Do You Know the 3 Secrets to Writing Killer Headlines?

Why shed blood, sweat and tears over the few measly words it takes to write a headline? Here's why. On average, eight out of ten people will read your headline. Only two out of ten will continue reading. So, the more people you lure in with a gangbuster headline, the more people keep reading: <ul> <li>A blog post that that drives traffic and profit your website</li> <li>A product brochure that seals the deal on the sale</li> <li>A landing page that gets people clicking through your site</li> <li>An email subject line that spurs interest in your business</li> </ul> Welcome to your own headline-writing cheat-sheet--standard issue for a copywriter and now tucked in your back pocket as well. 1. Use the Magic Number   Think it's lucky number seven? Ominous thirteen? Number one--straight and proud, always in first place? Actually, any will do. A number galvanizes us like nothing else. It makes things concrete, offers up a specific promise and appeals to our sense of order. It's one of the oldest tricks in a copywriter's repertoire, but that's because it works. Check out how it inspires interest in headlines I swiped from the Biznik article archives: <ul> <li>5 Deadly Mistakes You Can't Afford to Make While Social Networking</li> <li>25 Creative Ways to Earn New Clients</li> <li>3 Selling Strategies for Financial Health</li> </ul> Something to know if you're writing for an online audience: Eye-tracking technology used to study people reading the web shows that "10" snags our attention more than "ten," thus we're more likely to read "10 Reasons to Devour Dark Chocolate" than "Ten Reasons to Devour Dark Chocolate." (Although that might not be the best example; 10, ten, 10,000--I'd read it any which way, preferably with Hershey's in hand.) 2. Share a Secret   Cast your mind back to high school. You're walking down the hallway to your slightly dented, gunmetal-gray locker. You swirl the combo on the padlock and pull it with a practiced yank when you notice two friends near Mr. Beaker's science room. Their heads are bent close; they're whispering. One glances up at you then looks away, lickety-split. They have a secret--and you're dying to know what it is. Shoehorn "secret" in a headline, and people pay attention. Why? Secrets are innately intriguing, imply insider info and set you up as an expert. One caveat: If you can't deliver on your promise, your credibility drains like water down a science-lab sink. <ul> <li>The Secret of Doubling Your Income</li> <li>The Secret of to Successful Advertising in Facebook</li> <li>The Secret of the Web (Hint: It's a Virtue).</li> </ul> That last headline is from the blog of <a href="http://sethgodin.typepad.com/" title="Seth Godin">Seth Godin,</a> marketing guru and the one guy I'd mind meld with if I could. If you get only one thing from this article, get this: Learn Seth's name, find his books and blogs, and start reading. 3. Ask a Question   We're hard-wired to ask questions. We ask the big questions ("What's the meaning of life?"), the little questions ("Where are my keys?") and the classic questions ("Does my butt look big in these jeans?") Questions and answers go together like peanut butter and jelly, and if you pose queries your readers empathize with or are interested in, this technique will serve you well. One caveat: this tip is a bit trickier than the first two, because you do have to be aware of your target market. But ask with a focus on their specific needs and desires, and readers will stick around. A few headlines from fictional companies I just dreamed up: <ul> <li>Does Being Disorganized Ever Cost You Money? (The Clutter-free Coach) </li> <li>Are Your Children Protected from these 5 Deadly Diseases? (Healthy Kids Hotline)</li> <li>Are You Addicted to Facebook? (Social Networking Anonymous)</li> </ul> There you have it. Three tips to power up your headlines for readers who will stay with you from start to finish. Sound too simple to work? They just worked on you. 2008-11-21T04:27:04Z

2008-11-24T06:20:48Z