The Headline Has To Attract
On average, 8 out of 10 people will read headline copy, but only 2 out of 10 will read the rest. This goes for your social media marketing posts on Facebook, twitter, or Google plus, along with blog posts, YouTube videos, landing pages, emails and websites. Without an awesome headline the rest of your work is likely never going to get read.
In a recent issue of the Early to Rise ezine, copywriter Clayton Makepeace says to ask yourself six questions before you start to write your headline:
- Does your headline offer the reader a reward for reading?
- What specifics could you add to make your headline more intriguing and believable?
- Does your headline trigger a strong, actionable emotion the reader already has about the subject at hand?
- Does your headline present a proposition that will instantly get your prospect nodding his or her head?
- Could your headline benefit from the inclusion of a proposed transaction?
- Could you add an element of intrigue to drive the prospect into your opening copy?
The 8 Categories of Headlines
In CopyBloggers copywriting 101 series, Brian Clark discusses eight time-tested headline categories that compel action and rake in sales:
- An Indirect Headline takes a more subtle approach. It uses curiosity to raise a question in the reader’s mind, which the body copy answers. Often a double meaning is utilized, which is useful online. An upper cervical blog article might have the headline Why Everyone Needs to Get Their Head on Straight When It Comes to Healthcare.
- A News Headline is pretty self-explanatory, as long as the news itself is actually, well… news. A research announcement, an improved version, or even a content scoop can be the basis of a compelling news headline. Think New Research Shows Upper Cervical Beats 2 Blood Pressure Medications.
- The How to Headline is everywhere, online and off, for one reason only – it works like a charm. Experts say that “Many advertising writers claim if you begin with the words how to, you can’t write a bad headline.” An example would be, umm… oh yes… the title of this post.
- A Question Headline must do more than simply ask a question, it must be a question that, according to The Copywriter’s Handbook,the reader can empathize with or would like to see answered. He gives this example from Psychology Today: Do You Close the Bathroom Door Even When You’re the Only One Home?
- The Command Headline boldly tells the prospect what he needs to do, such as Exxon’s old Put a Tiger in Your Tank campaign. The first word should be a strong verb demanding action, such as Subscribe Today!
- Another effective technique is called the Reason Why Headline. Your body text consists of a numbered list of features or tips, which you then incorporate into the headline, such as 10 Unique Benefits of Upper Cervical Chiropractic.
- Finally, we have the Testimonial Headline, which is highly effective because it presents outside proof that you offer great value. This entails taking what someone else has said about you, your product or service, and using their actual words in your headline. Quotation marks let the reader know that they are reading a testimonial, which will continue in the body copy. An example might be “upper cervical saved my life!”
Do you want some more ideas? Here are 102 proven headline formulas.
If you are looking to do chiropractic Internet marketing to promote your upper cervical practice the right way, grab our Essential Step-By-Step Guide to Internet marketing for the Upper Cervical Chiropractor below