Headlines are the key to any promotional article that you may need for your business or company and they should be written with a purpose. That purpose is primarily to grab the reader’s attention and draw them in to learn more.
On average about 8 out of 10 people will read headlines for articles in newspapers and magazines but only 2 of these 8 people will go on to read the article in full. Compelling copy is essentially what it says on the tin, writing that is compelling to read. Every element of a good blogpost or article has one primary purpose and that is for the reader to read the next sentence, and the one after that and the one after that. This starts all the way at your headline. If people stop at the headline then you may as well have not written anything else, as the reader will never get to your call of action. This forms part of the reason why headlines are so valuable for the success of your website, blog posts and social media marketing campaigns.
Sense of Urgency
Developing a headline with a sense of urgency is often something that business owners struggle to get to grips with. In order to convey this sense of urgency, you should utilise actionable words such as ‘launch’, ‘expand’, or even stronger words such as ‘banish’. An example would be ‘Banish Your Back Pain in One Hour’ – where the article would then go onto explain a particular product that you sell to help individuals cope with back pain.
Other ways to convey a sense of urgency involve using use simple visual techniques such as bold point, colors and exclamation marks. The title should generally look clear and prominent, without logos and other details that may detract attention from the statement of the headline. Make sure to keep the visual elements subtle and not to over-do-it as you could also end up making the article look tacky and unappealing.
Ask A Question
Individuals like being asked questions. Questions are engaging and when we’re asked a question we are in many ways compelled to answer, even if it is only in our head. When asking a question you should ought to address it to the reader by using the second person ‘You’ form.
Address A Problem
If you’re taking the question route, make sure the question you are asking is addressing the problem your potential customer is having. In this way the reader will understand and empathise with the problem and realise your article and company may be of some use to them. Problems draw people in, this is why newspapers often place negative media on the front page because though it may be an undesirable aspect of human nature, it is nevertheless human nature that problems get our attention.
Avoid Jargon and Company Names
Most small businesses aren’t common household words. Unless your company is on the level of businesses such as Walmart, Rolls Royce and the Discovery Channel, there’s a good chance people will not associate your business name with anything in particular. Stick to the purpose of the product or company you are advertising and go on to mention the name of the business later on in the article when you have the reader’s full attention.
Avoid Vague Statements
Headlines for the articles and blog posts you write should be case specific; that is to say they shouldn’t be vague and applicable to many other things. They should draw the reader in by addressing a specific problem and can in some cases even contain the resolution to the initial problem in the title as well. A headline is no time to be vague and wishy-washy, get to the point and get to it quickly!