19.12 2010Please get a copy of today’s newspaper. Look at the front cover and tell me what you read...
Let me guess, it probably says something like this – Cold Blooded Murder, Sex Scandal, Corruption Charges Laid, Innocent Victims Sued or something equally grizzly and sensational.
Do you know why most of the main articles in newspapers start with headlines relating to disasters, murders, sex and corruption?
Well, I am going to tell you anyway. It’s because that’s what sells newspapers. It attracts people who read newspapers (and sometimes even those who don’t) and they buy it.
The only purpose of a headline is to target the person you want to reach and to sell them on wanting to know more.
If you want proof, look at the magazine racks in the newsagents. Magazines aimed at young women such as Cleo have articles headlined – “What You Always Wanted To Know about Men, 4 Signs To Look For If He’s Cheating On You, 8 Tips On Looking Great This Summer.”
Magazines for homeowners and renovators such as Lifestyle Kitchens and Bathrooms have articles headlined – “12 Tips To Help You Renovate On A Budget, New Fashion Colors For Your Bathroom...”
None of the successful magazines have on their covers,
or as headlines, the publishers or the article writer’s names.
Let’s face it, who would buy a magazine or a newspaper with Efficient Publishing Company as the feature story. Followed by the Ron Smedley and Sarah Bushwhacker reports.
So why is it that most businesses keep sticking the company’s name and logo on top of their advertisements or in the first paragraph of everything they do?? Or the other kind of headline that is a favorite with advertising agencies and many so-called experts.
This is the “Guess what I am all about – see if I can trick you headline.”
These headlines are aimed at testing the reader’s intelligence and ability to guess. (They are usually the result of endless corporate meetings and advertising agency think tanks.)
Here are my 5 Essential rules for writing effective headlines:
Rule #1: Headlines should appeal to the readers self interest by promising a benefit.
Will it save them time, make them money, will it make the reader more beautiful or healthy,
give them more miles per gallon, or a whiter wash. What will it do for them??
Rule #2: Don’t worry about the length.
14 word headlines get almost as much readership as three-word headlines. It is more important to get your message across than worry about the length of the headline.
Rule #3: Put news into the headlines.
The news can be an improvement of an old product, the announcement of a new product, or a new ay to use an old product. We are always on the lookout for something “new”. Something that will benefit us.
Rule #4: Never use headlines that are tricky, confusing or incomplete in their message.
You are competing with an average of 350 other headlines in a newspaper or magazine. And most people are busy and read too fast to figure out what you are trying to say. They will simply move on. Make sure your headlines are easily understood.
Rule #5: Never use headlines that need readership of the rest of the advertisement to be understood.
You will lose four out of five readers at that point. Most people are too busy and read too quickly to be bothered to keep on reading to find out what you are trying to say.
What it all boils down to is simply this... The main purpose of a headline is to pick out the people who will be most interested in your product or service.
Any other approach is wasting their time and your money.
Thoughts? Questions? Need help with headlines? Let me know... (I left some room for you below)
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