This post is all about headlines. People read them to determine relevance and interest in the subject matter you’re offering. They have to be exciting, intriguing, political, or downright offensive to get someone’s attention!
In the past, anyone looking to write better headline copy would have to buy expensive swipe files from a renowned copywriter in order to (try) and dissect what makes a headline a success or flop. The information era, and sites like Upworthy.com make it super-easy to see what people are clicking on – and in a variety of niche industries.
But My Product Sells Itself…
Even if you’re getting leads and/or sales without a headline (and please do tell us how you manage this in the comment section so we can all benefit), you’re still leaving 80% of your cash on the table.
“On average, 8 out of 10 people will read headline copy, but only 2 out of 10 will read the rest.” (copyblogger.com).
Grab the free headline writing tutorial in that copyblogger link. Everything they offer is pure gold.
From a marketing perspective, headlines are no different than the window displays we see while walking by a retail establishment, or a readerboard outside a restaurant that says:
“Kids Eat Free – Come In and Ask Us How.”
They (headlines) draw us in. Would a person read what you’re writing, or watch what you’re talking about in your video presentation if headlines didn’t exist?
Very few people would. Sorry if this is a complete shock to you.
A book title gives you a feeling about whether you’d like to read what’s inside the covers, a newspaper headline tells you if the subject matter below it will interest you, the name of a television program either turns you on – or turns you off.
Guys like Gary Halbert, Gary Bencivenga, Clayton Makepeace, and other world-level copywriters would have never made a name for themselves if headlines weren’t important. The majority of their success is all in writing killer headlines that make you read the deckline, ultimately taking you on a whirlwind read through the copy until you just need to have that ‘magical bar of soap’ that cures skin cancer while also making you smell great.
Upworthy.com: A free workshop for learning about headlines
You can use headlines to pull in extra dollars for a worthwhile charity, or to make millions with a product marketing campaign. This sentiment is echoed by Sara Critchfield, editorial director at Upworthy.com:
“I always think about what the world might look like if every billboard you saw said, “Feed hungry children” instead of “Drink Coke.” You know? Marketing is a powerful tool, but too few people utilize it for good over commercialism.”
Check this out:
“There’s More To Life Than Being Really, Really, Ridiculously Good-Looking.”
Isn’t the above a headline one that would pull you in for a read?
Of course it is! If you fit the profile mentioned in the headline (or you think you do…) you’ll surely click to see just what the author is saying about you and your fellow sexy brethren. Heck, the writer’s probably some mousy shut-in type that doesn’t know what they’re talking about anyhow, right?
Now if you don’t feel you fit the bill, you’re still going to click. At the very least to see just what “MORE” there is to life, in case it’s something you missed.
Go ahead and read the actual article, it’s not written by an unattractive someone who’s bitter at the ‘glitterati’ of society; nor is it a piece written by a ‘valley girl’ extoling the virtues of slumming it once in a while instead of posting sexy selfies on Instagram all day.
That headline is a really clever piece of linkbait, and since it made it to Upworthy’s viral front page, it obviously worked. It would probably do equally well as headline copy for a health and beauty product, or as at title for an outcry piece to get donations for the World Wildlife Fund!
Takeaway: Tips for Writing Campaign-Smashing Headlines
So, what you are going to do now? It’s pretty straightforward, really: Learn to craft headlines; practice a lot; and I mean A LOT.
Here are some tips to help you out:
1. Make them as short and cunning: Hit them with a jab, fast in a straight line like a stealthy technical boxer, instead of swinging from below the knees like a gorilla and letting the reader know what you’re up to (e.g., “10 Easy Ways to Lose Weight” vs. “If You Find it Hard to Lose Weight, We Can Sell You a Guide Telling You 10 of the Most Common Reasons Why.”)
2. Use the Benefit/Loss formula: When it comes to selling or lead-capture, benefit-focused headlines tend to sell better. If you’re creating linkbait to generate traffic, then it’s a good idea to build some loss-centric/negative headlines. But for selling and lead gen, benefits reign supreme. Check out this case study on unbounce.com. Positive headlines get people the right mindset to make positive changes in their life.
3. Write several and test, test, test: Upworthy has the 25 headline rule – writers need to write 25 headlines and choose the best. If you’re on a budget, this becomes harder to do, since all advertising mediums cost money. However, you’ll never find the magic bullet unless you test different headlines. We’ve already discussed how 80% of your sales will result from the headline. Don’t settle for split-testing the wording, you need to test font, color, and size too.
Photo credit: Placeit
