If you buy today, you’ll get a free carrot peeler valued at $19.95.”īusinesses use commercials like this because they work, at least on a subset of customers, but many people are turned off by commercial wording they’ve heard over and over again.Īs soon as they hear, “Three equal payments of $24.95,” they tune out waiting for something that seems more credible. We can all remember watching a commercial with lines like, “Buy now with three low payments of $24.95. They’re used to being bombarded with commercial after commercial that says the same thing. Today’s consumers are more savvy than customers of the past. Your customers won’t have any reason to think you’re different than your competitors, which means they won’t have any reason to buy from you than from someone else. If yours is just like everyone else’s, then your company won’t stand out. The first thing you want to consider is how to make your headline unique. You can rarely accomplish all four in a single headline, but if you can at least include one or two then you’re bound to write a headline that’s more likely to compel your prospective customers to continue reading. Your headline should convey a sense of urgency.Your headline should be ultra-specific.They’re taught as the “four u’s” of headline writing by a number of copywriters. Here are four more rules of thumb to keep in mind. So first, focus on writing a headline that pulls your customers in and compels them to read the first sentence. If you hang around copywriting circles long enough, you’re sure to read this rule at one point or another because most copywriter’s view getting potential customers to continue reading as the number rule of headline writing.Ĭonvincing your customers to keep reading means the time or money you invest in your copy won’t go to waste. The first thing you need to know is the #1 rule for headline writing: The primary purpose of the headline is to get the first sentence read. How to Write Attention Grabbing Headlines That Convert By following the points in this post, you’ll learn how to write attention-grabbing headlines that convert readers into buyers. If the headline pulls readers in, you’ll make more sales if not, you’ll be left wondering what happened.Īnd that’s why we’re devoting an entire post to headlines. It sets the tone for the rest of the copy. The headline alone can make or break an ad, homepage, or e-mail subject line. They create an initial impression that either draws readers in or pushes them away.Įven if the rest of the copy is amazing and would convince 3 out of 10 people to buy, if the headline puts them to sleep, only a fraction of the customers who would have bought something will read your copy and make a purchase. So why are headlines so important? It’s because they’re the first lines of your copy that customers read. That’s a measurable difference that significantly impacts the bottom line. If the ad was sent to 2,000,000 e-mails, the winning version would lead to 17,000+ more clicks, all from changing a single word. Open rates were nearly identical and the e-mail creative was exactly the same for both versions, but click-throughs went up by 46% in the second. We’ve seen e-mail subject lines where a one word change increased click-throughs by 46%. Headlines are so important that a single word can impact a campaign dramatically. Can this be true? Why Headlines Are Worth 90% of the Advertising Dollar Ogilvy believed headlines were so important that he viewed them as being worth 90% of the money invested in advertising. “It follows that unless your headline sells your product, you have wasted 90 percent of your money…” This leads us to a famous quote by David Ogilvy: A great headline convinces more people to read your copy while a poor one sends potential customers searching for somewhere else to spend their money. Only the ones drawn in by an attention-grabbing headline will continue on to read the first sentence of your copy. The greater majority of people who read your headline won’t continue reading. If you talk to enough copywriters, you’ll eventually hear that headlines are critical for your copy’s success.
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