More about headlines
Headlines are so important that I thought it useful to elaborate on the previous post.
If the headline doesn’t catch people’s attention they will not read your marketing so here are two rules for a killer headline:
Rule 1 – the headline must work as a standalone as a sentence
Rule 2 – the headline must make the reader want to read the next sentence
I came across one article that suggested the 50:50 rule. This is that 50% of your time should be spent writing the headline and 50% on the rest of the copy. I am not sure this is correct but it is worth bearing in mind. So is that fact that advertising guru David Ogilvy rewrote a headline for a car advert 104 times and master copywriter Gene Schwartz often spent an entire week on the first 50 words of a sales piece.
How much time and energy do you put into your headlines?
To help make sure your headlines are there best they can be here are 8 checks that will help you create powerful headlines:
Check 1 – Does the headline promise a reward for reading on
Check 2 – Be specific e.g. 7 reasons…
Check 3 – Is there is a well defined audience in the headline?
Check 4 – Avoid all negatives
Check 5 – Does the headline create an emotion?
Check 6 – Avoid headline that just provoke curiosity
Check 7 – Be clear and direct
Check 8 – Avoid cleaver or cute headlines
Keep in mind that if you are writing copy for your Website that it can be useful to include keywords in your headlines.