Headlines can be singularly the most important element of any selling message…
The purpose of a headline is to grab your customers attention.
- The headline should offer the customer the big benefit right up-front.
- Every headline should instantly appeal to the customer’s self-interest.
- If possible, try to add some educational or informational content as well.
- Valuable words to use are free, new, how to, now, announcing, introducing, it is here, just arrived, an important announcement, improvement, amazing, sensation, remarkable, revolutionary, startling, miraculous, magic, offer, quick, easy, simple, powerful, wanted, challenge, advice, the truth about, compare, bargain hurry, and…last chance.
- Always try to incorporate your ‘unique buy reason’ into your headline. And make that reason as specific, desirable and advantageous to the customer as you possibly can.
- Avoid headlines that don’t mean anything unless you read the whole ad.
- When constructing headlines try to remember your customer is not buying a product or service they are buying a result.
- Remember it’s all about the benefit to the customer - Use ‘You’, not ‘We’ or ‘Our’ product service or company.
- Don’t worry about the length. Fourteen-word headlines get almost as much readership as three-word headlines.
- Avoid headlines that are tricky, confusing or incomplete in their message.
