Did you know that out of 10 people, 8 on average will read a Headline, but only 2 out of 10 will actually go on to read the content?
Writing a headline that draws the attention is some form of art, but it’s also a skill you can learn.
Today I reveal some of the secrets of great headline writing.
This article is part of a series which addresses key issues and opportunities of web content production. To complete the techniques we propose here, you may also want to check out: How to craft words that boost your business goals | Learn how to master features and benefits.
The Business Scenario
Company XYZ Investments have done a great job getting their blog articles found on the Internet by potential customers whom they had carefully targeted.
A recent blog post they wrote, offers free financial advice to French nationals living and working in Switzerland. Indeed, the most recent Google analytics report indicates a burst of new visitors. They seem to have hit the jackpot!
However, studying the Google analytics report in more detail, they observe a very low average visit duration. People seemingly don’t stay for long on the site, which indicates that they don’t read the content.
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There’re many reasons why a website returns low average visit duration rates.
One easy way to improve, is to review existing Headlines.
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The Solution
Now, let’s discover sure fire headlines that are proven to work.
But in fact, what is a headline?
It has been said that a headline is a promise to your audience. It’s the benefit you’ll deliver – for example in a written document or a video – in exchange for a reader’s valuable time.
Here’s how you learn
Let me guide you through a 3-step “action pack” which brings you up to speed with headline writing.
1. Watch the 3.5 minute video (down here)
2. Follow the Headlines Guide (also down here) and create 5 headlines relating to your own Customer Personas. If not already done, discover and learn about Customer Personas by clicking on the link.
3. Navigate to my Reading Materials Summary (also down here). Improve your headline writing skills by reading as much as you can.
The Headlines Guide
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1. HOW TO Headlines
It’s been said that it is almost impossible to write a bad How To headline. But what comes after these two words can make all the difference. Here are a few examples. Look at the Customer Persona you’ve crafted for yourself, and imagine a headline that truly vibrates with your persona’s goals and pains.
2. LIST Headlines
This kind of headline builds on your authority and demonstrates a mastery in your area of expertise.
3. ATTENTION GRABBING Headlines
If you consider How To and List headlines a little common, here are attention grabbing variations that you can easily adapt to your own needs.
Starting a headline with “Who else wants…” is a classic of social proof strategy that implies already existing consensus desire.
The “Here is a method that is helping…” headline is easy to set up and gives excellent returns. Simply identify your target audience (Customer Personas) and the benefit you can provide them.
And last but not least, there is the classic “Have your cake and eat it too…” headline, and who doesn’t like that?
Reading materials summary
How to write magnetic headlines
Authors and Books
Advertising Headlines that make you rich – David Garfinkel
Photocredit:
The header picture is kindly provided by John Ragai, Flickr
under the Creative Commons license.