Tips For Creating More Effective, Attention-Grabbing Headlines!
By Robert Boduch
Few things are more
important to the success of your marketing efforts than the headlines
you lead off with in your sales letters, display ads, and web pages. An
attention-getting, arresting headline has the power to pull in many more
prospects and customers.
A headline is nothing more
than a collection of words designed to get qualified prospects to sit up
and take notice. As such, its task is a huge and vital one. To create a
winning headline, distill your most unique benefits down to one powerful
sentence that packs a punch. Following are 13 easy-to-follow tips to
help you create more successful headlines.
Do your homework. Start by gathering important information.
Decide on the venue for your headline, then, identify the 6 key elements
of successful marketing materials. These include:
1. The product or service.
2. The benefits
3. The market.
4. What the market really
desires and the most common problem it encounters.
5. Any special offer or
inducement you can think of that would increase interest.
6. The competition and any
claims they may be making.
Isolate your most impressive and unique competitive advantage. Look
at your product or service the way your customers and prospects do. Put
yourself in their shoes. What would get these people to pay attention?
What is the strongest benefit you can offer?
If your product was the
"dream solution", the answer to your customers deepest
desires, what would it do for them? Now your job is to create a headline
that clearly contrasts from other competing headlines, all vying to
attract the same audience.
Get started and write as many headlines as you can. Your
first headline probably won’t be your best work. But as you continue
writing, you’ll find better ways to express your thoughts in a more
compelling, provocative or arresting way.
Try several different
formats from questions to combination-style headlines. Don’t worry
about perfect spelling or presentation --simply let your ideas flow and
jot them down. This strategy is shared by some of the best copywriters
in the world. After you’ve created a lengthy list of possibilities,
choose your top 3 to 5 headlines and tweak them for maximum impact.
Testing will reveal your most responsive headline.
Brainstorm words and phrases that colorfully express your product’s
unique benefits. In a short space of time, you can generate a
plethora of vibrant, expressive words and original phrases that can help
make your headline stand out from all others.
With brainstorming, best
results are obtained with a pre-set time frame of 5 minutes or so.
Simply allow your creative juices to flow and record every word, without
judgment. Ignore the temptation to evaluate the merit of any particular
suggestion. After a few short minutes, you’ll have plenty of
power-packed, benefit-oriented headline words to choose from.
Deliver a clear, concise, and complete message. Edit your
headline for clarity. Make sure your words are easily understood and do
not evoke mixed messages. Be direct rather than subtle...
benefit-oriented rather than amusing or "catchy".
Readers generally digest a
headline as one item, simultaneously taking in all the words as a
complete unit and processing it as a single image. You want to be sure
that the image your headline delivers is crystal-clear and not open to
Capture attention, pique the interest of your prospects and arouse their
curiosity. Do these three things and you’re sure to have a
First and foremost, you’ve
got to attract the attention of readers. Think of your headline as a
visual siren. Call out to your best prospects with something that’s
vitally important to these folks only.
Secondly, communicate in
terms of benefits or helpful advantages and make your benefits more
enticing and appealing than what the competition offers. Benefits
address the self-interest of prospects. Benefits are all about prospects
and what they’ll get as a result of buying your product.
Thirdly, add a little
mystique to the picture and you’ll arouse your prospect’s curiosity.
Reveal just enough in your headline to literally drive your prospects to
find out more.
Think of your headline as the message on a billboard. With
most headlines you probably only have a few fleeting seconds to get your
main selling point across.
Rewrite and refine your
message to down to its most powerful, concise statement. Make it deliver
your most payable punch, promptly. Give the skimming reader the
opportunity to receive your essential message in one quick take. Hit
hard and hit fast. If you don’t, you’ll never win at this
increasingly competitive game.
Copyright © 1999 by Robert Boduch
Robert Boduch is the author of Great Headlines Instantly! … How To
Write Powerful, Attention-Grabbing Headlines That Pull In More
Prospects, More Customers And More Profits, NOW! which features hundreds
of helpful tips, techniques, strategies, and hands-on formulas for
writing successful headlines for any purpose, on demand. Visit his site
for more information: http://www.bizprofitbuilder.com
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