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How to Write Compelling Copy Lesson #2-Headlines That Work!

Posted on 12. Jun, 2013 by Faye Bond in Blog, Bond Global Enterprises, copywriting, Traffic

You can read the previous lesson #1 here

Your headline is the first and perhaps the only impression you make on a reader. Without a headline your post or sales letter will gather cosmic dust, never to see the light of day.

There is a knack to creating a headline that works. A headline should do more than grab attention, it should also convey a message that draws the reader into your body text.

In essence, headlines that work must promise some kind of benefit or reward for the reader. There is a sentence that you should consider every time you write a headline and that is… ‘What’s in it for me?’ If your headline has can answer that question then you are half-way there.

There are eight time-tested headline categories that compel action and get you the sale.

Direct Headlines – Get straight to the heart of the matter. They are simple and straight-forward. An example would be Pure Linen Trousers – 40 Percent Off.

Indirect Headlines – Subtle and raises curiosity in the reader’s mind. An example would be Fresh Bait Works Best. Is the body text about fishing or about hooking your reader in to do something else.

News Headlines – These are about product announcements, an improved version of even a content scoop. As long as its … well news.

How to Headline – This creates intrigue in the reader’s mind and has proven to be one of the most successful and most used headline used today. Why… because it works.

Question Headline – Asks a question that the reader can empathize with or would like answered. An example would be “Who Else Wants To Make Money Online?

Command Headline – Boldly tells the reader what he needs to do. The first word should be a strong verb demanding action, such as Subscribe to Tools for Your Online Business today!

Reason Why Headline – This is where your body text consists of a list of features or tips you then incorporate into the headline, such as Seven Tips to Starting a Business Online. Here ou are letting your reader know you can provide a solution in just a few simple tips.

Testimonial Headline – This is very effective as it provides outside proof that you offer great value. The use of quotation marks lets the reader know that they are reading a testimonial that someone else has endorsed your product or service. An example might be “Faye explains how to get published is easy to follow steps,” Gay, NSW, Australia.

Now I bet you have seen one or more of these types of headlines before on a blog, website, commercial or product sales page. There’s a reason they’re so widely used: They are headlines that work!

Here are more tips on how you can craft your attention grabbing headline and improve your writing skills.

* Be specific: If you can be very specific in your headline it makes your claims much more believable.
* Be believable: We’re attuned to overly hyped marketing messages. If you come across as being real and believable then your readers will listen.
* Be relevant: Knowing what your readers are concerned about is the key and that comes from knowing your target market. Make your headline relevant to their concerns.
* Make your readers curious: Given them a reason to want to keep reading but remember to keep it relevant. If you are too obscure, your readers will become confused and a confused mind says no and will move on.
* It’s all about the benefits: If you reader can see how reading your material can help him or her, they will continue reading. This relates back to the question you always ask yourself when you are crafting a headline that works… ‘what’s in it for me?”

Any content that you create works needs to be engaging and entertaining as well as educating. You want your content to have personality, you want your content to have a consistent style and you want to provide information that people can feel they benefit from it. It’s all about them.

In Lesson 3 we will breakdown how to write a great headline even further.

What headlines have you used that have created a buzz?

Faye Bond

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Tags: action, copywriter, copywriting, headlines, message

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