How Your Headline Should Do the Selling for You
How Your Headline Should Do the Selling for You.
They are the deciding factor.
Will someone take any interest in the rest of what you have to say or not.
That is the crux of it.
There is a marketing saying that copy (the words you write on a page) are King.
There is no denying this. Just because something looks flashy and cool, if it has a bad message or something that doesn’t make you want to find out more. Guess what?
Might as well just be a piece of artwork.
Of course, something that looks good helps to catch attention. But your headline must also catch the attention of your potential customers.
This is Why Headlines Are of Upmost Importance to Your Business.
What is the first thing people see about you and your business?
Your headline.
This takes the shape of the first words written on your website or social media pages. All the way to the words that come out of you or your employees’ mouths when first engaging with someone.
Your headline (or equivalent) is your companies first impression.
And as you well know, first impressions last.
You need this to be your priority.
Doesn’t matter how good your product or service is, without a good headline no one is ever going to hear about it.
Remember: make people aware of you and what you do immediately.
Get to the Point with Your Headline.
Have you ever heard the saying of “spare me the childbirth and give me the baby”.
Such is true for your headline.
People are busy.
They don’t have time to find out more if they are not initially intrigued.
You must tell people what you do and who you are looking for in a clear concise manner.
If you want to reach people who want a new or upgraded kitchen, then you will mention this in your headline. E.g., “looking for a new kitchen in [area]?”
This helps to clearly identify the target audience.
Ensuring there is no confusion. Anyone who then clicks on your ad or decides to interact are people who have some level of interest in what you are selling.
Give people your BIG end goal so they know what you are about.
Pareto Principle Applied to Headlines.
80% of your results will come from 20% of your effort.
This is the epitome of headlines.
You will spend around 80p of your advertising pound solely on the headline.
All but 20% of your advertising success originates from your headline.
Why? No one will read any further if your headline doesn’t interest them.
You can witness improvement rates of 20x from better headlines alone.
This is the power of headlines.
Headline MUST Haves.
What should you include in the headline?
It needs to appeal to your ideal customers self-interests.
You must promise the desirable and the associated benefits from buying what you have to offer.
It needs to be specific.
Where possible include ‘news’ or ‘educational’ value.
People buy for the benefits, not the features. They also want to experience positivity, not doom and gloom, so start with the positives.
DO NOT Have the Following in Your Headlines.
You want to avoid these like the plague when writing your headlines.
Don’t be a doomsday sayer.
Most negative headlines are not received well. You can only introduce the fear and scarcity side of things once you have highlighted the massive benefits.
No one likes being scared into a decision. It doesn’t end up sitting right with them and can lead to them going back on their initial decision to say ‘yes’.
Don’t have blind headlines e.g., ones where you need to read everything you have to say to know what you are talking about.
I’ve said it before, people are busy, if they don’t know what you offer, they will scroll on by even if they were your ideal customer.
You owe it to customers to make them WANT to pay attention. They don’t owe you anything and will quite happily not read the rest of what you have to say.
If you want help with your marketing messages, then get in touch today for a FREE marketing analysis:
