Did you know that when you create an ad it is just as important if not more important to create a killer headline. Let's break this down just a bit for you. If you send out an email campaign that has a headline like "Look at this new software", or "New software allows you to add audio, and video to your ebooks", Which one do you think they will open first?
The answer is pretty simple here. They are less likely to open the first email, and if that is the headline that you used you have less chance of getting a sale. The bottom line is that if you can not get them to open the email you are not going to get the sale.
So let's take a few minutes to look at what should make up a good headline.
The headline is unquestionably the most important element in most advertising.
Likewise-it is also the most important element of any selling message "live or recorded, in person or by phone, audio or video" your company ever uses.
The purpose of a headline is to grab your prospect's ATTENTION. When I say your prospect, I mean that your headline should target in on precisely whom you want to reach your target market. For example, if you want to reach people that write ebooks and your product is an ebook generator you want to use ebook generator in your Headline.
The headline should serve as an ad for your ad. It should tell the reader immediately and clearly the essence of what you're trying to say in the body copy. The headline should give the reader a Big Benefit or Big Promise. So, create a headline that tells the right people precisely the benefit you're offering them.
How Many Words Should a Headline Contain?
Although the standard is to keep the headline short it should be noted that there has been many headlines that are longer and have been very successful in there attention grabbing efforts.
Obviously, it is not wise to make a headline any lengthier than its primary function actually requires. However, you should not worry if your headlines are longer than usual-provided the headline's high spots of interest are physically well broken up and clearly displayed-and provided the personal advantages promised to the reader are presented so positively that it is almost as though his own name appeared in the headline.
Power Words Produce-Powerful Results
The two most valuable words you can ever use in the headline are "free" and "new." You cannot always use "free," but you can always use "new"-If you try hard enough.
Other words that work wonders are: "how to," "now," "announcing," "introducing," "its here," "just arrived," "an important announcement," "improvement," "amazing," "sensation," "remarkable", "revolutionary," "startling," "miracle or miraculous," "magic," "offer," "quick," "easy," "simple," "powerful," "wanted," "challenge," "advise to," "the truth about," "compare," "bargain," "hurry," and... "last chance." The power of the adjective.
Always make your selling promise in your headline. And make that promise as desirable as you can.
When people see and read a Headline they are looking for something that is going to help them in thier business or help them in thier lives. So make it show in your headline.
What Kind of Rewards Do Good Headlines Promise?
A well written Headline will explain to the reader the benefits and the gains that they will get if they purchase your product or service.
Whatever product or service you may think you are setting, always, when constructing your headline or opening statement, remember this:
Your prospect is not really buying your product, they are buying a helping hand, a pleasure, a working system, a positive result. It does not really matter what the product or service is, if it does not give the prospect results they are not going to buy it.
Below you will find several Headlines from some very large companies that you may or may not remember, but the one thing that they all have in common is that they all worked very well.
Notice the highly effective job each of the following great headlines does:
17,000 Blooms from a single plant!
Measures the size of the claim
In two seconds, Bayer Aspirin begins to dissolve in your glass
Measures the speed of the claim
Six times whiter washes
Compares the claim
Melts away ugly fat
Metaphorizes the claim
Tastes like you just picked it
Sensitizes the claim by making the prospect feel, smell, touch, see or hear it
At 60 miles per an hour, the loudest noise in the Rolls-Royce is the electric clock
Demonstrates the claim by showing a prime example
They laughed when I sat down at the piano-but when I started to play...
Dramatizes the claim or its result
"You" A Vital Word in Power Headlines
The most obvious mistake most people make when writing or creating headlines is they forget to adopt the "YOU" attitude. To create a powerful headline, your message must telegraph benefits the prospect himself or herself can expect to receive. Your headline or message never should talk about "we or "our" product, service, or company. Each and every possible benefit or result must be written or expressed with the individual reader or prospect's selfish, direct interests in mind.
Here are some other formulas for formulating writing or creating great headlines or opening statements.
* Begin your headline with the word, "Announcing".
* Use words that have an announcement quality to them.
* Begin your headline with the word, "New".
* Begin your headline with the word, "Now".
* Begin your headline with the words "at last".
* Put date into your headline; i.e., January 18th.
* Feature the price in your headline.
* Feature the price reduction or a reduced price.
* Feature a special offer.
* Feature easy or more attractive payment terms.
* Feature a free offer.
* Offer information of value.
* Tell a story.
* Begin with the words, "How to".
* Begin with the word "How".
* Begin your headline with the words "Why" or "Which".
* Begin with the words "Who else".
* Advise to offer the reader a test. Use a two-word headline that refers to a need or situation.
* Warn the reader to delay buying until they compare benefits and performance.
So remember when you are writing your Headline think with the word "you" and be positive in nature, mention the benefits of your product and or service, tell them the price. Let them know what they can expect. Here is an example:
New Diet pill will burn off more Fat than if you ran 100 miles a week. Guaranteed. Now in looking at this headline even if the pill would not work as described here the person that wants to lose weight will open that email and at least read about your new pill.
So in closing remember to be positive and show the benefits of what you are trying to sell. Tell as much as you can in the Headline without making it a full sales page.
