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Irene Blackett
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Irene Blackett   My Press Releases

Four Headline Types That Work

Published on 6/8/2016
For additional information  Click Here

The headline is the most important part of any ad. Most people will only read the headline (myself included) and the people who choose to read the entire ad will do so based on the headline. Make your ads perform better by using these four types of headlines.

That's a big job to put on the shoulders for what amounts to a few words.

But take heart before you start despairing over your headline-writing skills. There are several "headline types" that have proven to sell products and services time after time. Below are four of the most powerful and the easiest to implement.

1. How to. Everyone loves a 'how to' headline. How To Quit Smoking in 30 Days Or Your Money Back. How to Write a Novel in 30 Days. How to Lose Weight Fast.

Why do these headlines work so well? Because they promise a solution to a customers' problems. Why else do so many nonfiction books have 'how to' in the title? If the 'how to' is addressing a need you feel almost compelled to pick up the book and browse through it. Or in the case of marketing materials/articles, this same natural curiosity can entice you to keep reading to find the answer.

Keep in mind the better the benefit, the more likely you'll catch your customers' attention. (The benefits in the above headlines are quitting smoking, writing a novel in a month and losing weight. All of these can be powerful someone looking for answers)

2. Question. These headlines ask a question. If you want this headline type to work it better ask questions that your customers want an answer to. Are you spending too much on your car insurance? Will your marriage fail? Will you know what to do if you're in an accident?

Whatever you do don't ask a question that only your business cares about. Something like: Do you know what our company has been up to lately? Again, focus on the benefit for the customer.

3. Top ten reasons. Okay it doesn't have to be ten reasons or even the top reasons. But just as everyone loves 'how to' headlines, they also love top ten reasons.

Four headlines that work. Five ways to fix a broken toilet. Seven warning signs that your house may be making you sick. Five ways to train a cat.

Again the customers see the benefits immediately. Plus they know exactly what they're getting -- so many reasons for something.

4. Testimonial. This headline uses your customers' words to sell your products or services. This works because people see proof up front that your product or service does what it's supposed to do. If used correctly (meaning people believe it really is a testimonial from a real customer and not something fabricated) then this can be a very effective strategy.

If you choose this headline put it in quotes so it's obvious it's a testimonial. And use the customers' words as much as you can to make it sound authentic. Whenever possible get permission from your customer to use his/her name. You may even want to consider adding a photo as well.

Creativity Exercises -- Write those headlines

Get a stack of paper, find a couple of pens (I'm partial to gel colored pens) and let's start brainstorming.

Start by making a list of all the benefits of your product, service or business. (Benefits, not features. Benefits are what your customers will get out of your product.)

Put the sheet of paper aside. Now pick a headline type and write it on top of the paper. For instance, 'Question headlines'. Underneath start writing as many different types of question headlines as you can think of. They don't have to be pretty, they just have to be a question.

Come up with at least 50 of them. Don't let your brain or pen stop until you do. No matter how painful. If you get stuck go back and look at your benefits list and pick a different benefit.

I pretty much guarantee that by the time you reach headline number 50 you'll have written at the very least one pretty darn good headline. You might have even uncovered a brilliant one.

Try this same exercise with all the headline types and see what new ad concepts you can uncover.


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