A compelling copy has only one purpose -
to get the next sentence read by the reader. So it becomes imperative that you
capture the attention of your reader from the headline, as it is said, that on
average, 8 out of 10 people will read your headline copy, but only 2 out of 10
will read the rest.
The
headline is your first impression you make on a reader, effectiveness of which
determines whether you are able to place your reader; once they become your
prospective client, on the slippery slide that compels them to take more time
to read. As a good headline not only tells its reader what a story is about,
but also captures their interest and makes them want to read on. Now that you
understand the power of headline, it is important that you know some of the
don’ts that you need to remind yourself while working on your headline, they
are, don’t be clever, don’t get desperate, don’t forget your reader, and don’t
settle for just any headline.
A persuasive
headline; is clear, demands attention, caters to its reader, and always tries
to push the envelope, betters your odds of beating the competition and getting
what you have written read by large number of people. Your headline is a promise
to the reader which clearly communicates the benefits you will deliver to the
reader in exchange for their valuable time. Although headline writing is a
difficult skill to master, but there are some tool which are polished over the
years that can come in handy while you struggle to come up with your unique
copy headline.
Before
starting, you need to first clear the misunderstanding that a headline must be
short, this notion is faulty, just have a look at two of the most iconic
headlines; David Ogilvy’s New Rolls- Royce and John Caples’s They laughed
when.., hope these headlines dispels the notion once and for all.
A
simple ‘How to,’ headline structure is powerful because the reader gets benefit
number one right after ‘How to’ with another benefit following the word, ‘and’
this works because reader love information that show the How to do so, just
remember the plethora of book title that start with ‘How to.’ Another important
structure is the ‘Question headline’, which automatically gets your reader
involved in the copy, as the headline taps into the reader’s problem and the
headline is a pill that fixes the problem. Starting a headline with ‘Who else
wants,’ is a classic social proof strategy that implies an already existing
consensus desire, in the same vein, ‘The secret of,’ headline works on the
principle that you have some information or inside knowledge that will benefit
the reader, this process becomes doubly effective when the message is coming
from an expert.
‘Here
is a method that is helping...to...,’ structure feed on reader’s desire to have
more information that helps them in leading a comfortable life. Similarly, ‘The
little known way,’ is an intriguing way of accompanying the job of getting an
enticing copy headline done. A classic structure, ‘Get rid of....once and for
all,’ zeroes on either a painful problem or an unfulfilled desire that the
reader wants to get rid of. Generally reader’s love, ‘Here’s a quick way to,’
headline structure, when the choice of solving their life’s problem arises.
Who
doesn’t like, ‘Now you can have...,’ and ‘Have ...you can be proud of/ build a
...you can be proud of,’ headline structure that targets reader’s vanity,
dissatisfaction or shame. The ‘What everybody ought to know about,’ headline
not only draws the reader’s curiosity, but also throws a challenge for the
reader to go ahead and see for them self whether there is something that they
are missing in their life. The ‘Testimonial headline,’ go a long way in doing
the selling, as they not only answers the questions that spur up in the
reader’s mind, but also provide proof and evidence that support your
claim.
A
‘Command headline,’ is one which tells reader’s what to do work best when you
turn your most important benefit into a calling statement and use as a
headline. Similarly, ‘Exciting news headline,’ comes in use when you have
something big to announce that is of interest to your reader. Headline with
‘Special offer,’ and ‘Free offer,’ makes the reader to take action, because
every reader loves a bargain.
The
‘Alert headline,’ work on the principle that the reader is scanning for
something of interest and will only be stopped by something that is relevant to
them. An important headline, ‘Fear of loss,’ works on the principle that,
reader’s fear of losing something is greater than the desire for gain. Another,
headline in similar vein, ‘The lazy...way to...,’ never fails to work as no
reader likes to think of them self as lazy, but everyone like to save time and
effort. In the same way, ‘Do you
recognize the ...early warning sign of...,’ headline structure not only helps
the reader in wanting to avoid problems, but also promises the critical tips
before it is too late. And finally, ’See how you can...,’ headline structure is
very effective as readers love quick and easy ways to make their life
comfortable by learning something new or gaining some advantage.
In
summation, your headline must be useful to the reader, provide urgency, convey
the idea how your main idea is unique and make the reader take action of your
choice.
Learning
how to write a great headline is absolutely critical, practice it diligently.
So the next time you sit down to come up with your engaging headline, make sure
you have plenty of time for experiments. As a compelling headline determines
the effectiveness of your complete piece.
Now it is your turn to create some
brilliant headlines.
