What Headlines Should Do?

What Headlines Should Do? :

1. Identify your ideal prospect and speak only to them.

Your headline needs to grab the person you want to attract and single them out. If you want business owners, your headline should begin with “Business Owners! Discover How to Make Your Computers Work Harder and Faster!”

Do you see how this qualifies exactly who you are looking for. You have targeted business owners looking to make their computers work faster and harder. You can easily target any profile you wish just by building-in these screening devices in the headline.

The more narrow the criteria — the less the quantity of responses you’ll get but the quality should be higher.

2. Offer the biggest promise or self-serving benefit to the reader.

Answer the question everyone has on their mind, “What’s in it for me?” You answer that question and your ideal prospect will stand up and take notice.

This brings us back to the same question everyone is constantly asking. Everyone is busy, so get to the point with the biggest benefit right away.

3. Your headline should make the reader inclined to keep reading.

Curiosity is the most powerful human emotion. However you don’t want your headline just to be some trick to get people to read. If you can combine curiosity with self-serving benefits then you have a real winner.

But don’t be like some creative types, never use double meanings or some obscure reference in your headline. People are too busy to pick up on those, it’s much easier to turn the page. Humorous or cute headlines are most certainly a major waste of money.

4. Offer news if possible.

News is always a good attention-getter. Everybody likes to stay current. So announcements are almost always sure-fire. You can capitalize on new developments, improvements, new procedures, etc.

If you try hard enough you can usually come-up with a news angle.

According to David Ogilvy, “On the average, ads with news are recalled by 22% more people than ads without news. If you are lucky enough to have some news to tell...State it loud and clear in the headline.”

5. Try to suggest there is an easy and quick way to get the result advertised.

A quick and easy way is nearly irresistible, but be careful to make the claim believable. Keep in mind your headline is the ad for the ad.

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What Headlines Should Do?