The majority of authors spend most of their time writing the book than thinking about the title. But do you know that bestselling authors spend more time in thinking about the title than writing the content? The same discipline applies in copywriting. A headline should be given more emphasis because it is the decisive factor that ensures your copy is read.
Your headline can make or break the sale. If headlines are so important, what do you understand about a headline then? A headline is a hook that captures the reader and encourages him to read more of your sales message. Yes, it is a hook that catches the eyes.
So the next question is: How to write a good one? For that, I have outlined the following eight ideas to help you write a catchy headline:
- Start with WHY
Starting with why arouses interest and curiosity. The reader is intrigued to know the reason and will continue to read the content.
Example: Why the world is crazy about Gangnam Style?
- Start with HOW
This is another popular way to attract the reader. How-to headlines work well because people love to know how to do something and learn how it is achieved. A world famous example is the title of the bestselling book as below.
Example: How to Win Friends and Influence People
- Include WHERE
This is not a headline word but a place which illustrates the best qualities of your products. IKEA often uses its Swedish heritage to build an ad.
Example: The only watch that will function in the emptiness of space
- Include WHEN
The idea of when the product or service is originated can be another compelling headline too. A perfect example is an Old Town White Coffee ad to celebrate 40 years of its special coffee brew.
Example: We were brewing coffee when Starbuck’s Howard Schultz was still drinking milk.
- Use Question
A question headline automatically gets your readers involved in your message, because they answer it in their minds. Most readers will read further into your copy to find out what answer or solution you provide. Just to remind that your question should focus on your reader’s interest, but not yours.
Example: Are you really running your business smartly?
- Use Testimonial
Why not let your clients do the selling for you? A third party’s endorsement can be an impactful headline. Of course, do it with your client’s prior consent.
Example: Young Money Master is simply phenomenal – Alex starts managing and investing his money now.
- Use Command
Turn your primary benefit as a commanding headline. Setting yourself as an authority and using a commanding tone will make you more credible.
Example: Give Your Kids a Better Education Today!
- Use the News
Just a word of caution: This only works if you truly have a big, significant announcement that is of interest to the reader. Don’t try to make news out of something that’s not.
Example: Introducing the Budget 2013
Using these eight ways will give you a good head start in writing a catchy, compelling headline. You will soon realize that writing headlines becomes a piece of cake. After you learn about the headline writing, we will discuss about ways to write the body copy in the next article.
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