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The Importance of Your Headline
Having talked previously about The Importance of Keywords so I figured it was a good time to move on to the Importance of your headline. Headlines need to instantly 'grab' your readers attention. You only have a couple of seconds while the reader decides if they are interested in what you have to say. If your headline doesn't cut it in those few seconds, the rest of your message is dead in the water. Think how you read, whether it be an ad online or your daily newspaper. You 'scan' to see which items are worthy of your attention. The headlines that grab your attention are the pieces of information that you will focus on and read. When you want someone to take notice of what you are saying, whether that be on your website, in your sales letter or in the safelist ad you just posted to 10,000 eager readers, the headline is critical to your results. 1. It needs to send a clear message about what you are offering.
2. It needs to be specific and focused to attract your target market.
3. It needs to instantly compel the reader to follow through and read your message. Without these components your headline will simply be lost in amongst all the other headlines out there. So how do you do it? First of all you need to give your headline serious thought. Don't just copy and paste from the company's site. Be original, be different, be unique. Be very clear on what you are offering. Make your offer positive. Make it irresistible. Consider whether you would be interested in what you are offering. Think back to the headline that grabbed your attention and compelled you to sign up to your current business. Look at similar programmes and see what headlines they are using. Are they attention grabbing? Can you tweak them to make them relate to your own offer? Be very specific on who your message is targeting. Don't write headlines to attract gourmet chefs to the latest fast food outlet. You want only those people who are likely to be interested in what you are offering. This is particularly true if you are writing ads for ppc campaigns. Targeting too broad a market or the wrong market can cost a lot of money! Be sure your call to action is clear and unmistakeable. You want the reader to take action related to your message. In order for them to do that, you have to make that action very clear and extremely compelling. You'd be surprised how often people leave out this key critical piece of their advertising. Don't make your headline too long. Save some information for the body of your message. A headline has a very specific role to play. It's sole purpose is to get the reader to read the rest of your message. Don't try to make your headline 'sell' the whole of your message. Whether your headline is at the top of your website, or in the subject line of an e-mail, never forget how important it is. Don't rely on your sales pitch to sell for you. The importance of your headline far outweighs any other factor in your message. After all, if the headline doesn't fulfil it's role, the rest of the message or the rest of your page doesn't really matter because nobody is going to see it. To Your Success
Susan Coils |
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This intel was contributed by Susan
Susan
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May, 2012
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