HEADLINES... Your Very Important First Impression by Liz Schmidt Nearly everyone who looks at your marketing piece will glance at one or more of these three elements: A photograph & its caption Spot color in a black & white piece Your headline This means you have a great opportunity to entice your reader to read further. But since only 60% to 75% look beyond that glance, you must get their attention NOW! Since everyone can afford a headline (photos & spot color cost more) I’ll talk about those first. In another article I’ll address the other two attention-getters. The roles your headline might play attracting attention luring your reader into the copy making an incredible offer building credibility selling your product (10% of readers make decisions based on headlines alone). “All this in a few words?” you might ask. Granted, your headline can’t do all these things at once. But it’s role should be carefully strategized. For example, if you have an outstanding offer, and the average reader will recognize that immediately, it might be a good idea to put the offer in the headline, such as: “Free Disneyland passes with any dog grooming service.” On the other hand, if your offer takes a bit more explaining, your headline should focus on convincing the prospect to read further. Writing an effective headline There are many “rules” for writing effective headlines. But because marketing is always changing, don’t be afraid to break a rule if it makes sense to do so. Here are some of the pro’s tips on writing those important words: KEEP IT SIMPLE and use short words. A headline’s length should be no greater than necessary. DESIGN CAREFULLY Use large type in an easily readable, appropriate typeface. Don’t use all caps (it’s easier to read upper/lower case). Surround the headline with “white space.” Write numbers as numerals, not words. YOUR WRITING STYLE should normally be positive and upbeat. Write in the present tense, and don’t use clichés. CLEARLY IDENTIFY BENEFITS to your readers (stay tuned to their radio station WII-FM, What’s In It For Me?). TALK TO YOUR READER Be specific and direct, appeal to emotions, speak person to person. CONSIDER YOUR OBJECTIVE To get attention use a “magic word” (free, new, save, learn, at last, now, guaranteed, you). To build credibility use a statistic or number. To involve the reader ask a question.

Also see:

Killer Web Development

The Logo Mystique

Think small/WIN BIG... why and how to market to small businesses

Customer Loyalty... Satisfaction has its Rewards

Headlines... Your Very Important First Impression

Photos and Color

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