Headlines are
made for one purpose: to attract the attention of your target readers, long
enough to get them to read the rest of your message.
But more often than not, many marketers fail their marketing campaign, be it
brochure printing, newsletters, door hangers and print booklets, just because
they assign too many objectives to their headlines. There are too many
expectations on the outcome of the marketing campaign such as door hanger
printing that even the target clients get lost and become disoriented on what
exactly is expected of them.
Just do this simple test. Ask different marketers what a headline’s supposed to
do and you’ll surely get different answers. But in reality, there’s only one
thing that your headline should be able to accomplish, and that is to pique
your target clients’ curiosity that they would want to read more of what you
have to say.
The aim then of any headline is to captivate and hold the attention of your
target audience so you can convince them to read the rest of your ad. This
means then that your headline becomes the ad to your ad. If you fail to stir up
any interest at all with your headline, then your ad would be doomed from the
very start.
Here are simple steps you can do to ensure that you write a powerful headline that
would make an impact to your target audience:
1- Know what you’re offering. As a
business owner, it’s a no-brainer that you should know what you’re selling,
right? But the thing is, so many lack the information they need to know their
products and services inside and out. For you to be able to provide your
collaterals with a strong headline, you have to know everything there is to
know about your business. What are the features of your products and services?
How can these features provide the benefits to your target audience? Only when
you’re able to turn your features into benefits will you be able to provide
your collaterals with a powerful headline.
2- Know how to position your
products and services. Make sure you know why your product or service is
different. Be sure to have your offer stand out. What can your product or
service provide that your competition hasn’t done yet? What are your target
clients looking for that your competition cannot give in their products and
services? Knowing what would make you stand out can go a long way in ensuring
that you have a more focused marketing headline.
3- Know your target clients. Who are
your prospects? What are the demographics on your target market? Knowing who
your target clients are can help you focus your message and zero in on what
would catch their interest in your headline.
4- Plan. Have a strategy. Don’t just
go out without any artillery to back you up when marketing. Don’t get caught in
the middle of the crossfire without any tool to help you keep your place. The
key is to have a plan when creating your marketing campaign. Consider
everything there is to know about your business. AND then write your headline.
Only then will you be able to provide your target audience with a headline that
is sure to make an impressive impact, which in turn would make them raring to
go read the rest of your story. |
