If your headline isn’t specific enough, customers won’t know whether or not what you’re selling is something they’re interested in. When I clicked through, I found out it was a post about Steve Jobs.
The first thing you need to know is the #1 rule for headline writing: The primary purpose of the headline is to get the first sentence read.
If you hang around copywriting circles long enough, you’re sure to read this rule at one point or another because most copywriter’s view getting potential customers to continue reading as the number rule of headline writing.
This leads us to another famous Ogilvy quote: “It follows that unless your headline sells your product, you have wasted 90 percent of your money…” Ogilvy believed headlines were so important that he viewed them as being worth 90% of the money invested in advertising. Headlines are so important that a single word can impact a campaign dramatically.
We’ve seen e-mail subject lines where a one word change increased click-throughs by 46%.
If you sound the same as everyone else, you’re automatically going to put customers to sleep, but if you do something different, you’ll stand out, your message will be refreshing, and you may delight your customers enough to get them to buy from you. It’s not a boring tagline that reads the same as the thousands of other taglines that copy each other. People like to do business with people they like, and the same is true with businesses.
Technically this is a tagline, but really, taglines are headlines of sorts. If people like your business, they’re more likely to want to do business with you.
The four u’s: You can rarely accomplish all four in a single headline, but if you can at least include one or two then you’re bound to write a headline that’s more likely to compel your prospective customers to continue reading. The first thing you want to consider is how to make your headline unique.
If yours is just like everyone else’s, then your company won’t stand out.
Your customers won’t have any reason to think you’re different than your competitors, which means they won’t have any reason to buy from you than from someone else.
Today’s consumers are more savvy than customers of the past. To write headlines like this you have to be willing to take risks, but the benefit of doing something unique that stands out means you won’t be placed in the same bucket as your competition.
They get the attention of e-retailers with “abandoned carts” while letting them know they’ll get “15% more sales.” It’s clear, it’s specific, and it’s effective.