Why is your headline so critical?
On average, 80% of your readers will read the HEADLINE – but only 20% will read the text.
The Top 5 Ways to Craft an Engaging Headline
#1 – Use EMOTION to Reach Your Readers
If you can make a connection with your customer, they are less likely to put your mailing aside. Use words that are sensitive and appeal to their feelings. Try words like “need”, “want”, “must”
#2 – Use Appropriate Adjectives to Tell the Customer Why They NEED Your Offer
Please don’t write a headline without thinking about the adjectives. If what you’re writing is promotional in nature, don’t forget the most important four-letter word in the promotional language – FREE!
Here are two examples of the same thought, but one headline uses adjectives to compel the reader.
- This Time-Saving Offer Allows You To Try Our Juicer for One Whole Month, Absolutely FREE!
- Here’s A Complimentary Offer To Try Our Juicer For One Month.
#3 – Create CURIOSITY.
Curiosity killed the cat AND it catches the customer! Human nature just can’t resist a “secret.” Tease the reader with your headline so that they can’t help but open the offer, just to see what you are talking about. Once the open the mailing, you have cleared the biggest hurdle.
#4 – Make a Promise and Deliver on It
The reader needs to know what’s coming, why the need to know it, and come away with the feeling that you delivered. All of this adds to the buyer’s experience. For instance, consider these two titles. Both adequately describe the content of a certain article, but which one “promises” you something? Which one tells you exactly what you are getting? And guess what – if you deliver, and give your reader 5 little known facts, you create satisfaction. A happy customer is a repeat customer.
A) A Secret Service Agent’s Guilt.
B) 5 Little Know Facts about JFK’s Assassination.
#5 – Be Genuine!
This one goes hand-in-hand with #4. Do not promise something you can’t deliver. Make the headline/offer compelling, but accurate. The buyer’s experience with your company in many cases begins with your mailing. Leave them with the impression that you are genuine. Credibility goes a long way in establishing customer relationships.