It does not seem to matter if it is an email, a blog post, a video or an ad…
Crafting a winning headline that gets potential customers to open, read, watch, click, etc. is a challenge to be reckoned with…
I have been thinking about the great headlines, the awful headlines, and the frustration of headlines over the past few days. Here are 3 simple steps to turn this marketing headache into winning headlines.
- Add the words, “How to…”
This is a very simple trick but the results can be incredible for the savvy marketer who puts it to work. Many of the most profitable headlines are the ones that make a promise to the reader.
All too often marketers will use statements as a headline. It may be a good statement but it just does not get the response the author hoped it would.
The good news is that this is one of the easiest marketing mistakes to correct. By adding the words “how to…” in front of your statement it turns it from being a statement into a promise.
Here is an example…
Headline #1: Apply the 80/20 principle of time management to your copy writing business.
Headline #2: How to apply the 80/20 principle of time management to your copy writing business.
See how those two simple words turn a statement into a promise? But, just because this is a simple and easy to implement tip, don’t underestimate the potential this has to increase your customers’ engagement.
- Communicate a time frame for the promise to be fulfilled.
We live in an instant society today. It is a common dilemma that people have too much to do and too little time to get everything done.
Another very effective way to get your customers to engage with you is to let them know how much time it is going to take. If I read a headline that says, “Twenty massive trends that will revolutionize email marketing” I will be interested in the topic but unless I have a lot of time to spend (which is rare) I will assume it will take more time than I am willing to use.
Now, let’s take that title and tweak it a smidgen. I could say, “The #1 trend that is currently revolutionizing email marketing.” If I see this title I am going to assume it will be both quick and yet valuable and pertinent consume.
- Add an element of fascination.
The best way to do this is to take a promise and use something seemingly unrelated to arouse and peak your customers’ curiosity.
Here is an example of how this works… “How to pull a MacGyver and advertise on a shoestring budget.”
The promise is that the customer will learn how to advertise without having to spend a lot of money. The curiosity comes from causing them to wonder what MacGyver has to do with it.