Are Your Headlines Click-Worthy?
In online marketing copy, your headlines have to do more than introduce the content of a blog post or article.
They need to grab your audience’s attention, deliver on the promises they make, and ultimately convert (a.k.a. turn readers into subscribers, followers, or customers).
To make sure your headlines can multitask, try implementing these five tips.
1. Push one of readers’ three hot buttons. Lure readers to click on your headlines by making a promise: “Lose 10 Pounds This Month with 1 Simple Trick.” Posing a threat: “Are You Practicing This Gas-Guzzling Habit?” Or demonstrating social proof: “Why Doctors Are Crazy about Cranberries.”
Research shows that humans are more driven by the desire to avoid pain than the desire to achieve pleasure, so marketing copy that hints at eliminating negatives tends to convert well.
2. Focus on benefits. People browsing online are busy. To catch their attention, your marketing headlines need to trumpet benefits in no uncertain terms. Develop a solid list of benefits to pull from by brainstorming how your audience’s life will be better after taking the action you want them to take.
3. Be concrete. Give people specifics so they can visualize your promises. Numbers and details convert well. “Lose 10 Pounds this Month with 1 Simple Trick” is stronger than “Lose Weight by Changing Your Habits” because it allows readers to insert themselves into the weight-loss situation.
4. Track your results. If you aren’t regularly checking click-through and conversion rates of your online marketing materials, make it a habit to do so. Finding out what types of headlines connect with your target audience will help you refine your approach as you move forward.
5. Test different headlines. As you discover various responses from your readers, actively test a variety of headlines to see what pulls. The results of your tests will show you how to best craft headlines with maximum pulling power.
To really get in the mindset of composing high-conversion headlines, study the best. Analyze the headlines on your favorite magazines to see how each one draws you in. When you start to write your own, give yourself time to revise so you can craft the strongest headline possible!