Just 20% of readers continue reading after a headline.
Thats how ineffective 80% of headlines are.
Most copywriters underemphasize the importance of their headlines.
As a result they're often too long, generic and boring.
Instead of writing another headline readers ignore, here's how you can keep prospects and customers reading.
1) Write to a specific audience
Your headline has two jobs:
2. Deter unwanted readers
While generic headlines will get more people reading they won't get quality readers.
A great way to think about this is to think of newspaper sections.
Newspapers will have different sections based on readers:
Sports, politics, crime, reality, finance, etc.
Each of these sections is written specifically for a single audience.
It will deter others.
Someone who wants to read about sport isn't going to read about reality TV.
Your headlines should do the same.
Many copywriters will write their headline at the start and then forget about it.
Spend 5 to 10 minutes writing every headline you can think of.
Then move onto the rest of your copy.
After your first break return to the headlines and delete all but the best three.
Edit the rest of your copy then return to these three.
Which catches your eye the most?
You can always A/B test the others down the line if your first one doesn't perform.
In a world full of words numbers easily stand out.
Use them in your heading whenever possible.
"How you can lose 30lbs in 3 weeks with just 30 minutes of daily exercise"
"How we help our clients lose weight"
Use a number to attract your reader's attention.
Then use a story to keep them reading.
The main goal of your heading is to get your reader to move to the next line.
The main goal of your next line is to do the same.
The best way to do this is with a subheading.
A subheading builds on the initial emotion you created (desire, curiosity, etc.)
It can also introduce a story to keep prospects reading.
When looking at any great copy a subheading is almost always used.
Although these changes appear minor, they can have a significant impact on your headlines.
Test them out the next time you write to make sure your headline is one of the 20% that keep customers reading.
Copy "write better headlines" Mav
