Bury St Edmunds social media and marketing expert Kim Morrison offers some top tips for creating powerful headlines that sell
You have mere seconds to capture a prospect’s attention.
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 first and foremost on our emotions. Use headlines which offer your readers a strong emotional benefit or reaction. For example, “The 20-Minute Step that Will Make You a Business Genius” taps into readers’ desires to feel smart and powerful.
Other emotions you can tap into are a desire to feel:
- A sense of belonging
- In control of your own destiny
2. Make it Active
To compel it’s important to use active language - language that shows movement and commands attention.
For example, “Stop Your Sugar Cravings Today with This Simple Step,” is a fine headline however it doesn’t command action nor does it really tap into any emotions. However, “Conquer Your Sugar Cravings with This Simple Step” is a stronger headline. Conquer is an active and emotionally powerful word. Readers receive the benefit of feeling powerful and in control and it commands action.
3. Let Your Reader Know They’re Important
The word YOU is a very powerful word. It lets your readers’ 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:
“Conquer Your Sugar Cravings with This Simple Step”
“Conquer Sugar Cravings with Our System”.
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 - Earn £1000 a day
- Make it newsworthy - New program guarantees you’ll earn £1000 a day
- Ask a question – Do you want to ensure your financial future?
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?
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.
Determine how your products or services are going to make your prospects’ lives better or solve their problems. For example, if you sell a fitness programme or course and your audience struggles with feeling attractive then you can create a headline that highlights a specific benefit your programme/course offers to solve that problem.
Write ten to twenty, yes twenty, 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.
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.
Facebook Introduces New Formatting and Management Tools for Groups: At the Facebook Communities Summit, Facebook announced a number of new tools and improvements that will make it easier for admins to maintain, manage, and engage with their communities.
Facebook Page Admins Can Now Respond to Instagram Direct Messages From Page Inbox: Last month, The New York Times reported that Facebook is planning to integrate its top messaging products—Messenger, WhatsApp, and Instagram Direct—into one underlying interface. While Facebook set a goal of completion at the earliest by late 2019 or the beginning of 2020, Facebook is taking the first small step toward this change by allowing Facebook page admins to receive and respond to Instagram direct messages from their Facebook page inbox.
Facebook Changes Location Settings on Android to Reassure Users: Facebook is looking to give users more control over how it uses location tracking in order to provide additional reassurance and privacy.
UK Parliamentary Report Accuses Facebook of Intentionally Violating Data Privacy: The result of an 18-month investigation, the 108-page document insists that companies like Facebook must not be allowed to act like "digital gangsters."
Instagram Tests Direct Messaging on the Web: Instagram appears to be testing the ability to receive and respond to direct messages from the web. Instagram confirmed to TechCrunch that this product isn’t ready for public testing, which suggests it’s still in internal development.
Instagram Tests Donate Sticker for Stories: Instagram is testing a new fundraising sticker that would allow users to add a Donate button to their stories in the same way as adding a GIF, @mention, or hashtag. From there, their followers can click through to contribute to the cause. Code found within Instagram’s Android app suggests that users will be able to search for non-profits by either browsing a collection of suggested charities or selecting ones they already follow on Instagram.
Instagram's Working on New Updates for IGTV, Public Collections: Instagram is working on a couple of new features for IGTV, and a new public Collections display.
LinkedIn Updates Recruiter Platforms, Adds New AI Tools to Improve Matches: LinkedIn is rolling out a new update for its recruitment tools, including the addition of improved candidate matching via AI.
Pinterest is Filing for an IPO - How Will That Change the Platform?: Pinterest is reportedly planning an IPO later this year, which could have a significant impact on the platform's focus moving forward.
Twitter Open Applications for Beta Tester Program: Want to help Twitter build new features? They want it to be easier to read, understand, and join conversations — and they want to know what you think. You can sign up to be one of the first to try their new prototype app, twttr.
YouTube Updates Penalty System for Violating Community or Content Standards: Starting February 25, all channels will receive a one-time warning the first time they post content that crosses the line, with no penalties to their channel except for the removal of that content. This is to make sure everyone takes the time to learn about their Community Guidelines.
WhatsApp Celebrates its Tenth Anniversary as it Continues to Broaden its Business Push: Now up to 1.5 billion users, the Facebook-owned messaging app is the most widely used messaging platform in the world, beating out Messenger and China's WeChat, and dominating the regional battle, giving Facebook clear leadership in the messaging space. The WhatsApp Business app, which aims to provide business users with tools to better optimize customer interactions within the app, maximizing opportunities.