Customer Focused Headlines Grabbing a customer's attention often begins by making the reader feel the copy was written specifically for them. Do this by leading with a problem that is relevant to the reader. For example: "Is your new business keeping you up at night?" "Are you tired of boring workshops?" Another twist on this approach is to define the audience - "For all small business owners who...." In each case, the reader identifies with the headline and is more likely to continue. Urgent News If you have something new, promote it in your headlines. Words such as "Introducing" or "Announcing" or "New" are strong in headline copy. You can also use your headline to create a sense of urgency. Date oriented terms such as "Beginning" or "On" and price oriented terms such as "Only" or "Reduced By" encourages readers to pay attention. Long, Relevant Headlines A headline does not necessarily have to be short. As a matter of fact, a long, well written, interesting headline is perfectly acceptable - if it grabs attention and speaks to the reader. A terrific example of a long, effective headline was written by advertising expert David Ogilvy. He considers the following to be one of his best headlines: "At 60 Miles Per Hour The Loudest Noise In The New Rolls Royce Comes From The Electric Clock" It's long, yet, it holds the attention of the reader because of the dramatic twist. In one line, Ogilvy managed to connect the company name to a clear buyer benefit - Rolls Royce - Quiet Ride! Leave the Best for Last Many people will read only your headlines, so it is tempting to lead with your company name. However, if you haven't captured the reader's attention, you haven't earned the right to present your name. Use creative headlines to encourage the reader to find out who you are. |
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