1. Identify who you are trying to target.
You need a clear understanding of who you’re writing for and what their motivators are before you can attempt to reach them.
If you are trying to target a more specific group within your target market, you can choose to segment your market into sub-markets by demographic or behaviouristic characteristics. For example, you might choose to focus on only men, or only women with children under five years of age.
The more specific you can be with your market, the easier time you will have identifying and reaching their emotional ‘hot buttons.’
2. Identify what you are trying to communicate.
Once you know who you’re speaking to, clearly define what message you need to communicate to them. Be specific, and even write it down in plain language before you start drafting your headlines.
To clearly articulate your message, ask yourself questions like:
- Do you have a solution to their problem?
- Do you offer a new product or service that they need?
- Can you provide the information they’re looking for?
- Do you have a better option for them?
3. Identify the motivators or “hot buttons” that will elicit an emotional response from your audience.
Take the list you drafted above, and highlight or write down the words that will pique your target market’s interest, or trigger their ‘hot buttons’.
If you’re selling vacuum cleaners to young mothers, you’re going to want to identify words that would appeal to her desire to keep her home germ free for toddlers, and make her cleaning efforts easier and less time consuming.
When you’re writing for sales and marketing, always try to paint a picture for your audience. Carefully select descriptive words they will relate to and resonate with, and strong power words.
For example, phrases like “challenging outdoor experiences” would appeal to physically fit readers, but not those who don’t like to exercise.
4. Choose a type of headline that will work best based on the emotional motivators you have identified.
Direct Headlines clearly and simply state the offer or message, without any attempt at humour or cleverness. Pure Silk Scarves – 40% This Weekend Only | Brand New Security System Just $99 Per Month
Indirect Headlines are subtle, and often use curiosity to pique a reader’s interest before providing an explanation in the body copy. Clever puns, figures of speech and double meanings are often used.
News Headlines mimic a headline you would read in the newspaper and are a great option for a new product announcement or industry scoop. These work best when you actually have news, and can stay focused on benefits, not features.
Question Headlines ask the reader something they can closely relate to or would need to continue reading to discover the answer. Questions are easy to read, and can immediately tap into your reader’s emotions.
‘How to’ Headlines indicate that the rest of the copy or the offer itself will describe a step-by-step process of interest or use to the reader. These two words create headlines that work wonders. How to find a job in a recession | How to start a profitable internet business from scratch.
Command Headlines are similar to direct headlines, but always start with a strong verb or command for action. It usually focuses on the most important benefit you offer your reader. Triple your energy in just three days | Stop wasting money when you travel.
‘Reasons Why’ or ‘Ways to’ Headlines precede lists of tips, suggestions, product benefits or even mistakes of interest to your target audience. Keep the list to a reasonable length or you’ll run the risk of losing your reader. Eight ways to save money around the house
Testimonial Headlines use other people’s opinions and expertise to persuade a reader to keep reading and begin to build trust. Quotation marks are used to indicate that the words are a testimonial, not the words of your business, and they can increase readership by almost 30%.
5. Draft at least ten different headlines and pick your best three to test and measure.
Use the number of words you need to get your point across, without writing a paragraph. Remember that your headline needs to do one thing: get the reader to keep reading.
Don’t be afraid to draft pages of headlines or sift through the pages of a thesaurus before you get yours just right. Sometimes you’re only a word or two away from transforming a boring headline into a really effective one. Some examples:
Example Headline Templates
- How to become the smartest _____ in _____
- How to end ______
- How I improved my _____
- How to develop _____
- Seven ways to add to your _____ without cleaning out your bank account
- How to begin _____
- 12 innovations in _____ design
- How to enjoy _____
- Introducing the four key rules for _____
- How I _____
- Six things to check when buying a new _____
6. Always test and measure the effectiveness of your headlines. Try two at a time and compare which generates the best results.
As always, you will need to test and measure the strength of your headlines. Try to test at least two “hot buttons” in different media to determine where your target audience’s reaction is the strongest.
You can leverage off of the information gathered from testing and measuring your powerful offer as well. For example, if the offer geared to safety and security concerns was a roaring success, headlines that tap into those motivators will also be successful.
You can apply these headline writing techniques to all your marketing materials.