When creating headlines for your ad copy, many home-brewed marketers make a few deadly mistakes that can make the difference between pulling customers like crazy and pushing them away. Here are 5 mistakes to avoid when creating your headlines:
1. The headline is simply stated as a fact, and does not create a call to action, or get the person interested in reading the copy (ex. "New and Improved Boat Wax Available starting Monday"). With people nowadays being exposed to over 8000 marketing messages per day, you have about 2 seconds to gain or lose their attention. The sole purpose of the headline is to get them interested in starting to read the copy.
2. The headline is not tied into your Unique Selling Proposition (USP) in some way. The headline needs to have the USP integrated into it so that your entire marketing plan is built around a single theme for consistency.
3. You are "we-we'ing" all over your headlines. Your prospect wants to know what's in it for them. They do not care if you have been in business for 20 years or that you have the best quality in the industry, or that your recipe is top secret (ex. "We have been here since 1926" "We want your business" "We are the most respected doctors in the industry"). They want to know how you will solve their pain or give them pleasure. You need to focus your headlines on the prospect, use "you," not "we" when writing headlines.
4. You have lied to them in the headline just to get attention. Do not use some outlandish headline such as "SEX!... now that I have your attention, buy my spark plugs." The only thing you will accomplish is to get the person's valuable attention and then piss them off so they will never trust or do business with you.
5. You are trying to be funny or cute with your headlines. Again, people get bombarded with 8000 messages a day. If are trying to make a joke or use words that are silly or cute in order to spark the prospects interest, the prospect will not take you seriously or trust your credibility in the rest of your copy. Humor has a place, but not in your sales material.
Showing posts with label marketing. Show all posts
Showing posts with label marketing. Show all posts
Tuesday, 29 May 2012
Tuesday, 8 May 2012
Terrific Titles, Happenin' Headlines
You've probably heard the slogan, "You never get a second chance
to make a first impression." It may be a sales pitch, but in the
world of advertising and promotion, it's right on the nose.
Believe it or not, a bad title or headline will turn your
prospects away quicker than bad breath. When you're trying to
promote a business, product, or yourself, you need people to
stick around long enough to hear your sales pitch, right? Well,
a bad article title or sales letter headline will turn people off before they (or you) even realize what's happening.
When you're looking for interesting articles for yourself or your ezine, what's the first thing you read? When you receive a sales letter in the mail, what do look at first? When you stop to think about it, your title or headline is your very first
opportunity to make an impression on your prospects. If that
impression is a positive, creative, and exciting one, you're off
to a very good start. Similarly, if that first impression is
boring, worn-out, or confusing, your prospects probably won't
even bother reading beyond the first line.
Before you start writing, think about your audience. No matter
who they are, titles should flow from the lips easily, and give
readers some idea of what they'll learn by reading on. At the
same time, they should be short enough to be memorable.
Energizing a wimpy title can be as easy Kindergarten, if you'll
just think back that far. Remember when you learned about rhyme?
Well, rhyming is an essential tool for writing headlines and
titles. A rhyming title is catchy, and fun, almost compelling
your audience to keep reading.
Rhyme isn't the only useful titling tool. Alliteration is a great way to dress up a plain-jane title. Alliteration is the
repetition of a particular consonant sound at the beginning, end, or middle of two or more words (i.e. terrific titles). An alliterative title is easy to say, easy to remember, and just plain fun to read.
to make a first impression." It may be a sales pitch, but in the
world of advertising and promotion, it's right on the nose.
Believe it or not, a bad title or headline will turn your
prospects away quicker than bad breath. When you're trying to
promote a business, product, or yourself, you need people to
stick around long enough to hear your sales pitch, right? Well,
a bad article title or sales letter headline will turn people off before they (or you) even realize what's happening.
When you're looking for interesting articles for yourself or your ezine, what's the first thing you read? When you receive a sales letter in the mail, what do look at first? When you stop to think about it, your title or headline is your very first
opportunity to make an impression on your prospects. If that
impression is a positive, creative, and exciting one, you're off
to a very good start. Similarly, if that first impression is
boring, worn-out, or confusing, your prospects probably won't
even bother reading beyond the first line.
Before you start writing, think about your audience. No matter
who they are, titles should flow from the lips easily, and give
readers some idea of what they'll learn by reading on. At the
same time, they should be short enough to be memorable.
Energizing a wimpy title can be as easy Kindergarten, if you'll
just think back that far. Remember when you learned about rhyme?
Well, rhyming is an essential tool for writing headlines and
titles. A rhyming title is catchy, and fun, almost compelling
your audience to keep reading.
Rhyme isn't the only useful titling tool. Alliteration is a great way to dress up a plain-jane title. Alliteration is the
repetition of a particular consonant sound at the beginning, end, or middle of two or more words (i.e. terrific titles). An alliterative title is easy to say, easy to remember, and just plain fun to read.
Friday, 16 December 2011
Writing Great Headlines Made Easy
Do you think it takes magic to write a great headline? Nothing could be further from the truth. It just takes a touch of talent, mixed with a bit of technique. And great writers are highly sought after and highly paid.
The number one rule in copywriting, according to copy legend Joe Sugarman, is every single sentence must compel the reader to read the next sentence. This includes the title. Your heading should make a promise to the reader, and your article should back up that promise.
You want to tap into your reader's emotions. Your writing should be passionate and emotional, taking advantage of their wants, needs and desires. You convey the article's main idea by creating titles that are short and punchy.
You don't have to be funny or creative. In fact, it's actually better if you're not. Your headline should almost never be clever or cute... you'll rarely pull the reader that way. (One of my funniest was Roasted Penguin Tastes So Good It Would Make Gandhi Slap His Kids! It was cute; it was clever; and it failed miserably.)
You'll want to spend some time mastering this ability, as it is an art. Not everyone can successfully craft attractive, eye-catching headings. The good news is that by developing this ability, you'll leave your competition in the dust.
Writing headlines is much like writing a song. In a song, the words must be appealing and in harmony with the music. The same is true in copy. A banner must sing. In other words, it should be in harmony with the story and sound satisfying to the reader.
Short, sweet, and active. That's the sign of a good heading (and good writing, in general.) Say only what is needed to make your point and give a benefit to the reader. Support that point with short, active paragraphs. Promise even more benefits in the body, too.
Getting attention is the main objective of a great heading. Think of it like a pickup line in the clubs... if you don't get slapped it just might get you a few more minutes to tell your story.
You can make a headline funny if you want, but this generally works best offline. People are just not searching for clever headlines; they're searching for information. So create clear, concise, lines rich with the keywords they're using. These are much better. Plus, you get rewarded by Google with higher rankings because you're relevant. And higher rankings is what you're after, right?
The number one rule in copywriting, according to copy legend Joe Sugarman, is every single sentence must compel the reader to read the next sentence. This includes the title. Your heading should make a promise to the reader, and your article should back up that promise.
You want to tap into your reader's emotions. Your writing should be passionate and emotional, taking advantage of their wants, needs and desires. You convey the article's main idea by creating titles that are short and punchy.
You don't have to be funny or creative. In fact, it's actually better if you're not. Your headline should almost never be clever or cute... you'll rarely pull the reader that way. (One of my funniest was Roasted Penguin Tastes So Good It Would Make Gandhi Slap His Kids! It was cute; it was clever; and it failed miserably.)
You'll want to spend some time mastering this ability, as it is an art. Not everyone can successfully craft attractive, eye-catching headings. The good news is that by developing this ability, you'll leave your competition in the dust.
Writing headlines is much like writing a song. In a song, the words must be appealing and in harmony with the music. The same is true in copy. A banner must sing. In other words, it should be in harmony with the story and sound satisfying to the reader.
Short, sweet, and active. That's the sign of a good heading (and good writing, in general.) Say only what is needed to make your point and give a benefit to the reader. Support that point with short, active paragraphs. Promise even more benefits in the body, too.
Getting attention is the main objective of a great heading. Think of it like a pickup line in the clubs... if you don't get slapped it just might get you a few more minutes to tell your story.
You can make a headline funny if you want, but this generally works best offline. People are just not searching for clever headlines; they're searching for information. So create clear, concise, lines rich with the keywords they're using. These are much better. Plus, you get rewarded by Google with higher rankings because you're relevant. And higher rankings is what you're after, right?
Monday, 3 October 2011
Article Writing Secret: Hyped-Up Headlines Help Boost Your Article Marketing Success
My clients often want to know how to make their articles stand out from the thousands that already exist in their marketplace. I encourage them to consider using alliteration in their headlines. What's alliteration you say? It's when you use words that all have the same sound. Check out the headline for this story as an example.
Here are a few tips I created to make headline writing a bit easier for you:
Don't force it.
Hey, if it's not there, it's not there. Look for a way to use words that begin with the same sound for a few minutes. If it doesn't come, then go with the old standby, "How to" or "3 Ways to" and move on.
Accompany the headline with an equally clever article.
You finally have a great alliterative headline, now what? You'd better have a funny, amusing or interesting article to back it up. The reader's curiosity is piqued, give him the information you promised in that great headline of yours.
Have a look at other alliterative headlines for inspiration.
Let's face it, these kinds of headlines can be a challenge. To make it easier, consider reading the work of others. Keep your eyes open because these headlines are used everywhere, magazines, newspapers, brochures - keep a file of these gems. It's worth it.
Here are a few from the undisputed kings (and queens) of clever headlines - The New York Post - for more inspiration:
PAYBACK'S A PITCH
MANIC MOB TRACKS THE TIGER [TIGER WOODS]
GANGLAND GALA AT GOTTI GRAVE
SALE SURVIVORS
Alliterate every word? Not so.
Not every word in your headline has to begin with the same sound. Conjunctions and prepositions such as: of, and, or, from get a pass. (Note: There are exceptions to this rule. Sometimes the first few or last few words in a headline have alliteration and all others don't.)
NICOTINE NAZIS ARE ASH-KING FOR IT THIS TIME!
BUGGED BRASS ORDERS JACKO COPS TO HUSH
TIGER BAGS HIS BABE
Don't forget your subheds.
It can be a risky move to use alliteration in your main headline. If it's too much for you, save your creativity for your subheds. This will move your readers through your copy swiftly and effortlessly - with a little flair.
Secondary headlines help, too.
Keep in mind these headlines don't offer a bevy of information. To connect the reader to the article, build a bridge with a secondary headline that clearly spells out what you're going to say. And it's a good idea not to use alliteration in the secondary headline either. Just tell it like it is.
There you have alliteration basics. Spice up your headlines with this bit of writing and watch response rates soar.
Here are a few tips I created to make headline writing a bit easier for you:
Don't force it.
Hey, if it's not there, it's not there. Look for a way to use words that begin with the same sound for a few minutes. If it doesn't come, then go with the old standby, "How to" or "3 Ways to" and move on.
Accompany the headline with an equally clever article.
You finally have a great alliterative headline, now what? You'd better have a funny, amusing or interesting article to back it up. The reader's curiosity is piqued, give him the information you promised in that great headline of yours.
Have a look at other alliterative headlines for inspiration.
Let's face it, these kinds of headlines can be a challenge. To make it easier, consider reading the work of others. Keep your eyes open because these headlines are used everywhere, magazines, newspapers, brochures - keep a file of these gems. It's worth it.
Here are a few from the undisputed kings (and queens) of clever headlines - The New York Post - for more inspiration:
PAYBACK'S A PITCH
MANIC MOB TRACKS THE TIGER [TIGER WOODS]
GANGLAND GALA AT GOTTI GRAVE
SALE SURVIVORS
Alliterate every word? Not so.
Not every word in your headline has to begin with the same sound. Conjunctions and prepositions such as: of, and, or, from get a pass. (Note: There are exceptions to this rule. Sometimes the first few or last few words in a headline have alliteration and all others don't.)
NICOTINE NAZIS ARE ASH-KING FOR IT THIS TIME!
BUGGED BRASS ORDERS JACKO COPS TO HUSH
TIGER BAGS HIS BABE
Don't forget your subheds.
It can be a risky move to use alliteration in your main headline. If it's too much for you, save your creativity for your subheds. This will move your readers through your copy swiftly and effortlessly - with a little flair.
Secondary headlines help, too.
Keep in mind these headlines don't offer a bevy of information. To connect the reader to the article, build a bridge with a secondary headline that clearly spells out what you're going to say. And it's a good idea not to use alliteration in the secondary headline either. Just tell it like it is.
There you have alliteration basics. Spice up your headlines with this bit of writing and watch response rates soar.
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!
Thursday, 11 August 2011
Writing Headlines For Advertising and Online Marketing
If you are like me you will no doubt struggle writing headlines for your advertising and marketing. I recently attended a very useful seminar on this very topic and picked up some great tips.
As I am writing this off the top of my head I realise how difficult it is to remember the rules that apply to writing great headlines.
So I will consult my notes before I add any more - meaning the next part will be added and edited later, this is all part of the solution.
If you live in the UK I can highly recommend business link for their services including free to attend seminars - they have many of these throughout the year and all over the country - look out for the Internet marketing related seminars in your area.
So when writing headlines follow these rules-
It should be clear in a few seconds to catch attention-
Keep it concise- edit it down-
Make it compelling, what does the reader want and need-
Structure- make it flow from one paragraph to the next-
Keep the paragraphs short- 25 to 30 words are best-
Use dashes not commas- as here
So the next thing is to practice just start writing and see how you go, you may be surprised how easy it comes to you, write as if telling a friend the message you want to get across. Of course you can cheat by using headline writing software, I have recently acquired such a programme with re-sale rights so watch this space I will be making it available soon.
Enjoy your writing and do please come back and check out my future insights into all aspects of internet marketing, Gordon Bloomfield (February 2010)
As I am writing this off the top of my head I realise how difficult it is to remember the rules that apply to writing great headlines.
So I will consult my notes before I add any more - meaning the next part will be added and edited later, this is all part of the solution.
If you live in the UK I can highly recommend business link for their services including free to attend seminars - they have many of these throughout the year and all over the country - look out for the Internet marketing related seminars in your area.
So when writing headlines follow these rules-
It should be clear in a few seconds to catch attention-
Keep it concise- edit it down-
Make it compelling, what does the reader want and need-
Structure- make it flow from one paragraph to the next-
Keep the paragraphs short- 25 to 30 words are best-
Use dashes not commas- as here
So the next thing is to practice just start writing and see how you go, you may be surprised how easy it comes to you, write as if telling a friend the message you want to get across. Of course you can cheat by using headline writing software, I have recently acquired such a programme with re-sale rights so watch this space I will be making it available soon.
Enjoy your writing and do please come back and check out my future insights into all aspects of internet marketing, Gordon Bloomfield (February 2010)
Wednesday, 3 August 2011
Tips For Writing Headlines That Work
Are you skimping on your headline? What I mean by this is that, are you not taking your headlines as seriously as you should? The bottom line is that the bulk of your advertising success will boil down to getting your reader to stop and read your ad. And the first thing that they use to determine if your ad is relevant to them, is your headline.
Your headline needs to be able to compel your reader into reading more of your ad. Headlines tell your reader what it is that you're talking about. They won't read more into your ad if they don't think your headline is for them. So it's important that your headline has the ability to make your reader want to read more. Here's another aspect that your headline must have.
- Suspends thought
Have you searched on the internet for something and then you came across a link that looked like it was the exact thing that you were looking for? I know for me, I click on these links almost immediately, not thinking about what the entire article is all about. Your readers will do the same with your headline.
Now it's tough to create a headline like this, but you should know that it's possible. You see before your readers reach your ad, they have all kinds of thoughts in their mind. It's your headline's job to literally "change their mind". Your reader needs to stop thinking about what they were previously thinking about, and totally shift their focus on your ad.
As you can see, your headline plays a pivotal role in getting readers to stop and read the rest of your ad. I can remember that I ran an ad in a publication once, and now in hindsight... the ad was completely garbage. Yet nevertheless, I still got a few people to call and leave their contact information. The headline that I used was geared towards selling a product in my ad, instead of generating leads. If I could go back in time to redo my ad, I definitely would do it.
So what's your headline trying to do? Is it trying to sell a product? Is it geared towards generating a lead? Or do you even have a headline at all? Hopefully you do, because the headline represents over 80% of your entire ad's success. So keep this in mind.
If you can get your headline to command attention, you're almost there. You see all successful headlines have this in common: they command attention and generate response. Make sure your headline is able to do this also.
I simply can't stress how important your headline is. If you're currently running an ad but aren't satisfied with the results, consider tweaking the headline of your ad. One small headline change could mean the difference between "OK" response and world-class response. Test different headlines if your current one isn't working, and continue to run it far into the future.
Good luck with marketing and advertising your business.
Your headline needs to be able to compel your reader into reading more of your ad. Headlines tell your reader what it is that you're talking about. They won't read more into your ad if they don't think your headline is for them. So it's important that your headline has the ability to make your reader want to read more. Here's another aspect that your headline must have.
- Suspends thought
Have you searched on the internet for something and then you came across a link that looked like it was the exact thing that you were looking for? I know for me, I click on these links almost immediately, not thinking about what the entire article is all about. Your readers will do the same with your headline.
Now it's tough to create a headline like this, but you should know that it's possible. You see before your readers reach your ad, they have all kinds of thoughts in their mind. It's your headline's job to literally "change their mind". Your reader needs to stop thinking about what they were previously thinking about, and totally shift their focus on your ad.
As you can see, your headline plays a pivotal role in getting readers to stop and read the rest of your ad. I can remember that I ran an ad in a publication once, and now in hindsight... the ad was completely garbage. Yet nevertheless, I still got a few people to call and leave their contact information. The headline that I used was geared towards selling a product in my ad, instead of generating leads. If I could go back in time to redo my ad, I definitely would do it.
So what's your headline trying to do? Is it trying to sell a product? Is it geared towards generating a lead? Or do you even have a headline at all? Hopefully you do, because the headline represents over 80% of your entire ad's success. So keep this in mind.
If you can get your headline to command attention, you're almost there. You see all successful headlines have this in common: they command attention and generate response. Make sure your headline is able to do this also.
I simply can't stress how important your headline is. If you're currently running an ad but aren't satisfied with the results, consider tweaking the headline of your ad. One small headline change could mean the difference between "OK" response and world-class response. Test different headlines if your current one isn't working, and continue to run it far into the future.
Good luck with marketing and advertising your business.
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