Do You Make These Mistakes In Your Headlines?

Do You Make These Mistakes In Your Headlines?

Jo Han Mok

You have three seconds to capture the attention of your
reader. Three seconds. That's it.

The Internet is a fluid medium that moves quickly. There
is so much information that people don't need to stay on
your page. They can probably get their answer on another
page. You must have a compelling reason for them to stay.
And you must give that reason in the headline.

Most people write bad headlines. It's not that they don't
understand grammar or the product but that they don't speak
to people "where they live." You must create interest,
desire and receptivity to taking action.

Look at the end result of what your reader wants. If you
are selling a drill bit the customer isn't buying the bit
but the hole the bit makes. You are selling the benefits
of the products and services not the features. To keep the
concepts of features and benefits separate remember that
features can be touched while benefits touch feelings and
emotions.

Your headline should tap into a fear, anxiety or desire of
your customer. People read and act for several very
selfish reasons and the top three are fear, desire and
pain. If you can stop the pain, alleviate the fear or give
them their hearts desire you have them hooked.

The headline must pass the So what? Who cares test. If you
can ask "So what?" and not answer with feelings and
benefits then your reader won't get past your headline. Be
sure your headline isn't cute or obscure either. People
who are interested in cute are not interested in buying.
You have just pre-qualified a non-buying customer!

The headline should mean everything to the customer and
nothing to the business, not the reverse. Headlines that
speak to the number of years in service or the company's
skill at negotiation have nothing to do with the customer.
Click. He's gone.

There are some basic techniques that you can use to keep
your customer at your page and reading. You must first
address the customer where he is. Your customer is not as
knowledgeable about your product or service as you are.
Don't pretend that he is.

Spell out that you are selling a solution to a problem and
how it will fulfill his desire. A golf pro may be teaching
concentration, follow-through, better swing and posture
while the golfer may be concerned about too many swings to
reach the next hole. Your headline should address the
golfer and not the golf pro.

Using specific words in the headline will also grab the
attention of your reader. The word "secret" is an attention
getter. If you can create mystery and intrigue without
giving away any answers, the customer will read further to
get the answer.

Numbering items in your headline is also an attention
grabber. Research has shown that odd numbers are more
noticeable than even numbers.

Another technique is to state "How To"... in your headline.
Or using a versus headline such as: "Red Vs. Blue" Which
Works Better In A Headline?

Your goal is to get your reader to stay past 3 seconds; to
read past the headline to the first line of your sales
copy.

Read other sales copy. Watch what successful marketers in
your niche are doing to grab the attention of their
readers. Learn the lingo and incorporate that into good
headline writing techniques. You'll be ahead of your
competition in no time!

About the Author:

Jo Han Mok is a #1 bestselling author and frequent featured
speaker at Internet Marketing bootcamps and conferences.
Visit his website for a simple step-by-step plan to profit
online in 21 days or less!
http://www.SuperFastProfit.com