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This site was last updated on: 6th of April 2004 |  |
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Copywriting – HeadlinesHow Great Headlines Can Boost Your Business Jay Abraham describes the headline in an advertisement or sales letter as “The ad for the ad”. Its main purpose is to grab their attention. Put another way, these few words need to express the very essence of your offer in a compelling, emotion-driven yet concise way. But why do we need headlines? Well, think about a newspaper with no headlines. It would not be easy to read, would it? You would have to concentrate very hard to spot something you really wanted to read about. And it’s the same with ads or sales letters. You have to give the reader an initial idea about what you want to tell him. If you can engage him emotionally (remember the key emotional triggers – Love, guilt, pride, greed and fear) while talking to him about a subject that means something to him, you stand a great chance of hooking him into the rest of your copy. The headline tells you what it’s all about. And if it’s constructed carefully, it will also tell you the major benefit of testing, buying or using the product or service it describes. A really good headline will also entice you to read more by telling you – or teasing you – about a special offer. So what words should you use in your headlines? The 2 most powerful words in the English language are “FREE” and “NEW” and it’s relatively easy to weave those into any headline, but which other words will help you to create great headlines? Here are a few more ‘engaging’ words:
“You” – The vital ingredient in headlines It’s also important when writing headlines to ‘talk’ to your customer as if you are chatting in person. This allows you to use the word ‘you’ and express the benefits of your product or service in a way that appeals to him – personally. Stating the Benefit We have already indicated that you need to express a major benefit in the headline and this brings us to another important connection in the whole marketing mix – the USP or Unique Selling Proposition. click here. By incorporating your business USP into your headline you will multiply its impact by a factor of 10! Of course, this assumes that your USP has been carefully thought through and expresses the major benefit to your customer in a powerful and compelling way. You can check out more information on USPs here. Alternatively, if you would like to use my copywriting skills to improve your own marketing material with compelling headlines, please click here to send an email to me and outline your requirements, or call me on 01803 875522. I'm always happy to have a chat!
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