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How To Write Headlines That Supercharge Your Sales by Dennis Murphy
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How To Write Headlines That Supercharge Your Sales |
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Education
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It's said that a great headline does 95% of the work and the body copy the remaining 5%. So who needs a copywriter? Just hire a headline genius. Of course it isn't that simple and the percentages are fantasy - how could you possibly measure anything so accurately? But as a copywriter I'm bound to say that, aren't I? Ignoring for one moment the tedious process of measurement, let's agree that headlines are pretty darned important and that writing effective ones is in many ways a different skill from penning persuasive body copy. Let's face it, if your headline's ineffective no one will bother to read your beautifully crafted text. You've failed to tell them what's in it for them so they've assumed the answer is 'nothing'. What's in it for me? Every day we are bombarded with information by advertisers trying to get our attention. So much so that we've all developed this amazing filtration system that sorts the useful from the useless, the interesting from the boring, and the life-changing from the mind-numbing. If you can't tell your prospective reader why they must urgently read your article or advertisement and what they stand to gain by reading it, then you've lost them... probably for ever. Your headline has just a few seconds to do its job: to convince the reader that there's something special for them if they read on. Not long, I'm sure you'll agree, but that's reality. We live in the Internet age of immediate gratification, of 'I want it now'. We haven't the time, or rather aren't prepared to spend the time, to read every great long advertisement that's thrust in front of us. So the headline must stop people in their tracks and get them to read on... or not. The headline writer's art Conventional wisdom used to tell you never to use more than 17 words in a headline. Why? Why not 16 or 18? Well, some of the greatest copywriters of all time would stake their reputation on the number 17 so there must have been some empirical evidence from hundreds of tests. But I've seen some awesome headlines that ran to way over 17 words. Don't be hidebound by other people's rules. Write it your own way, as if you were speaking it, and forget the word count. As a headline writer you have one and only one objective - to get the reader to read your ad. Then it's the copywriter's job to convert that into sales. dissertation writing service
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