An effective headline should be well integrated with your
website's focus and allow you to direct the eyes of your
customers to where you want them to go. When it comes to
creating a headline that demands attention, there is no set
formula. But here's what most experts recommend.
First, study the competition and read existing headlines on
the web to get a sense of what works, from successful
ecommerce websites, and from direct marketing ads you might
be getting through the mail.
When you've gotten a good idea of some of the existing
headlines out there, get a pad and pencil and start making
a list of at least 50 headlines that might apply to your
product.
Don't worry about nailing it just yet, instead just write
down whatever comes to mind. You will refine and test your
headlines later. To start, analyze your customers and ask
yourself:
·What do they care about most?
·What is the biggest problem they face?
·How can you help them solve it? And most importantly - How
are they finding your site? What Google search terms are
they using? Are you answering their search query with your
headline?
If you find yourself getting stuck, realize this: most top
copywriters don't come up with their own headlines. They
copy them.
Top copywriters know certain set formulas work and they
simply apply these formulas to their products... over and
over again. Here's one example of a set formula. How to
_____ and _____.
This is the formula used by Dale Carnegie for his
best-selling book "How to Win Friends and Influence People."
You can apply this formula to just about any product.
Selling job hunting services? How about this headline "How
to Enjoy Your Career and Earn More Money." Selling exercise
equipment? How about "How to Look Great and Feel Young
Again."
Copywriter David Garfinkel offers the following advice:
"Behind the title and headline is a secret code that makes
it powerful.
The secret code is actually a generic formula that gets
attention and creates desire in your prospect's mind. Every
winning headline has a unique generic formula hidden
inside." Here are some other formulas you can use. Each of
these work on the "secret code" principle.
·Who Else Wants to ___________ ? For example: "Who else
wants to Learn the Secrets of Ecommerce Success?"
·Revealed: The Secret to ____________. For example:
"Revealed: The Secrets to Learning Foreign Languages
Quickly."
·22 Reasons You _________________. This example uses the
word "reasons" and provides a specific number for
credibility. For example, "22 Reasons You Should Be Testing
Your Headline Today."
·Don't Do ________ Before You Do __________. This example
grabs the reader with a warning. For example, "Don't buy
any Autoresponder Software Before You Read this Article."
In addition to the formulas above, a second strategy is to
develop a longer headline that clearly spells out the key
benefit of your product. This is the type of headline
commonly used by Internet guru Armand Morin.
Here are some headlines used to sell his products. Notice
how each headline clearly spells out the key benefit of his
product.
·Create Cash Producing Sales Letters. The same Kind of
Letters I Have Used To Generate $167,434 In Just 5 1/2
Months!
·Instantly Generate 30 SmartPages And Create An Avalanche
Of LASER TARGETED TRAFFIC To Your Website Or Affiliate Link
—ALL In Under 3 Minutes Flat!
·I will show you how to... take any mediocre site and turn
it into Amazingly Stunning...in less time than it takes you
to drink a cup of coffee!
·What If You Could... Hire a World-Class Graphics Designer
Who Would Create Amazing eCovers For You 24 Hours A Day 7
Days A Week For Only a One-Time Low Payment?
Learn from the 100 best headlines ever written, compiled by
Jay Abraham Once you have your preliminary list of
headlines written down, (and remember, you can do this over
several days - we don't expect you to wrack your brain
doing it in one sitting) take a break, relax, and forget
about them.
The very next day, take a fresh look at the headlines you
wrote. Cross out as many as you can until you're down to 20
or so. If you think of better headlines, add them. Then
once again, take a break and forget about them.
Again, on the next day, look at your list and further
reduce the list to 5 - 10 headlines. Now you're done with
the first step and ready to move to the second step. The
testing of your headlines. Now the fun begins.
----------------------------------------------------
Bjorn Brands is a successfull enterprenuer who transitioned
from having his own building company to a great online
business. Check out his site and see for yourself how he
can help you do the same at http://www.moneyacces.com
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