I have some good news for some of you who don’t like reading my long posts 😉
This is going to be a short yet extremely valuable.
Here’s the reality…
If you want to make money online you are going to have to write sales and marketing messages in different formats, some of which include:
- Blog Posts
- Emails
- Social media posts
- …and much more.
So…
I have written this post as a resource that you can keep coming back to , with some of my best, tested ideas on how to craft powerful headlines that get your messages read.
OK, let’s not waste any time and get started…
HEADLINE FORMULA 1: “HOW TO [X] WITHOUT [Y]”
The ‘How to’ formula is one of the most powerful and popular formulas that you have probably seen in many marketing messages.
Example:
How To Lose Weight in 90 days
It encourages the reader to read on because you are about to give them some steps to solve a specific problem.
It also helps to position you as an authority because you are teaching and demonstrating how people can solve their problems.
However…
The magic lies in the WITHOUT section of the formula.
This lets the reader know that they will be able to get the result without doing something that they hate.
Example:
How To Lose Weight in 90 days WITHOUT living on a diet of tasteless rabbit food
HEADLINE FORMULA 2: “A FAST & EASY WAY TO [X]”
Out of all of the headlines that I have tested, this one seems to have the most success.
The obvious benefits of this headline is that they give people confidence that the information that you are proposing to solve their problems can be implemented without a PHD in rocket science and the positive results can be realised, quickly.
People are often impatient, and if you can show them a fast and easy way to do something, you will stimulate their interest.
HEADLINE FORMULA 3 : “THE HIDDEN TRUTH ABOUT [X]”
People are naturally curious. If you can give them some information to help them to achieve their goals that aren’t known by the masses it will send their curiosity into overdrive.
The headline covertly suggests that they might have been deceived about something and that you are now going to reveal the truth.
This is powerful.
Example:
The Hidden Truth About Pharmaceutical Medicine
HEADLINE FORMULA 4 : “WHAT TO DO IF [X]”
This headline is great when you are writing to an audience or your avatar in a marketplace where people experience similar problems:
Example:
What to do if a sceptical customer says it’s too expensive!
HEADLINE FORMULA 5: “THE GREAT X HOAX”
We are all suckers for a good story.
It probably goes back to the days when our parents read us stories as children.
Stories have many different archetypes and a common one is the US vs Them NARRATIVE.
This headline taps into that narrative when you and the reader align with a common enemy.
Example:
The Great Nutrition Hoax – don’t be fooled any longer!
HEADLINE FORMULA 6: THE COMMAND
One of the biggest reasons that consumers don’t take action is because they often don’t know how to.
You would be amazed at the fact that people are often looking to be led by a fascinating authority figure.
People like to be told what to do, but only when it’s done right.
As far as communication goes, your customer’s will be most responsive to one of the two types of instructions:
- Overt.
- Covert.
I’ll get into convert commands and conversational hypnosis in another post but overt commands e.g ‘Do this now’ that are related to a benefit, are an effective way of planting the seed of the benefit being realised if action is taken.
Example:
LOSE WEIGHT NOW, KEEP IT OFF AND LEAVE YOUR FRIENDS FOAMING AT THE MOUTH IN A JEALOUS RAGE.
HEADLINE FORMULA 6: THE NEWSWORTHY HEADLINE
When people read any information containing facts and figures, they subconsciously feel that it is more credible.
Why?
Because these are the type of headlines that are often seen in broadsheet newspapers and news media bulletins.
Example:
At Last! Scientists Discover A New Way To Gain Muscle in 9 DAYS Without Consuming more Protein!
This is one of my favourite formulas so let’s discuss in more detail.
The first thing to note about this example is that it starts with…
At Last!
This indicates that something has finally happened.
It’s a great way to influence your reader to keep reading.
The second thing to note is that the headline refers to scientists – not Trevor and Julie who you chat to in the gym every weekend.
Scientists are highly-regarded professionals who are numerate, and credible.
The third thing to notice her is that the headline refers to a ‘New Way’ of doing something.
People love shiny new things and NEW is often used in marketing circles to stimulate curiosity.
The final and post powerful aspect of the headline is the time associated to it ‘in just 9 days’.
This is powerful because it is a measurable statistic indicating that there has been a significant amount of research conducted to get to the end result.
HEADLINE FORMULA 7: WHAT YOU DON’T KNOW ABOUT [X]
If past experience has taught us anything it is that, we all have a tendency to do things that our counterproductive to your goals.
Example:
What fashion brands don’t want you to know about the manufacturing costs of your favourite bags.
That’s it!
You have just learned how to write better headlines, to capture you reader’s attention and motivate them to read the rest of your sales message.
Till next time
