Eliseon's Marketing Wizards' Blog

Headlines That Move You: The Art of Creating the Great Escape of Headlines





How to write a headline that will attract eyeballs like flies to a mudpie…

Or something like that…

Now, if you’re anything like me, then writing a headline for your copy is the biggest pain in the butt!  After doing a little research and head scratching, I’ve found some things you might find useful while outlining your next copy or even evaluating a freelance advertising copywriter.

So sit back and relax to the sound of Otis Redding singing “Down in the Valley”…..

…’cause we ain’t gonna stay in that valley so low.  Nope. We gonna walk on down into it, and come out with some things that will make your life as a copywriter whole lot easier!

Writing a great article/copy consists of five basic things:

  1. Headline
  2. Lead
  3. Story
  4. Bullets
  5. Close (summary)

 

In this article we are going to focus on those elusive Headlines.  Those things that sit there and taunts you, only to fly away as soon as you start to land on it, or morphs into something entirely different!  Or is that just what happens to me??

Anyway, here’s the trick boys and girls – don’t worry about making it “KILLER”, because the “Killer” headlines have already been created. What most copywriters do is simply take a killer headline and re-word it to fit their copy. (Really I could end the article here, but I won’t – I have a word quota my boss says I must fulfill…)

The main purpose of a Headline is to get YOUR content read above all the other content on the same subject.  And how are you going to do that?Easy peasy and this a secret used by the best copywriting agency writers out there.

This can be done in two sweet little steps.

 

STEP ONE: GETTING IN-SYNC WITH THE MARKET

Figure out who your target audience, or market is, then ask yourself these questions about the market:

  • What is it that is keeping them awake at night?
  • What do they fear?
  • What is causing them pain?
  • What is it that makes them feel humiliated?
  • What makes them angry?
  • Who are they furious at?
  • What do they worry most about?
  • What are their values like?
  • What is the most urgent, pressing “hot-button” crisis for them right now?
  • Who are their enemies?
  • What income bracket are they in?
  • What (if any) are their political views?
  • What is it that they desire or want the most?
  • What (if any) is their religion?

Answering these questions help you to think about who your prospects are, and their problems, instead of your product and its features….

Talking about their problems, desires, frustrations, fears, etc.  helps you enter their world.  Doing this ensures that your content won’t be boring, or ignored, or loose their interest.

 

STEP TWO:WHAT TO SAY

"Excuse me, Miss...do you have a minute? Have I got something to show you today!"

Back in the day… (back when Sammy, Dean, and Frankie were the “IT” guys)…marketers came up with a train of thought to help their salesmen, you know the ones who went from door to door.

The thing they came up with was called “knock-knock”.  Basically, when you knock on a person’s door, you’ve got one shot – UNO – to keep the people behind the door from slamming it in your face.  Use the same principal when creating your headline.

1.  Make it impossible for them to slam the proverbial door on your story.

2.  Create a headline that will make them “invite” you to come in, and beg you to tell them more.

 

Now here are 10 steps to help you with creating those headlines that make the readers salivate all over themselves like Pavlov’s dog at din-din:

  1. Proof Headline:  You make a claim that can be proved in your headline.
  2. Market Oriented Headline:  These are headlines that address the market without really making a claim.  These can EXPLODE your response.
  3. Emotional Headline:  Tap into a strong emotion your readers have.
  4. Offer Headline:  These are for people who already want what you have and are looking for someplace to get it.
  5. Contrasting Headline:  Use contrasting/contradicting ideas, eg. “Beat races by picking losers”.
  6. Tabloid Headline:  Use a “sensational” twist on your claim.  eg. “One -legged Golfer shows how to improve your swing”.
  7. Curiosity Headline:  Creating curiosity is a powerful tool.  It’s even more powerful than desire!
  8. Straight Benefit:  Say what you have flat out, no fancy frills or gimmicks.
  9. The Question Headline:  People cannot ignore a question that they want to know the answer to.
  10. Combine & Conquer Headline:  Use two or more of the above to create a compelling Headline.

Using these 10 formats are about the best you can use when creating headlines.  You will always be safe in your prospective reader’s world when you use them….

….write your headlines like you are in their ‘world’.

In short – Know your market, your target audience.  Get inside their head and ask what’s the one thing I can say that will make them WANT to read what I have to say???

If  you can answer that question, well then congratulations folks – you just found your Headline.

* Looking For Professional Copywriters With Massive Experience in Generating Millions of Dollars in Sales? *

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