***Don’t forget, “Beat The Blank Sales Page” worksheet is free and up for grabs right over here…”****
If your headline fails to get the attention of your target market, then potential customers aren’t going to read your advert, or your sales page, your newsletter or your blog.
But most people get fixated on the “getting attention” part and think that their headline has to be wacky, or deeply laced with the kind of psychology that will make people automatically buy from you in a hypnotic-trance.
Don’t get me wrong, there is a lot that you can do with your headline, but if you’re just starting out writing, you can’t go wrong by keeping it simple, and yes, it might even look a little boring to you…
But not your customer.
I had a quick glance at Twitter to see what headlines were being used, and have shown you examples that help explain some of the 5 reasons below.
They separate buyers from browsers
Using the simple formula of:
Might give you a dullish headline such as:
“Stressed about hair loss? Now a pain-free cure for male balding that doesn’t cost the earth”
Nothing wacky going on there, but does it appeal to your target market of a man worried about losing his hair? does he know straight away that this is going to be relevant to him? You betcha.
They excite your customer (if not you)
Look at the above example. It might seem dull, there’s no fancy word play going on there, but it’s not dull to your customer. Remember, your headline isn’t there to win awards or gain praise, it’s there to get people to read, and not just anyone, people who are likely to buy from you
They save you time
Following the simple formula above lets you create a headline in a relatively short amount of time. Yes you can put in hours to crafting a headline and for some cases that would certainly be appropriate, but if not having a headline is stopping you make an offer, make something simple and get it out there.
They increase trust
If someone has to figure out what “the catch” is in a fancy headline such as “discover a new way to make free money,” they’re less likely to trust the content. If the claim seems over the top or seems like it could be twisted in another way, people can expect the content to disappoint them.
By keeping it plain and simple, you’re letting people know exactly what you have and don’t risk turning away your ideal client.
Recently I ran a split test on an email headline.
- Headline 1 read: Quick reminder that I’m doing a free webinar on writing your web copy tonight
- Headline 2 read: Don’t forget I’m offering complimentary help with your web copy tonight.
Headline 1 outperformed headline 2 with 57.5% open rate compared to 41%.
I’m confident it was because it stated clear and simply what to expect in the body of the email whilst the 2nd headline could have had a “catch”.
They are great for SEO and Search
If you create a list of blog posts that have titles such as “how to reduce male balding”, “how to comb your hair to disguise balding” etc. They’re not the most interesting of titles, but let’ say someone is searching for a product that does exactly that. When I was chatting with Laura Roeder we talked about the importance of covering the basics in your blog to attract the attention of people who are more likely to buy your stuff (which is a good thing). You see, not only is your site likely to rank higher with relevant content, but also your headline speaks directly to the answer they are looking for, which makes your service easier for them to find.
So what about you? What kind of headlines draw you in? What kind do you use in your business?