|
||||||||
|
||||||||
Contact Me For a FREE
Coaching Session
Get Engaged – At
Work and In Life! |
11 Types of Effective HeadlinesThere are many types of headlines. Over the years copy writing pros have found several headline "formulas" that almost always work well. If you learn these formulas and apply them, your headlines will sizzle compared to the competition and get the responses you want from your customers. 1. Issue a simple command statement that includes the benefits An imperative statement (a command, as we learned in high school English) tells the reader what to do. But to effective, couple the command with what the number one benefit of your product or service the reader will get for doing so. Turn your most important benefit into a commanding headline. Tell them specifically what they get out of it, not by just using general terms. For example:
NEED BETTER EXAMPLES Adding the benefit to the command will be more effective than some classic headlines such as "Aim High" and "Put a tiger in your tank." 2. Start your headline with "How to." Many of the most effective articles start with "How to." People love information that shows them how to do something they are interested in. How-To headlines are specifically good for information products, such as reports, newsletter articles, books, manuals, audio's, and videos. Notice how often you see these headlines in web sites selling information products, and in magazines you see in the magazine racks at the grocery store. They are used because they work. You can use the words "How to" to improve your results too. The two words "How to" carry power and punch but they are not enough by themselves. They need to be coupled with the promise of a benefit. Once again, don't forget the "what's in it for me?" Here are some examples of businesses and the titles of the "How To" information they offer:
There are several similar words and phrases that are inherently involving and attention grabbing and
can be used effectively in just about any headline. Such words and phrases
include:
3. Ask a question. Use "PDQ" PDQ stands for: Preview the Problem solved around a Dominant need in the form of a Question. Your challenge is to say something that will compel your reader to stop whatever he is thinking or doing and willingly give his entire attention to you. You must tantalize him. The tantalizer preview should be geared to satisfying your reader's needs, solving his problem, and eliminating what is causing his problem - something that will help him gain or maintain the satisfaction of his needs. Ah.... Once again, stressing the benefits to the customer. Yes, I am a broken record, and will keep coming back to this primary concept. Since you want him to participate in what your tantalizing words promise him, put it in the form of a question. (Not only at the beginning of a piece, but use good tantalizing sentences or questions throughout the presentation.) A question headline gets the reader involved in your message, by the reader formulating an answer in his own mind. Many will read further to find the answer you give, to compare with theirs.
Readers who answer the question "Yes" are going to want to read the rest of your copy to see what you have to say. Here are some other types of questions that have been used in effective ads or articles: This headline uses a technique in which the reader helps specify what he would value most in such a product. The copy follows through along these lines: Surely you would put this feature into it. You would be sure that it brought you this advantage -- and so on. The payoff to the ad is: "Weve already done it all for you." "Do You Make These Mistakes In
English?" "Do You Do Any of These Ten Embarrassing
Things?" "How Much Is "Worker Tension" Costing Your
Company?" "Six Types of Investors -- Which Group Are You
In?" These five headlines all have one very important thing in common - they are all written from one primary viewpoint: "The point of you." They all contain some version of the word "you." 4. Highlight what you are giving away Free in the headline. "Free" offers often pull the best response. "FREE report on boosting web site sales" is a powerful way to get lots of interested prospects. There is a myth that affluent or professional customers are turned off by free offers. Not true. Simply tailor your free offer to match the style of your customers or industry. You might subtly headline a "no-cost initial consultation" or "a bonus Widget 2000 in each package." And, yes, again tie what they are getting free into a primary benefit! 5. Highlight your discount or special offer in the headline. Include the deadline for action. Next to "free", people like to get "great deals" best. You can use a discount headline when you are announcing some type of sale. When you are doing this type of headline you need to tell them:
For example: "You can get our entire $2,495 Step-by-Step Internet training seminar for only $295 if you are one of the first twenty people to order now. We understand that many people can't afford our regular $2,495 fee for our complete course, so we are offering the entire course to twenty individuals as a national marketing test." That type of statement gives them a discount, gives them a why, and it also gives them a deadline. It does this by telling them that only 20 people are getting it and if they don't act now they aren't going to get it. 6. Provide a testimonial. The recommendation of a satisfied customer can go a long way in convincing others to buy from you. Testimonials make the customer feel safer. "If others have been satisfied, then I am likely to be too," they think. "They say" advertising copy has substantially greater credibility and impact than "we say" advertising. "This product really works! I'm happier and less stressed. Marina Monson-Central City." Let your readers know that this is a real person, and not someone you just created, by including the customer's full name, and city and state they live in. Many readers won't believe a testimonial if it is hard to figure out who the author is. Which is more convincing to you? "R.O., MN" or "Rick Olson, Spicer, Minnesota" ?" (Of course it would be more powerful if I were famous.) :))) Testimonial headlines can help your ads generate a high response. They may come from recognized experts in the industry, or they may come from rank and file customers. Stay close to your customers. Read the mail they send you. Look for a letter from someone who clearly states the benefits that they got out of your product or service. You just might find an excellent headline, from a natural and highly believable spokesperson who is similar to the target customer. These types of headlines can really produce results and be the basis for a very profitable ad campaign. For more on Testimonials, click here. 7. Trumpet your guarantee Guarantee headlines can be extremely effective online because people are so afraid of being ripped off on the internet. Examples:
Often your ads will be more effective if you have a 100% guaranteed at the end of the headline. List your number one benefit and then add "....(3 dots) 100% guaranteed!" Example:
8. Announce important news. Many effective news headlines start off with "Announcing," or "Revolutionary." These work particularly well for things that are newsworthy, such as big changes in your company, or the introduction of a hot new products or a new system of doing something. Examples:
Of course, what seems important to you may not be to the customer, so always include the "what's in it for me? part - the benefit the customer will receive because of the new development. 9. Problem and Solution Headline This headline gives people a problem and a solution. Examples:
10. Particularly innovative, intriguing headlines that catch the reader's attention. Through advertising history there have been some classic ads that have worked wonders that were very creative. There have also been some very creative ads that have absolutely bombed. This is really an art form, rarely successfully pulled off by amateurs. If you try some headlines such as these, be sure you thoroughly test them before you do a large roll-out of your advertising campaign. Examples: The granddaddy of great advertising headlines; often imitated but rarely equaled. The headline screams "drama" - someone put down by a crowd but who overcomes against the odds. This is action oriented. We want to know what happened. A Little Mistake That Cost A Farmer $3,000 A Year Another key factor in this ads success is the attraction of the specific. Note that it wasnt just a mistake; it was a little mistake. What farmer could pass up reading the copy under such a headline? What farmer wouldnt be compelled to find out: "What was the little mistake? Am I making it? If I am making it, how much could it be costing me?" 11. Combinations. Combine the different headline types for great effect. These are only a few of the different headline formats. You can create many other kinds as well.
|