Write Headlines That Get Results
The Headline is the most important part of the ad. 80% of people will only read the headline. Therefore the headline has to do a selling job, to get people to read the rest of the ad. 20% of the people will read the rest of the ad because of the headline. The headline needs to show a benefit to the reader. We need to appeal to the readers needs. The readers needs are pleasure, convenience, health, money... Write your headline as if you are talking to your friend. Unless you tell the reader immediately and upfront what you have for them, they will be gone. If your ad isn't read, you have zero chance of selling the prospect. Words that will make people look are words like FREE, WIN, MAKE BIG MONEY... Get people to take action by using words like limited time offer, bonus if they act now. Study other headlines, and especially study headlines that keep repeating day after day. Repeating
ads mean the person is making money with it, pay extra attention to these ads.
Headlines need to show a benefit to the reader, and how-to ads accomplish this. The reason they work so well are because people want answers to there problems. There are many books out there on how-to fix a problem. There are so many how-to books because it is addressing a need. If the headline is about a problem this person is dealing with, then they are drawn to read the headline and the ad. The more powerful the benefit it is to the person reading, the better chance you have of them reading your ad. Examples are how-to lose weight, how-to guit smoking, how-to win friends...
Another attention getting ad is to ask a question. Do you want to quit smoking? Do you need extra money? Ask a question that people really care about, always focus on the customer, what does the customer want? Use simple short words, words used in our every day conversation. Remember why, which, who else, where, when, what?
Support any claims in your headline with testimonies. All the testimonies should be positive and enthusiatic. Testimonies should be
clear and logical about the services or products you are selling. Satisfied customers can give excellent testimonies, yet they need to sound believable. It is very effective if people believe the testimony, and can be very detrimental if they sound unbelievable. If
you use a testimony in the headline use quotation marks. Use the customers words exactly as they submit them if you can. Get permission to use the testimony, and obtain a picture if you can.
Using a number in your headline can also be very effective. An example would be "Lose weight in 7 easy steps." numbers are very effective because people know what they are getting. Again keep it simple and be clear and logical. Don't try to be funny. Many ads use numbers in there headline and that is because it is so effective. If you also personalize the headline it will increase responses.
To write an effective headline we need to get a pen and paper, and start listing all the benefits of the product, remember from the customers point of view. Write 20 headlines each of how-to, using numbers,using testimonies, and in the form of a question. At this point it doesn't matter if it sounds or looks good. After writing all these headlines, you will likely have some very good ones, and maybe a real great one. When writing headlines keep thinking of what the customer wants and what benefits your product has for the customer.
Make it easy for people to respond. Make it very clear what you want the reader to do. Do you want the customer to phone, then supply a phone number and be clear you want them to phone you. If you want them to email, be very clear... Reply cards work very well. Coupons are still used, but again make it stand out in your ad. Put your name and logo in the ad if it's appropriate.
Now to re-cap.The headline has to grab the readers attention, it must hold there interest, create a real desire in the reader, and then makes the reader move to action.
Article Directory: http://www.articledashboard.com
Brian Plett writes numerous articles, and he's involved with two affliate programs. www.empowerism.com/e/200201,
www.moreinfo247.com/9223143/FREE If you want to see more of Brian's writing, check out his blog at
mlb-internetbusiness.bogspot.com
|
