copywriter a long headline can work well indeed.
Most writers doing online marketing these days cranking-out verbose headlines are not particularly skilled however - their headlines are like the desperate guy trying to get a date from every girl who walks by; rattling off a meandering list of benefits hoping she'll hear one she likes and stop and talk to the guy.
Does that sound like a good way to get a date?
No. It doesn't
It's fairly easy to find examples of this kind of headline writing in copy ebook authors and software designers have written for their own products. Because these folks are often making products that fit a narrow niche, they feel they need to sell the product in the headline.
Part of the selling DOES happen in any headline. How much of the selling depends on the state-of-awareness of the reader.
Example: "Bananas! .59 lb."
Since we are completely aware of what bananas are the headline's objective is to get our attention with a bargain price. There is nothing to explain of the benefits of the product because it is already so thoroughly familiar to us.
This is not, by the way, the sort of headline you, as a direct marketer, should want to find yourself in the position of writing - because it's tough to make money when you have to scream "LOW PRICE!" to get attention.
A much better situation is when your headline can announce some new benefit to your product - either because your product itself is new and innovative, or because you are very clever and have found a way to reframe your old product in a new way - which can result in a real advertising victory by reviving a dead product and re-introducing it with a marketing twist.
In most cases when selling stuff online with salesletters we are dealing with the harsh realities of free-market commerce: that we have competition breathing down out necks - and their products are similar to ours and also they are willing to sell them cheaper - and maybe their stuff is even better in some ways.
Thus it is a good idea to try to find a way to select the battleground yourself - "positioning" your product in your headline in some way that makes it appear better in some way than other products in the niche.
For example: "Miracle Pill Melts Away Unwanted Pounds!"
This is not inventive these days because it's an old headline. The idea contained here in the headline is that the pill magically just makes pounds disappear. That's an exciting claim! If you are the first and only merchant to claim your diet-pill does such a thing you can profit enormously with such a promise... effortless weight-loss is one of the top 3 best direct marketing claims you could possibly make to sell your product - though there is the additional problem now that many advertisers have made similar announcements and consumers are skeptical because of past disappointments.
Hope does spring eternal however; the basic human needs driving the desire to lose weight are so powerful many people will never give up buying and trying new ways to shed unwanted pounds.
You should try, when writing your headline, to make the broadest specific claim you can in the headline, or imply it there, so you capture interest from the most people. Don't try to tell everything in your headline or even the top of the letter. The sale happens at the bottom, in the order-form area - and only happens when you've guided your prospect through a series of agreements in the body-copy.
Agreements like:
"yes, I have that problem"
"yes, I have not found a solution yet"
"yes, this problem is causing me pain"
"yes, if I saw a real solution I would be very interested"
This seems very abstract here and maybe even corny.
Try applying this to a software product that is supposed to bring traffic to your website:
Headline: Amazing Software Magnetizes Your Website
(This is a curiosity headline... because I make a claim that is mysterious and hopefully intriguing, but I don't try to explain how in the headline. Many of the writers today would have a bloated headline which tries to explain everything in one mouthful.)
An less-effective headline that tells too much, and tries to sell would be something like:
"Who Else Wants This Automated Software Driving Frenzied Flood of Traffic To Their Website, Credit Cards In Hand and Desperate To Buy?"
(This is a silly headline, yet it's not too far-off the sort of thing I see a lot of writers putting out. There are a number of reasons it's bad: it's hypey and cliched in addition to being too verbose. I see a lot of headlines like this one, and longer - if you read them aloud you'll instantly hear how off-target they are.)
After the headline we might ask a question or imply one like: "Don't you hate it when you put tons of work into making a website and you struggle to get the volume of traffic you need to make any real money?"
Then we go on and say: "Getting enough good traffic is a common problem. I had it myself when I was just starting out. I tried a lot of so-called solutions for getting more traffic, but they didn't bring me the results I wanted. Each method I tried either drained my bank account, was too much work for just a trickle of traffic, or just unreliable."
(By the way, I just used "the rule of 3" - because when stating problems it just seems more credible if you state them in groups of 3. There is a rhythm and rhyme to it.)
I am not going to write the whole letter here, but do you see how I already get you agreeing, in your mind, that getting traffic cheaply enough, and without working too hard, can be a bit of a problem? Most people who try internet marketing have these problems so it's a safe bet if you are selling a traffic-generating product these problems fit the bill.
I started out writing about headlines - and I've digressed into body copy, because I want you to understand how the headline is an important PART of the selling process, but it is not where the process really gets going. If you are trying to sell in your headline, you are probably struggling to write good copy. You CAN state benefits in the headline, but when you try too hard to close the sale you'll just turn readers off. Instead use the headline and the introductory copy to draw your reader in and guide him or her, through a series of "Yes" agreements to a point, at the end, where ordering your product seems like a sensible thing to do... and the main objections then will be not whether the argument is valid, but whether the reader believes you and whether your product's perceived value exceeds the price you ask for it.
Showing posts with label headlines. Show all posts
Showing posts with label headlines. Show all posts
Wednesday, 16 May 2012
Friday, 11 May 2012
Headlines Are Powerful Prospecting Tools
Many copywriters will attest to the fact that headlines make or break a sale. A subtle change in a headline can result to astronomical increase in sales. A good understanding of headlines is pivotal in a successful internet marketing campaign.
Headlines will fall into three main categories. There are webpage titles, which appear in Search Engine result pages. For example when you do a search in Yahoo, the resulting page has a list of links to relevant pages. These links are page titles that describe the content in the webpage. These are what the surfer will first read to determine how relevant that page would be to them. These kinds of headlines are input in the HTML code of the webpage within the "HEAD" tag. They are only visible to your browser and Search Engine crawlers.
The second kind of headlines is the PPC titles. These are the bold sentences within a Pay per Click (PPC) advert that appears at the top of the advert. These titles are probably the most challenging to create. Due to design issues and restriction of space where the adverts appear, PPC demand you design your title within a number of characters. In Google Adwords, for example, the title is restricted to 25 characters.
The third kind of headlines is the subject line of emails. In email marketing, the subject of the email acts as the headline. Once the surfer opens their mail box, it is the title that either attracts them to click open the mail, ignore it or even worse delete it.
So what gives headlines such power?
Headlines are probably the most viewed elements on a webpage. Surfers use them to quickly determine a page's relevance. Different wordings communicate differently and as such different headlines communicate relevance differently. This explains why subtle changes have huge impacts. Consequently, headlines are very powerful prospecting tools. They assist in picking out your best fitting customer profile from the crowd.
The secret of harnessing the full power of headlines lies in creating headlines that resonate strongly with your perfect customer profile. Such headlines connect with prospects, draw their attention to click on them to find out more.
You create this resonance by providing the perception of value as being searched for by the surfer. Keep in mind that the surfer is searching for a solution, whether in form of product, service or information. When your headline promises to deliver they will stop to consider you.
Headlines will fall into three main categories. There are webpage titles, which appear in Search Engine result pages. For example when you do a search in Yahoo, the resulting page has a list of links to relevant pages. These links are page titles that describe the content in the webpage. These are what the surfer will first read to determine how relevant that page would be to them. These kinds of headlines are input in the HTML code of the webpage within the "HEAD" tag. They are only visible to your browser and Search Engine crawlers.
The second kind of headlines is the PPC titles. These are the bold sentences within a Pay per Click (PPC) advert that appears at the top of the advert. These titles are probably the most challenging to create. Due to design issues and restriction of space where the adverts appear, PPC demand you design your title within a number of characters. In Google Adwords, for example, the title is restricted to 25 characters.
The third kind of headlines is the subject line of emails. In email marketing, the subject of the email acts as the headline. Once the surfer opens their mail box, it is the title that either attracts them to click open the mail, ignore it or even worse delete it.
So what gives headlines such power?
Headlines are probably the most viewed elements on a webpage. Surfers use them to quickly determine a page's relevance. Different wordings communicate differently and as such different headlines communicate relevance differently. This explains why subtle changes have huge impacts. Consequently, headlines are very powerful prospecting tools. They assist in picking out your best fitting customer profile from the crowd.
The secret of harnessing the full power of headlines lies in creating headlines that resonate strongly with your perfect customer profile. Such headlines connect with prospects, draw their attention to click on them to find out more.
You create this resonance by providing the perception of value as being searched for by the surfer. Keep in mind that the surfer is searching for a solution, whether in form of product, service or information. When your headline promises to deliver they will stop to consider you.
Friday, 6 April 2012
How To Write Powerful Headlines
I want to tell you how I go about writing headlines. I like to keep swap files of headlines around for future use. And how I go about doing it goes something like this...
I'll find a headline I like, wherever it may be, and then I don't copy it word for word, instead I'll use a "fill in the blank" approach. That way I get a generic headline that I can apply to almost any business.
For example, I find a headline I like that goes something like this:
"Give Me 5 Minutes And I'll Show You How To Put An Extra $1000 Into Your Pocket!"
In my swap file I would write it down using a "fill in the blank" approach:
"Give Me _____ And I'll _____!"
I could now take this generic headline and apply it to almost any business...
Car insurance for example:
"Give Me 60 Seconds And I'll Show You How To Slash Your Car Insurance Cost In Half Every Single Month!"
Do you follow me...?
You don't want to steal any headline word for word. That would be a bad thing. But you can recycle headlines by using a "fill in the blank" approach, and then applying that to whatever business you may be are a part of.
I mean gee... why reinvent the wheel? There are a ton of great headlines out there already!
Here's another example:
"Great New Discovery Kills Kitchen Odors Quick... Makes Indoor Air Country Fresh!
In my swap file I would write it down using a fill in the blank approach:
"Great New _____ .... Makes _____!"
I could now take this generic headline and apply it to almost any business...
Weight loss for example:
"Great New Diet Pill Burns Unwanted Fat... Makes Dieting Easy!"
So the moral of the story is... The next time you come across a headline that grabs your attention, don't just stare at it! Write it down in your swap file using a fill in the blank approach.
And over time, the next thing you know, you'll have so many fill in the blank generic headlines to choose from in your swap file....
You'll never be stuck for a headline to write ever again!
I'll find a headline I like, wherever it may be, and then I don't copy it word for word, instead I'll use a "fill in the blank" approach. That way I get a generic headline that I can apply to almost any business.
For example, I find a headline I like that goes something like this:
"Give Me 5 Minutes And I'll Show You How To Put An Extra $1000 Into Your Pocket!"
In my swap file I would write it down using a "fill in the blank" approach:
"Give Me _____ And I'll _____!"
I could now take this generic headline and apply it to almost any business...
Car insurance for example:
"Give Me 60 Seconds And I'll Show You How To Slash Your Car Insurance Cost In Half Every Single Month!"
Do you follow me...?
You don't want to steal any headline word for word. That would be a bad thing. But you can recycle headlines by using a "fill in the blank" approach, and then applying that to whatever business you may be are a part of.
I mean gee... why reinvent the wheel? There are a ton of great headlines out there already!
Here's another example:
"Great New Discovery Kills Kitchen Odors Quick... Makes Indoor Air Country Fresh!
In my swap file I would write it down using a fill in the blank approach:
"Great New _____ .... Makes _____!"
I could now take this generic headline and apply it to almost any business...
Weight loss for example:
"Great New Diet Pill Burns Unwanted Fat... Makes Dieting Easy!"
So the moral of the story is... The next time you come across a headline that grabs your attention, don't just stare at it! Write it down in your swap file using a fill in the blank approach.
And over time, the next thing you know, you'll have so many fill in the blank generic headlines to choose from in your swap file....
You'll never be stuck for a headline to write ever again!
Saturday, 17 March 2012
Advertisers - Learn How to Write Better Headlines
If you want people to buy your products you have to advertise. Unfortunately, there's no getting around that fact. Like it or not, advertising is a necessary evil.
The key to print advertising is the right people seeing your ad and responding. However, your ad has a far greater chance of succeeding if your headline is strong.
How important is a strong headline? If your headline is weak, no one will read your ad and it will fail. It's as simple as that.
"The Father of Advertising," legendary copywriter David Olgivy once said, "Five times as many people read your headlines as do your actual copy." Whether or not he's right about the actual percentage isn't important. What is important is that your headline is the first thing people see, so you'd better get it right.
So what exactly does getting it right mean? What makes a good headline?
Before you can write a good headline, you first have to understand what the job of a headline is. The number one job of a headline is to get the readers attention - period. Now there are a number of ways that you can do this. I personally like to direct my headlines toward a specific audience. I find that to be the most effective method.
However, for this method to work, you have to understand your target market. You have to know your audience. Now being the owner of a marketing blog, I know for a fact that advertisers are always interested in writing better headlines. How do I know this? Market research.
Always, Always, Always research your market! That can be your edge over your competition. Anyway, back to the topic at hand. My target audience for this article are advertisers interested in learning how to write better headlines. So in my headline I focused on my target audience, "advertisers" and what my audience wants, "to write better headlines." Hence the headline:
"Advertisers: Learn How To Write Better Headlines"
Now only testing will tell for sure. But my experience tells me that's a strong headline and would be successful.
Now I simplified the writing process here for the sake of brevity. But you'll more than likely have to write dozens of headlines for each of your ads before you come up with something you like - something that's going to be effective. It's all part of the process.
For me personally, my best headlines are usually the ones that sort of just pop into my head. But generally speaking, you're better off writing a bunch of headlines, until you end up with your strongest one.
So how will you determine which is your strongest headline? Show your headlines to your friends and family. Get their opinions. Also, if you're a member of a small business forum, show your headlines to forum members to get their feedback.
Ready to see me write another headline? Let's do it. Suppose I owned a pet grooming shop. Now since I already did my market research, I know that most pet owners like to pamper their pets. So I'm sure that I would get a pet owners attention with a headline like this:
"Pet Owners: We'll Pamper Your Pet Like It Belonged To Oprah!"
Now let's discuss the fundamentals for a second. My target audience for this ad are pet owners. So in my headline I targeted my audience by using the words, "pet owners" and I gave my audience what they want by using the word "pamper."
Let me explain what else I did. I used the name of a famous celebrity in my headline, which is always guaranteed to get attention. Remember what I said earlier. The number one job of a headline is to get the readers attention.
But I also did something else. I brought emotion into the mix. In my headline, I told readers that my pet grooming shop would "treat their pets like royalty!" And while I didn't use those exact words, the implication is there.
That headline has strong emotional appeal. After all, what loving pet owner doesn't want their pet treated special, right? By the way, emotional appeals are very powerful in headlines. So use them as often as possible.
So are you starting to understand this headline writing thing yet? Well, let's write one more to make sure.
Suppose I owned a pizza shop. Again, start with the fundamentals. My target for this ad is a general audience. After all, nearly everyone eats pizza. But despite that fact, I'm still going to target my audience by using the word, "pizza" in my headline
Now this one's a little trickier because pizza ads are a dime a dozen. So I need to do something to make my headline different - to stand out. I've decided to give my headline instant credibility by using a feature that is unique to my pizza shop. Here's the headline I came up with:
"Jackson's Pizza: Voted the City's Best Pizza For 10 Straight Years!"
Do you know what the reaction of most people reading that headline would be?
"Wow...voted the city's best pizza for 10 straight years! It must be good!"
This headline also has strong emotional appeal. Why? Because everyone likes to be associated with a winner. It's human nature.
Wrapping everything up, I'm going to summarize what it takes to write effective headlines into 5 simple steps:
1. You must know and understand your target audience. Research your market!
2. Target your headline to that audience.
3. Give your audience what they want.
4. Your headline must get the readers attention. Be creative.
5. Use emotional appeal whenever possible. Again, be creative.
One last thing. when writing headlines don't try to trick or mislead people. Get people's attention, yes. Be creative, yes. But above all be honest!
The key to print advertising is the right people seeing your ad and responding. However, your ad has a far greater chance of succeeding if your headline is strong.
How important is a strong headline? If your headline is weak, no one will read your ad and it will fail. It's as simple as that.
"The Father of Advertising," legendary copywriter David Olgivy once said, "Five times as many people read your headlines as do your actual copy." Whether or not he's right about the actual percentage isn't important. What is important is that your headline is the first thing people see, so you'd better get it right.
So what exactly does getting it right mean? What makes a good headline?
Before you can write a good headline, you first have to understand what the job of a headline is. The number one job of a headline is to get the readers attention - period. Now there are a number of ways that you can do this. I personally like to direct my headlines toward a specific audience. I find that to be the most effective method.
However, for this method to work, you have to understand your target market. You have to know your audience. Now being the owner of a marketing blog, I know for a fact that advertisers are always interested in writing better headlines. How do I know this? Market research.
Always, Always, Always research your market! That can be your edge over your competition. Anyway, back to the topic at hand. My target audience for this article are advertisers interested in learning how to write better headlines. So in my headline I focused on my target audience, "advertisers" and what my audience wants, "to write better headlines." Hence the headline:
"Advertisers: Learn How To Write Better Headlines"
Now only testing will tell for sure. But my experience tells me that's a strong headline and would be successful.
Now I simplified the writing process here for the sake of brevity. But you'll more than likely have to write dozens of headlines for each of your ads before you come up with something you like - something that's going to be effective. It's all part of the process.
For me personally, my best headlines are usually the ones that sort of just pop into my head. But generally speaking, you're better off writing a bunch of headlines, until you end up with your strongest one.
So how will you determine which is your strongest headline? Show your headlines to your friends and family. Get their opinions. Also, if you're a member of a small business forum, show your headlines to forum members to get their feedback.
Ready to see me write another headline? Let's do it. Suppose I owned a pet grooming shop. Now since I already did my market research, I know that most pet owners like to pamper their pets. So I'm sure that I would get a pet owners attention with a headline like this:
"Pet Owners: We'll Pamper Your Pet Like It Belonged To Oprah!"
Now let's discuss the fundamentals for a second. My target audience for this ad are pet owners. So in my headline I targeted my audience by using the words, "pet owners" and I gave my audience what they want by using the word "pamper."
Let me explain what else I did. I used the name of a famous celebrity in my headline, which is always guaranteed to get attention. Remember what I said earlier. The number one job of a headline is to get the readers attention.
But I also did something else. I brought emotion into the mix. In my headline, I told readers that my pet grooming shop would "treat their pets like royalty!" And while I didn't use those exact words, the implication is there.
That headline has strong emotional appeal. After all, what loving pet owner doesn't want their pet treated special, right? By the way, emotional appeals are very powerful in headlines. So use them as often as possible.
So are you starting to understand this headline writing thing yet? Well, let's write one more to make sure.
Suppose I owned a pizza shop. Again, start with the fundamentals. My target for this ad is a general audience. After all, nearly everyone eats pizza. But despite that fact, I'm still going to target my audience by using the word, "pizza" in my headline
Now this one's a little trickier because pizza ads are a dime a dozen. So I need to do something to make my headline different - to stand out. I've decided to give my headline instant credibility by using a feature that is unique to my pizza shop. Here's the headline I came up with:
"Jackson's Pizza: Voted the City's Best Pizza For 10 Straight Years!"
Do you know what the reaction of most people reading that headline would be?
"Wow...voted the city's best pizza for 10 straight years! It must be good!"
This headline also has strong emotional appeal. Why? Because everyone likes to be associated with a winner. It's human nature.
Wrapping everything up, I'm going to summarize what it takes to write effective headlines into 5 simple steps:
1. You must know and understand your target audience. Research your market!
2. Target your headline to that audience.
3. Give your audience what they want.
4. Your headline must get the readers attention. Be creative.
5. Use emotional appeal whenever possible. Again, be creative.
One last thing. when writing headlines don't try to trick or mislead people. Get people's attention, yes. Be creative, yes. But above all be honest!
Wednesday, 14 March 2012
How to Create Winning Headlines
Let's talk about everything you need to know about writing headlines and sub-headlines that can entice people to keep reading your offer. When you follow these steps correctly this method of sales copywriting should ensure people to like everything you say. Clever marketing is great marketing!
1.Use the color red for your headline. The color red usually symbolizes an alert or something very important. Or, you can use black or text with yellow highlight in the background if red won't suit your sales copy's idea or layout. However, it is advisable to use red or off-red as the color of your headline, and this color can be used with almost any theme color with good results.
2.Your headline font must be much bigger than the usual font used for your sales letter. The idea is for your large red headline to grab your web site visitor's attention to read it and continue reading. So it is very important that your headline stands out from the rest of your sales copy. Usually, the headline size 2 to 3 times bigger than your standard font.
3.Describe a benefit or a summary of your great offer in the headline. and the benefit should speak to your prospect only, not to YOU or someone else. Make sure that it ultimately has to do with your prospect and how it could benefit him or her.
4.You could introduce a character in your headline. It will make your sales copy more interesting to read and in most cases, could relate to your prospects. For example: Discover How A 22 Year Old girl Is Making THREE Times More In Income Than both her parents On The Internet! This headline is best aimed at young people who want to know how to make money online. Or: How A 27 Year Old Unemployed man broke free from Bankruptcy And Became Financially FREE...How YOU Can Do It, Too!
This headline is best aimed at people who are unemployed or bankrupt and how they can improve their financial situation, regardless of how old they are or how old they think they are. This would depend on what type of product or service you have to offer, the more you can relate it to the majority of your web site visitors, the better chance you'll have to hook your readers to read your sales letter, and then hopefully go on to make a purchase from you.
5.Your sub headline serves as a little hook after your main headline to make your visitors continue reading. The sub headline usually explores another benefit for your reader to continue, which is not mentioned in the headline. The sub headline is smaller than the main headline in font size usually by 1, and could be a different color too like black. Using black for your sub headline works well with your red main headline .You want to make your visitors feel that they need to read every line of your sales letter. Make it as easy as possible to read it, which brings us on to...
6.Do not use excessive words in your headline. As a general rule, use from 15 to 25 words for your headline, and about 3 to 5 lines. Don't make your headline hard to read by using too many words, otherwise your reader would just get lazy immediately and leave your web site, without ever knowing how great your offer really was.
The headlines are the first few important steps you need for a great money making web site offer.
1.Use the color red for your headline. The color red usually symbolizes an alert or something very important. Or, you can use black or text with yellow highlight in the background if red won't suit your sales copy's idea or layout. However, it is advisable to use red or off-red as the color of your headline, and this color can be used with almost any theme color with good results.
2.Your headline font must be much bigger than the usual font used for your sales letter. The idea is for your large red headline to grab your web site visitor's attention to read it and continue reading. So it is very important that your headline stands out from the rest of your sales copy. Usually, the headline size 2 to 3 times bigger than your standard font.
3.Describe a benefit or a summary of your great offer in the headline. and the benefit should speak to your prospect only, not to YOU or someone else. Make sure that it ultimately has to do with your prospect and how it could benefit him or her.
4.You could introduce a character in your headline. It will make your sales copy more interesting to read and in most cases, could relate to your prospects. For example: Discover How A 22 Year Old girl Is Making THREE Times More In Income Than both her parents On The Internet! This headline is best aimed at young people who want to know how to make money online. Or: How A 27 Year Old Unemployed man broke free from Bankruptcy And Became Financially FREE...How YOU Can Do It, Too!
This headline is best aimed at people who are unemployed or bankrupt and how they can improve their financial situation, regardless of how old they are or how old they think they are. This would depend on what type of product or service you have to offer, the more you can relate it to the majority of your web site visitors, the better chance you'll have to hook your readers to read your sales letter, and then hopefully go on to make a purchase from you.
5.Your sub headline serves as a little hook after your main headline to make your visitors continue reading. The sub headline usually explores another benefit for your reader to continue, which is not mentioned in the headline. The sub headline is smaller than the main headline in font size usually by 1, and could be a different color too like black. Using black for your sub headline works well with your red main headline .You want to make your visitors feel that they need to read every line of your sales letter. Make it as easy as possible to read it, which brings us on to...
6.Do not use excessive words in your headline. As a general rule, use from 15 to 25 words for your headline, and about 3 to 5 lines. Don't make your headline hard to read by using too many words, otherwise your reader would just get lazy immediately and leave your web site, without ever knowing how great your offer really was.
The headlines are the first few important steps you need for a great money making web site offer.
Friday, 9 March 2012
Progressive Headlines Guide Customers To Buy
Headlines are, without a doubt, one of the most important elements in copywriting. As has been said countless times before, if you don't get your readers' attention with the headline, the chance of them reading your copy is virtually none. But headlines (and sub-headlines) play a vital part in the copywriting process for other reasons, too.
Whether we, as copywriters, like it or not, the fact is most people will not read all the copy word for word. Headlines can help fill in the blanks in several ways so "skimmers" still get the gist of the information included in the copy.
Headlines Outline the Benefits
Using headlines and sub-heads that state benefits about your product/service can be a powerful strategy. Using wireless home networking for example, you might create headlines and sub-heads that read:
Work From Anywhere In Your Home
No More Jumbled Cables Strung Everywhere
Have Multiple Computers Online At The Same Time
Make All The Computer Users In Your Home Happy
Even if the customer didn't read the copy included in between these heads and sub-heads, they would still be made aware of all the benefits of having a wireless home network.
Headlines Give An Overview
Depending on the type of copy you're writing, headlines can help to urge your customers to read further. In fact, in long-form copy, headlines should create their own sub-set of copy. If you read just the headlines, they should make sense all by themselves. For example, copy about a new book on how to start your own business might use the following headlines.
New Book Takes You Step-by-Step Through Starting Your Own Business
An introduction would go here as well as copy designed to gain the attention of the reader.
Starting A Business Is Easier Than Ever
Continue with the copy here.
The Little Known Secrets In This Book Will Show You How
More copy here.
See? As you read through the headlines and sub-headlines they make sense even without any copy. This serves to give an overview of the information to those customers who may not read every word of the copy you've written. If they read just the headlines and sub-heads, they'll still understand what you're offering.
Headlines Can Raise Curiosity
Make a statement that's so unusual it doesn't make sense. Create "cliff-hangers" with your headlines and only give so much information before stopping. When you use these and other interest builders, you can encourage customers to read further into your copy just to satisfy their curiosity. Using natural gardening products as our example, the headlines and sub-heads often look like this:
My Roses Are Bursting With Blossoms Since I Stopped Watering Them
My Prize-Winning Tulips Would Wither Up and Die If It Weren't for...
Which Annual Blooms Twice As Big When You Give It A Beer/Shampoo Cocktail?
These statements make you think. They start the reader wondering so that he/she continues to read on to get the rest of the story.
When creating headlines in your copy, think about how they all work together. Instead of just plopping bolded words in between paragraphs, create a plan revolving around progressive headlines that can lead your readers to buy.
Whether we, as copywriters, like it or not, the fact is most people will not read all the copy word for word. Headlines can help fill in the blanks in several ways so "skimmers" still get the gist of the information included in the copy.
Headlines Outline the Benefits
Using headlines and sub-heads that state benefits about your product/service can be a powerful strategy. Using wireless home networking for example, you might create headlines and sub-heads that read:
Work From Anywhere In Your Home
No More Jumbled Cables Strung Everywhere
Have Multiple Computers Online At The Same Time
Make All The Computer Users In Your Home Happy
Even if the customer didn't read the copy included in between these heads and sub-heads, they would still be made aware of all the benefits of having a wireless home network.
Headlines Give An Overview
Depending on the type of copy you're writing, headlines can help to urge your customers to read further. In fact, in long-form copy, headlines should create their own sub-set of copy. If you read just the headlines, they should make sense all by themselves. For example, copy about a new book on how to start your own business might use the following headlines.
New Book Takes You Step-by-Step Through Starting Your Own Business
An introduction would go here as well as copy designed to gain the attention of the reader.
Starting A Business Is Easier Than Ever
Continue with the copy here.
The Little Known Secrets In This Book Will Show You How
More copy here.
See? As you read through the headlines and sub-headlines they make sense even without any copy. This serves to give an overview of the information to those customers who may not read every word of the copy you've written. If they read just the headlines and sub-heads, they'll still understand what you're offering.
Headlines Can Raise Curiosity
Make a statement that's so unusual it doesn't make sense. Create "cliff-hangers" with your headlines and only give so much information before stopping. When you use these and other interest builders, you can encourage customers to read further into your copy just to satisfy their curiosity. Using natural gardening products as our example, the headlines and sub-heads often look like this:
My Roses Are Bursting With Blossoms Since I Stopped Watering Them
My Prize-Winning Tulips Would Wither Up and Die If It Weren't for...
Which Annual Blooms Twice As Big When You Give It A Beer/Shampoo Cocktail?
These statements make you think. They start the reader wondering so that he/she continues to read on to get the rest of the story.
When creating headlines in your copy, think about how they all work together. Instead of just plopping bolded words in between paragraphs, create a plan revolving around progressive headlines that can lead your readers to buy.
Tuesday, 6 March 2012
Day 4 - How to Write Killer Headlines - The Basics
A headline can make or break a sales letter, website page, newsletter, email, email newsletter, blog post or twitter post. In fact, everything you write should have a killer headline.
Headlines are the gatekeeper of an article or ad. If it's good, people will read on. If it isn't, then your email or sales letter hits the recycling bin or gets the delete button treatment.
Just as the purpose of every sale is to get a second sale, the purpose of every sentence is to get your reader to read the second sentence.
The first sentence doesn't start in the body of the text. It starts with the headline.
Still need convincing?
If you're still not sure about the importance of headlines, check out these snippets from the experts:
According to David Ogilvy, founder of the Ogilvy & Mather advertising agency and author of Confessions of an Advertising Man:
"On the average, 5 times as many people read the headlines as read the body copy. It follows that unless your headline sells your product, you have wasted 90% of your money."
Google: "Recent research suggests that users decide to stay or leave your site in 8 seconds or less -- in that short amount of time, headlines are the one piece of copy that users will actually read."
There are a number of basics that you need to get right when writing headlines.
1. Identify who Your Audience Is
Your headline should change depending on whether or not your audience is freezing, cold or warm. By this I mean, will your audience be reading your article/letter/ad/ for the first time? Will they know who you are, will they know your product name?
You can tailor headlines to suit your audience's knowledge of you and your product. This will lead to more people reading your articles. Decide whether you are writing to sell or writing to engage.
2. Write for People First
You will read many articles extolling the virtues of headlines and keywords for Search Engine Optimisation (SEO). SEO helps raise your profile on the search engines. (We'll talk about this in a later article). Some exponents argue that writing for SEO is different than writing for reading's sake. My experience has shown that writing for people first will help with both SEO and click-through.
If you write as if you're talking to the person, chances are you're going to write a killer heading..and copy.
3. Ask yourself 'What's in it for me?'
If you want to lure people into your copy, then you need to ask yourself the question through the reader's eyes - "what's in it for me?". If you can't answer this, then you need to start again. No matter what way you structure your headline, it has to answer that important question.
4. Keep it Short
The average or ideal length for a headline is five words. Shorter headlines give a better punch or a better sizzle to your message. If you are battling with more words, then simply make a sub-heading out of them or make use of punctuation.
5. Make it Real
Under no circumstance should you write the best headline ever, but not have the copy to back it up. Or worse still, the product or service doesn't match up with the headline's benefits. Your headline has to support the copy just as the copy supports the headline.
The best headline in the world won't stop a bad story from ruining your reputation.
6. Keep it Simple
I've seen numerous witty and clever headlines. Some work, a lot don't. My advice is to keep it simple. Don't be clever for clever's sake.
7. Start Over
Once you've written your headline, ask yourself if you're happy with it. If you are, start over again. If you're not, start over again. You should spend as much time on your headline as you do on your copy. Do not stop until you are proud of your headline.
Day 4 - Homework
Today, I'm relying on 6 questions that Clayton Makepeace, one of the world's acclaimed copy-writers said in teleconference on 20th December 2006.
Take a recent headline and ask yourself:
1. Does your headline touch a nerve?
2. Does it make a unique claim or statement?
3. Does it provoke curiosity?
4. Is it credible?
5. It is specific?
6. Does it have a news element?
7. Does it offer a compelling benefit for reading?
Headlines are the gatekeeper of an article or ad. If it's good, people will read on. If it isn't, then your email or sales letter hits the recycling bin or gets the delete button treatment.
Just as the purpose of every sale is to get a second sale, the purpose of every sentence is to get your reader to read the second sentence.
The first sentence doesn't start in the body of the text. It starts with the headline.
Still need convincing?
If you're still not sure about the importance of headlines, check out these snippets from the experts:
According to David Ogilvy, founder of the Ogilvy & Mather advertising agency and author of Confessions of an Advertising Man:
"On the average, 5 times as many people read the headlines as read the body copy. It follows that unless your headline sells your product, you have wasted 90% of your money."
Google: "Recent research suggests that users decide to stay or leave your site in 8 seconds or less -- in that short amount of time, headlines are the one piece of copy that users will actually read."
There are a number of basics that you need to get right when writing headlines.
1. Identify who Your Audience Is
Your headline should change depending on whether or not your audience is freezing, cold or warm. By this I mean, will your audience be reading your article/letter/ad/ for the first time? Will they know who you are, will they know your product name?
You can tailor headlines to suit your audience's knowledge of you and your product. This will lead to more people reading your articles. Decide whether you are writing to sell or writing to engage.
2. Write for People First
You will read many articles extolling the virtues of headlines and keywords for Search Engine Optimisation (SEO). SEO helps raise your profile on the search engines. (We'll talk about this in a later article). Some exponents argue that writing for SEO is different than writing for reading's sake. My experience has shown that writing for people first will help with both SEO and click-through.
If you write as if you're talking to the person, chances are you're going to write a killer heading..and copy.
3. Ask yourself 'What's in it for me?'
If you want to lure people into your copy, then you need to ask yourself the question through the reader's eyes - "what's in it for me?". If you can't answer this, then you need to start again. No matter what way you structure your headline, it has to answer that important question.
4. Keep it Short
The average or ideal length for a headline is five words. Shorter headlines give a better punch or a better sizzle to your message. If you are battling with more words, then simply make a sub-heading out of them or make use of punctuation.
5. Make it Real
Under no circumstance should you write the best headline ever, but not have the copy to back it up. Or worse still, the product or service doesn't match up with the headline's benefits. Your headline has to support the copy just as the copy supports the headline.
The best headline in the world won't stop a bad story from ruining your reputation.
6. Keep it Simple
I've seen numerous witty and clever headlines. Some work, a lot don't. My advice is to keep it simple. Don't be clever for clever's sake.
7. Start Over
Once you've written your headline, ask yourself if you're happy with it. If you are, start over again. If you're not, start over again. You should spend as much time on your headline as you do on your copy. Do not stop until you are proud of your headline.
Day 4 - Homework
Today, I'm relying on 6 questions that Clayton Makepeace, one of the world's acclaimed copy-writers said in teleconference on 20th December 2006.
Take a recent headline and ask yourself:
1. Does your headline touch a nerve?
2. Does it make a unique claim or statement?
3. Does it provoke curiosity?
4. Is it credible?
5. It is specific?
6. Does it have a news element?
7. Does it offer a compelling benefit for reading?
Sunday, 19 February 2012
7 Ways To Write Attention Grabbing Headlines
Reach out and grab your readers with attractive, click persuasive and winning headlines. Watch as your promotional ROI (return on investment) increases fast! Follow the steps below and turn those browsers into buyers by sucking them into your advertisement or sales page with irresistible Headlines.
Below are 7 ways that you can attract readers and more importantly buyers of your product or service. If you use one or all of them it doesn’t matter, just use these techniques I have outlined for you.
How To… - This is one of the top performing headlines. People want to learn steps, how to do something. For example, “7 Ways to Write Attention Grabbing Headlines” or “How to Spot a Fake Louie Vuitton”. So tell them!
News Headline – Get to the point right off the bat. “Service Company Teams up To Fill in Gaps with Children’s Fundraiser.” Then write that inverted pyramid style with the most detailed information (who, what, when, where, why, how) on top.
Featured Benefit Headline – Disclose your biggest benefit right at the top. Draw attention by opening in grand style, “Marketers Get Over 50% of Their Emails Opened with New Auto responder Technology.” Do you see who was benefited in the preceding headline? It’s as plain as the nose on your face right? That’s how you want it to be. Do not make people guess or this will lead to confusion.
Solve A Problem – Pick a popular problem being discussed in your niche or industry and then use it to your advantage. For example, “Turn Your Private Label Products into Profits in 5 Minutes with This New Audio Mastery Series.” How about, “Double Your List Size in 7 Days With This Viral Software.” See how I got your attention with a headline proposing a solution to a problem?
Share Personal Discovery – Create interesting story angles out of your own would-be bloopers like, “Everyone Told Me I’d Never Be Able to Quit My Day Job, But I Did It in One Month and with only a $10 Investment!” Try this one, “Wrong Email to Wrong List Leads to Unexpected Profits!” Do not be afraid to admit mistakes. We are all human and letting your prospective customers and list members know this will improve your re pore with them.
Case Study or Testimonial Headline – Place the focus on those interesting story angles of others; for example, “Jack Stuffed My Mailer in the Trash, Then Dug It Out, Listened to the Audio Files, and Earned $12,457 in Just 30- Days!”
Guarantee Headliners – Add your bottom line up top, “Earn Your Money Back in 30 Days or Less or I’ll Double Your Money Back!” Also, “Double Your Money Back if You Don’t Double Your Money!”
Put any of these top formulas to work on your websites, articles and press releases. I can assure you that you will receive a better response to your ads than previous attempts. The ways to format your headlines above are tried and tested, don’t try and change the wheel on this one. Make it easy on yourself and just follow what has been proven to work.
Today it is harder than ever to get people to read what you want them to. Heck, it’s hard enough to get them to stop for a second to do so. Everyone is so busy these days and in a give it to me now society you have to give it to them now. Writing headlines that get straight to the point is what will cause people to stop and take notice. Make sure you put a lot of thought into your headlines and watch your ROI skyrocket!
Below are 7 ways that you can attract readers and more importantly buyers of your product or service. If you use one or all of them it doesn’t matter, just use these techniques I have outlined for you.
How To… - This is one of the top performing headlines. People want to learn steps, how to do something. For example, “7 Ways to Write Attention Grabbing Headlines” or “How to Spot a Fake Louie Vuitton”. So tell them!
News Headline – Get to the point right off the bat. “Service Company Teams up To Fill in Gaps with Children’s Fundraiser.” Then write that inverted pyramid style with the most detailed information (who, what, when, where, why, how) on top.
Featured Benefit Headline – Disclose your biggest benefit right at the top. Draw attention by opening in grand style, “Marketers Get Over 50% of Their Emails Opened with New Auto responder Technology.” Do you see who was benefited in the preceding headline? It’s as plain as the nose on your face right? That’s how you want it to be. Do not make people guess or this will lead to confusion.
Solve A Problem – Pick a popular problem being discussed in your niche or industry and then use it to your advantage. For example, “Turn Your Private Label Products into Profits in 5 Minutes with This New Audio Mastery Series.” How about, “Double Your List Size in 7 Days With This Viral Software.” See how I got your attention with a headline proposing a solution to a problem?
Share Personal Discovery – Create interesting story angles out of your own would-be bloopers like, “Everyone Told Me I’d Never Be Able to Quit My Day Job, But I Did It in One Month and with only a $10 Investment!” Try this one, “Wrong Email to Wrong List Leads to Unexpected Profits!” Do not be afraid to admit mistakes. We are all human and letting your prospective customers and list members know this will improve your re pore with them.
Case Study or Testimonial Headline – Place the focus on those interesting story angles of others; for example, “Jack Stuffed My Mailer in the Trash, Then Dug It Out, Listened to the Audio Files, and Earned $12,457 in Just 30- Days!”
Guarantee Headliners – Add your bottom line up top, “Earn Your Money Back in 30 Days or Less or I’ll Double Your Money Back!” Also, “Double Your Money Back if You Don’t Double Your Money!”
Put any of these top formulas to work on your websites, articles and press releases. I can assure you that you will receive a better response to your ads than previous attempts. The ways to format your headlines above are tried and tested, don’t try and change the wheel on this one. Make it easy on yourself and just follow what has been proven to work.
Today it is harder than ever to get people to read what you want them to. Heck, it’s hard enough to get them to stop for a second to do so. Everyone is so busy these days and in a give it to me now society you have to give it to them now. Writing headlines that get straight to the point is what will cause people to stop and take notice. Make sure you put a lot of thought into your headlines and watch your ROI skyrocket!
Thursday, 9 February 2012
Progressive Headlines Guide Customers To Buy
Headlines are, without a doubt, one of the most important elements in copywriting. As has been said countless times before, if you don't get your readers' attention with the headline, the chance of them reading your copy is virtually none. But headlines (and sub-headlines) play a vital part in the copywriting process for other reasons, too.
Whether we, as copywriters, like it or not, the fact is most people will not read all the copy word for word. Headlines can help fill in the blanks in several ways so "skimmers" still get the gist of the information included in the copy.
Headlines Outline the Benefits
Using headlines and sub-heads that state benefits about your product/service can be a powerful strategy. Using wireless home networking for example, you might create headlines and sub-heads that read:
Work From Anywhere In Your Home
No More Jumbled Cables Strung Everywhere
Have Multiple Computers Online At The Same Time
Make All The Computer Users In Your Home Happy
Even if the customer didn't read the copy included in between these heads and sub-heads, they would still be made aware of all the benefits of having a wireless home network.
Headlines Give An Overview
Depending on the type of copy you're writing, headlines can help to urge your customers to read further. In fact, in long-form copy, headlines should create their own sub-set of copy. If you read just the headlines, they should make sense all by themselves. For example, copy about a new book on how to start your own business might use the following headlines.
New Book Takes You Step-by-Step Through Starting Your Own Business
An introduction would go here as well as copy designed to gain the attention of the reader.
Starting A Business Is Easier Than Ever
Continue with the copy here.
The Little Known Secrets In This Book Will Show You How
More copy here.
See? As you read through the headlines and sub-headlines they make sense even without any copy. This serves to give an overview of the information to those customers who may not read every word of the copy you've written. If they read just the headlines and sub-heads, they'll still understand what you're offering.
Headlines Can Raise Curiosity
Make a statement that's so unusual it doesn't make sense. Create "cliff-hangers" with your headlines and only give so much information before stopping. When you use these and other interest builders, you can encourage customers to read further into your copy just to satisfy their curiosity. Using natural gardening products as our example, the headlines and sub-heads often look like this:
My Roses Are Bursting With Blossoms Since I Stopped Watering Them
My Prize-Winning Tulips Would Wither Up and Die If It Weren't for...
Which Annual Blooms Twice As Big When You Give It A Beer/Shampoo Cocktail?
These statements make you think. They start the reader wondering so that he/she continues to read on to get the rest of the story.
When creating headlines in your copy, think about how they all work together. Instead of just plopping bolded words in between paragraphs, create a plan revolving around progressive headlines that can lead your readers to buy.
Whether we, as copywriters, like it or not, the fact is most people will not read all the copy word for word. Headlines can help fill in the blanks in several ways so "skimmers" still get the gist of the information included in the copy.
Headlines Outline the Benefits
Using headlines and sub-heads that state benefits about your product/service can be a powerful strategy. Using wireless home networking for example, you might create headlines and sub-heads that read:
Work From Anywhere In Your Home
No More Jumbled Cables Strung Everywhere
Have Multiple Computers Online At The Same Time
Make All The Computer Users In Your Home Happy
Even if the customer didn't read the copy included in between these heads and sub-heads, they would still be made aware of all the benefits of having a wireless home network.
Headlines Give An Overview
Depending on the type of copy you're writing, headlines can help to urge your customers to read further. In fact, in long-form copy, headlines should create their own sub-set of copy. If you read just the headlines, they should make sense all by themselves. For example, copy about a new book on how to start your own business might use the following headlines.
New Book Takes You Step-by-Step Through Starting Your Own Business
An introduction would go here as well as copy designed to gain the attention of the reader.
Starting A Business Is Easier Than Ever
Continue with the copy here.
The Little Known Secrets In This Book Will Show You How
More copy here.
See? As you read through the headlines and sub-headlines they make sense even without any copy. This serves to give an overview of the information to those customers who may not read every word of the copy you've written. If they read just the headlines and sub-heads, they'll still understand what you're offering.
Headlines Can Raise Curiosity
Make a statement that's so unusual it doesn't make sense. Create "cliff-hangers" with your headlines and only give so much information before stopping. When you use these and other interest builders, you can encourage customers to read further into your copy just to satisfy their curiosity. Using natural gardening products as our example, the headlines and sub-heads often look like this:
My Roses Are Bursting With Blossoms Since I Stopped Watering Them
My Prize-Winning Tulips Would Wither Up and Die If It Weren't for...
Which Annual Blooms Twice As Big When You Give It A Beer/Shampoo Cocktail?
These statements make you think. They start the reader wondering so that he/she continues to read on to get the rest of the story.
When creating headlines in your copy, think about how they all work together. Instead of just plopping bolded words in between paragraphs, create a plan revolving around progressive headlines that can lead your readers to buy.
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.
Thursday, 29 December 2011
Business Plan Appeal - Five Rules For Writing Attention Grabbing Headlines
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.
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.
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.
Saturday, 12 November 2011
The Importance Of Headlines
Internet users are notorious scanners. I suspect they developed this habit as a defense mechanism, as a way to counteract the enormous volumes of information found on the Internet.
That's why headlines are so important. Headlines act as stop sign, in a crowded universe filled with scanners, on this medium known as the "information superhighway."
The best way to get a scanners attention is to write a targeted headline that makes the reader think to himself, "Hey, that's me they're talking about!"
Many novice copywriters make the fatal mistake of writing headlines that attempt to sell to everyone, and as a result, end up selling to no one.
That's why it's so important to make sure your headlines are targeted.
For example, I'm a copywriter. My target market is anyone who is dissatisfied with the performance of their sales copy.
On my website, the headline of my sales letter simply reads:
"Website Not Making Any Sales? Get A Free Sales Copy Evaluation Today!"
Just 12 simple words that are targeted and super-effective!
But even though the words may appear simple, it's very important to invest some time into creating your headlines.
To end up with the best, targeted headlines possible, you need to write dozens of variations of potential headlines.
I generally write 20 to 30 headlines, and then narrow my list down to the best 10, and from there, the best 5, and finally, the best one.
Having said that, I have to be honest and tell you this. Usually, my very best headlines just pop into my head, without me having to compile a list first.
But I've been writing copy for 25 years. So I have a feel for what works and what doesn't. I don't recommend you use the first headline that pops into your head. ALWAYS compile a list.
Some copywriters write as many as 50 headlines, and narrow their list down to the top 2 headlines, and then split-test them.
Split-testing is a procedure that ascertains effectiveness, and proper function.
When I first started copywriting, I used to always split-test my headlines.
However, over the years, as I developed more and more experience, I rarely split-test headlines anymore. Why?
Because after 25 years of writing copy, I've developed such an excellent feel for writing headlines, once I decide on the best headline to use, 99% of the time, the headlines I select work exceedingly well.
So how can you determine your best headlines?
Showcase your headlines to other people. Get their opinions.
Just remember, no matter what opinions others may have about your headlines, it's ultimately going to come down to your own gut instinct, as to which headlines you decide to use.
That's why headlines are so important. Headlines act as stop sign, in a crowded universe filled with scanners, on this medium known as the "information superhighway."
The best way to get a scanners attention is to write a targeted headline that makes the reader think to himself, "Hey, that's me they're talking about!"
Many novice copywriters make the fatal mistake of writing headlines that attempt to sell to everyone, and as a result, end up selling to no one.
That's why it's so important to make sure your headlines are targeted.
For example, I'm a copywriter. My target market is anyone who is dissatisfied with the performance of their sales copy.
On my website, the headline of my sales letter simply reads:
"Website Not Making Any Sales? Get A Free Sales Copy Evaluation Today!"
Just 12 simple words that are targeted and super-effective!
But even though the words may appear simple, it's very important to invest some time into creating your headlines.
To end up with the best, targeted headlines possible, you need to write dozens of variations of potential headlines.
I generally write 20 to 30 headlines, and then narrow my list down to the best 10, and from there, the best 5, and finally, the best one.
Having said that, I have to be honest and tell you this. Usually, my very best headlines just pop into my head, without me having to compile a list first.
But I've been writing copy for 25 years. So I have a feel for what works and what doesn't. I don't recommend you use the first headline that pops into your head. ALWAYS compile a list.
Some copywriters write as many as 50 headlines, and narrow their list down to the top 2 headlines, and then split-test them.
Split-testing is a procedure that ascertains effectiveness, and proper function.
When I first started copywriting, I used to always split-test my headlines.
However, over the years, as I developed more and more experience, I rarely split-test headlines anymore. Why?
Because after 25 years of writing copy, I've developed such an excellent feel for writing headlines, once I decide on the best headline to use, 99% of the time, the headlines I select work exceedingly well.
So how can you determine your best headlines?
Showcase your headlines to other people. Get their opinions.
Just remember, no matter what opinions others may have about your headlines, it's ultimately going to come down to your own gut instinct, as to which headlines you decide to use.
Friday, 4 November 2011
How To Write Headlines That Get Attention
No doubt, the headline is the most important part of any advertisement or sales letter. The reason is very simple. The headline is the first thing your prospect sees when he or she looks at your advertisement.
It's an advertisement for your advertisement.
The only purpose of your headline is to get your prospect to continue reading your ad or sales letter. It must get your reader's attention and it must pull them into your ad.
Your headline must be so irresistible that your reader has to find out more.
It doesn't make a difference how good your product or service is or how good your advertising copy is, if your headline isn't any good, your ad or sales letter won't get read.
Let's take a look at what two legendary copywriters have to say about the importance of good headlines:
"Advice to copywriters: When you are assigned to write an ad, write a lot of headlines first. Spend hours writing headlines -- or days if necessary. If you can come up with a good headline, you are almost sure to have a good ad. But even the greatest writer can't save an ad with a poor headline." --John Caples
"On the average, five times as many people read the headline as read the body copy. If you haven't done some selling in your headline, you have wasted 80 percent of your money. The wickedest of all sins is to run an advertisement without a headline." -- David Olgilvy
It never ceases to amaze me how many advertisements I see that don't have headlines.
All advertisements should have a headline.
Let's talk about the rules you should follow when writing headlines, the different types of headlines you can use, proven words to use in headlines, and how you can become an expert at writing headlines.
Rules to follow when writing headlines:
1. First and foremost, your headline must appeal to your reader's self interest. Communicate the strongest benefit (or benefits) to your prospect. Everybody's favorite radio station is "WIIFM" -- What's In It For Me? Your headline should answer this important question.
2. Attract the attention of the prospect you'd like to target. If your headline doesn't attract the right people, it has failed. Your headline must reach out to your prospect, grab them by the throat and say, "Hey!!! I'm talking to you!"
3. Your headline must deliver a clear and understandable message. Most people read only the headlines. Because of this, your headline must make a complete statement and compel the prospect to continue reading the body copy.
4. If you have news, such as a new product, be sure to get that news into your headline in a big way.
5. Don't try to be clever or humorous with your headlines. These type of headlines are ineffective and a waste of money.
6. Include the words "quick" and "easy" if it fits what you are communicating.
7. Use specifics in your headlines, not generalities. For example, "Make $5,274 In 30 Days" is a better headline than "Make Money Fast". Specifics are more believable.
8. Always test two headlines against each other to see which one pulls the best.
9. Use upper and lower case letters for your headlines. This is easier to read than all caps. I also like to put quotation marks around my headlines. Studies have shown that quotation marks around headlines increase readership.
10. When it's time for you to write a headline for your ad, write at least 50 headlines. Some direct marketers spend days writing hundreds of headlines in search of the right one. To come up with selling headlines takes more than just a few minutes. You've got to commit yourself to sitting down and writing at least 50 headlines!
Your headline is the key to your entire ad's success. If you don't tell your prospect what's in it for them, you won't get their attention. If you don't get their attention, they won't read your ad. And if they don't read your ad, you've wasted your time and money.
Different types of headlines:
To help you write headlines that get attention, let's take a look at the different types of headlines you can use, how and when you may want to use them, and actual examples of headlines that were successful.
o The News Headline. If your product or service offers something newsworthy, announce it in your headline. Newsworthy is usually the introduction of a new product or the improvement of an existing product.
Here are some words you can use in your News
Headline: New, Announcing, Introducing, Finally, Just Released, Now, At Last.
Examples:
"Now! Own Florida Land This Easy Way... $20.00 Down And $20.00
A Month"
"New Diet Burns Off More Fat Than If You Ran 98 Miles A Week"
"Announcing... The New Edition Of The Encyclopedia That Makes It Fun To Learn Things"
o The Guarantee Headline. Guarantee Headlines state a desirable benefit, and guarantee results or other benefits. If you offer a powerful guarantee, let your prospects know by stating it in the headline.
Examples:
"Play Guitar In 7 Days Or Money Back"
"Announcing A New Technologically Advanced Golf Ball You Will Never Lose, Never Slice, And Never Miss... 100% Guaranteed"
o The How To Headline. These two words -- "how to", are very powerful words. You can never go wrong using a How To Headline. (Over 7,000 book titles start out with How To.) How To Headlines promise your prospect a source for information, advice, and solutions to their problems. If you ever get stumped for a headline, use the How To Headline -- it works!
Examples:
"How To Win Friends And Influence People"
"How To Get Your Cooking Bragged About"
"How To Form Your Own Corporation Without A Lawyer For
Under $50"
o The Benefit Headline. The key to a winning Benefit Headline is to know your market so well you can offer them a powerful, compelling benefit they can't easily get somewhere else. You must thoroughly research your target market in order to know what benefits are going to motivate them to take action.
Examples:
"If You Are A Careful Driver You Can Save Money On Car Insurance"
"It Cleans Your Breath While It Cleans Your Teeth"
"Get Rid Of Money Worries For Good"
o The Question Headline. Here again, to use this headline, you must really know your market. You need to know what your prospect is thinking, what their anxieties are, and what they're hoping to accomplish. If you know your target audience this well, then the Question Headline is an effective headline to use. The Question Headline must focus on your prospect's self interest and ask a question they want to know the answer to. The best type of questions to ask are questions that get your prospect involved.
Examples:
"Do You Make These Mistakes In English?"
"Can You Pass This Money Test?"
o The Reason-Why Headline. With the Reason-Why Headline you give your prospect specific reasons why they should read your ad. Reason-Why Headlines are effective because they contain facts and specific numbers. Reason-Why Headlines don't need to include the words "reason why". You can use "38 ways", "7 steps", "5 secrets", etc.
Examples:
"38 Fun And Easy Ways To Earn $500.00 Next Weekend"
"7 Steps To Freedom"
"67 Reasons Why It Would Have Paid You To Answer Our Ad A Few
Months Ago"
o The Testimonial Headline. The Testimonial Headline is just what it says -- it uses a customer testimonial for a headline. With this headline, you get your customers to sell for you by talking about the benefits they received.
Examples:
"I Lost My Bulges... And Saved Money Too"
"How I Retired On A Guaranteed Income For Life"
"I Was Tired Of Living On Low Pay -- So I Started Reading The Wall Street Journal -- By A Subscriber"
o The Command Headline. The Command Headline tells your customer what to do. Your command should encourage action by offering your prospect a benefit that will help them. Effective Command Headlines start out with action verbs.
Examples:
"Stop Dreaming And Start Making Money"
"Throw Your Wax Can In The Trash Can -- The New No-Wax Floor Is
Here"
"Order Christmas Cards Now -- Pay After January 20"
There you have it! Several types of headlines you can use for any kind of circumstance or market. Each headline type works well on its own or it can be combined with the other headline types.
Now, let's talk about words you can use in your headlines.
Powerful Headline Words That Are Proven To Work:
* Advice To * Amazing
* Announcing * At Last
* Bargain * Breakthrough
* Discover * Do You
* Easy * Facts
* Guarantee * Here
* How To * Immediate
* Life * Magic
* Money * New
* Now * Powerful
* Proven * Quick
* Sale * Secrets Of
* Success * Surprising
And finally, the three most powerful headline words:
FREE You Your
The words that you use in your headlines are very important. Dan Kennedy has talked about how adding just one letter to a headline (with no other changes to the ad) almost tripled the response of an ad that ran in a magazine.
Let's take a look at the headline Dan talked about. Here's what the headline said before the change:
"Put Music In Your Life"
And here's what it said after the change:
"Puts Music In Your Life"
Adding the "s" to the word "Put" almost tripled the response of the ad! (The first headline implies that you have to do something. The second headline implies that something is done for you.)
This example proves how important it is to spend lots of time writing dozens of headlines and then testing different headlines.
How To Become An Expert At Writing Headlines:
The first thing you can do to become an expert at writing headlines is to start a collection of headlines.
Whenever you see a headline that gets your attention and that compels you to read the ad, write it down on a 3 x 5 index card. Spend time studying these headlines and see if you can improve them.
An easy way to start a collection of effective headlines is to subscribe to the tabloid magazines. The people at National Inquirer, Star, and The Globe know how to write headlines. Because of their irresistible headlines, these magazines sell millions of copies each week! (Off the newsstands on impulse!)
I've got hundreds of index cards with headlines. When it's time for me to write a headline, I use these index cards for ideas.
Here's another trick for writing headlines:
Before you attempt to write a headline or any form of advertising, you should write down all the benefits of your product or service on 3 x 5 index cards. Write a single benefit on each card. When writing the benefits, remember to write them from your prospects point of view. (Also, convert the features of your product into customer benefits.)
Once you've taken the time to write down the benefits, you'll have a stack of cards (maybe hundreds) that you can use for headline ideas. Isolate the most important customer benefit and use it to create your headlines. Sometimes, one of the benefits may turn out to be the actual headline. (Also, use the index cards when writing your ad or sales letter.)
Here's a checklist to use when evaluating your headlines:
1. Does my headline communicate the strongest customer benefit?
2. Does my headline answer the question: "What's In It For Me?"
3. Does it offer a reward for reading the ad?
4. Is my headline clear and direct? Does it communicate a complete message?
5. Is my headline get attention with a powerful sales message?
6. Does it motivate my prospect to keep reading?
7. Is my headline speaking directly to my target prospect?
8. Is my headline interesting to my prospects, or does it bore them?
9. And finally, is my headline an ad for my ad?
Remember, the difference between a good headline and a bad headline is the difference between success and failure in advertising.
Your headline is the deciding factor on whether or not your prospect will read your ad. It is the most important element in advertising. Spend the time that's necessary to write winning headlines, and watch the response to your advertising sky rocket!
James A. Bower is the Co-Founder and President of Bower Income and Profit Systems a company dedicated to enhancing business performance in many areas through tapes books and seminars. His presentations include sales, marketing, telephone skills, motivation, goal setting and achievement, telephone equipment and voice mail design, and business organization for efficiency. He is an internationally recognized instructor and is the recipient of many awards in recognition of his successful efforts in assisting businesses create a more efficient environment resulting in maximum profits. He has had the opportunity to speak for groups as large as 5000 and can get his points across to any size audience.
It's an advertisement for your advertisement.
The only purpose of your headline is to get your prospect to continue reading your ad or sales letter. It must get your reader's attention and it must pull them into your ad.
Your headline must be so irresistible that your reader has to find out more.
It doesn't make a difference how good your product or service is or how good your advertising copy is, if your headline isn't any good, your ad or sales letter won't get read.
Let's take a look at what two legendary copywriters have to say about the importance of good headlines:
"Advice to copywriters: When you are assigned to write an ad, write a lot of headlines first. Spend hours writing headlines -- or days if necessary. If you can come up with a good headline, you are almost sure to have a good ad. But even the greatest writer can't save an ad with a poor headline." --John Caples
"On the average, five times as many people read the headline as read the body copy. If you haven't done some selling in your headline, you have wasted 80 percent of your money. The wickedest of all sins is to run an advertisement without a headline." -- David Olgilvy
It never ceases to amaze me how many advertisements I see that don't have headlines.
All advertisements should have a headline.
Let's talk about the rules you should follow when writing headlines, the different types of headlines you can use, proven words to use in headlines, and how you can become an expert at writing headlines.
Rules to follow when writing headlines:
1. First and foremost, your headline must appeal to your reader's self interest. Communicate the strongest benefit (or benefits) to your prospect. Everybody's favorite radio station is "WIIFM" -- What's In It For Me? Your headline should answer this important question.
2. Attract the attention of the prospect you'd like to target. If your headline doesn't attract the right people, it has failed. Your headline must reach out to your prospect, grab them by the throat and say, "Hey!!! I'm talking to you!"
3. Your headline must deliver a clear and understandable message. Most people read only the headlines. Because of this, your headline must make a complete statement and compel the prospect to continue reading the body copy.
4. If you have news, such as a new product, be sure to get that news into your headline in a big way.
5. Don't try to be clever or humorous with your headlines. These type of headlines are ineffective and a waste of money.
6. Include the words "quick" and "easy" if it fits what you are communicating.
7. Use specifics in your headlines, not generalities. For example, "Make $5,274 In 30 Days" is a better headline than "Make Money Fast". Specifics are more believable.
8. Always test two headlines against each other to see which one pulls the best.
9. Use upper and lower case letters for your headlines. This is easier to read than all caps. I also like to put quotation marks around my headlines. Studies have shown that quotation marks around headlines increase readership.
10. When it's time for you to write a headline for your ad, write at least 50 headlines. Some direct marketers spend days writing hundreds of headlines in search of the right one. To come up with selling headlines takes more than just a few minutes. You've got to commit yourself to sitting down and writing at least 50 headlines!
Your headline is the key to your entire ad's success. If you don't tell your prospect what's in it for them, you won't get their attention. If you don't get their attention, they won't read your ad. And if they don't read your ad, you've wasted your time and money.
Different types of headlines:
To help you write headlines that get attention, let's take a look at the different types of headlines you can use, how and when you may want to use them, and actual examples of headlines that were successful.
o The News Headline. If your product or service offers something newsworthy, announce it in your headline. Newsworthy is usually the introduction of a new product or the improvement of an existing product.
Here are some words you can use in your News
Headline: New, Announcing, Introducing, Finally, Just Released, Now, At Last.
Examples:
"Now! Own Florida Land This Easy Way... $20.00 Down And $20.00
A Month"
"New Diet Burns Off More Fat Than If You Ran 98 Miles A Week"
"Announcing... The New Edition Of The Encyclopedia That Makes It Fun To Learn Things"
o The Guarantee Headline. Guarantee Headlines state a desirable benefit, and guarantee results or other benefits. If you offer a powerful guarantee, let your prospects know by stating it in the headline.
Examples:
"Play Guitar In 7 Days Or Money Back"
"Announcing A New Technologically Advanced Golf Ball You Will Never Lose, Never Slice, And Never Miss... 100% Guaranteed"
o The How To Headline. These two words -- "how to", are very powerful words. You can never go wrong using a How To Headline. (Over 7,000 book titles start out with How To.) How To Headlines promise your prospect a source for information, advice, and solutions to their problems. If you ever get stumped for a headline, use the How To Headline -- it works!
Examples:
"How To Win Friends And Influence People"
"How To Get Your Cooking Bragged About"
"How To Form Your Own Corporation Without A Lawyer For
Under $50"
o The Benefit Headline. The key to a winning Benefit Headline is to know your market so well you can offer them a powerful, compelling benefit they can't easily get somewhere else. You must thoroughly research your target market in order to know what benefits are going to motivate them to take action.
Examples:
"If You Are A Careful Driver You Can Save Money On Car Insurance"
"It Cleans Your Breath While It Cleans Your Teeth"
"Get Rid Of Money Worries For Good"
o The Question Headline. Here again, to use this headline, you must really know your market. You need to know what your prospect is thinking, what their anxieties are, and what they're hoping to accomplish. If you know your target audience this well, then the Question Headline is an effective headline to use. The Question Headline must focus on your prospect's self interest and ask a question they want to know the answer to. The best type of questions to ask are questions that get your prospect involved.
Examples:
"Do You Make These Mistakes In English?"
"Can You Pass This Money Test?"
o The Reason-Why Headline. With the Reason-Why Headline you give your prospect specific reasons why they should read your ad. Reason-Why Headlines are effective because they contain facts and specific numbers. Reason-Why Headlines don't need to include the words "reason why". You can use "38 ways", "7 steps", "5 secrets", etc.
Examples:
"38 Fun And Easy Ways To Earn $500.00 Next Weekend"
"7 Steps To Freedom"
"67 Reasons Why It Would Have Paid You To Answer Our Ad A Few
Months Ago"
o The Testimonial Headline. The Testimonial Headline is just what it says -- it uses a customer testimonial for a headline. With this headline, you get your customers to sell for you by talking about the benefits they received.
Examples:
"I Lost My Bulges... And Saved Money Too"
"How I Retired On A Guaranteed Income For Life"
"I Was Tired Of Living On Low Pay -- So I Started Reading The Wall Street Journal -- By A Subscriber"
o The Command Headline. The Command Headline tells your customer what to do. Your command should encourage action by offering your prospect a benefit that will help them. Effective Command Headlines start out with action verbs.
Examples:
"Stop Dreaming And Start Making Money"
"Throw Your Wax Can In The Trash Can -- The New No-Wax Floor Is
Here"
"Order Christmas Cards Now -- Pay After January 20"
There you have it! Several types of headlines you can use for any kind of circumstance or market. Each headline type works well on its own or it can be combined with the other headline types.
Now, let's talk about words you can use in your headlines.
Powerful Headline Words That Are Proven To Work:
* Advice To * Amazing
* Announcing * At Last
* Bargain * Breakthrough
* Discover * Do You
* Easy * Facts
* Guarantee * Here
* How To * Immediate
* Life * Magic
* Money * New
* Now * Powerful
* Proven * Quick
* Sale * Secrets Of
* Success * Surprising
And finally, the three most powerful headline words:
FREE You Your
The words that you use in your headlines are very important. Dan Kennedy has talked about how adding just one letter to a headline (with no other changes to the ad) almost tripled the response of an ad that ran in a magazine.
Let's take a look at the headline Dan talked about. Here's what the headline said before the change:
"Put Music In Your Life"
And here's what it said after the change:
"Puts Music In Your Life"
Adding the "s" to the word "Put" almost tripled the response of the ad! (The first headline implies that you have to do something. The second headline implies that something is done for you.)
This example proves how important it is to spend lots of time writing dozens of headlines and then testing different headlines.
How To Become An Expert At Writing Headlines:
The first thing you can do to become an expert at writing headlines is to start a collection of headlines.
Whenever you see a headline that gets your attention and that compels you to read the ad, write it down on a 3 x 5 index card. Spend time studying these headlines and see if you can improve them.
An easy way to start a collection of effective headlines is to subscribe to the tabloid magazines. The people at National Inquirer, Star, and The Globe know how to write headlines. Because of their irresistible headlines, these magazines sell millions of copies each week! (Off the newsstands on impulse!)
I've got hundreds of index cards with headlines. When it's time for me to write a headline, I use these index cards for ideas.
Here's another trick for writing headlines:
Before you attempt to write a headline or any form of advertising, you should write down all the benefits of your product or service on 3 x 5 index cards. Write a single benefit on each card. When writing the benefits, remember to write them from your prospects point of view. (Also, convert the features of your product into customer benefits.)
Once you've taken the time to write down the benefits, you'll have a stack of cards (maybe hundreds) that you can use for headline ideas. Isolate the most important customer benefit and use it to create your headlines. Sometimes, one of the benefits may turn out to be the actual headline. (Also, use the index cards when writing your ad or sales letter.)
Here's a checklist to use when evaluating your headlines:
1. Does my headline communicate the strongest customer benefit?
2. Does my headline answer the question: "What's In It For Me?"
3. Does it offer a reward for reading the ad?
4. Is my headline clear and direct? Does it communicate a complete message?
5. Is my headline get attention with a powerful sales message?
6. Does it motivate my prospect to keep reading?
7. Is my headline speaking directly to my target prospect?
8. Is my headline interesting to my prospects, or does it bore them?
9. And finally, is my headline an ad for my ad?
Remember, the difference between a good headline and a bad headline is the difference between success and failure in advertising.
Your headline is the deciding factor on whether or not your prospect will read your ad. It is the most important element in advertising. Spend the time that's necessary to write winning headlines, and watch the response to your advertising sky rocket!
James A. Bower is the Co-Founder and President of Bower Income and Profit Systems a company dedicated to enhancing business performance in many areas through tapes books and seminars. His presentations include sales, marketing, telephone skills, motivation, goal setting and achievement, telephone equipment and voice mail design, and business organization for efficiency. He is an internationally recognized instructor and is the recipient of many awards in recognition of his successful efforts in assisting businesses create a more efficient environment resulting in maximum profits. He has had the opportunity to speak for groups as large as 5000 and can get his points across to any size audience.
Monday, 24 October 2011
Tips to Writing a Great Attention Grabbing Headline
How Good Headlines Will Grab And Hold Your Readers Attention, Then Entice Them Into Your Article.
Writing a great attention grabbing headline for your ad, article or blog post is as important as writing a good headline for a newspaper. You need to grab your visitors attention in the few seconds you have them on your page, and you need to use SEO (Search Engine Optimization) techniques as well. Keep on reading to discover examples of attention grabbing headlines.
Your great, attention grabbing headline needs to have good keywords, so your creative freedom starts to be diminished. Did you know that you also have the option to write a great subtitle in most cases? A subtitle lets you increase the attention of your readers as they will read the subtitle as well as the title. When choosing what to use for your attention grabbing headline and subtitle, what is the best option to use?
Questions are good. People love to have questions answered. If you're using a question, make sure you ask one your readers will have an interest in having answered. It creates curiosity.
People like to be shocked. Read the magazine headlines and tabloids to prove the point. Readers also like humour, ideas that are new and exciting, to be stunned and everyone knows sex sells.
So let's examine some of the options I could have used for:
The Curiosity Question:
"Are your readers glued to your page, forced to read on, because you create emotional hooks in your headlines?
The Identification Question:
"Who else has trouble creating an attention grabbing headline that sucks your readers into your article?"
The Scientific Method:
"Newest Research Show That 62% More People Click On Emotionally Charged Headlines"
- I made up the percentage, but you can see the idea.
Sexy (suggestive) Headline:
"Enticing Headline Ideas To Draw In Your Readers Like A Magnet"
New and Exciting:
"Brand New Never Before Seen Ideas To Creating Exciting Headlines Easily"
Secrets Revealed:
"Jealously Guarded Copywriting Secrets To Writing Compelling Headlines Revealed"
Solving A Problem:
"How To Write Compelling Headlines In 3 Easy Steps"
Humour:
"How A Great Headline Affects Your Bottom Line"
Authoritative:
"Learn How To Create Attention Grabbing Headlines In Less Than 5 Minutes"
Writing a great headline takes time. Write down several options before you choose the final one. That is what professional copywriters do. Take your time to craft your headline that will catch your readers attention and compel them to read your entire article or copy.
Writing a great attention grabbing headline for your ad, article or blog post is as important as writing a good headline for a newspaper. You need to grab your visitors attention in the few seconds you have them on your page, and you need to use SEO (Search Engine Optimization) techniques as well. Keep on reading to discover examples of attention grabbing headlines.
Your great, attention grabbing headline needs to have good keywords, so your creative freedom starts to be diminished. Did you know that you also have the option to write a great subtitle in most cases? A subtitle lets you increase the attention of your readers as they will read the subtitle as well as the title. When choosing what to use for your attention grabbing headline and subtitle, what is the best option to use?
Questions are good. People love to have questions answered. If you're using a question, make sure you ask one your readers will have an interest in having answered. It creates curiosity.
People like to be shocked. Read the magazine headlines and tabloids to prove the point. Readers also like humour, ideas that are new and exciting, to be stunned and everyone knows sex sells.
So let's examine some of the options I could have used for:
The Curiosity Question:
"Are your readers glued to your page, forced to read on, because you create emotional hooks in your headlines?
The Identification Question:
"Who else has trouble creating an attention grabbing headline that sucks your readers into your article?"
The Scientific Method:
"Newest Research Show That 62% More People Click On Emotionally Charged Headlines"
- I made up the percentage, but you can see the idea.
Sexy (suggestive) Headline:
"Enticing Headline Ideas To Draw In Your Readers Like A Magnet"
New and Exciting:
"Brand New Never Before Seen Ideas To Creating Exciting Headlines Easily"
Secrets Revealed:
"Jealously Guarded Copywriting Secrets To Writing Compelling Headlines Revealed"
Solving A Problem:
"How To Write Compelling Headlines In 3 Easy Steps"
Humour:
"How A Great Headline Affects Your Bottom Line"
Authoritative:
"Learn How To Create Attention Grabbing Headlines In Less Than 5 Minutes"
Writing a great headline takes time. Write down several options before you choose the final one. That is what professional copywriters do. Take your time to craft your headline that will catch your readers attention and compel them to read your entire article or copy.
Sunday, 25 September 2011
Beginners Writing - Headlines to Launch Your Million Dollar Business
Beginners writing for money, understand what will launch your million dollar business. Head lines are what captivate, interest and lead your audience into what ever you have on offer. Around 90% of your blog, sales copy, news letter, article's effectiveness is generated by your headline. Around five times more headlines are read compared to the body.
Visualize this. What happens when a basket ball enthusiast enters a book store? They enter and head for the Sports section that interests them. They then scan the shelf, searching the book or magazine covers for basket ball headlines. Once there, they look for something that interests them, make a selection, flip through it skimming again the headlines or pictures. If they find something that rivets them, they buy, sometimes in a matter of few minutes. Out of thousands of books/ magazines the choice can be made in minutes.
That's how much time you have to make an impression in getting your headline picked.
1. As can be seen in the above example the importance of putting your offer out where potential prospects surf. If it's a sports program on offer, frequent sports chat or ezines sites. Position your self in areas that target those specific surfers IE. basket ball enthusiasts.
2. The head line you choose is the ad for the ad... You have a one time chance to get attention so invest heavily to make that happen. Use all you have, bold easy to read fonts, italics, underline, colour, pictures, and of course powerful words that reach out to get noticed.
Headlines have launched ideas to become multi million dollar business's. The difference between success and failure can be down to just changing one or two words in a headline. It could be well worth your while as a beginner writer to learning all you can and perfecting your skills in creating your own killer headlines that stand out from the crowd.
If this has tickled your interest read my free report called: 3 Psychological Elements to an Article Head Line That Captivate Attention and Prompts Action!! While there grab my FREE e-book " The 101 most powerful words to use in creating killer blog and article content...
Visualize this. What happens when a basket ball enthusiast enters a book store? They enter and head for the Sports section that interests them. They then scan the shelf, searching the book or magazine covers for basket ball headlines. Once there, they look for something that interests them, make a selection, flip through it skimming again the headlines or pictures. If they find something that rivets them, they buy, sometimes in a matter of few minutes. Out of thousands of books/ magazines the choice can be made in minutes.
That's how much time you have to make an impression in getting your headline picked.
1. As can be seen in the above example the importance of putting your offer out where potential prospects surf. If it's a sports program on offer, frequent sports chat or ezines sites. Position your self in areas that target those specific surfers IE. basket ball enthusiasts.
2. The head line you choose is the ad for the ad... You have a one time chance to get attention so invest heavily to make that happen. Use all you have, bold easy to read fonts, italics, underline, colour, pictures, and of course powerful words that reach out to get noticed.
Headlines have launched ideas to become multi million dollar business's. The difference between success and failure can be down to just changing one or two words in a headline. It could be well worth your while as a beginner writer to learning all you can and perfecting your skills in creating your own killer headlines that stand out from the crowd.
If this has tickled your interest read my free report called: 3 Psychological Elements to an Article Head Line That Captivate Attention and Prompts Action!! While there grab my FREE e-book " The 101 most powerful words to use in creating killer blog and article content...
Monday, 12 September 2011
8 Tips for Writing Headlines that Grab Attention (and Keep Prospects Reading!)
Effective headlines make all the difference in whether your prospect reads your marketing materials or simply tosses them to the side. You don't even have a chance for a sale if the audience won't read what you write. One way to keep prospects reading is to give your copy attention-grabbing headlines. Here are eight tips to make sure your headlines get the message across:
1. Turn each headline into a problem or benefit-oriented statement. What interests
a prospect most about what you offer? Reading headlines that tell how great your
company is or focusing only on the features of your product or service won't cut it.
Instead, speak to what appeals most to a prospect - usually, that's the fact that you
offer the solution to their problem.
2. Make headlines short, sweet and to the point. Your reader's attention span can
be measured in milliseconds, so you must get to the point fast. Use as few words as
possible to entice your reader to continue reading.
3. Don't sensationalize your headline. Ever read a headline that sounded too good
to be true? That's exactly what your reader will think if you promise too much in
your headline. Keep headlines factual but exciting...from your prospect's point of
view.
4. Immediately explain your headline in the copy that follows. Once you've got your
prospect's attention with exciting headlines, make sure your copy tells the rest of
the story. And do it as soon after the headline as possible, or your prospect may
quit reading after less than a paragraph if he feels the headline didn't explain itself
promptly.
5. Use attention-grabbing verbiage. Don't be shy with your headlines...use words
and phrases that give your reader an enticement to keep reading. After all, if you
see headlines starting with Free, Secrets of..., Tips to..., or a question, you'll
probably keep reading so you don't miss anything. Your prospect feels the same
way.
6. Keep your target audience in mind. Explain the benefits of your product or
service in a way that always appeals to your target market. Never forget who they
are, what they like/dislike, what problems they face, and what solutions they need.
7. Use action verbs instead of "to be" verbs. One of the simplest, most powerful
ways to liven up headlines means changing "to be" verbs into action verbs. Replace
verbs such as is, are, was, were, has, and have with action words. In fact, you
should avoid using "to be" verbs in all of your copy, but especially avoid using them
in your headlines.
8. Test your materials on a knowledgeable audience. Put your piece to the test by
asking people you trust to evaluate it and give you honest feedback. Then, tighten
up the headlines and copy some more, and get ready to watch your marketing
materials convince prospects you really do have the solution to their problem!
1. Turn each headline into a problem or benefit-oriented statement. What interests
a prospect most about what you offer? Reading headlines that tell how great your
company is or focusing only on the features of your product or service won't cut it.
Instead, speak to what appeals most to a prospect - usually, that's the fact that you
offer the solution to their problem.
2. Make headlines short, sweet and to the point. Your reader's attention span can
be measured in milliseconds, so you must get to the point fast. Use as few words as
possible to entice your reader to continue reading.
3. Don't sensationalize your headline. Ever read a headline that sounded too good
to be true? That's exactly what your reader will think if you promise too much in
your headline. Keep headlines factual but exciting...from your prospect's point of
view.
4. Immediately explain your headline in the copy that follows. Once you've got your
prospect's attention with exciting headlines, make sure your copy tells the rest of
the story. And do it as soon after the headline as possible, or your prospect may
quit reading after less than a paragraph if he feels the headline didn't explain itself
promptly.
5. Use attention-grabbing verbiage. Don't be shy with your headlines...use words
and phrases that give your reader an enticement to keep reading. After all, if you
see headlines starting with Free, Secrets of..., Tips to..., or a question, you'll
probably keep reading so you don't miss anything. Your prospect feels the same
way.
6. Keep your target audience in mind. Explain the benefits of your product or
service in a way that always appeals to your target market. Never forget who they
are, what they like/dislike, what problems they face, and what solutions they need.
7. Use action verbs instead of "to be" verbs. One of the simplest, most powerful
ways to liven up headlines means changing "to be" verbs into action verbs. Replace
verbs such as is, are, was, were, has, and have with action words. In fact, you
should avoid using "to be" verbs in all of your copy, but especially avoid using them
in your headlines.
8. Test your materials on a knowledgeable audience. Put your piece to the test by
asking people you trust to evaluate it and give you honest feedback. Then, tighten
up the headlines and copy some more, and get ready to watch your marketing
materials convince prospects you really do have the solution to their problem!
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