| 5
Reasons Why Headlines Are Crucial To Your Copywriting
Success
Without
a powerful headline, your message stands little chance of
being noticed in an increasingly competitive marketplace.
If your headline doesn't capture attention and pull prospects
into your copy, than your marketing effort is a total waste
of energy and resources.
Nothing
is more important to getting your message noticed than your
headlines. If you're not allocating a sizable percentage of
your time and creative effort to the headline used on each
page of your website, you could be losing out on a large chunk
of business.
Top
copywriters understand this concept well. They know how
essential it is to capture attention by literally stopping
pre-occupied prospects in their tracks.
Following
are five good reasons why your headlines deserve greater
emphasis and attention.
1)
Headlines Are Natural Attention Getters.
Most online prospects quickly skim copy looking for a
reason to stay or a reason to go. No one reads the body
copy of a page without first being pulled in by a strong
lead, delivered by a compelling headline or sub-heading.
Headlines
are the first things your visitors see. They jump right
out visually and command attention by being set distinctly
above the rest of the text. Often the typeface, size,
and style used for headlines contrasts with that used
in the body copy. This proven approach naturally attracts
eyeballs, virtually forcing interested prospects to grasp
the key message and to read on due to its magnetic appeal.
According
to advertising legend David Ogilvy, 5
times more people read headlines than body copy. Although
Ogilvy was talking about print advertising in general,
the observation is certainly applicable to websites as
well.
With
5 times the readership, headlines have the power and capability
to make any message much more successful.
2)
Headlines Serve As Valuable Guides To Busy People.
Headlines reveal key details. They tip off readers as
to what follows. A strong headline provides clear signals
to help readers decide whether they should stick around
for the full message, or dash off to something else –
something better suited to their own special needs and
interests.
As a summary
of the entire piece, headlines either help sustain continued
interest and readership, or they repel it. Without a headline,
the reader is forced to wade through a portion of the text
to understand the meaning and relevance. Forcing readers to
do this is to risk losing them altogether. It's sales suicide.
In effect, having no headline will cost you at least 80% of
your potential audience.
3)
Headlines Create Anticipation and Stimulate Interest.
They captivate, arouse curiosity and stimulate the desire
for more. It's the headline that starts the reader's motor
running. A good headline sets up a feeling of expectation
as the reader anticipates discovering more -- and can't wait
to get it!
Successful
headlines address specific audiences. They open prospects
minds to new possibilities and expand their level of enthusiasm
and interest. The best headlines involve prospects, increasing
the likelihood of their sustained attention and engagement.
4)
Headlines Simplify The Learning Curve.
Every headline serves to introduce whatever follows. As
an opening or lead-in, the role of the headline is to
succinctly communicate the essence of the message it precedes
in an interesting and compelling way.
Effective
headlines and sub-headings reveal key bits of information,
often with the added power of emotion. A review of the
various headings alone often delivers the gist of a given
message. This makes it faster and easier to understand,
remember, and review.
Use
your headings to generate emotional involvement and you
boost the chances prospects will go back and read more
of your copy. When you make it easier to read and comprehend
your messages, you increase the chances of making the
sale.
5)
Headlines Allow You To Deliver Your Biggest Bang Right
Up-Front.
Capture attention and interest at the outset, by using
your most appealing selling point. If the strongest, most
desirable product attribute (benefit) fails to pull prospects
in, surely nothing else you could ever say would do the
trick, either.
The stronger
and more compelling your headline, the more time prospects
will spend at your site. Create each headline to grab attention
and inspire interest. The more alluring and irresistible you
can make it, the more genuine prospects you'll attract and
ultimately, the more sales you'll record.
Headlines
are powerful marketing tools when used effectively. Take
a good look at your headline. Could you add more benefit
power, intrigue, curiosity, or interest?
Test
different headlines by trying various appeals and offer
combinations. Keep an eye out for additional headline
opportunities throughout your sales letter. Make
your headlines impossible to miss and difficult to ignore…
then, watch your results soar!
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