- Written by Eric Mack
Your headline is the “ad for the ad.” People skim headlines to decide what to read. If the headline doesn’t grab attention, it’s VERY unlikely that the content will… so people “skip it.” A headline is literally the “ad for the ad” — so focus your attention on making it powerful.
Your headline has a big job, so give it all the help you can. Headlines make or break advertisements and marketing pieces.
Headline writers are some of the highest paid writers for magazines, newspapers, etc. You should invest as much time writing headlines, sub-headlines and “bullets” as you invest in writing the actual copy.
Use high emotion value words and phrases. Some words and phrases trigger stronger emotions than others. “Lawyer” triggers stronger emotions than “attorney,” for instance. What are YOUR high-emotion value terms? What words are your prospects using?
Offer a promise of a result, a benefit, or relief in your headline. People are motivated by results, benefits & relief — so offer these key motivators. Your prospects can’t hear about their wants, fears, desires, and challenges too much.
Your headlines aren’t just the words at the top of a letter, but they’re also the first words in a teleclass, video, etc. Get your best stuff out up front.
Famous headlines that worked:
– “How To Win Friends & Influence People.”
– “Do You Make These Mistakes In English?”
– “How I Improved My Memory In One Evening.”
– “How A New Discovery Made A Plain Girl Beautiful.”
– “At 60 Miles An Hour The Loudest Noise In The New Rolls-Royce Comes From The Electric Clock.”
Align and connect your headline to every part of your marketing. One of the biggest “marketing blunders” that I see is a misalignment of a headline, message, and offer.
Consider what you’re going to ask your customer to do at the end, then “align” your headline with that. Make sure that all parts of your marketing are connected, continuous and congruent.
When in doubt, start with the words “how to.” A tried-and-true formula for great headlines, subheads, and bullets is to start with the simple words “how to.” Add results, benefits, and relief after “how to” and you’re already writing great headlines.
Re-use your headline powers in your marketing. Headlines are concentrated “marketing power” — focused into a few words.
Re-use this power throughout your marketing in the form of subheads and bullets. Make sure your headlines are inserted every few minutes into your audios and videos as well.
Your story is one of your most valuable business assets. Customers need a way to connect to you and your business, and your story provides it.
The more your story involves elements that your customer has experienced the better. Your story is an asset, so refine it!
Humans understand experiences and information in relationship to stories. It seems that in order to understand something, we must relate it to other things in a format called “story.”
This allows us to see how elements are related to each other and to the whole. Minds think and process in STORY form.
When we don’t have a story provided, we create one. We’ve already learned about the phenomenon called “confabulation.” We seem to always be looking for how elements fit together, and trying to create a story that “makes sense.”
Your story should allow your customer to relate to you. The more people have in common, the more they feel like they can “relate” to each other. In order for your story to help your customer relate to you, it must include elements that they have experienced personally.
Your story should touch on key emotional experiences. There are elements of stories that are most “touching” to people.
Being at a disadvantage, trying and failing, emotional drama, discovering winning formulas, achieving success when the chips were down — these are all very interesting.
Your story should touch on these key elements:
– Started in same situation as customer.
– Tried and failed.
– Breakthrough: discovered the secret to success.
– Created a system or product.
– Others used it and succeeded.
– Now you can succeed.