You know how important curb appeal is when selling a house? Think of a headline as the curb appeal to your advertisement or marketing material.
Without a great headline, your information won’t get read.
The purpose of a great headline is to pull the reader in and get them to read whatever it is that you’ve written. Whether you’re writing an email, blog post, or a 10-page report, the following tips will help you write an awesome headline!
Get the readers attention.
Before you start writing your headline, you need to ask yourself a few things. Why would someone want to read what you’ve written? What problem do they have that you can solve?
When you understand the problem your reader is facing, you can write a headline that will get their attention.
Create a hook.
Once you’ve gained the reader’s attention, you want to draw them in with a hook. Your hook needs to be something they can’t resist. Make sure you mention how your product or service can solve their problem.
Deliver the message without giving away too much.
You don’t want your headline to tell the reader everything. You need to give them enough information to pique their interests and make them want to read more. If you give away all the details in the headline, they won’t have a reason to keep reading.
Too much detail: “Banish Acne in Two Days by Using Neutrogena Hydro Face Wash.”
The right amount of detail: “Learn How This Face Wash Can Banish Acne in Two Days.”
The first headline told the reader everything they needed to know about the face wash. Why would they need to read the rest of the information? In the second headline, you know that some face wash can get rid of your acne in two days. But, you won’t know which one until you read the rest of the information.
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Make sure the headline is clear.
How do you feel when an article doesn’t match the headline?
I hate when I read an article that doesn't give me any of the information the writer promised in the headline. I leave the article feeling frustrated and annoyed. Then, I go find someone who can actually help me.
Don't let that happen to you!
You want your headline to tell the reader exactly what they will be reading. Your reader will be more likely to stick around and see what else you have to say. Especially if it meets their needs and solves their problems.
Create a sense of urgency.
When you create a sense of urgency, you make people want to take action. Some ways businesses do this is by adding “offer ends today” in the headline. You know that if you don’t read the “offer” today, you could miss out on something you might need tomorrow.
Keep it simple.
Think about your reader for a second. Do they have extensive knowledge in your industry or are they just starting out? The background of the person reading your headline will determine HOW you need to write it.
If the person is just learning about your industry, keep things very simple. Stay away from industry jargon, slang, and “cutesy” language. Keep your writing on point and easy to understand.
If the reader is experienced and would understand industry terms, by all means, feel free to use them. Just keep in mind that a simple headline is easier to understand, no matter who is reading it.
These are just a few of the tips to keep in mind when writing headlines for your advertising and marketing materials. It can take time to create the perfect headline. Don’t rush it. Sometimes, I write 20 headlines before narrowing it down to the one I will use for a project.