Stop Your Readers In Their Tracks! Copyright 2003 Livvie Matthews
Studies have shown that while 75% of people read headlines, only 25 % keep reading "the rest of story". Breaking it down even further, you have about 4 seconds to convince that reader to read on!
When writing, two most important elements are your headline and your opening statement. These two elements must stop your readers in their tracks!
Headlines must grab your readers attention. Just as you only get one chance to make a good first impression, you only get once chance to grab your reader's attention!
For example, when you read an ad, you don't read it just to be reading, you read it because you are interested in it. Something about it grabbed your attention.
Since your information will be read only by interested people, purpose of your headline is to pick out those who are, or can be, specifically interested in what you are talking about.
You want to grab their attention and if you can create curiosity, that's even better. Curiosity your reader can only satisfy by reading your information! People are so hurried and they are not going to give you their time unless you make it worth their while.
Make your headlines draw your readers interests. Emotions motivate and sell. Use words that invoke emotions and that clearly describe benefit to reader in terms of action! Reinforce major benefits and points. Your headlines should either conceal an interest or reveal an interest.
Spend time learning to use power words. These words are known to trigger emotions and bring about desired results. Power, appearance and greed, are all powerful motivators. Also consider basic human motivators such as physical, safety, social and esteem.