Research shows that readers respond more to headlines than any other element of a web page.
A headline creates attention or apathy. People will often make the decision either to continue reading or hit the back button, based on the headline. You have only seconds to make a favourable first impression.
Top 7 Headline Formulas That Work
If you need to put your puny headline on steroids try one of these tried and tested formulas:
1. Agitate the Problem
EG: Are You Struggling to Find Good Accounting Personnel?
If a reader has the problem they will be compelled to keep reading to find out the solution.
NB: This is also a question headline - see below.
2. Ask a Question
EG: What is the Secret to Getting Rich Today?
A question incites curiosity. It engages the mind. A question headline must be open-ended - you have to keep reading to find out the answer.
3. Promise the Reader a Benefit
EG: Enjoy Younger Looking Skin in Just 7 Days
Focus on the primary benefit of your product or service and connect it with the target audience.
4. Give Them the News
EG: Announcing the Smallest MP3 Player Ever Built
If you have genuine news, announce it. Using the word "announcing" attracts more attention.
5. State the Offer
EG: FREE Seminar Shows You How to Make $100,000 a Year on eBay
If you have an attractive offer shout it out in your headline.
6. Use the Words "How To"
EG: How To Win Friends and Influence People
"How to..." promises readers useful information and advice. If you're ever stuck for a headline, write "How to" - whatever follows will be a hardworking headline.
7. Use a Customer Testimonial
EG: "I Lost 7 Kilograms in 10 Days With Trimspeed"
Putting the testimonial in quotation marks increases readership.
Sharpen Your Axe
Abraham Lincoln is reputed to have said, "Give me six hours to chop down a tree and I will spend the first four sharpening the axe." And so it is with headlines. Many copywriting experts recommend you spend 80% of your time writing the headline.
This may sound like overkill. But producing website content is expensive and time consuming. If your headline is a dud you've wasted your money and effort.
By Charles Cuninghame
With a career spanning more than 12 years, Charles Cuninghame is one of Australia's most experienced website copywriters.
For tips, tricks and insider secrets to get more customer inquiries, sales and profits from your website visit Charles' blog: The Profitable Website Manual.
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