The headline is the single most important piece of copy you will write for all your marketing campaigns. The headline of your Ads has a second to capture your audience scattered attention. Every marketing campaign begins with the HEADLINE. It’s the most vital part of every marketing campaign. This means that the headline should arouse a burning curiosity within your prospects & customers mind, in a way that they cannot continue with their lives until they’ve read or listened to your sales pitch or content. Your headline must magnetically glue your ideal prospects eyeball/eardrum towards reading/listening to everything you got to say about your product or service. Regardless of what you might think of them, Gossip magazines like national enquirer have mastered the craft of writing captivating headlines.
How do you Grab your Prospect Attention?
One of the most effective ways to get the attention of your prospects or target audience is to personalize your Ad by placing your customer/prospect name, occupation, interest or a word (a trigger word) that will capture their attention inside the Headline of your Ad.
For instance, if you’re trying to capture the attention of people looking to buy or sell a house, you should use trigger words or phrases such as “house hunting”, “mortgage broker”, “Housing Marketing”, etc.
Here are a few examples:
- House Hunting in New York? Don’t Even Think About Buying A House In New York Until You’ve Read This!
- 3 Questions to Ask your Mortgage Broker
- 2019 Housing Marketing is Officially the Worst Time To Buy a House! Here is Why!
We are all getting bombarded with Ads from all angles, we see thousands of them every week. Thus, we all depend on the headline of an Ad, Advertorial, or Article to determine whether or not to read the rest of the Ad or content. In other words, our “BS” antenna will cut through the clutter and nonsense in an effort to save us from spending our precious time on an Ad or content that’s not beneficial to us.
So make sure your headline is magnetic by using the right trigger word(s) to capture the attention and imagination of your prospects. Though your headline might get the attention of your prospects he/she is still very skeptical and has one hand on the door ready to slam it shut on you. Thus, your first sentence following your headline must appeal to the prospects needs, greed and selfish desires. This is the key to having a successful Ad.
Pro Tip: When writing your Ad headline you need to avoid using any word or sentence that would offend, confused, or anger your prospects. The goal of your headline is to convince your prospects to listen to the rest of your sales pitch. So your pitch should focus on how your product will fulfill their desire or solve a very excruciating pain they are dealing with it.
Reference: John Carlton – Kickass Copywriting
Author: Chris Ogunor