You have mere seconds to capture the attention of a visitor to your website, blog, landing page, sales page… or any page for that matter.

One of the single most powerful tools you have to accomplish this task is your headline.

There are several keys to a compelling, and selling, headline and a few tips to help you get the job done.

1.  Tap into Your Prospects’ Emotions

According to psychologists our buying decisions are based on our emotions.  Use headlines that offer your readers a strong emotional benefit or reaction.

Emotions you can tap into are a desire to feel:

  • Attractive, Sexy
  • Smart, Confident, In control
  • Energetic, Fit
  • Pampered
  • A sense of belonging, connected
  • Wealthy, Financially Free
  • Respected, Proud
  • Safe, Secure

2. Make it Active

To compel it’s important to use active language – language that shows movement and commands attention.

For example, “Stop Spending So Much On PPC,” is an okay headline but it doesn’t command action nor does it tap into emotions.  However, “Stop Draining Your Wallet on PPC” is much better.  Stop Draining Your Wallet is a much more active and emotionally powerful phrase.  Readers will relate on a more personal level.

3. Let Your Reader Know They’re Important

The word YOU is a very powerful word.  It let’s your reader’s feel as if you’re talking to them specifically and interested in solving their problems, issues and helping them achieve their desires.  Instead of using I, Me or We in your headlines, use You.  Using the headline example above compare the two options
“Stop Spending So Much On PPC.”
“Stop Draining Your Wallet on PPC.”

People want to know what’s in it for them and when they can assess that information in the headline, they’re going to be compelled to continue reading your copy and making a purchase.

Here are three more ideas for powerful headlines:

* Make a promise – Slash Your Advertising Costs By As Much As 82%
* Make it newsworthy – Overlooked Strategy Quadruples Traffic To Your Site For A Fraction Of The Cost.
* Ask a question – Want To Slash Your PPC Budget And Still Double Conversion?

Three Simple Steps to Write Headlines That Sell

So now you have some ideas about what types of headlines sell, how do you begin to write those powerful headlines?

Step One: Get to know your audience intimately. What are their hopes, dreams, desires, and problems?  Understanding your audience will help you create an emotional and powerful headline directed specifically at your audience.

Step Two: Determine how your products or services are going to make your prospects’ lives better or solve their problems.  For example, if you sell ebooks on Healthy Choices for Diabetics and your audience struggles with diabetes, create a headline that highlights a specific benefit your ebook offers, such as lowering blood sugar without giving up taste, and solve their problems.

Step Three: Write ten to twenty (or more) possible headlines.  Not only will this give you practice writing compelling headlines, it’ll help you hone in on that perfect headline.  And if you think you have a few winners you can always test them for conversion rates to find out which headline is more effective. The ones that didn’t quite make the grade might be perfect as sub-heads or bullets!

Marketing and copywriting experts consider your headline to be the most import element of any effective marketing piece.  Take the time to craft a compelling, and selling, headline and you’ll reap the benefits for years to come.

Related posts:

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  2. 5 Steps to Creating an Engaging Video
  3. The Video Call to Action