There are so many elements that play a very important part in every ad, sales letter, brochure or any piece of business communication that you write. And one of
most important elements is headline.The headline of your piece will either makes your reader so excited they’ll want to read rest of your ad, letter etc. or it will make them switch off completely.
Here are some tips to help you do that.
1. Flag down your reader
If your product or service appeals to a select group of people, a great way of grabbing their attention is to flag your reader down. People like belonging, They like identifying themselves with select groups so by flagging that interest group in your headline, you’ve instantly attracted attention of your target group.
2. Promise your reader a benefit
Some of most successful headlines convey something unique about a business.
Are you only business in your field that does something that others don’t do like offering something for free or giving extra service and so on.
What do you do that your competition doesn’t?
Do you go through a 43-point checklist with your customer to make sure you are doing a good job?
Do you use a revolutionary process that saves your client time, money and does a better job?
Have you studied for 20 years with world expert in your field? (If you have, certainly include it in headline but you must show how this expertise will benefit your reader).
If you do something that makes you stand head and shoulders above your competition, use it in your headline. Likewise, if you’re offering your clients something truly outstanding, mention it in your headline.
3. Use word ‘you’
The most important word in English language when it comes to advertising is word ‘you’. It helps your reader relate to what you say. It helps them involve themselves in your selling message. This factor comes back to fact that most people are ‘me, me, me’. If you can talk ‘you, you, you’, you’ve got their attention.
