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Write Headlines That Demand Attention

The ability to write headlines that demand attention and make readers take action, is a key marketing skill.

I came back from holiday recently.

You know what it’s like when you’ve been away – your email inbox is full of absolute crap.

I had best part of 1000 emails and it took me most of the day to get through them.

The fact is that I just deleted the vast majority of them.

I opened a few and I mean a few because they were either from clients or suppliers or because they stuck out somehow.

As the majority were marketing emails, they failed at the first key job of marketing – getting their target’s attention.

How do we do that?

If it’s an email it has to be the subject line but if it’s a website, an advert or a flyer it would be the headline.

So the next question is how do you write headlines or subject lines that demand attention and action.

Basically there are  three main ways:By offering your audience a rosier, better future.By talking about a problem they suffer from and offering a solution

  1. By offering your audience a rosier, better future
  2. By talking about a problem they suffer from and offering a solution
  3. By evoking their curiosity

When crafting your headline you have to consider who you’re trying to attract.

A great way to target them is via a pre head.

So if I said: “Attention All Cake Bakers”, the chances are that that very particular demographic’s attention will have been well and truly grabbed.

I could then follow that up with any one of the three different headline approaches:

“How to quickly and easily make your cakes lighter and more delicious”

Or

“Are your cake bases too dense and heavy? Here’s a simple trick to make them more delicious and keep your family coming back for more”

Or even

“The secret all home bakers need to know”.

Now if any of the recipients of the communication weren’t cake bakers then they probably wouldn’t be interested.

That’s fine because they wouldn’t be in my target audience and what I’m selling wouldn’t be of interest to them.

But assuming they are bakers there’s a good chance I’ll have got their attention and that they would read my content.

If more of the people who emailed me while I was away had known how to write headlines, I would have been more motivated to read what they sent me and they might have made more sales.

So give it a go.

If you need help with writing headlines that will get your marketing read or any other marketing issues, give me a shout on mikejennings@marketingsurrey.co.uk  or call me on 01483 200387.