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My Favorite Headline
June 09, 2018
Here it is...
My all-time favorite headline:
"Man, It was SOOOO Good!"
It pulled LOTS of orders.
Here are a few (of many) reasons why:
* Isn't "salesy" (doesn't make your guard go up)
* Short (easy to process)
* Curiosity provoking (I mean, c'mon...)
* Amusing (has entertainment value -- but not "slap stick")
* Has none of the usual hype & nonsense most ads have (you can say many things about this headline, buy "hype" isn't one of them)
How many headlines do you see like this?
I'm guessing one or two. Maybe three.
I can tell you who is probably using them.
Why so few?
Because most "copywriting" experts too wouldn't know good copy if it bit them. They think you have to be all kinds of serious. Tell your readers what it's in the copy. Show them the benefit of further reading.
So...what's the point? This! The headline is the most important part of writing. Think about it. What makes you open an email, read a blog post, buy a magazine? The headlines! Don't believe me?
Go read the headlines on the magazines at the supermarket checkout counter. These magazines aren't there just because. They have that spot in the store because they sell - MILLIONS of copies! And look at the headlines! "The WOW without the Wow". Seriously? What the heck is that? (That's a real headline, by the way. And do you think I picked up that magazine to see what that was all about? Yes, I did.)
What makes a good headline?
1. Make it short and sweet. The perfect length is 6 words. People scan headlines. The less there is to read, the better chance you will retain their attention.
2. Make it personal and conversational. "Man, it was soooo good!" Can you imagine saying this in a conversation? Does it make the headline more personal, like I'm talking directly to you?
3. Use adjectives. Granted "good" might not be the most intriguing adjective out there, but it works. I could just as easily have said it was so fun, so unique, so effortless...whatever worked with the topic of my article.
4. Use negative words. Now this headline didn't use one. But negative words can be very enticing in your headline. Negative words tap into our insecurities. "Stop Wasting Your Money on Needless Supplements". If you take supplements already, would this interest you? Probably. You would want to make you weren't wasting your money. If you aren't taking them, would you read this? Perhaps. You might be looking for validation of your lack of belief in supplements.
5. Use numbers. People like to quantify things. My best traffic building headline ever? "My Top 10 Internet Gurus and What I Learned From Them." Right off the bat you know what you are getting. Insights from 10 top internet marketers. And the bigger the number the bigger the draw. I got great traffic with 10. Imagine if I had said 20. Or 50. Or 100. Marketing insights from 100 top internet marketers. Would you want to read that article? I sure would!
The difference between creating a great headline and a mediocre one is huge. When I write a blog post, I typically know if it will be a hit based on the headline. And sadly, even if the content sucks, I know the post will still do well because of the headline.
If you really want to hit a home run with your copy, spend as much time crafting the headline as you do actually writing the copy.
So based on what you've learned here today, what do you think of this headline?
Is it interesting enough to make you want to open it up and read it? I hope so!
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