It’s true. A powerful headline is THE most impactful element of your entire content. Create the right one and your response could double, triple, be even seven times greater!
The headline is the gateway to the rest of your content, message and story. Without a compelling headline, your press release, article, blog post, ad or direct marketing piece will fade into oblivion.
So what does it take to make your headline stand out amongst the competition?
When I worked as a copywriter at one of the country’s leading ad agencies (The Richards Group) it was not uncommon for me to write hundreds (yes, hundreds!) of headlines for a single ad.
And the reason is simple. The headline is the bridge to the rest of the story. IF THE HEADLINE FAILS, THE MESSAGE GOES UNSEEN. END OF STORY.
And that’s true whether it’s an ad, a brochure, a billboard, and YES, a press release.
The most important objective of a headline is…
To get the prospect to read the next line!
And the job of the second line is to get the prospect to read the third line. And so forth.
10 Success Traitsof Winning Headlines:
Here are 10 powerful attributes of successful headlines. Try and get one or more into your headline and you’ll see an immediate improvement.
- Stimulates curiosity or interest
- Challenges a widely held belief
- Creates controversy
- Provides a benefit
- References or “piggybacks” on a current event
- Is in sync or ahead of the curve of popular culture
- Provokes or elicits an emotional response
- Helps simplify decision making (and reduce overwhelm)
- Tells ONLY part of the story
- Rewards the intelligence and interest of the reader
Now that you have 10 positives a headline should trigger, what about the flip side, the negative elements to avoid? I have 3 common headline blunders to share via a 2-minute video. Give it a look.
What can you add to our headline discussion? Share you thoughts in the comments below.