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The headline is one of the two most critical leverage points in any sales letter or advertisement. (The other is the offer.) A strong headline can make a big difference in influencing your prospect to continue reading. For that reason, it is absolutely critical to have a strong and powerful title.
This series of articles covers 7 key tips for writing powerful, attention-grabbing headlines that pull the reader into your body copy. Use these tips as a guide in creating a title…and as a test to determine its strength.
Headline Tip #1: Mark Your Target Audience
I make a distinction between your target market and your target audience. Your target market represents the total number of potential prospects for your product or service. It is defined by certain characteristics shared with its existing buyers.
Your target audience, on the other hand, is the subset of that group that is most likely to buy from you. This represents your “hungry crowd” and is the target you are aiming for. For example, if you sell a product to help people quit smoking, your target market might be smokers who want to quit… but your target audience will probably be smokers who want to quit so desperately who are willing to try your solution. even though nothing else has worked for them. There is a subtle but important distinction here that can make all the difference in your results.
You can mark your audience explicitly or implicitly. For example, if you were to explicitly mark your audience, you could come out and say, “Attention: smokers who desperately want to quit…”
Alternatively, you can go a little “softer” by implicitly branding your audience like this: “Introducing a scientifically proven method to help smokers kick cold turkey WITHOUT the intense cravings. Guaranteed to beat the ‘hump’ or your money Behind.”
When branding your audience, it’s critical to understand who they are, what affects them the most, and what issues they really care about.
The best way to find out is to talk to your buyers in person. Interview them to find out what they were going through when they bought your product. You will be surprised at what you discover! I guarantee that what you learn will help make not only your headline, but all of your text much more powerful and focused on your target audience.
Headline Tip #2: Be Unique
A hallmark of a weak headline is that it could be used by anyone selling a similar solution. Take the weight loss market, for example. “Lose Weight Now” is not a very powerful headline because there is nothing unique about it. Anyone selling any type of weight loss product could use it.
On the other hand, the next headline is much more powerful…
“How To Melt Fat And Keep It Off Forever Using This Little-Known Detox Secret The Diet Industry Doesn’t Want You To Know…”
Notice how this headline is suddenly much more interesting as a result of communicating a unique idea. It is also more specific (Tip #5) and has an element of intrigue (Tip #6).