When starting in life one of the first lessons we are taught is that first impressions matter. And that's 100% correct, they DO matter.
A first impression is made by a lot of things but mostly it’s made by the words that come out of your mouth when meeting someone.
But most people overlook this and say the first thing that comes to their mind, sometimes ruining their chances of a good impression.
It’s an overlooked element and the same can be said when writing headlines.
The headline is undoubtedly the most important part of any advertising. They are your first impression.
It’s the first thing you begin your conversation with. And we want that to be as good as possible.
We want to direct it to the right people we want to reach, the headline should zero in on precisely whom you want to reach — your target market.
If we are looking to reach real estate agents we want to call out real estate agents. The headline serves as a way for our clients to know that this is for them. They see a sign and follow it exactly to where they want to go.
The most important and often overlooked part about the headline is that it needs to get their attention. When they read it they should have a sense of what you are going to say in the body copy.
So how do we make this happen?
For this to happen we need to include one of two things in every headline we make.
1. The headline should include a BIG promise
2. Or it needs to have a BIG benefit.
The headline accounts for 80% of the success of the ad, so how good of a job you do can determine the success or failure of the ad.
When writing to customers, make promises to them as specific as possible. Every headline should appeal to the customer reading it. It should talk about their self-interest or wants a desirable/powerful benefit.
A change of headline can make a 20 times improvement in how prospects react to your offer. Make sure to always use your selling promise in the headline.
And make that promise as specific desirable and advantageous to the prospect as you possibly can.
Understanding our ideal prospects is key to getting them interested.
And understanding their problems and providing a cure will guarantee their attention.
When we write a headline knowing all this, it’s going to be easy to write a headline that will guarantee our ideal client’s attention.
If this sounds easy then there is a way to make it easier. Contact us today and we will take a look at your marketing plan for free to see what we can do.
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