Many marketers spend hours and hours (or even days) working on the content of their promotions. They understand their audience; share the features and emphasize the benefits; include their credibility; and weave in an emotional element that grabs the reader and compels them to keep reading right to the end. (At least, I hope they do all that.)
So by the time they’re finished writing their promo, they’re eager to send it out. They slap on a title, sit back and wait for the sales to come in…but they’ve neglected the vital component – the headline.
The result – no one reads the wonderful words they’ve written because they weren’t enticed to – therefore, no sales.
Your headline packs the power to attract a reader (aka potential customer) or let them slip on by.
A good headline:
- Helps select your best prospects.
- Motivates action by stirring an emotion.
- Appeals to the prospect’s self-interest.
- Communicates the strongest benefit.
- Delivers a clear and understandable message.
- Usually answers the question “what’s in it for me.”
- Pulls your reader into the body of your message.
- Sets the tone for the offer.
The difference between a good headline and a feeble headline is success or failure. It doesn’t matter how good your advertisement is if it doesn’t get read.
Before you begin writing a word of your promotional content, write at least 50 headlines. Yes, this takes time but the results are worth it. Once you’ve put effort into writing a fabulous headline, the content nearly writes itself.
And finally, test your headline…send out a promo with your best headline and see the results. Then send out a second promo with a different headline. Track which has the best response. Your “best” headline may surprise you…a twist of the words could change the way you do business.