How to lure 'em in with this powerful headline...
The most successful advertising copy writers will often tell you
the headline is the most important part of the ad. If the
headline doesn't grab your attention, why would you waste
precious time reading the ad? And if you don't read the ad copy,
how could you be expected to buy the product?
A bad headline can neutralize even the finest, most persuasive
copy (but you probably already knew that). What you might *not*
have realized is how this fundamental law of advertising is
constantly violated online - everywhere you look - but where you
might have least expected it.
First, you need to think of your web site as the equivalent of
your advertising copy. So if that's the case, then what's the
headline?
Usually, web designers and marketers like to think of the
headline as any prominent piece of text at the top of the page.
Sure, that can be a headline. But here's your site's real
headline, the one that brings people in and prevents them from
leaving...
Visit a web page, and then look at the blue "title bar" in the
very top of your web site browser. Now *there* is your headline
- and I'm going to tell you why it is very important that you do
yours right...
You need to look at your site from the perspective of someone
who: - doesn't work for your company; - has never been there
before; and, - doesn't care about your all-important corporate
identity.
Don't assume the bigger, more established web sites are doing it
right. Sometimes, it's just the opposite that is true.
Visit Yahoo.com and then look at their title bar headline. What
does it says? "Yahoo!" Wow - isn't that a real attention
grabber? Is it any wonder that one of the most frequently
searched terms at Yahoo is the word "yahoo"?
Imagine people who are new to the net. They've heard the word
"yahoo" a million times. They've finally made it to the site
(probably by accident). And then they spend their time looking
for something that's right in front of them, because no where
does it say what the hell Yahoo is, or does.
Venture off to computer retailer Outpost.com, and what's their
headline? "Outpost.com". Another winner. But what would you
expect from the marketing geniuses who shot hamsters out of
cannons expecting it to help them sell more computer equipment?
GoTo.com greets you with "We power results." Well yippee for
them, they power results. It's a hair better than the previous
two, but still... yawn. As a marketing tool, I personally love
GoTo. But for someone visiting their site for the first time,
their headline says next to nothing.
Now, visit MyFamily.com. What does it say? "MyFamily.com - Your
free, private family website. It's quick, easy and free."
Well spank my bottom and call me Sally! Finally, we've found
someone who's not asleep at the wheel. What does the MyFamily
title accomplish that the others do not? It...
- piques curiosity. Words like "free", "private", "quick", and
"easy" lure you in. - involves and appeals to the reader by
using the word "Your..." - is a great "unique selling
proposition" (USP) which sets them a part from everyone else. -
talks in terms of the anticipated benefits the visitor can
expect to receive. - improves their rankings in the search
engines due to important keywords in the title. - is more likely
to generate a click-through in a search engine where results are
displayed by title. - increases the likelihood of return visits
from people who bookmark their page (by default, bookmark
descriptions are usually created in your browser using a site's
title).
Surf around and you'll see companies and sites so enamored with
themselves and their big fat corporate egos that they fail to
realize no one outside the company knows what their company or
site is about.
Therein lies the problem. The little guy wants to be like the
big guy. How does he do it? By copying the big guy. As a result,
we have countless web sites that fail to understand and
incorporate the most fundamental rule of copy writing. Don't
emulate the big guys. They're out of touch.
If you need help developing your headline-writing skills, one of
my favorite business books is Tested Advertising Methods by
legendary ad man John Caples. In this classic, he dedicates five
chapters and seventy pages to the art of crafting the perfect
headline. His chapter "Thirty Five Proven Formulas for Writing
Headlines" by itself, is worth the price of the book.
Look at your web site from the perspective of a newcomer or
first time visitor. Are you assuming they'll know what it's
about? If so, make some changes and TELL them what it's about
with a fantastic, attention-grabbing headline. You'll be pleased
with the results.
Wishing you much online success...