Contributed By:
Craig Simpson
Source: Entrepreneur
The
headline is the most important part of your sales letter or space ad. You could
have the best advertising copy and the best product, but it doesn’t matter
if the reader doesn't get past the headline. Changing the headline
can make a huge difference in your response rate, even if you don't change one
word in the rest of the sales letter.
When
starting to write a sales letter or print ad, advertising legend John Caples
recommended spending hours just writing headlines. Or even spending days
writing headlines if necessary. If you can come up with a good headline, then
you can most likely write a good sales piece.
In
writing a headline keep in mind that you have only a few seconds to get the
attention of the reader. Remember that the reader's number one question
is, “What's in it for me?”
Here
are six steps to make sure your headline turns your audience into
customers.
1. Lead with a key
benefit or intriguing question.
I
always suggest putting your biggest benefit in the headline. Not the entire
sales pitch, but the biggest benefit to the reader. Or base the headline
on the key question that will be answered in the sales letter. You want
the reader to stop and think, “This letter applies to me. There might be a
something in here of value to me.”
2. Make your message
exclusive.
One
way to do this is to say that the message is only for a special group of
people. Readers see that they fit into the group, and they think that this
sales letter is for them.
3. Include
a “qualifier” that really doesn't exclude people.
An
inclusive qualifier makes all readers feel like they are part of a group,
and that the sales letter is directed to them. Here are a few examples of
inclusive qualifiers:
- For women who would like
to lose 10 pounds in 10 days
- Attention Drivers who
drive less than 37 miles a day
- Car Owners: Save 2
Gallons in Every 10!
Almost
everybody is a car owner, but people skimming through their mail think, “Wait,
I'm a car owner!” and they stop and read the sales letter. For the sales letter
that used the last headline above, the addition of the two little words “Car
Owners:” in front of the headline increased the response by 22 percent! Remember, little
changes can make a huge difference!
4. Attract people who
are the most motivated of the group.
For
example, one advertiser tested headlines for a baldness cure. One headline was
“For Bald Men” and the other was “Do You Suffer From Baldness?” The headline
with “Suffer” in it pulled better because it attracted men who thought that
baldness was a problem.
Specifics
can also increase the power of a headline. For example, an ad targeting real
estate brokers, saying “I gained 9 new real estate listings in 2 weeks” is
better than “I gained more listings.”
5. Break up long-form
ads with subheads.
Many
people will skim through a brochure to decide whether they want to read it
further or not. If they see something interesting in a subhead, then they will
stop and read that part. If that part is interesting enough, they may go back
to the beginning and read the entire brochure.
6. Cater headlines for
online and offline ads.
If you
are writing copy for both direct mail and the internet, you may need to write
different headlines for the web. In direct mail, you are “talking” directly to
the reader. On the internet, you also have to take into account there are key
words that are more easily found by an organic search. Keep a swipe file
of all the control sales pieces you receive.
Start
your swipe file by opting in to mailing lists and study the mail that you
receive. Believe it or not, many top copywriters read The National
Enquirer to see examples of good headlines. The National
Enquirer may not report a lot of “real” news, but they certainly know
how to write headlines that grab people's attention!
No comments:
Post a Comment