On average, 8 out of 10 people will read your headline but only 2 out of those 8 people will go on to read your copy. You’re surprised. I can tell. But it goes to prove that every piece of marketing collateral, online or offline, needs a headline.
If you think you can skip it, think again.
Why your marketing is never fully dressed without a headline
Your headline is a multi-tasker from way back and could be carrying out a few roles at any given time.
A headline can attract attention. Your headline can herald the delivery of news or useful information with words like introducing, discover, new, at last, just arrived. Or you can appeal to your audience’s self-interest by focusing on an important benefit or critical concern.
A headline can select the right audience. Your marketing shouldn’t try to be all things to all people and neither should your headline. The more targeted you can make your headline, by mentioning specific groups, the more likely your message will hit home to the right kind of people.
A headline can deliver a complete message. Your copy won’t be read unless you give people a very good reason and you can’t bury that reason in the second or third paragraph. Include the key selling point in your headline to capture those people who might otherwise skim right over your copy.
A headline can draw the reader in. If your product or service is a little boring and you can’t use a sexy image to draw readers in, your headline has to work extra hard. Arouse curiosity with intrigue or humour, make a promise, take a controversial position or ask a question to draw readers into the first paragraph.
Did you ever realise your headline worked so hard? If you struggle to write great headlines, check out the only guide you’ll ever need to write headlines that sell.
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