Posts Tagged ‘billboard’

Humans are a funny bunch.  We’re hard wired to love stories, short-cuts and numbers.  That includes your readers.  So copywriters who tap into these key motivators write power headlines.

A good copywriter will almost always write the headline first.  That’s because they know that, on average, only 2 out of 10 readers will move onto the main content.  Here are some of the secrets.

Keep it short & simple

A long headline that works is a rare and fine thing.  For most business marketing (that’s print, advertising, web content … the works) less is more.  7-9 words are ideal.

Make your headline work even harder by including a key benefit too.

Connect with images

Never underestimate the power of pictures.  In advertising, a good graphic often tells most of the story.

Writing a headline that ties into the visual adds real impact.  Entice prospects with a key benefit and accelerate readers on to your content.

Shock, challenge or amuse

Some of the best headlines of all time are the ones that made us laugh.  For the right reasons that is (not some ghastly spelling mistake, or worse).  A word of caution though – they are the trickiest of all to write.

A headline is the first opportunity to make the reader part of the communication.  So cut to the chase and target where they live.  Experienced and well briefed writers hone in on audience values:

One child dies every minute “

Are cleaner teeth worth $1 to you? “

The man with the ‘grasshopper mind’ “

Tell me a story

Surely you don’t think a story in 7-9 words is impossible?  Newspaper writers and editors do this every day of the week.  And they do an awesome job.

Great headlines don’t just state facts:

Man shoots stray dogs

they appeal to the reader:

Dogs shot in senseless attack

Use sensory language

Let’s think about it.  Why is anyone reading your marketing content?  Not because they want a sales pitch.  Because they want to experience your product or service.

Copywriting with touch and feel is the best way to help prospects do that.  And headlines are no exception.

For example, “Tastes Great” tells a story.  But “Melt in the Mouth” makes me feel it.

Take a number

It’s a fact.  People love numbers.  So writing a headline that includes a number has instant appeal.  And when it comes to online content, list posts almost always work.

Not just any number, mind you.  Rounded numbers engage fewer readers than, say authentic survey results.

For example, readers trust “19% of customers think …” over “almost 20% of customers think”.

Similarly, odd numbered online lists tend to outperform their nicely rounded colleagues.

3 take away tips

1. Copywriters that tap into key motivators write power headlines.
2. Only 2 out of 10 readers will move onto your main content.
3. Numbers and numbered lists almost always work.

Those concert posters show up everywhere!  Even at the mere hint of a new city building.  And surely that’s what lamp posts are for?  As you pass by, there’s one thing guaranteed … you’ll know which band’s the main attraction.  That’s why they’re called the headline act.  And it’s also why polishing up your headlines is worth the effort.

What are headlines for anyway?

Great guitar riffs make you want more.  And that’s the main job of your headline act.  Attracting enough attention to get your marketing copy read.

Don’t get excited though.  Research tells us 3 – 5 more people read a headline than the body copy.  So, some of the other jobs your headline needs to do are:

• Shock, amuse, challenge or otherwise engage your reader
• Create a link with visual creative to explain the idea
• Cue the key selling message in as few words as possible

Test & measure

Tuning up your headlines will help your business marketing hit the high notes.  So how do you know what’s going to work?  Which headline will have your audience gripped with fascination and eagerly reading to the very end.  You don’t.

Whether there’s a copywriter on hand, or you’re polishing your own headline act, nothing beats a test and measure exercise.  Try a suite of headlines and measure results carefully.  Online advertising is a low cost and simple way to do this.

Short but sweet

Often, truly great headlines strike a chord and find their way into our lexicon.  But most businesses don’t have the budget for Madison Avenue advertising.  That doesn’t mean you can’t be creative.  As long as you get to the point … fast.

Writing headlines for outdoor marketing (like posters or billboards) might limit your headline to 7 words.  So make them count.  Spend some time polishing up your headline act and make your business the main attraction.

3 take away tips

1. The job of any headline is to get the body copy read.  Simple.
2. Get your copywriter to prepare a set of headlines for testing.
3. Keep it simple … a well polished headline is no place for waffle.