How To Write a Good Headline
As a member of the internet marketing industry, we want make sure you are getting the most out of your advertising dollar. Knowing HOW to advertise can improve your chances tremendously in making a profit.
One of the misconceptions that new marketers believe is that you can send your ad to ANYONE and OMEONE will buy. As long as you put your ad in front of a lot of people, someone ought to buy your product. There may be *some* truth to that but…
…this is not necessarily true.
There are a lot of variables in the sales process that makes a person buy your product or service. Getting these variables correct improves the chances that people will buy your product or service over and over again.
For example, did you know that there are certain words that actually trigger the spam filters and prevents your email from getting through to your prospect?
Words like "money" or phrases like "click here" get flagged by email spam filters and they stop your email ad from getting through. So if your email ad doesn’t get through, it is impossible to make a sale.
We will cover this topic in more detail in another article, but we just wanted to give you an example of the variables you are dealing with.
Here is today’s lesson from Daniel Levis.
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The Amazing Profit Power of Headlines!
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Did you know, that it’s literally impossible to stop thinking? If you don’t believe me, try it.
There’s an incessant conversation going on inside our heads, only a portion of which we are even aware.
At any given point in time, there are a number of major themes playing themselves out.
You’ll have a hell of a time selling anything, until you can find a way to enter the conversation. And it’s your opening, or Headline, that gets you in.
Have you ever visited a web site and found yourself wondering what to click on?
Every page should have a headline shouldn’t it?
Something that telegraphs the benefits that you can expect, if you stick around. Studies prove that if a web site visitor doesn’t find something that engages her interest in 6 seconds or less, she’s out of there. Never make the all too common assumption that your prospects are going to carefully examine, consider, or navigate the content on your web site, just because it’s there. Human nature at work again, right? Falling in love with our own babies.
Remember this, your customers don’t give a rat’s a** about your business, or your products, or your web site, unless it gratifies them to do so. And they demand instant gratification! So give it them, with your Headline.
Your Headline is THE most important thing about any web page, or for that matter any form of media, including all forms of advertising, editorial, press release, signage, a restaurant menu, you name it. It doesn’t matter how good the main body of the message is, if nobody reads it.
It amazes me how rare it is to visit a commercial web site that makes use of great headlines.
‘What Makes A Great Headline?’
Let me give you a couple of hints. A good headline is about your customer’s situation. A great headline enters the conversation already going on in her mind, and leaves no doubt about how she can benefit from reading the main body of the text.
Suppose you were selling a colic remedy.
‘Are You a Young Mom with a Colicky New Born, Looking for a Good Nights Sleep?’
Doesn’t this appeal to one of her greatest human needs? Self Preservation. Do you think she’ll invest a few
more minutes to sell herself on the product, by reading the rest of the copy?
A great headline takes advantage of human curiosity. Suppose you were selling women’s clothing.
‘Don’t Make These Embarrassing Fashion Faux Pas!’
She’ll be thinking, Hmm, I wonder what kind of embarrassing fashion faux pas I might be making?
A good headline is NOT about you! It’s NOT
‘We Have the Highest Quality Merchandise, with Great Service Selection, and Everyday Low Prices!’
As consumers, aren’t we bombarded by this kind of meaningless platitude all day long, day in and day out? It rolls off the human psyche like water off a ducks back.
Appeal to human instincts in your headlines, and your copy, and watch your business grow! But don’t try to reinvent the wheel.
Until then, Good Selling!
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Daniel Levis is a top marketing consultant & direct response
copywriter based in Toronto Canada.
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Editor’s Note – In light of Daniel’s article, you can save yourself some time and heartache trying to create your OWN headlines. Just rush over to the following site and get 1000+ pre-written headlines that already work.
Here’s the link=> 1000 Pre-Written Headlines
You can find additional, thought-provoking articles at The Honest Business Report
Bryan A. Jones
