Headlines Do More Than Just Get Attention...
There are four main functions that a headline can do for you:
- the easy one...get attention,
- select your audience,
- deliver a complete message,
- and draw the reader into the body copy.
Using a headline to gain the attention of the reader seems pretty straighforward...you are trying to appeal to the reader's self-interest.
Anouncing news can gain their interest.
Legitimately using the word 'free'.
Using 'how to' usually keeps them reading.
I would not suggest promising the reader a benefit that is not related to the product or service in any way. It could cost you some credibility that might push the reader over the not-buying-fence.
For some pieces of copy it is important to select your audience in your headline. When you have a selective target market there is no need to try and sell to the people who don't fit within it. For example, if you are selling a parenting book, what is the point in trying to sell to some one who is not a parent?!
Because of the high frequency of readers who will only read the headline--and none of the body--it can be helpful to make a complete message in your headline.
Some tips for making a complete message out of your headline are including the selling promise and name of your product.
At times, copywriters purposefully do not want to give a complete message (see below) but if you know most of your audience won't read more than the headline it might be worth it to try and sell some of them with a complete message.
Arousing the audiences curiousity so they will dive into the body copy is one of the more popular ways of doing a headline.
You can do this with humor, intrigue, or mystery.
By asking a question or making a controverial statement.
These four functions can be combined to create your perfect headline. Or they can be left alone.
But if you try and use at least one of these you will probably have a headline that works.
~Sarah
PS. Thanks to "The Copywriter's Handbook" by Robert W. Bly for this useful info.
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