How to ensure your copywriting is read by 8 out of 10 people

Copyblogger says: 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.

It proves that the power of a headline cannot be underestimated.

Why your marketing is never fully dressed without a headline

Your headline is a multi-tasker 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 pain points, the more likely your message will hit home to the right kind of people. You can even call out your market by name to really narrow the focus.

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.

Belinda