2. How To
"How to download software without getting a virus"
These headlines are very powerful. People read information that explains how to do
something that’s valuable to them. It also works for reports or letters that provide
helpful information.
3. Testimonials
Recommendations from a satisfied customer carries a lot of weight with prospective
customers. "Product XYZ really works! It never crashes. Bill Gatess, Seattle."
Remember to include the customer's full name and city, otherwise readers will be
sceptical and won't believe the testimonial. "B.G.,WA" is not nearly as
effective as "Bill Gatess, That Address, Seattle."
4. Command
Many famous headlines command readers: "Just Do It".
To use the command approach, turn your most important benefit into a commanding
headline. "Get your life on track" or "Beat Wall Street."
5. News
This works well for major company changes or product releases. "Archie D. Manager
takes over as CEO and targets Linux." "XNET introduces the new ZForms
3250—marketing brochures in 5 minutes - guaranteed."
6. Special Offers
When you don't get the prospect to act, you can’t get the sale. "99 Percent
Discount" and "Yes! Everything Must Go - Today" tend to boost the response
rates.
FREE offers predictably get the most attention and will often get the largest
response.
"FREE White Paper on boosting B2B eCommerce sales" is a powerful way to get
prospects hitting the download button. If you are targeting affluent or sophisticated
customers, then modify your free offer to match their respective industry and lifestyle.
Tip: You might want to avoid the word Free, and change the headline to
something less obvious, such as "no-cost consultation" or "bonus Microsoft
Office 2000 with each PC."
7. Action Words
Use action words like save, do, and feel, to give an edge to your material. Remove any
deadwood. Always include subheadings to break up blocks of large text.
Good headlines make your sales materials stand out, easy to use, and more exciting.
Know Your Prospects
Learn to know your prospects. Business people are generally in a hurry. Time Poor is
the key phrase to remember. Get them hooked fast.
They are swamped with ads, postcards, direct mail and TV commercials every day. Today,
most of us are mostly headline blind to marketing messages, which take too much work to
understand.
PS
Headlines make your readers life easier. A great headline helps them to scan
your web pages, get the message, and understand what’s on offer.
Once they find something of interest, they will slow down and read your entire letter
or web page. |
