They are clever, catchy and most importantly, they are concise. They also leave the best first impression possible.
A great headline is the most important ingredient for a stellar piece of advertising. It’s that simple.
The most frustrating aspect, though? Knowing how to write them.
There’s no one-size-fits-all approach when it comes to writing headlines. But there are some key factors that can play an important role in your success, and increase your response rates.
Here are three important steps required to write a headline that’s buzz-worthy, and to help attract the customers that you’ve been looking for.
Deliver value by using ‘A Job To Be Done’ (JTBD)
As a business owner, you need to keep in mind that no matter how great or revolutionary (you think) your product is, the reality is: most customers only scan your website or advertisement and spend less than half a minute with you. That’s it. Within this timeframe, they decide to stay or to go.
For this reason, it’s important that your headline relates to your customer and is written from their perspective.
What is your customer looking for? How will your product or service help them? What do they need?
As you answer these questions, ‘Jobs-to-be-Done’ will come into play. A revolutionary concept, Jobs-to-be-Done focuses on the customer’s’ situation.
Ever look at a website or a product description and think “How will this benefit me, and what does it actually do?’
Think of this method as a higher purpose. By doing so, you’ll be able to come up with keywords or phrases that help highlight the human need your company is trying to fulfill.
Remember: Numbers are brain candy
When it comes to headlines, numbers are your best friend. Why? Well, it has been proven time and time again that the brain is receptive to numbers. They also reach directly into our unconscious state of mind.
Here’s an example that offers up some proof:
“5 Ways Social Media Can Benefit Your Business”
“Ways to Use Social Media for your Business”
Which headline do you think is better? The first choice offers something specific, piques your interest and offers structure, while the latter is broad and extremely vague.
Use a formula and be rational
Lastly, you can say that there’s a certain science to writing a great headline, in order for it to get noticed.
The smallest tweak in your headline can make a massive difference in the impact it receives. For this reason, it’s important to analyze your headline when you first create it.
Does it follow the formula below?
[Number or Active Word] + [Adjective] + [Keyword] + [Promise or Commitment]
[Five] + [Valuable] + [Headline Tips] + [To Increase your Response Rates]
If it’s not quite there, don’t give up. Keep fine-tuning the wording until it’s powerful enough to ‘wow’ your readers.
Don’t settle for a mediocre headline that simply gets ‘the job done’. Use the strategies above to create a headline that has superior influencing power, and can turn a prospective customer into a sale.