How to write attention-grabbing headlines that drive people to action!
The purpose of a headline is to select and interest the best audience for your product or service. The legends in advertising agree that ninety percent of the success or failure of any sales offer is the headline. Thus if your headline doesn’t work you have virtually no chances of making a sale.
For your headline to work, you need to offer your target market what they want and want badly. Keep in mind that your prospective customers are in a hurry. They are not thinking of you or your product. They may be half asleep as they open your email or go through your sales letter. So, make it relevant. Make it brief. However do not make your headline so short that it fails to express your idea properly.
Your headline needs to hit your reader where he/she lives – in the heart or in the head. The best headlines arouse the readers’ curiosity. They suggest that the copy contains useful information – something the reader must have or know about. They hook your interest and make you read just that bit extra to learn more. The more they read, the greater your chances of making a sale.
CLARITY. Before you begin working on your headline, you need to have absolute clarity about what it is exactly that you’re selling and to whom. What’s the ESSENCE of your offer? Write what you’re offering your prospects in just 3-5 words. Focus on the BENEFIT they get from buying from you. Who is your target audience? You need to be specific.
Once that’s clear in your mind, you’re ready to begin. Here’s step 1…
1) What’s the BIGGEST benefit or promise that you can offer/make to your prospects? Keep in mind that your prospects are busy and fed up with emails, ads and sales letters that have nothing important to say. Your headline should get people either very excited or scared. If it doesn’t, pull up your sleeves and keep working on it until it does.
2) Are your prospects literally DYING to take advantage of your offer? Is that what they really want? How do you know? Make sure your headline is so powerful that it grabs your clients/prospects by the throat and demands their attention. Oftentimes people are trying to achieve a result. And, usually they miss the mark. What results does your target audience must produce to survive and prosper in their “world”? What’s stopping them? How can you help them achieve their goals easier, faster and with less effort?
Whatever you do, don’t skip the two steps above. They will help you write a killer headline for your product. Now, you’re ready to go onto the next step. But, first, you need to ‘lubricate’ your brain.
3) Quickly scan lots of good headlines to prime your mind with ideas. OK, I guess you first need to have a swipe-file with LOTS of killer headlines… Don’t copy somebody else’s work. Simply flood your mind with ideas and watch what happens.
Trust the process. Be absolutely convinced that you’re going to write a TERRIFIC headline. You can’t produce a killer headline if your head is stuffed with lousy thoughts.
4) Using the benefits in step 1, write 50 to 100 headlines fast. If you get stuck, write whatever comes to mind. Then keep going. If you have followed this process thoroughly, great ideas will flow.
5) Don’t worry if some of those headlines don’t make any sense. All you need is just ten of the best headlines from your list. Now the game begins…
6) Inject each headline with more energy, drama and emotion. Remember that a good headline is built not of words but of reactions. So make sure your headline triggers the reactions that will make people dying to open their wallets and give you their money.
OK. You’re almost over. I said almost, because now you need to get a fresh perspective on your headlines. Here’s what you should do.
7) Show your headlines to at least ten people and observe their reactions. This step is crucial. Often you’ll get ideas you haven’t thought about. If they would not immediately go into the copy, try again… and again… and again. Have fun!
Now you don’t have to apply the whole formula to improve your results. But, if all you do is take just one step and commit to doing it today or as I say, take Just A Fraction Of Action (TM), your results should improve. How much they improve really depends on how much ACTION you’re prepared to take.
Daniel Lizurek produces hard-hitting and professional sales copy for ambitious, time-strapped entrepreneurs, business owners and company executives looking to take their business to the next level. Using the power of words he understands how to pry open the hearts, minds and wallets of your prospect and clients. To learn more simply visit: www.FastProfits.com.au
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