How to Create Attention Grabbing Headlines

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					How to Create Attention Grabbing Headlines
One of the most important skills in direct marketing is being able to
create attention grabbing headlines. Marketers are always looking for a
new slant or technique that allows them to pack more punch into their
Why are headlines so important? Because it has been proven that an
effective headline can improve your response rate by as much as 1800%. If
your response rate can increase that much with a good headline, it only
makes sense to spend as much time as necessary to work on your headlines
until you get the results you want.
Your headline is what draws people's attention to your advertisement. It
is their introduction to your offer and their first impression of your
company. If you can't get readers' attention, you can't make sales, so it
is vitally important to create compelling, effective headlines. Here are
some tips to get you started:
1. Appeal to greed or self interest.
The old "what's in it for me" approach works for a reason. A good
headline will cause a reader to keep on reading to find out how you will
meet their needs.
2. Grab the reader's attention.
A great way to get attention is to offer something free. The word "free"
gets attention fast.
3. Appeal to the reader.
Keep your headline simple, avoiding overly clever, cute or unnecessary
language. Appeal to the reader to act in their own best interest by
highlighting a significant benefit he or she will gain from your product
or service. Keep your language and printing style simple but powerful.
4. Communicate to your niche market.
Effective advertising requires that you know your market and directly
appeal to that market. This means you need to specifically target your
headline to meet the needs of your niche.
5. Communicate a clear message.
You will get the best results from communicating a complete and clear
message in your headline.
6. Encourage the reader to read the body of your advertisement.
Your headline should be so compelling that the reader is drawn into
reading the whole of the advertisement. Tactics such as humor, intrigue
or mystery have been successfully used to achieve this end.
7. Headlines should be straightforward when dealing with clear cut
In particular, if you are selling high interest products or offers that
will cost the consumer over time, it is important that you are clear
about what you are selling and the cost involved. This is not the
occasion for humor, wordplay or holding back information.
8. Your sales pitch can be unique and compelling.
Creating a headline which expresses the main idea in a fresh or
compelling way or with a difference, can be very effective.
9. Use your headline to announce new product information.
If your product has been improved, won an award, or if you have any other
news about your product, you can use your headline to announce it.
10. "How to" headlines can attract readers to read and respond to
When you offer to teach the reader something beneficial, offer them
important information, guidance and solutions, you are likely to get an
improved response rate.
11. Be provocative.
A headline which asks a provocative question or one with which the reader
can empathize, will usually attract attention. When your headline is in
the form of a question, make sure that it focuses on the needs and likely
wants of your target audience.
12. Guide customers to take action.
Don't leave your readers hanging. Make sure you let them know what you
want them to do. Headlines that tell your readers to take specific action
including "buy now" are known as "command headlines."
13. Reason with your readers.
One of the easiest and most effective methods of writing advertisements
is to list the features or benefits of your product or service. You can
introduce your list of benefits with a "reason why" headline.
14. Use a testimonial headline.
When your headline is in quotation marks, it grabs readers' attention.
When someone else speaks well of your business or product, it is a form
of proof that customers are happy.
15. Combine Words and Graphics.
Headlines often work best with pictures because the combination creates a
more powerful impact than either the words or pictures on their own.
16. Don't be too clever for your own good.
The purpose of advertising is to educate your target market or directly
sell a product or service. It is not a platform for showing off your
creative talent just to provoke interest and attention.
Finally, be willing to test your headlines and let the market decide
which is best. By playing around with your headlines and advertising
copy, you can obtain significantly different results. Obviously, you
would keep using advertisements that obtained the best results. For the
same cost of advertising, your response can improve by ten times or more
by simply evaluating response to changes in your ads.
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