Your sales copy needs to grab the attention of potential buyers and hook them without second thought – just like the glistening covers in the bookstore. You want your copy to persuade browsers to click the “Add to Cart” button, so you must be able to master the art of writing killer headlines.
Before you begin to cultivate headline-writing magic, you must first understand why headlines hook readers in. Once you master this science, you will possess the effortless ability to create attention-grabbing headlines for every sales page you write.
Give the right signals
Just like restaurants use abstract art to label their bathroom doors, you understand why clear is far more important than clever when it comes to labeling your copy. Your readers are likely trapped in the same kind of urgency as one would be standing in front of the restroom. You don’t want them to have to second guess whether they are in the right place.
Create headlines that are clear, concise, and let readers know what they are in for. The odds that someone is going to stick around and read your entire sales letter to determine if the subject is relevant to them is, well, slim to none. You won’t get a second chance to draw them back in once they are gone, so do it right the first time. Let them know what they are getting into before they even open the door.
The idea is as easy as posting signs on doors that say “men” or women”. Write headlines that use relevant keywords displaying without a doubt that your page is appropriate for browsers with specific needs or problems.
Essentially, think of the main result your reader will be after and turn it into a headline.
Once you’ve established exactly what keywords will draw your reader in, offer them some sort of result. Think about what the outcome will be if they read your sales copy.
For instance, “Top 5 Foods to Help You Lose Weight for Good.” The premise of this headline is, “Top ___________ so you can _________.” I have my keywords to draw them in, and the result that will come from reading my sales copy.
Always remember that the benefits far outweigh the actual product or service. Anyone can sell a diet plan, or some other clever product in your niche. But, the benefits, results, and outcome of using that product or service is what really converts clicks into sales. Your headlines should answer the question, “what’s in it for me?”
Now that you’ve got your relevant keywords and outcome of the sales copy, it’s time to personify it all. Writing punchy headlines involves finding those compelling words that launch the other two features into stardom.
I’m going to pull apart the headline used for this report and show you each element so you can see how it all comes together.
My headline reads, “Shortcuts to turn Browsers into Buyers with Killer Headlines.”
The first part of the headlines lets you know that this article is intended to convert browsers into buyers. That is the “sign” that indicates you are in the right place.
The second part of the headlines offers the result. You are going to do this by writing headlines. Then I sprinkled in some strong verbs and adjectives (shortcuts, killer), and we end up with an irresistible headline that draws in all the right readers.
I’ve taken a bland headline that anyone can write, “How to Write Headlines,” and turned it into something so unique and compelling that you can’t help but read further.
Hone your copywriting skills
If you want to improve your headline writing skills going forward from today, spend 20 minutes right now revamping old headlines. Take a look at some of the copy you’ve written in the past, whether recently or a while back, and plug some extra oomph into your titles.
Remember that the only way to get better at writing is to practice every single day. If your work pile is low, always go back through old sales copy and apply new skills to it. You will be amazed at how much you have improved over time.
When it comes to writing new headlines, find different ways to approach them. If you come up with 3 or 4 headlines for a single sales page, you may be able to turn out 3 or 4 different sales pages in the same amount of time.
- Compelling headlines always turn into compelling copy.
- If you always add in the three key elements: relevance, outcome, and emotional language, then you are sure to convert your browsers into buyers.
- Now, go practice on your old stuff, and start creating those new irresistible titles.