As you’re probably aware, headlines are really, really important.
Using good headlines in your emails, web pages and other marketing materials can help boost your marketing results – while using poor headlines can have the opposite effect.
So how do you write a good headline? Well, there are lots of techniques. But the best technique also happens to be the simplest – and in this three-minute video, I’ll show you exactly how to do it.
Your example is good.
The second example of using a headline to attract and then support it by a benefit subheadline is a useful one.
Thanks V! Sometimes, because of format restrictions, you can’t use a sub-head. For example, you obviously can’t have a sub-head with an email subject line. But when you can, do experiment with sub-heads. They can make the headline much more impactful and effective.
Hi Steve,
As always, great advice given in an easy-to-understand, practical way, with great examples.
Kathy
Thanks Kathy. Coming from you, that mean a lot!
Though I’ve never advertised professionally, it seems (based on examples I’ve seen), that if you derive (from the copy) an emotional reward tied to the
actual benefit noted in the copy, then keynoting BOTH within the headline should pique enough readers’ curiosity so they’ll continue through the copy.
Good point, Victor. Some smart guy once said, “People buy on emotion and justify with logic.” How true.
Hi Steve,
Great tips as usual. However, I have the difficult task of writing e-mail subject lines for a company that bought a huge mailing list. In initial testing, the benefits subject lines didn’t pull as well because once people saw what the email was about, they didn’t open it. However, subject lines that aroused curiosity got some better clicks. Do you have any suggestions for writing email subject lines that pull, for people who don’t know the company? -thanks!
That’s the challenge of copywriting, Lynda. Especially writing headline. You can follow the “best practices” but, ultimately, you never know for sure what will work in a particular situation until you test it. So, the best “best practice” is to test, test, test. If you can.
Good points, Steve. I usually write my headline after writing the body copy. Often at the end of my copy I will find my benefit headline or inspiration for it. Of course, I try to make them all “you” focused as well.
I try to do that too, Katherine. But there’s something about the way my brain works that drives me to do things in order. If fact, I don’t think I could write the copy without having at least a placeholder headline.
Hi, Steve. I have been a professional journalist for magazines, newspapers and websites for 20 years. I bought one of your audiobooks and enjoyed your tips, straight-forward presentation style and enthusiasm. Your knowledge has also given me confidence in my B-2-B writing, because I know that I have learned from the best — you!