7 Rules for Crafting Headlines that Sell

1: Don't attempt to be too imaginative

All too often the attraction with a heading is to go for clever. You see, some snappy phrase or use of words may get someone's interest, yet leave them none the wiser as to what it is you're marketing; and above all, what's in it for these people. Bear in mind, you’re competing with countless other sales messages pestering people on a daily basis. Utilize plain english, educate your viewers what the benefits are, and don’t try to get them to guess what it is you’re trying to sell.

2: Make the promotion on-topic

Even if you’re trying to make product sales on or off-line, when you consider that 90% of readers won’t get beyond the headline, the phrase you ultimately choose as an opener are actually make or break. Therefore you have to strike a note with the audience and stay on-topic. That’s why declaring a benefit to the customer - ‘Cure dandruff in 3 nights - guaranteed!’ may look a little self-explanatory, but if you’ve got one of these issues, and you’re seeking a special cure, you’re likely to read more.

3: Begin dispersing the news

Integrating a news flash in your headline is an attention grabber. It might not exactly be a totally new service or product; it may just be a noticeable difference or change for the better. But again, keep it relevant to the reader - think benefits, not features.

4: Make it as long as it needs to be

While many studies show that longer headlines,8 words and phrases or even more, are more effective; those same studies have been contradicted by other experiments explaining that shorter headlines would be better. My own advice? Utilize the variety of words you need to get the content across, taking into account the relevance tip.

5: Be obvious in what it is you’re selling

This actually links back to Guideline No. 1 - don’t try to be too smart. Unless your business is famous and your logo design can perform the task for you, try to mention the specific products, type of service or your business name in the subject. Consequently individuals will find out what you’re selling, and can determine quickly whether they’re searching for it.

6: Use exact particulars - make it ‘sticky’

Consumers recall details better than unclear promises - ‘Cure dry skin in 10 days’ is a lot easier to figure out straight away rather than a proclamation like ‘Cures dermititis fast’. All things considered, how fast is fast?

7: Analyze unique head lines to discover the things that work best

Getting someone to open an unwanted email these days is difficult. But the best part is, by using this tactic you can try which head lines or subject lines perform best. Remember though, the idea is not to trick the consumer into opening the e-mail and you must comply with the Australian Spam Act of 2003. You should provide them with a deal that is appropriate, sticky, shows them an improvement, and is credible. Having your product or company name in the subject line also provides them the heads-up on who is speaking to them. Do your homework into techniques for getting past spam-filters. Particular words like ‘free’ or ‘win’ tend to get flagged and routed straight away to the junk mail folder.

8: Back it all up with a good brand image

So you've writen a great heading and your prospects are clicking through to your online site. If you have a quality looking logo design you're more than likely going to finish the purchase. It all ties in flawlessly and you look trustworthy to the very end.