How To Write Headlines That Grab Your Prospect's AttentionWritten by Lisa Packer
It doesn’t matter if you’re writing an article, a newspaper or magazine ad, a web page, or even a Yellow Page ad. If it has a headline, that headline is most important component of entire package. Waste it, and you’ve wasted your time.
Your headline is like an ad for your ad. It is responsible for getting attention of your prospect and enticing her to read what you have to say. If it succeeds, your marketing has a chance. If it fails, your marketing is over before it ever began.
So how do you create that heart-stopping headline? First off, there’s one thing you don’t do: Use your company name all by itself. You’ve got one shot at grabbing your prospect, and shouting your own name at her isn’t going to do it.
Think about it: as a living, breathing member of human race, your prospect listens to one radio station: WIIFM (What’s In It For Me?) Until you answer that question with a benefit that reaches down to her very core, your name just doesn’t matter to her.
Start conversation where your prospect lives. Get her attention by putting a knockout benefit in your headline, something you know she’ll respond to. Make a list of benefits (not features) of your product or service, and use very best one (your USP if you can). Don’t try to start small and build in intensity because unless you grab her, your prospect won’t stick around to find out what’s next.
What's So Special About You? Defining Your USPWritten by Lisa Packer
Your prospect is in market for a widget, just like one you sell. She surfs over to Google (or picks up her Yellow Pages) and looks up “widgets.”
She is immediately greeted by 15 different widget companies, including yours. How does she go about making her selection? And what can you do to make her more likely to select you?
This is where your Unique Selling Proposition (USP) comes in. Your USP tells Ms. Prospect what is different about you, and why she should choose your product or service over that of your competitor.
So, how do you determine yours?
First, you need to sit down and make a list of all benefits of doing business with you, and those of your particular product or service. Be sure they’re really benefits, and not just features. Put yourself in your customer’s shoes: What does your widget do for her? How does it make her feel? What is emotional payoff for her?
Next, you need to have a look at competition. Is there any way your widget is different from theirs? What benefits are they stressing? What are they not talking about?