Skip to main content

Visit My Featured Affiliate

Follow Me on Bluesky

Writing a successful headline

Whether it be an email subject line or a blog or social media headline, or a headline for a letter or a postcard, laying the foundation for a strong headline is critical. 

It’s not unusual for a seasoned copywriter to spend 30-50% of their writing time on the headline alone…and coming up with twenty or more headlines before discovering the one that works!

With that in mind, here are four things a headline must successfully do to pull the reader in: 

1.  Get the reader’s attention:  
There are many ways to get the attention of your readers, but regardless of the tactic you use, make sure your headline appeals to the reader’s self-interest.  Before you work on your headline, ask yourself, “What’s in it for the reader/prospect?”

2.  Select the audience:  
You can’t be everything to everybody.  One of the biggest mistake writers make in writing a headline is to direct it to “everyone.”  If you try to target everyone, chances are slim that your real audience will even notice the headline.  You are selling to “someone”...a specific prospect– one who’s likely to have an interest in your security services.  That’s who you want to grab with your headline.

3.  Deliver a complete message: 
Your headline should be able to stand on its own.  If the reader has to read the body copy for the headline to make sense, then the headline is a failure.  The majority of readers will only read the headline. If it captures their attention, they move forward. If they don’t understand it because it doesn’t deliver a message, then you’ve lost a reader.

4.  Draw the reader into the copy: 
Pull the reader into the copy by once again focusing on self-interest.  After all, the idea behind the headline is to sell the idea of reading forward to discover a benefit.  Offer the prospect hope, give them a reason to be curious, or propose a solution to a nagging problem.  Spell out a benefit, use words and phrases that pique interest and set the stage for things to come. 

Labels:

Comments

Post a Comment

Most Read This Week

Startup Success is All About the Captain

You’ve got a winning idea for a startup, right? You’re buzzing with excitement, picturing your product taking the world by storm. But hold on a sec! Before you dive headfirst into the entrepreneurial pool, let’s talk about the captain of your ship: leadership. Why Leadership Matters More Than You Think Think of a startup as a tiny boat navigating a choppy sea. Without a skilled captain at the helm, you’re likely to get lost, run aground, or even capsize! Leadership is the glue that holds your team together, guides them through the rough waters, and keeps them focused on the ultimate goal. The Power of Vision A great leader has a clear vision of where they want to go. They can articulate their goals in a way that inspires everyone on board. They’re not just dreaming big, they’re building a roadmap to get there. The Art of Motivation Startup life is a marathon, not a sprint. It’s filled with long hours, setbacks, and uncertainty. A good leader knows how to keep their crew motivated. They...
Post a Comment
Read more

Embracing the Face-to-Face Network

It’s easy to get caught up in the endless cycle of emails, messages, and video calls. But sometimes, the best way to build relationships and grow your business is to step away from the screen and embrace the face-to-face network. The Power of In-Person Connections While virtual networking has its place, there’s something special about connecting with people in person. The energy, the body language, the shared experience – these all contribute to a more meaningful and lasting connection. Finding Your Tribe Your local Chamber of Commerce, professional groups, or even groups that are not directly related to your industry can be great places to start. These groups provide a platform for you to meet like-minded individuals, share ideas, and build relationships. Virtual Networking: A Modern Twist Even in the age of social distancing, you can still experience the benefits of face-to-face interaction through virtual networking events. Platforms like Eventbrite and Meetups offer a wide range of...
Post a Comment
Read more