Copywriting: Crafting Headlines
For the success of your copywriting, it is very important to have a great headline. A headline is the first impression a reader gathers. It should be catchy enough to compel him to read the rest of the advertisement. Your headline represents the whole advertisement and it should be attention grabbing for it to be read. Any time you browse the internet, you come across an array of advertisements distributed all over the web vying to get the elusive click from the user. It is important to understand how some advertisements manage to propel high amount of traffic to the sales page while some stagnate. The main reason why the multitude of sale pages and advertisements do not succeed in reaching out to their intended readers is that they do not stand out and attract the attention of the reader. Whether it is an advertisement or a sales letter, the quality of the headlines is what makes the big difference.
We can classify headlines into five categories…
1. News: These headlines announce an event or a new concept and are designed to generate excitement in the reader. For example, a headline that goes, “The insider secrets of xx revealed for the first time ever” will thrill the reader and compel him to continue reading.
2. A promise: “Xxx eliminates dandruff in 6 washes”. The headline makes a claim that will have to be backed up with evidence further down in the advertisement. The body of the advertisement should contain text or imagery that should at least make the claim seem possible if it can’t completely validate it. It is imperative that only claims that can be safely supported be made.
3. Selective: “To all budding singers who need a platform”. This headline points out your target demographic and narrows down to a tight niche. The readers who identify themselves with the description would be hooked.
4. Curiosity: This headline states a particular problem that the product or service claims to resolve in the form of a question that sparks interest in the reader. “Do you have a dandruff problem?”
5. Demand: This headline simply demands the reader to act. This type of headline is difficult to pull off since some readers may interpret it as being a bit aggressive and assertive
As much as the content of a headline is important, the presentation of the headline is also important. A larger type face than the general text of the advertisement should be used. A headline should preferably be colored different from the rest of the copywriting in the advertisement. It is the first thing that your customer will see and so it should stand out and grab interest.