The Job Of Headlines: Interrupt And Attract
Whether it's on TV, the Internet, A Magazine, Radio or a Billboard, you must have a headline that works. A headline That interrupts and attracts the reader or viewer to pay attention to your marketing piece.
In reading through articles like this you see a headline on every one. Some short, some long. Some are followed by a sub-head; others aren’t. But there is one common denominator. All these headlines are written to attract you, my respected reader, so you’ll continue on and read the rest of the page.
Headline That Interrupt And Attracts Are The Most Important Part Of Any Piece – Show Them Proper Respect
Believe me when I tell you how critical the headline is to your success. I spent more time writing the headlines to these articles than I did on the articles themselves. I generally try to write at least 15-25 possible headlines for each piece. Sometimes that number balloons to 40 or more.
Why go through all that? (I hear you cry.) The reason is unbelievable simple. The better the headline, the more readers you attract. The more readers you attract, the more hear the rest of your story. Bottom line – the more you sell. Long headlines, short headlines. Mysterious headlines, humorous headlines. Tickle their fancy headlines, arouse their curiosity headlines. Whatever it takes to interest them in reading more.
Here’s a hard fact about advertisements and websites:
Four Of Five Readers Read Headlines; Only One Of Ten Read The Rest
If your headline fails to attract, think of all the money that you’re throwing down the rat hole of lousy writing. The job of the headline is to get the audience to the body copy. Yes, only about 10% read it through, but that 10% consists of prospects, people interested enough in what you are selling to read about it. When people are truly in the market for a product they read, they listen, they watch, they go to websites. This is especially true when you’re asking them to spend significant dollars.
Don’t worry! Be happy! I am about to give you several hints (rules?) for writing headlines. In my audio program, WIN The Marketing Game And STOP Wasting Money, I have many more – and a list of 127 of the greatest headlines of all times (which you can and should “borrow”).
Hints For Headlines That Interrupt And Attract
- Tell about a benefit
- Deliver news
- Tell a compelling story
- Highlight a problem; offer a solution
- Quote a satisfied customer
- Be relevant – make your words and images important to those who need your product
- Show your product in use (image) or describe the feeling of using it – or both
- Use unexpected words in unexpected ways
Whether you’re writing a webpage, a radio or TV spot, a brochure or a catalog, give the headline everything you’ve got…and don’t settle for less than wonderful.
Here's A Great, Free Head Start For You
Get a jump on your Website and Copywriting and Headlines that interrupt and attract with my FREE Guide, 20 Commandments For Wannabe Copywriters. It's a great help for copywriters of every skill level.
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