Ask Mr. Marketing: Write more effective headlines

It’s a funny thing about writing copy: Everyone thinks they can do it well. Ten minutes later they realize it’s tough work.

Consider the challenge of writing headlines to lure readers.

The headline should grab readers’ attention, provide enough information to whet the appetite, and encourage reading your complete message.

Do it well and you have a successful marketing piece. Do it poorly and you’ve lost your audience.

Every business needs to market itself well to survive and thrive. So consider using these types of headlines to tempt readers, capture attention, and provide hints of the benefits to follow.

▪ Ask questions. You’re sure to engage readers by asking a pertinent question. Something like “Don’t you know how to increase your sales 50 percent by year-end?” might do the trick.

▪ Issue commands. The more active your headline, the more active the reader. “Don’t let this opportunity slip by! Call today!” is better than “This is a great opportunity!”

▪ Explain how. “How to” headlines are reader benefits masquerading as article titles. “How to get noticed by more customers” garners more attention than “Make more customers notice you.”

▪ Drop names. “Rob Weinberg LOVES our product!” will be more effective than “Men love our product!” Readers pay more attention when they recognize the name of one of your customers. You’ll need to get permission before using my name, though.

▪ Use statistics. “American Widgets lowered manufacturing costs 35 percent just by using our software” makes readers sit up and notice.

Obviously, a good headline (under seven words, please) makes the reader want to learn more by exploring the article, brochure, or ad.

And asking provocative questions or making outrageous statements can create curiosity.

Only you’d better deliver on your promises. If you ask a question, the answer had better be forthcoming — and quickly. If you promise to solve a problem, you’d better offer a viable solution.

If the headline suggests a story about honeymoon locations and you spend the body copy talking about model trains, you’re sure to confuse your reader.

Because if your reader has to guess at your meaning, you’ll quickly lose her.

Working with these simple rules, you’re sure to improve your results and increase your sales.

Maybe I was mistaken: copywriting isn’t so tough after all.

With that said, I wish you a week of profitable marketing.

Turn to Mr. Marketing at www.askmrmarketing.com for your copywriting needs.