Discover The Top 3 Crucial Tips You Must Know To Create Powerful Headlines and Stop Losing Sales
Discover The Top 3 Crucial Tips You Must Know To Create Powerful Headlines and Stop Losing Sales
To make sure you are writing power copy that is sure to grab your prospects attention and make them beg for what you have I am going to share some copywriting tips and secrets.
Let's get started with the first and most important element...Headlines.
Discover The Top 3 Crucial Tips You Must Know To Create Powerful Headlines and Stop Losing Sales
With only a few seconds to grab the attention of your site visitor and pull them into your site - your headline is the most important element of your website.
Many people think of their website as a store, and they open with "Welcome." After all if you have a store and someone walks in, you are going to welcome them to your store. This is a mistake for websites. Let me explain.
When someone lands on your site, they are not actually in your store yet. They are standing outside your store - they are looking at the sign and the window display and trying to decide if they want to come in.
Your headline is your sign and your window display - it is what has to entice visitors to come in and browse.
It is only once they start reading your copy and checking out what you have to offer (clicking other links, looking at pictures etc) that they are actually in your store.
So, you could have great copy, wonderful products or services at great prices, an exciting offer or breaking news and it just doesn't matter unless people read it.
Don't fool yourself into thinking your site doesn't need a headline. It may not be a "sales letter site", you may look at it as a catalog site or an information brochure site - but either way it doesn't matter. You need a compelling headline to get people to come in and look around.
A lot of time, effort and research (testing) has gone into writing the perfect headline. Please remember that you should test different headlines and see what works for you. To get you started, here are the Top 3 things you must know….
1. You may be familiar with AIDA. It stands for Attention, Interest, Desire and Action. It means you have to remember to: capture your reader's attention, arouse their interest, increase their desire and lead them to take some kind of action. All are important pieces of the puzzle. You have to remember with a headline, the action you want them to take at this point is just to keep reading. Let's explore increase their desire. What that really means is to elicit an emotional response from them. People buy based on emotion. In addition to desire, another great motivator is fear. In face, fear of loss is a greater motivator than desire to gain.
So, the key to remember is that you want to illicit an emotional response for the reader. Let's look at my headline as a sample of using fear.
Look at the headline I used on this article "Discover The Top 3 Crucial Tips You Must Know To Create Powerful Headlines …." - the first part can cause people to feel uncomfortable (fear) - they don't want to be the only one that doesn't know! And then I added "to avoid losing sales" which creates an even stronger element of fear. No one wants to lose sales, so they are going to read further and find out what they need to know.
Let's look at the process many new writers go through when writing headlines. Here are some sample variations of my headline.
First draft:
Information You Need About Headlines
- This is short, to the point and tells people what they can expect. However there is nothing exciting, it does mention information "you need" but it just doesn't have enough of an impact to really cause people to feel they are missing something.
Draft 2….
The Most Important Information You Must Have About Headlines
- This is getting better but it is still not right. You are implying there is a lot of information out there and telling them that you have the most important information. It is still too vague though, so let's take another stab and make it more specific.
Draft 3…
The Top 3 Things You Must Know About Headlines
- This is more direct and makes people feel like there are some very important and specific pieces of information they need to have. This has now created an element of fear - fear that they are going to miss out on knowing the Top 3most important things. Of all the things there are to know, these 5 are the things that must know, no matter what.
And finally, the last version:
Discover The Top 3 Crucial Tips You Must Know To Create Powerful Headlines and Stop Losing Sales
- I have added another element to be afraid of. Now people are not only afraid of what they don't know but they are also afraid of losing sales because of it. I also added a verb at the start and jazzed up the wording to create more of an impact.
2. Use action words - verbs! Telling people what to go encourages readership and guides them. You can use words like:
Discover
Find
Get
Learn
Join
See
Read
Etc
An example would be: "Discover Top Weight Loss Secrets" instead of just saying "Top Weight Loss Secrets". You are telling them what to do - they need to discover the information. It is implied that they will do so by reading your content.
3. Don't be too vague, however you also don't want the headline to act as a summary of the content and go into great detail.
This headline doesn't give away any details information, it's not a summary of the content - but it still tells in very descriptive words what they can expect - so it arouses their curiosity. People want to know what these little known methods are.
So, when considering length, don't purposely make it long or short - simply make it the length it needs to be to properly grab attention, get prospects interested, increase their desire and get them to take action.
Sample headline:
How The 'Top Guns' of Internet Marketing Quietly Drive Truckloads of Targeted Traffic To Their Sites With These Little Known, But Lethally Powerful Methods"
Discover The Top 3 Crucial Tips You Must Know To Create Powerful Headlines and Stop Losing Sales - To learn more about this author, visit Jennifer Horowitz's Website.
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Your website copy has several very important jobs. The first and most important job is to draw readers into your site. Additionally it has to answer questions, sell your product or service, get people to join a mailing list and more.
To make sure you are writing power copy that is sure to grab your prospects attention and make them beg for what you have I am going to share some copywriting tips and secrets.
Let's get started with the first and most important element...Headlines.
Discover The Top 3 Crucial Tips You Must Know To Create Powerful Headlines and Stop Losing Sales
With only a few seconds to grab the attention of your site visitor and pull them into your site - your headline is the most important element of your website.
Many people think of their website as a store, and they open with "Welcome." After all if you have a store and someone walks in, you are going to welcome them to your store. This is a mistake for websites. Let me explain.
When someone lands on your site, they are not actually in your store yet. They are standing outside your store - they are looking at the sign and the window display and trying to decide if they want to come in.
Your headline is your sign and your window display - it is what has to entice visitors to come in and browse.
It is only once they start reading your copy and checking out what you have to offer (clicking other links, looking at pictures etc) that they are actually in your store.
So, you could have great copy, wonderful products or services at great prices, an exciting offer or breaking news and it just doesn't matter unless people read it.
Don't fool yourself into thinking your site doesn't need a headline. It may not be a "sales letter site", you may look at it as a catalog site or an information brochure site - but either way it doesn't matter. You need a compelling headline to get people to come in and look around.
A lot of time, effort and research (testing) has gone into writing the perfect headline. Please remember that you should test different headlines and see what works for you. To get you started, here are the Top 3 things you must know….
1. You may be familiar with AIDA. It stands for Attention, Interest, Desire and Action. It means you have to remember to: capture your reader's attention, arouse their interest, increase their desire and lead them to take some kind of action. All are important pieces of the puzzle. You have to remember with a headline, the action you want them to take at this point is just to keep reading. Let's explore increase their desire. What that really means is to elicit an emotional response from them. People buy based on emotion. In addition to desire, another great motivator is fear. In face, fear of loss is a greater motivator than desire to gain.
So, the key to remember is that you want to illicit an emotional response for the reader. Let's look at my headline as a sample of using fear.
Look at the headline I used on this article "Discover The Top 3 Crucial Tips You Must Know To Create Powerful Headlines …." - the first part can cause people to feel uncomfortable (fear) - they don't want to be the only one that doesn't know! And then I added "to avoid losing sales" which creates an even stronger element of fear. No one wants to lose sales, so they are going to read further and find out what they need to know.
Let's look at the process many new writers go through when writing headlines. Here are some sample variations of my headline.
First draft:
Information You Need About Headlines
- This is short, to the point and tells people what they can expect. However there is nothing exciting, it does mention information "you need" but it just doesn't have enough of an impact to really cause people to feel they are missing something.
Draft 2….
The Most Important Information You Must Have About Headlines
- This is getting better but it is still not right. You are implying there is a lot of information out there and telling them that you have the most important information. It is still too vague though, so let's take another stab and make it more specific.
Draft 3…
The Top 3 Things You Must Know About Headlines
- This is more direct and makes people feel like there are some very important and specific pieces of information they need to have. This has now created an element of fear - fear that they are going to miss out on knowing the Top 3most important things. Of all the things there are to know, these 5 are the things that must know, no matter what.
And finally, the last version:
Discover The Top 3 Crucial Tips You Must Know To Create Powerful Headlines and Stop Losing Sales
- I have added another element to be afraid of. Now people are not only afraid of what they don't know but they are also afraid of losing sales because of it. I also added a verb at the start and jazzed up the wording to create more of an impact.
2. Use action words - verbs! Telling people what to go encourages readership and guides them. You can use words like:
Discover
Find
Get
Learn
Join
See
Read
Etc
An example would be: "Discover Top Weight Loss Secrets" instead of just saying "Top Weight Loss Secrets". You are telling them what to do - they need to discover the information. It is implied that they will do so by reading your content.
3. Don't be too vague, however you also don't want the headline to act as a summary of the content and go into great detail.
This headline doesn't give away any details information, it's not a summary of the content - but it still tells in very descriptive words what they can expect - so it arouses their curiosity. People want to know what these little known methods are.
So, when considering length, don't purposely make it long or short - simply make it the length it needs to be to properly grab attention, get prospects interested, increase their desire and get them to take action.
Sample headline:
How The 'Top Guns' of Internet Marketing Quietly Drive Truckloads of Targeted Traffic To Their Sites With These Little Known, But Lethally Powerful Methods"
Discover The Top 3 Crucial Tips You Must Know To Create Powerful Headlines and Stop Losing Sales - To learn more about this author, visit Jennifer Horowitz's Website.
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Linda RichardsonLinda Richardson is the Founder and Executive Chairwoman of Richardson, a global sales training and performance improvement company. As a recognized leader in the industry, she has won the coveted Stevie Award for Lifetime Achievement in Sales Excellence and she was identified by Training Industry, Inc. as one of the “Top 20 Most Influential Training Professionals.” Ms. Richardson is credited with the movement to Consultative Selling and is the author of ten books on selling and sales management, including Sales Coaching — Making the Great Leap from Sales Manager to Sales Coach, and Stop Telling, Start Selling. She teaches sales and management at the Wharton Graduate School of the University of Pennsylvania and the Wharton Executive Development Center. Linda is a frequent speaker at industry and client conferences, has been published extensively in industry and training journals, and has been featured in numerous publications, including The Wall Street Journal, Forbes, Nation’s Business, Selling Power, Success, and The Conference Board Magazine. Learn more about Richardson's sales training and performance improvement solutions at http://www.richardson.com web - Visit Linda Richardson's Website |
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Leanne Hoagland-SmithAre your sales where you want them to be? Will you be one of the few who achieves sales or business success or one of the many who have failed to change? Are you tired of being told you are like everyone else? Then you may find my first book on sales of interest. Be the Red Jacket in the Sea of Gray Suits, The Keys to Unlocking Sales available at Amazon or at http://www.processspecialist.com/red-jacket.htm. This book is a reflection of my no-nonsense approach to improving sales to overall business results. If you are truly committed to making sustainable changes, then I can help you secure a positive return on your investment because I focus on executable solutions not telling you the problems you already know you have. From training to corporate (group) coaching to executive one on one coaching, my approach is to assess, create awareness, build a goal driven action plan and then execute. The bottom line question is "Not do you or your employees know it, but do you or they want to do it?" Please call for a free strategy session at 219.759.5601. - Visit Leanne Hoagland-Smith's Website |
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George LudwigGeorge Ludwig is a recognized authority on sales strategy and peak performance psychology. An international speaker, trainer, and corporate consultant, he helps clients like Johnson & Johnson, Abbott Laboratories, Northwestern Mutual, CIGNA, and numerous others improve sales force effectiveness and performance. Though it's George's strategies and processes that help corporations increase productivity and performance, it's his tremendous energy and dynamism that spark the transformation. Again and again, clients remark on his amazing ability to unleash human capacity and inspire men and women to break out of their comfort zones. The result is a whole new type of salesperson. His customized presentations teach achievers to make stunning advances in their lives. From helping salespeople realize cherished dreams to helping corporations exponentially accelerate revenue streams, George Ludwig leaves audiences and individuals empowered, emboldened, and clamoring for more. George is the best-selling author of Power Selling: Seven Strategies for Cracking the Sales Code and Wise Moves: 60 Quick Tips to Improve Your Position in Life & Business. - Visit George Ludwig's Website |
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David AchesonDavid Acheson is the founder of DCJA Consultancy. DCJA Consultancy is a management consultancy business specialising in B2B sales consultancy. They offer bespoke and packaged sales consultancy including Sales Optimisation Review, Interim Sales Management, Sales & Marketing Review, 1:1 Sales & Management Staff Analysis, Management Training, Solution Sales Training, Creation of New Pay Plan, KPI's, run Customer Feedback Campaigns, assist with Recruitment, Coaching, Appraisals and set up Strategic Marketing Campaigns. David spent his early career in accountancy and then moved into sales in 1982, working in Office Equipment, IT, Advertising, Training, Outsourcing and Consultancy. He has held many Senior Positions in SMBs and Global Organisations including Head of Sales Operations & Head of Business Development. His knowledge, skills and great experience of the Sales Industry has led to David making keynote speeches and running educational sessions to key businesses through organisations including The Chamber of Commerce and Business Link. - Visit David Acheson's Website |
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Dave KurlanDave Kurlan is the founder and CEO of Objective Management Group, Inc., the industry leader in sales assessments and sales force evaluations, and the CEO of David Kurlan & Associates, Inc., a consulting firm specializing in sales force development. Dave has been a top rated speaker at Inc. Magazine's Conference on Growing the Company, the Sales & Marketing Management Conference and the Gazelles Sales & Marketing Summit. He has been featured on radio and TV, including World Business Review with General Norman Schwarzkopf, in Inc. Magazine, Selling Power Magazine, Sales & Marketing Management Magazine and Incentive Magazine. He is the author of Mindless Selling and Baseline Selling – How to Become a Sales Superstar by Using What You Already Know about the Game of Baseball. He created and wrote STAR, a proprietary recruiting process for hiring great salespeople, and he writes Understanding the Sales Force, a popular business Blog and is a contributing author to The Death of 20th Century Selling and 101 Great Ways to Improve Your Life, Volume 2. - Visit Dave Kurlan's Website |
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John BrennanJohn Brennan Ed.D. Dr. Brennan is President of Interpersonal Development, LLC, a training and development firm. Interpersonal Development has provided sales training and coaching to more than 3,000 sales reps from over 100 companies. A native of Australia, Dr. Brennan received his doctorate from the University of Rochester. His dissertation researched the effectiveness of Behavioral Modeling Technology in training people in interpersonal skills. While he has spent most of his career designing or delivering training, he was also a Vice-President of Sales of a training and development franchise with operations in 25 markets. Dr. Brennan has designed and delivered sales training in North America, Asia, Europe, Australia and the Middle East. He has been a guest speaker at numerous national and regional professional conferences. When Microsoft wanted Best Practices articles on sales for their web site, they called Dr. Brennan. The results are at http://office.microsoft.com/en-us/FX011387391033.aspx His firm’s clients have included Volvo, The Prudential, Merrill Lynch, Eastman Kodak, Gannett, Equifax Europe, the Economist Group and countless small businesses. - Visit John Brennan's Website |
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Anne BarrAnne Barr has over 26 years experience in sales and marketing, six years as a franchisee. She has assisted over 367 business owners and purchasers to achieve their goals in career change, transition and exit strategy. She holds the designation of Certified Franchise Executive from the International Franchise Association, Certified Business Intermediary from the International Business Brokers Association and Board Certified Broker from the Texas Association of Business Brokers. Anne is active in professional organizations, networking groups and volunteers for non-profit entities. As owner/operator of four successful businesses, Anne has proven people skills and enjoys helping clients find the right "fit" in business ownership. Visit www.FranchiseOpportunitySpecialist.com for more information about me and my company. - Visit Anne Barr's Website |
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