How to Choose the Right Headline
In marketing, everything matters, especially headlines. This article covers how to choose the right headline for your ads and emails.
You’re here for tools and actionable items that will give you an edge in today’s busy world… I value your time! So, let’s get to it.
When it comes to headlines there are general rules you’ll want to follow in the beginning, then as you gauge what works for your service or product(s), you’ll be able to expand and experiment.
Three key elements make up an attractive headline:
- Font size and type
- Word choice
- Structure of headline
Font Size and Type:
Once you’ve selected a branding message and image (if applicable) If you’ve already selected a branding font, understand that when it comes to sales letters and emails, you may need to alter the style and sizes quite a bit.
Readers who regularly respond to your email marketing campaigns (whether they reply with a comment, book an appointment or purchase an item) are familiar with the font you use. If it’s the ‘Open Sans’ font, use that in all of your print ads and future marketing material.
Stick with that font and if you’re creating a direct response marketing campaign, which is the only type of campaign you should use… it’s alright to blend two different font types: say a typewriter style font and a sans variety.
Email marketing calls for different methods than you’d use in a sales letter or landing page, which again vary across industries. If you’re marketing a course or a digitally downloadable item, use a plain text format for the highest CTRs (click through rates).
See the example below:
You notice that the font sizes are uniformed. In this email I did not include any bolded text, although I could have. I could have also added an underscore or two for effect. All would be appropriate.
“Wait, Zane… what about all the cool themes and templates people use in their emails?… Aren’t they good?” You say? Ok, here’s the deal with that. Does it look good? Heck yeah! Does it convert better? No.
This is something you’ll have to test on your own. Create multiple versions of your email a few branded with your logo and add your social media CTA buttons at the bottom and over the course of a few weeks determine which versions performed better.
Here’s what I’ve found…
I still run tests and check my results with other leaders in the copywriting and marketing industry. Here’s what I’ve found:
- Colors distract from the overall message you want to convey. (Your message has to compete with these extra items… that’s bad)
- Plus, even today not all readers use HTML
- If reading on-the-go, it may take what seems a lifetime for them to open your message.
For a visual, take a quick look at these sales pages for clues (they opens in new tabs):
Step 1: Grab Their Attention
The first attention grabbing sentence: “Attention Business Owners and Bloggers…” is in place as a qualifier.
I’m saying “Hey… the following information is for business owners and bloggers only… everyone else need not continue reading.”
Step 2: Help you readers know you’re speaking directly to them
Your goal here is to help your ideal clients and customers understand that what you have is specifically for them. You’re helping them agree that your offer will be beneficial for them.
If a student landed on my sales page and neither had a product nor offered a service, after reading the “qualifier” she’d exit the page. And that’s perfect. We want the right people reading our material.
Step 3: Create the Headline (Part 1)
There’s a bit of controversy surrounding the topic of “how to create perfect headline?”… Typical industry banter… “what’s appropriate?” and “how long should it be?”. Here’s the deal… Yes, there are proven methods at play similar to the laws Nicola Tesla abided by to create his many inventions.
And with a basic understanding of these laws, you’ll be able to “get the job done”. Headlines and attracting your ideal clients has everything to do with expressing your personality. Your readers want to know who you are and what tone your brand portraits?
So, when constructing both your headline and sub-headline think about who you are… your values and why your ideal clients will or should love you more than everyone else in your industry?
What’s unique about what you are offering? Your company isn’t 100% exactly like any other business within your niche, even if you operate a franchise.
Find What’s Unique About Your Service (Part 2)
Questions to ask yourself before crafting your next headline:
- How do people describe me?
- Which complements do I hear most often?
- What do people say I can improve upon?
Use these questions as a guideline to determine how to
position yourself within your industry.
Clients and friends say that I have a unique way of communicating with them that makes them feel supported and heard. I tend to speak to others in a manner that I’d like reflected back to me.
So, my headlines usually talk about effective communication. Specifically how I help clients attract the attention and hearts of their ‘ideal clients’. The heart matters above all else and by writing in a form that connects with them, you”ll transform how your business operates.
That said… How do you communicate with your clients?
How can you use that style moving forward?
How To Structure Your Headline (Part 3)
Do you worry about your grammar? Don’t. Type-os? … Meh. Don’t get me wrong, you do want your headline to flow off the tongue or you risk repelling potential clients. It’s more important to just get started.
By now you’ve already pinpointed your audience and understand why they’d be interested in your service. You’ve found out what’s unique about you as it relates to your industry and now you need the words to ensure they continue reading.
If you’re a financial planner, and you find that your clients resonate with your laid back yet analytical personality, I’d try something like this:
Grabber: Attn: Planning For Your Future Just Got Easier!
Subject line (if emailed): [First Name] are you ready for the future? Or Are your finances ready, [First Name]?
Headline: Tired Of Over-the-Top Financial Planners More Concerned With Tee-ing Off Than Helping You Plan For A Brighter Tomorrow?
Sub-headline: Experience a gentler approach to securing your family’s financial future…
Body: From there you’ll go into greater details within the body of your sales letter.
As you can see, it’s very important to create a unique perspective and experience for your readers within the marketplace. Doing so helps you craft attention grabbing ads and sales letters.
If you find you’re at a loss for words right when it’s time to create ads, email subject lines and closers, consider using my highly effective and profitable swipe file vault.
You’ll gain hundreds of headlines and closers to choose from that you can quickly and easily copy and paste.
Thanks for reading! Your Success Is My Motivation…
P.S. If you’d like to master this science, you may benefit from my blueprint.