ATTENTION! This first statement will determine whether or not your readers will read your ads… [Tuesdays: “Write with the Pen of the Masters”]
One of the goals of advertising is to draw consumers’ attention to your brand.
As a business owner or marketer, you want to make sure that what you say in your ads will not be ignored.
As a means to achieve that…
You pick the right words to include in your copy so your target market will be attracted to and interested in your brand.
Here’s a copywriting element that plays an important role in producing effective content:
Headlines!
In journalism, the purpose of a headline is to emphasize the important points of a news article. In marketing, a headline is one of the factors that will determine whether or not your target market will read your article.
Let’s focus on using headlines for marketing your brand.
Usually, consumers won’t read an article unless a captivating headline catches their attention and piques their curiosity about a particular subject.
As you construct your content’s headlines, keep in mind that one of your goals is to inform consumers about why they should give your products or services a try.
Remember the acronym, “WIIFM? (What’s In It For Me?)”
More than writing to inform your target market about your brand’s offerings, write about your business’ interesting qualities that your customers can benefit from.
Offer solutions to pain points!
According to Claude Hopkins in his book, “Scientific Advertising,” writing headlines has a large impact on the sales of a product.
… and while constructing headlines is one of the most challenging parts of writing, Hopkins said it is also one of the “greatest journalistic arts.”
You just have to master the art of creating attention-grabbing titles or captions to compel your target market to read your copies from top to bottom.
So… what are some guidelines you can use to create headlines that generate positive results for your brand?
In a past “Write with the Pen of the Masters” article, we talked about the 4 U’s in writing appealing headlines―Useful, Unique, Urgent, and Ultra-Specific.
This formula will help you create a headline that would make your target market curious and willing to click and read through your content.
Today, we’ll be focusing on another set of tips in writing titles, captions, or subject lines using the “Hopkins way!”
- Make your headlines simple and on point.
Avoid misleading your readers through long and complicated headlines that do not offer enough substance about your copy.
In other words, get to the point!
Let your readers know first off that what you’re promoting is what they actually need or want.
Just as what was mentioned a while ago, try to answer the question, “What’s in it for me?” “Me” being your target readers.
That way, you’ll have a better idea about how to keep your headlines crisp, concise, and appealing.
Here are a few examples of simple yet straightforward headlines:
Vroom! Vroom! Spend less on gas with this new fuel-efficient vehicle.
Save time with this all new quality-ensured dishwashing machine!
Stay updated with current trends while leveling up your communications with this more advanced smartphone!
As you can see, the examples given above are all short and simple. These headlines usually get readers’ attention because they are clear and on point.
The key takeaway from this first tip?
Don’t try to be too intriguing or too clever in your headlines because not all people would appreciate that.
Remember that readers pick out what they want to read through headlines so make your titles as simple, clear, interesting, and on point as possible.
- Turn features into benefits.
A feature is a part of your product or service, while a benefit is the positive impact that your offering has on your customers.
While both these aspects are important in writing content, you have to know how to shine light on the benefits of your products or services without reducing the impact of the features.
One of the ways to do that?
Turn features into benefits!
Using headlines, describe how or why a feature is in itself a benefit to your customers or clients.
Examples:
Buckle up! Regain your energy and add years to your life with our Vitamin C products!
Drive that back pain away by learning this yoga in just 7 days!
Make your shopping experience easier with just a click of this app’s button!
The headline is an important tool that helps readers identify that your brand’s product or service is what they’re looking for.
If they see the value of the offering you’re promoting through the subjects or captions, they will be compelled to open or click on your article and read the whole content.
By following this tip, you’ll have more chances to get more consumers to know about your brand’s offerings!
- Ask a question.
Writing a question as your headline triggers the curiosity of readers.
However, when you go that route, make sure you’re not using headlines as a clickbait tactic to encourage consumers to click on your content without offering something of value.
That’s a sure-fire way to lose potential customers!
To make your headlines and copies interesting for readers, connect your question to the main benefit of your product.
Take a look at these examples:
Want to know more about your favorite fashion icons? Here are 5 facts you’ll love!
Your back pain doesn’t go away? Know more about this type of yoga!
Tired of leaving your home just to go shopping? Learn more about this new and advanced supermarket application!
By starting your articles with a question, there’s a high chance that you grab your target market’s attention and they will be more interested to read your content.
- Give the most valuable information.
“What makes your product different from your competitors’ products?”
“How can your product make my life easier and more comfortable?”
“Why should I choose your brand?”
These are some of the things consumers want to know as they examine a brand’s products or services.
Every time customers make a decision to choose a particular business, they consider the one that has the ability to make their lives more convenient.
So… as a copywriter, why not address your target market’s needs and wants through your copies (from headline to conclusion) and eventually, through actual products or services?
Doing so will help you earn consumers’ favor because they will see your brand as a business that’s dedicated to providing solutions to their pain points.
Here are some examples of headlines that offer valuable information:
Let’s Get Movin’! Here are 10 exercises to lower your risk of various diseases.
Do you want to improve your physical and mental skills? Give this yoga a try!
Be fashionably SMART: Check out these 10 guidelines on how to know what fashion style suits you best!
Whatever topic you’re writing about, make sure to communicate the value of your product or service through your headline.
That way, you’ll attract more readers and potential customers to your brand!
Headlines are an important aspect of copywriting.
These captions are your brand’s first point of contact with your target market so you have to make sure these are compelling and interesting enough for readers to keep reading.
Apply these tips as you outline the content for your next set of drafts!
As what Claude Hopkins said,
“[Customers] are not going to read your business talk unless you make it worth their while and let the headline show it.”
About The Dynamic Marketing Communiqué’s
“Tuesdays: Write with the Pen of the Masters”
Who doesn’t find content writing to be a skill that requires a lot of practice and effort?
In fact, many people may even find copywriting very intimidating.
However, you can be a good writer as long as you have the right tools. You won’t always get things right the first time, but with enough time and practice, you’ll get the hang of it!
When you write a copy for any brand or for your company, your aim is to make an impact and…
…to get people to remember.
Getting people to remember means getting consumers to buy your product or to avail of your service.
And when you get your content to deliver the results you want, THAT is a great copy!
Every Tuesday, we publish content based on tips and insights from the masters of content writing, copywriting, and storytelling.
Become more familiar with ways to write great copy that helps you gain ROI from your efforts, drive profitability, and achieve your business goals.
Learn time-tested tactics that better capture the attention of your target audience, and maximize the benefits of great copywriting.
Hope you found this week’s insights interesting and helpful.
Stay tuned for next Tuesday’s “Write with the Pen of the Masters!”
Cheers,
Kyle Yu
Head of Marketing
Valens Dynamic Marketing Capabilities
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