Headlines with stopping power flag down readers with a simple, benefit driven message. Writing headlines isn’t about reducing your business to a one liner. Great headlines reach out to capture audience interest. For maximum effect, copywriters use words and ideas proven to work.
Make it sound easy
We all love a short cut. If there’s a way to get there that costs less or happens sooner, who won’t be in that? Here’s an example where the copywriter worked in a number to draw readers right into the middle of the headline:
Learn how to read a 180 page book in just ten minutes
And how easy does this sound? Sign me up!
Prepare a fully blown marketing plan in a tenth of the time
Share an experience
There’s a reason social media is huge. People love sharing and, as it turns out, they aren’t too shy about doing that with the whole world! In the right context, a shared experience can really personalise your headline, like this one:
Most women don’t feel relaxed about facial hair
Here, the copywriter has left the headline open to be resolved in the subhead or opening body content:
You’ve probably thought about growing your business
Ask a question
Questions and challenges fall into similar territory. Some of the best power headlines are questions. But writers always treat this territory with caution. Ask anything to which the reader can answer No and your communication dies there and then. Here’s a couple of well written examples:
How to you fare in this kitchen hygiene test?
Which one of these advertising mistakes do you make?
Solve a problem
I know, I know … it’s marketing 101. But so many businesses look past the customer need and write ‘all about me’ headlines. Customer is king (or queen). All your copywriting should reflect how your product or service fulfils customer needs.
These copywriters have tapped the target market psyche beautifully:
Great news for PMS sufferers
How to double your power to learn
Last … but not least, reassurance is a powerful motivator. Almost every buying decision is emotive. Connect with a desire to feel safe, healthy, clever, rich etc.
More beautiful than you ever imagined
Sales results guaranteed or your money back
3 take away tips
- Compelling headlines attract readers with powerful benefits.
- Some of the all time best headlines are questions.
- Always, always write communication that solves the readers need.