5 Reasons Why Headlines Are The Single Most Important Part Of
All
Are you maximizing your marketing results by using headlines at
every opportunity?
Without a powerful headline, your message stands little chance
in an increasingly competitive marketplace. If your headline
doesn't capture attention and pull prospects inside, the rest of
your marketing effort is meaningless.
Nothing is more important to getting your message noticed than
your headlines. If you're not allocating a sizable percentage of
your time and creative effort to your headlines, you could be
losing out on a large chunk of business.
Top copywriters understand this concept well. They know how
essential it is for the headline to capture attention by
literally stopping prospects in their tracks. Here are five good
reasons why headlines deserve greater emphasis and attention.
1) "Headlines Are Natural Attention-Getters"
We all have a tendency to read headlines first, before delving
into any body copy. They stand out visually, thus compelling
people to pay attention to them first. Headlines act as leads
that are set above and separate from the rest of the text. This
naturally attracts the eye of the reader and pulls him towards
the headline.
According to advertising legend David Ogilvy, 5 times as many
people, on average, read headlines as read the body copy of an
ad. With 5 times the readership, headlines have a unique
opportunity to make any message many times more successful.
2) "Headlines Serve As Valuable Guides"
Headlines tip off readers. They provide a clear signal to help
readers decide whether they should stick around for the full
message, or dash off to something else that's better suited to
their own special interests.
As a quick summary of the entire piece, headlines either attract
continued interest and readership, or they repel it. Without a
headline, the reader is forced to wade through a portion of the
text to understand the meaning. When you force readers to do
this, you risk losing them altogether. In effect, having no
headline will cost you at least 80% of your potential audience!
3) "Headlines Prepare The Reader For What's Coming"
Headlines fuel interest. They start the reader's motor running.
A good headline sets up a feeling of expectation as the reader
anticipates discovering more and can't wait to get it!
Successful headlines address a specific audience. They open the
reader's mind to new possibilities and expand his level of
enthusiasm and interest. The best headlines involve the reader
in some way which virtually guarantees sustained attention-- at
least until the reader finds the information he seeks, loses
interest, or places an order.
4) "Headlines Simplify The Learning Curve"
Every headline serves to introduce whatever follows. As an
opening or a lead-in, the role of the headline is to succinctly
communicate the essence of the message it precedes.
Effective headlines and sub-headings reveal key bits of
information often with the added power of emotion. A review of
the various headings alone can often provide one with the gist
of a given message. This makes it faster and easier to
understand and remember.
When you make it easier for your prospects to read and
comprehend your messages, you increase the chances of your own
success.
5) "Headlines Allow You To Deliver Your Biggest Bang Up-Front"
You have the opportunity to capture attention and interest at
the outset, by using your most appealing selling point in the
headline. If your strongest, most desirable product attribute
fails to pull prospects in, surely nothing else you could ever
say would do the trick, either.
The stronger your headline, the more readers that are exposed to
your message will read on. Create every headline to command
attention and inspire interest. The more alluring and
irresistible you can make it, the more genuine prospects you'll
attract and ultimately, the better results you'll achieve.
Headlines are powerful marketing tools when used correctly.
Take a good look at the headlines you're using in your own ads,
brochures, sales letters, and web pages. Keep an eye out for
additional headline and sub-heading opportunities. Make your
headlines impossible to miss and difficult to ignore and watch
your results soar!