Headlines are probably the most important part of your copy. Famed advertiser David Ogilvy used to say that once you are done writing your headline, you have spent 80 cents out of your dollar. This means that if your headline is eye arresting and provides sufficient enticement to want to know more, people will definitely start reading the rest of your copy.
Why is a headline so important? It has everything to do with the way people read nowadays. We are continually on the go, and we do not have the patience or attention span to go through an entire article to get the gist of it. We do not read on smartphones and laptops, in truth we only scan texts. And what is more visible in a text than its headline?
There are many studies and surveys proving the point above, so we will not dwell on it. It suffices to say that a great headline is your best chance to have your copy read by prospects. And today we will show you what kind of headlines are the best attention grabbers. These formulas will help you get over your initial writer’s block and soon enough will make you a great writer of effective headlines.
- Solve a Problem in a Specific Period of Time
The core message of every marketing material is that a certain product will solve a problem. This is the heart and soul of trade: people need to satisfy their needs and eliminate pain points, and they are willing to pay for products which do that.
Here is the catch: these people are no longer willing to wait for an unspecified period of time before they see the first results. Whatever benefits that your product offers, they must be framed in a reasonable period of time. This is the extra benefit which makes your prospects keep reading your sales copy in order to find out more.
- You Share a Secret Previously Known and Hidden by Other Experts
“What your doctor never told you about weight loss” – this sounds intriguing, right? If you become more specific, such as “the ingredient for safe weight loss your doctor never told you about”, you increase your reader’s curiosity and the likelihood of reading the entire piece of content.
Playing on people’s convictions that they are not told the full truth still works – but only if you can really back up your claims with proof. If you are certain that your solution really solves your prospects’ problem in a way which is in line with your statements in the headline, then you can go ahead and use this formula.
- Social Proof for a Previously Less Accepted Solution
Social proof is everything these days. People are willing to try a new product or a new way of solving their problems only if they can be persuaded that it really works. And how can you persuade them? You can enlist public personalities to endorse your product after having tried it, or you can persuade satisfied customers to share their experience in a public forum (such as on the social media or your website).
If you have this social proof to back your claims, then this is the key formula for a great headline.
- Lies about a Common Pain Point or Issue
Examples of this headline formula are: “8 Lies your dentist is telling you about dental hygiene” or “5 lies about skin care you need to know today”. This formula often works very well in making people click through and take action because of the fear factor.
Everyone has been lied to in the past. They did not receive all the information they needed, or they did not receive the right solution to their problem. All in all, your exposure of the lies they have heard before is not only an effective way to draw attention but also is the first step towards building others’ confidence in your solution.
- Do Something Like a Professional
“Work out like a pro athlete”, “prepare healthy dinners like a top chef” – these types of titles are attractive because it makes people feel confident that they will solve their problems in the most professional manner.
Stroking people’s ego always works, together with the assurance that it is something easy to do, and that they will learn in no time and with minimum effort. This approach works best when you sell DIY solutions and tutorials such as diet plans, tutoring lessons or fitness programmes.