This Headline Is Where the Action Is!
How to write a killer headline. Because you never get a second chance to make a good first impression.
How to write a killer headline. Because you never get a second chance to make a good first impression.
See those words up there?
They’re the reason you’re reading this article. The headline.
Online headlines are like offline ones: extremely important. They’re 90 percent of the reason anyone will read your ad copy.
Oops! Third sentence, I just lost a bunch of readers. They know all this direct marketing stuff, have heard it and seen it before, or maybe they just got bored…
After the headline, your first sentence is the next important thing. That third paragraph is a killer, because that’s where most people bail, even when an important concept is before them.
It’s so simple.
If you’re using banners; text links; pop-ups, -unders,
-overs, or -arounds; email; Flash ads; crazy DHTML “I’m running pizza, cars, and small thermonuclear devices around your screen” ads, it’s still about one thing: your headline. It’s the immediate benefit you send your audience. You get one chance to impress them.
Headlines tell visitors the benefits you deliver. It’s up to you to convey why it’s important.
I believe the Internet is a direct response medium, but I’m the direct marketer. Even brand marketers know the importance of a headline, a phrase, something to be remembered. It’s the key to what we do, yet so many of us ignore it regularly.
Inspire response. That’s your job. Give people facts and figures, so there won’t be questions. Entertain them. Create curiosity. Whatever you do, don’t scribble a headline in five minutes and slap it on the Web. You’ll be wasting everyone’s time.
Here are some suggestions for writing a great headline:
You have about 30 seconds to establish who the heck you are, why it matters to your visitor, and why he should believe you. Many don’t do this online. They assume people are just going to surf through their site.
Or, maybe they’re too busy reading about the collapse of Internet advertising. Want to stop the collapse of Internet advertising?
Write a good headline!
Peace,
Declan
P.S. Action begins with your headline.