Earlier this week, I was fortunate enough to spend an hour listening to Brian Clark, aka Copyblogger, speak at Pubcon South.
If you’re not familiar with Copyblogger, stop reading, go there now, and check it out. Along with his own writing, Brian has two or three regular contributors along with several great guests. There’s always -always- something you can use there to improve what you’re writing.
This particular session was titled “Ten Techniques for Writing Headlines that Rock”. It delivered. The techniques can work for anyone, and when properly applied, can capture readers, drive conversions, and boost sales.
But I’m not going to list those techniques here. I’m going to explain the principles behind them.
The real key to writing headlines is understanding why the techniques work. If you know that, the templates will work. If not, you’ll just be plugging keywords into holes, offering no real value- no reason to read further.
Headlines act as a promise to your readers. With those bold first words, you’re promising that your next sentence is worth their interest.
So, why do we make promises in headlines? Why do they work?
You Have Information To Share
Readers looking for information (such as How-To articles) will notice you because you’re clear about what you’re giving. If you want to share information, be upfront and give it right from the start, in the headline. You’re promising value.
You’re Specific
By using your headline to refer to a list of items, you give your reader information that’s direct. Lists, numbered and bulleted, get right to the point. You’re promising importance.
You’ve Got Social Proof
If your headline links your subject to a well-known source (wink wink), you’re telling readers that your information is valid because it’s connected to a world class example. You can also use public acceptance instead of a specific person. You’re promising inclusion.
You’ve Got A Challenge
A headline that gives a warning is a bold way to get attention. You’re calling readers out, drawing on the curiosity that naturally motivates people. If you start out with what they need to know (or what everyone else knows and they don’t), that’s compelling. You’re promising satisfaction.
- Value. Distinction. Inclusion. Satisfaction. If I promised you those things in a headline, would you keep reading?
Understand the promise that your headlines make, and you’ll know how to write ones that get attention.
Fill-in-the-blanks on a headline template, and your writing won’t deliver on the promise.
Tags: blogs, content marketing, Copywriting