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| Headline Copywriting : How To State a Major Benefit or Propose a Puzzling Question |
By:
Brian SD Scott |
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When writing headlines, your goal should always be to hook the reader. You don't have to provide useful information, tell them something new, or offer them the world. All you have to do is to give them a very, very good reason to keep reading. And if they stick around to do that, they might just learn something about your product—and could even buy it as a result.
So how can you do this? There are several ways.
1. State a Benefit that Your Product Provides that None Others Can. When it comes to drawing a reader in, few things work better than clearly differentiating your products from all others. If you do this successfully, your readers will have an "ah-ha" moment, where they realize why your product is so much better than the other options available. If you can get them to do this while they're reading the headline—rather than later—this is always good.
2. Suggest a Benefit by Issuing a Brash Order. Rather than asking a question or softly stating a benefit, forcefully order your reader to do something. For instance "Become a millionaire in just two years!" or "Live an extra 20 years by applying these 7 secrets of longevity." By commanding your readers to do something, rather than suggesting it, you will subconsciously push them to take action.
3. Propose a Question. For instance, ask your readers what they would do if they suddenly became rich overnight. How would they spend that money? What charities would they donate to? Use this as a way to make them think about how their lives will change after using your product. And then specifically say that your product will make it happen.
4. Frame Your Product's Primary Benefit as a Newsworthy Item. As mentioned earlier, an excellent way to hook people with your headline is to make it newsworthy. Consider writing it in the third person, talking about the newsworthy features of your product, and framing it as an important development in your niche. If your product is indeed innovative and good, then there's nothing wrong with using this method.
In short, use your headline to communicate at least one major benefit of your product; or to propose at least one thought-provoking question.
Writing good copy is never an easy task. And perhaps hardest of all is writing a good headline. Striking the right balance between enticing the reader with language and hooking them with a benefit or a question can often be very difficult. Fortunately for you, this guide takes much of the hard work out of the process.
From here, you determine your own path. You might start by using the advice I've given for writing headlines. Craft a few of your own, think about how you would react to them, and ask a friend, neighbor, or fellow marketer to evaluate the quality of your copy.
Once you have gotten the hang of writing headlines in general, think harder about your niche in particular. Do market research if needed; and think long and hard about what the average buyer thinks like—and what that average buyer wants from a product like yours.
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Visit Brian's website, http://www.FastCashFreelance.com and learn about freelance writing and writing for money as a part-time or full-time writing career. |
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