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Welcome to this week's edition of Etips.
In this week's edition of Etips, Karon Thackston will assist you in
writing effective headlines.
I hope you'll enjoy the publication.
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 Progressive Headlines Guide
Customers To Buy
By
Karon
Thackston Copyright © 2004
Headlines are, without a doubt, one
of the most important elements in copywriting. As has been said countless
times before, if you don't get your readers' attention with the headline,
the chance of them reading your copy is virtually none. But headlines (and
sub-headlines) play a vital part in the copywriting process for other reasons,
too.
Whether we, as copywriters, like it or not, the fact is most people will
not read all the copy word for word. Headlines can help fill in the blanks
in several ways so "skimmers" still get the gist of the information included
in the copy.
Headlines Outline the Benefits
Using headlines and sub-heads that state benefits about your product/service
can be a powerful strategy. Using wireless home networking for example, you
might create headlines and sub-heads that read:
--Work From Anywhere In Your Home
--No More Jumbled Cables Strung Everywhere
--Have Multiple Computers Online At The Same Time
--Make All The Computer Users In Your Home Happy
Even if the customer didn't read the copy included in between these heads
and sub-heads, they would still be made aware of all the benefits of having
a wireless home network.
Headlines Give An Overview
Depending on the type of copy you're writing, headlines can help to urge
your customers to read further. In fact, in long-form copy, headlines should
create their own sub-set of copy. If you read just the headlines, they should
make sense all by themselves. For example, copy about a new book on how to
start your own business might use the following headlines.
New Book Takes You Step-by-Step Through Starting Your Own Business
An introduction would go here as well as copy designed to gain the attention
of the reader.
Starting A Business Is Easier Than Ever
Continue with the copy here.
The Little Known Secrets In This Book Will Show You How
More copy here.
See? As you read through the headlines and sub-headlines they make sense
even without any copy. This serves to give an overview of the information
to those customers who may not read every word of the copy you've written.
If they read just the headlines and sub-heads, they'll still understand what
you're offering.
Headlines Can Raise Curiosity
Make a statement that's so unusual it doesn't make sense. Create "cliff-hangers"
with your headlines and only give so much information before stopping. When
you use these and other interest builders, you can encourage customers to
read further into your copy just to satisfy their curiosity. Using natural
gardening products as our example, the headlines and sub-heads often look
like this:
--My Roses Are Bursting With Blossoms Since I Stopped Watering Them
--My Prize-Winning Tulips Would Wither Up and Die If It Weren't for.
--Which Annual Blooms Twice As Big When You Give It A Beer/Shampoo
Cocktail?
These statements make you think. They start the reader wondering so that
he/she continues to read on to get the rest of the story.
When creating headlines in your copy, think about how they all work together.
Instead of just plopping bolded words in between paragraphs, create a plan
revolving around progressive headlines that can lead your readers to buy.
About the Author:
| Tired of endlessly
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The key to ranking high in
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Today's tip is an excerpt from the highly acclaimed
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