How do you get
prospects to
read your online
press releases?
Sway subscribers
to open your
online
newsletters?
Stop shoppers
from leaving
your website
immediately? You
write a headline
that attracts
attention. If
you want your
audience to take
action, you’ve
got to give them
a reason to read
on.
A headline
is the first
line of copy. It
can be the title
of a press
release, the
subject line of
an e-mail or the
first few words
on a web page.
It shouldn’t
sell your
product or
service, but it
should compel
readers to read
a little more.
It should
also be set
apart from the
rest of your
copy. A press
release title or
e-mail subject
line seems
obvious enough.
The headline on
a web page could
be a different
font, size or
color than the
rest of the
supporting copy.
Grab the
attention of
readers visually
as well as
emotionally.
So what gives
headlines
emotional power?
First of all,
pinpoint your
readers’ pain.
Second, sell a
result, not a
feature. And
third, make the
result easy to
obtain.
Pretend you
want to lose
weight. Which of
these headlines
would grab your
attention? “Lose
weight now.
Money-back
guarantee” or
“Tired of diets
that fail?
Discover the 5
secrets to
enjoying
delicious food
while losing 10
pounds in 10
days.” Whoa. Big
difference. Why?
The second
headline taps
into people’s
pain of having
tried diets that
didn’t work.
Five steps seem
simple enough.
And promising a
specific result
within a
specific time
frame taps into
people’s need
for instant
gratification.
Brainstorm a
list of
headlines that
strike an
emotional chord
with your target
readers. What
problems are
they dealing
with now, and
what will your
company’s
product or
service help
them achieve?
Come up with
several ideas,
and test each of
them out. You
can then use
your
highest-performing
headline in all
your online
marketing
materials.
You only have
seconds to make
a first
impression. Use
a headline to
tap into the
needs and wants
of your readers,
and you’ll turn
web surfers into
customers.
Catherine
Seda, a
leading internet
and search
marketing
expert, is dean
of internet
marketing for LA
College
International and
creator of the
new Search
Marketing
Mastery
Pay-Per-Click training
course and free
lessons.