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Obviously your headline cannot be
all things to all people (and you wouldn't want to date everyone
either...), but it can and should speak directly to those people
you most want to reach.
Your headline has a single task:
to ARREST the attention of your target market. If your target
market is 'doctors', then use the word 'doctors' in your headline.
There's a funny saying:
"Enough about you... let's hear about
me."
That's your site visitor talking.
These words tell you everything about how to craft your headline,
and the more specific and targeted you make it, the better.
Your headline should serve as an
ad for the rest of your Web copy, clearly delivering a 'distilled'
version of what they are about to discover in the body of your
text.
Did you know that only one out of
five people get beyond the headline to read the rest of the Web
page? It's true! So spend the time to make your headline work.
Here's how to find the right headline:
Tell your target audience the most
important benefit you are offering them.
That's it.
State a powerful benefit in your
headline that clearly enhances THEIR LIVES, using power words
such as: 'Discover'; 'Announcing'; 'Breakthrough'; 'Facts'; 'New';
'Now'; 'Yes'; 'Sale' - all words that are active, grab the attention
of prospects, and promise them something. (The two words of most
value to your customers are 'You', and 'Free'.)
Finally, keep in mind that your customer
is never buying a product or service. They are actually buying
a key benefit that makes their lives better.
Studies show the right headline can
increase response to an offer exponentially, which is a good reason
to test different headlines until you find your 'killer'. Once
you've got it, it's the key to your success.
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