I have a confession
to make: I often struggle with writing
headlines. Why? Because the headline is
usually the most important thing on the
page. If the headline doesn't work, there's
a good chance that readers will move on
without even glancing at the rest of the
text. In fact, I can recall more than
a few instances in which it took me longer
to write a 5-word headline than to write
the other 450 words on the page!
Linda Coss
949-699-2749
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How to Write Compelling Headlines |
A
headline is essentially an advertisement
for the rest of the piece. And in today's
fast-paced world, a headline has just a
few seconds to do its job.
Basic
Functions of a Headline
A headline must be compelling enough to
capture someone's attention and entice him
or her to keep reading. It also needs to
"select" the audience. For example,
"Amazing Robotic Snow Blower Clears
Driveways in Minutes" will attract
a different set of readers than "Stay
Cool During the December Heat Wave."
Plus, if you're writing a print ad, the
headline needs to deliver a message, as
many people will read the headline and skip
the rest.
Questions
to Ask Before You Start Writing
For marketing pieces, ask yourself: Who
is your customer? What are the benefits
of your product? Why will someone want to
buy this product?
For articles,
think about: Who is the reader? What information
are you trying to convey in this article?
What is the benefit of this information
to the reader?
Common
Headline Techniques
Here are examples of 10 different ways to
approach the same subject matter:
-
Ask
a question - "What Makes Marketing
Copy Effective?"
-
Make
a statement - "Effective Copywriting
that Gets Results. Guaranteed"
-
Use
a number - "The 5 Keys to Effective
Copywriting"
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Tell
"how to" - "How to
Write Marketing Copy that Gets Results"
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Reveal
"secret" information - "Secrets
of Effective Copywriting Revealed"
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Use
the word "free" - "Free
Report: The Secrets of Effective Copywriting"
-
Create
urgency - "Respond by March 31
to Learn the Secrets of Effective Copywriting"
-
Tell
people what to do - "Ensure Your
Marketing Copy is Effective"
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Present
the "news" angle - "New
Technique for Effective Copywriting Increases
Response by 200%"
-
Give
the "best" or "worst"
- "Top Tricks for Effective Copywriting"
OR "Avoid These Common Copywriting
Blunders"
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Spotlight: Legacy Precious Metals |
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| ©
2010 Linda Marienhoff Coss |
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