How To Write A Great Headline Drawing Them In And Making Them Want To Buy Your Product
How To Write A Great Headline Drawing Them In And Making Them Want To Buy Your Product
If you’re going to make a single change to boost your response rate the most, focus on your headline (you do have one, don’t you?).
Why? Because five times as many people read your headline than your copy. Quite simply, a headline is…an ad for your ad. People won’t stop their busy lives to read your copy unless you give them a good reason to do so. So a good headline promises some news and a benefit.
Perhaps you’re thinking, “What’s this about news, you say?”
Think about the last time you browsed through your local newspaper. You checked out the articles, one by one, and occasionally an ad may have caught your eye.
Which ads were the ones most likely to catch your eye?
The ones that looked like an article, of course.
The ones with the headline that promised news.
The ones with fonts and type that closely resembled the fonts and type used in articles.
The ones that were placed where articles were placed (as opposed to being placed on a full page of ads, for example).
And the ones with the most compelling headlines that convinced you it’s worth a few minutes to read the copy.
The headline is that powerful and that important.
I’ve seen many ads over the years that didn’t even have a headline. And that’s just silly. It’s the equivalent of flushing good money spent on advertising right down the toilet.
Why? Because your response can increase dramatically by not only adding a headline, but by making that headline almost impossible to resist for your target market.
And those last three words are important. Your target market.
For example, take a look at the following headline:
Announcing…New High-Tech Gloves Protect Wearer Against Hazardous Waste
News, and a benefit.
Will that headline appeal to everyone?
No, and you don’t care about everyone.
But for someone who handles hazardous waste, they would sure appreciate knowing about this little gem.
That’s your target market, and it’s your job to get them to read your ad. Your headline is the way you do that.
Ok, now where do you find great headlines?
You look at other successful ads (especially direct response) that have stood the test of time. You look for ads that run regularly in magazines and other publications.
How do you know they’re good? Because if they didn’t do their job, the advertiser wouldn’t keep running them again and again.
You get on the mailing lists of the big direct response companies like Agora and Boardroom and save their direct mail packages.
You read the National Enquirer.
Huh? You heard that correctly.
The National Enquirer has some of the best headlines in the business.
Pick up a recent issue and you’ll see what I mean. Ok, now how could you adapt some of those headlines to your own product or service?
Your headline should create a sense of urgency. It should be as specific as possible (i.e. say $1,007,274.23 instead of “a million dollars”).
The headline appearance is also very important. Make sure the type used is bold and large, and different from the type used in the copy. Generally, longer headlines tend to out pull shorter ones, even when targeting more “conservative” prospects.
It should go without saying that when you use other successful headlines, you adapt them to your own product or service. Never copy a headline (or any other written copyrighted piece of work for that matter) word for word. Copywriters and ad agencies are notoriously famous for suing for plagiarism. And rightfully so.
There are effective ways on how to infuse your visitors the sense of urgency your page is trying to convey. Since the most crucial part of your site is the part where the visitors land, headlines are very vital to bring to them your point at the most immediate time possible.
Writing the best headline is not too complicated as many marketers would think; it can be simple if you will follow the right process. Rather than thinking of how you should write your headline, think of what it should say to your visitors. To help you think about a possible headline, listed here are the types of headlines to choose from:
1.News Headline. If your service or product proposes something newsworthy, publicize it on your headline. You’ll naturally use this to present your new product or an enhancement on your existing product. You can make use of words like Now, New, Introducing, Just Released, Finally, At Last or Announcing to make your News Headline more appealing. For example: Finally! A New Diet Pill that Can Work For Just Seven Days!
2.Benefit Headline. Features do not sell but benefits do. To compose a winning benefit headline, you must be overly familiar with your market. This will let you offer them a compelling and powerful benefit driven headline that will easily entice your audience. Research on every little benefit that your prospects are looking for on a product or service. En example of a benefit headline is: Cleans and Whiten Your Teeth…
3.Guarantee Headline. These are headlines which present appealing benefits and guarantee results. If your product or service gives powerful guarantee, let your would-be customers know it by showing it on your headline. For example: Whitens your Skin in just 10 days… Money Back Guarantee!
4.How to Headline. There are many “How Tos” present either in books or sites so you wouldn’t be wrong on this type. Try placing “how to” on your headline and it will really be enticing for your prospects to know what solutions, information and advices you have for their problems. For example: How to Win Back Your Husband…
5.Testimonial Headline. This type of headline utilizes testimonials of customers for the headline. Your customers will sell for you since they will be talking of the benefits they gain from your products. For Example: I Earn A Lot By Just Purchasing this Self-Help Book
6.Question Headline. You must be cautious when using this type. You must be well informed of your market or you may blow your chances of winning them by this advertising drive. The good types of question headlines are those that encourage your prospects to be involved. For example: Have You Turned Your First Date into Disaster?
7.Command Headline. The type of headline which instructs your costumers on what they will do. The command must encourage action through benefit offerings that will really help them. Most effective headlines must start with action verbs. For example: Stop Your Financial Problems!
8.Reason Why Headline. This headline will give your prospective costumers particular reasons why they need to read your sales letter, your website or your ad. These headlines are effective since they include specific numbers and facts. For example: Easy and Fun Ways to Earn $500 From Home.
You can model your headline from the types listed above; but be sure to sizzle your headlines to compel your prospects to read your site. Move beyond the usual and create your headline at a different angle. Add up some new attention grabbing terms and see your sales surge up!
Now that you have drawn them in...how do you make them want to buy?
Read my article on how to identify and highlight the USP that makes people want to buy specifically from you.
****
It is not wealth one asks for, but just enough to preserve one’s dignity, to work unhampered, to
be generous, frank and independent.
– W. Somerset Maugham (1874 - 1965) Of Human Bondage, 1915
How To Write A Great Headline Drawing Them In And Making Them Want To Buy Your Product - To learn more about this author, visit Teresa Bohannon's Website.
Like this article? Share it with your friends
How To Write A Great Headline
If you’re going to make a single change to boost your response rate the most, focus on your headline (you do have one, don’t you?).
Why? Because five times as many people read your headline than your copy. Quite simply, a headline is…an ad for your ad. People won’t stop their busy lives to read your copy unless you give them a good reason to do so. So a good headline promises some news and a benefit.
Perhaps you’re thinking, “What’s this about news, you say?”
Think about the last time you browsed through your local newspaper. You checked out the articles, one by one, and occasionally an ad may have caught your eye.
Which ads were the ones most likely to catch your eye?
The ones that looked like an article, of course.
The ones with the headline that promised news.
The ones with fonts and type that closely resembled the fonts and type used in articles.
The ones that were placed where articles were placed (as opposed to being placed on a full page of ads, for example).
And the ones with the most compelling headlines that convinced you it’s worth a few minutes to read the copy.
The headline is that powerful and that important.
I’ve seen many ads over the years that didn’t even have a headline. And that’s just silly. It’s the equivalent of flushing good money spent on advertising right down the toilet.
Why? Because your response can increase dramatically by not only adding a headline, but by making that headline almost impossible to resist for your target market.
And those last three words are important. Your target market.
For example, take a look at the following headline:
Announcing…New High-Tech Gloves Protect Wearer Against Hazardous Waste
News, and a benefit.
Will that headline appeal to everyone?
No, and you don’t care about everyone.
But for someone who handles hazardous waste, they would sure appreciate knowing about this little gem.
That’s your target market, and it’s your job to get them to read your ad. Your headline is the way you do that.
Ok, now where do you find great headlines?
You look at other successful ads (especially direct response) that have stood the test of time. You look for ads that run regularly in magazines and other publications.
How do you know they’re good? Because if they didn’t do their job, the advertiser wouldn’t keep running them again and again.
You get on the mailing lists of the big direct response companies like Agora and Boardroom and save their direct mail packages.
You read the National Enquirer.
Huh? You heard that correctly.
The National Enquirer has some of the best headlines in the business.
Pick up a recent issue and you’ll see what I mean. Ok, now how could you adapt some of those headlines to your own product or service?
Your headline should create a sense of urgency. It should be as specific as possible (i.e. say $1,007,274.23 instead of “a million dollars”).
The headline appearance is also very important. Make sure the type used is bold and large, and different from the type used in the copy. Generally, longer headlines tend to out pull shorter ones, even when targeting more “conservative” prospects.
It should go without saying that when you use other successful headlines, you adapt them to your own product or service. Never copy a headline (or any other written copyrighted piece of work for that matter) word for word. Copywriters and ad agencies are notoriously famous for suing for plagiarism. And rightfully so.
There are effective ways on how to infuse your visitors the sense of urgency your page is trying to convey. Since the most crucial part of your site is the part where the visitors land, headlines are very vital to bring to them your point at the most immediate time possible.
Writing the best headline is not too complicated as many marketers would think; it can be simple if you will follow the right process. Rather than thinking of how you should write your headline, think of what it should say to your visitors. To help you think about a possible headline, listed here are the types of headlines to choose from:
1.News Headline. If your service or product proposes something newsworthy, publicize it on your headline. You’ll naturally use this to present your new product or an enhancement on your existing product. You can make use of words like Now, New, Introducing, Just Released, Finally, At Last or Announcing to make your News Headline more appealing. For example: Finally! A New Diet Pill that Can Work For Just Seven Days!
2.Benefit Headline. Features do not sell but benefits do. To compose a winning benefit headline, you must be overly familiar with your market. This will let you offer them a compelling and powerful benefit driven headline that will easily entice your audience. Research on every little benefit that your prospects are looking for on a product or service. En example of a benefit headline is: Cleans and Whiten Your Teeth…
3.Guarantee Headline. These are headlines which present appealing benefits and guarantee results. If your product or service gives powerful guarantee, let your would-be customers know it by showing it on your headline. For example: Whitens your Skin in just 10 days… Money Back Guarantee!
4.How to Headline. There are many “How Tos” present either in books or sites so you wouldn’t be wrong on this type. Try placing “how to” on your headline and it will really be enticing for your prospects to know what solutions, information and advices you have for their problems. For example: How to Win Back Your Husband…
5.Testimonial Headline. This type of headline utilizes testimonials of customers for the headline. Your customers will sell for you since they will be talking of the benefits they gain from your products. For Example: I Earn A Lot By Just Purchasing this Self-Help Book
6.Question Headline. You must be cautious when using this type. You must be well informed of your market or you may blow your chances of winning them by this advertising drive. The good types of question headlines are those that encourage your prospects to be involved. For example: Have You Turned Your First Date into Disaster?
7.Command Headline. The type of headline which instructs your costumers on what they will do. The command must encourage action through benefit offerings that will really help them. Most effective headlines must start with action verbs. For example: Stop Your Financial Problems!
8.Reason Why Headline. This headline will give your prospective costumers particular reasons why they need to read your sales letter, your website or your ad. These headlines are effective since they include specific numbers and facts. For example: Easy and Fun Ways to Earn $500 From Home.
You can model your headline from the types listed above; but be sure to sizzle your headlines to compel your prospects to read your site. Move beyond the usual and create your headline at a different angle. Add up some new attention grabbing terms and see your sales surge up!
Now that you have drawn them in...how do you make them want to buy?
Read my article on how to identify and highlight the USP that makes people want to buy specifically from you.
****
It is not wealth one asks for, but just enough to preserve one’s dignity, to work unhampered, to
be generous, frank and independent.
– W. Somerset Maugham (1874 - 1965) Of Human Bondage, 1915
How To Write A Great Headline Drawing Them In And Making Them Want To Buy Your Product - To learn more about this author, visit Teresa Bohannon's Website.
Like this article? Share it with your friends
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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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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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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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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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Cheryl MatthynssensCheryl is a life skills coach, licensed Chemical Dependency Counselor and a 20 year entrepreneur. Cheryl's dedication to achieving a life of balance led to her expanding her teaching from the simple managing of life's daily challenges to adding financial well being as well. A direct marketer with DrinkACT, she is gaining ground in the online community with her concepts of making sure business owners, entreprenuers and employees have well rounded life styles. She opened up a small affiliate site - The Balance Guide- to help others find resources for mental and emotional well being. Visit Cheryl's blog to see more of the diversity beyond business she has began offering online at www.thebalanceguide.blogspot.com - Visit Cheryl Matthynssens's Website |
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