|
|
Progressive Headlines Guide Customers To Buy
by Karon Thackston © 2004 http://www.learn-copywriting.comHeadlines are, without a doubt, one of the most importantelements in copywriting. As has been said countless timesbefore, if you don't get your readers’ attention with theheadline, the chance of them reading your copy is virtuallynone. But headlines (and sub-headlines) play a vital part in thecopywriting process for other reasons, too.Whether we, as copywriters, like it or not, the fact is mostpeople will not read all the copy word for word. Headlines canhelp fill in the blanks in several ways so "skimmers" still getthe gist of the information included in the copy.Headlines Outline the BenefitsUsing headlines and sub-heads that state benefits about yourproduct/service can be a powerful strategy. Using wireless homenetworking for example, you might create headlines and sub-headsthat read:--Work From Anywhere In Your Home --No More Jumbled CablesStrung Everywhere --Have Multiple Computers Online At The SameTime --Make All The Computer Users In Your Home HappyEven if the customer didn...
|
...'t read the copy included in betweenthese heads and sub-heads, they would still be made aware of allthe benefits of having a wireless home network.Headlines Give An OverviewDepending on the type of copy you're writing, headlines can helpto urge your customers to read further. In fact, in long-formcopy, headlines should create their own sub-set of copy. If youread just the headlines, they should make sense all bythemselves. For example, copy about a new book on how to startyour own business might use the following headlines.New Book Takes You Step-by-Step Through Starting Your OwnBusinessAn introduction would go here as well as copy designed to gainthe attention of the reader.Starting A Business Is Easier Than EverContinue with the copy here. The Little Known Secrets In This Book Will Show You HowMore copy here.See? As you read through the headlines and sub-headlines theymake sense even without any copy. This serves to give anoverview of the information to those customers who may not readevery word of the copy you've written. If they read ...
...just theheadlines and sub-heads, they'll still understand what you'reoffering.Headlines Can Raise Curiosity Make a statement that's so unusual it doesn't make sense. Create"cliff-hangers" with your headlines and only give so muchinformation before stopping. When you use these and otherinterest builders, you can encourage customers to read furtherinto your copy just to satisfy their curiosity. Using naturalgardening products as our example, the headlines and sub-headsoften look like this:--My Roses Are Bursting With Blossoms Since I Stopped WateringThem --My Prize-Winning Tulips Would Wither Up and Die If ItWeren't for… --Which Annual Blooms Twice As Big When You Give ItA Beer/Shampoo Cocktail?These statements make you think. They start the reader wonderingso that he/she continues to read on to get the rest of the story.When creating headlines in your copy, think about how they allwork together. Instead of just plopping bolded words in betweenparagraphs, create a plan revolving around progressive headlinesthat can lead your readers to buy.
|
