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are, without a doubt, one of the most important elements in copywriting.
As has been said countless times before, if you don't get your readers’
attention with the headline, the chance of them reading your copy
is virtually none. But headlines (and sub-headlines) play a vital
part in the copywriting process for other reasons, too.
as copywriters, like it or not, the fact is most people will not
read all the copy word for word. Headlines can help fill in the
blanks in several ways so "skimmers" still get the gist
of the information included in the copy.
Outline the Benefits
and sub-heads that state benefits about your product/service can
be a powerful strategy. Using wireless home networking for example,
you might create headlines and sub-heads that read:
From Anywhere In Your Home
--No More Jumbled Cables Strung Everywhere
--Have Multiple Computers Online At The Same Time
--Make All The Computer Users In Your Home Happy
Even if the
customer didn't read the copy included in between these heads and
sub-heads, they would still be made aware of all the benefits of
having a wireless home network.
Give An Overview
the type of copy you're writing, headlines can help to urge your
customers to read further. In fact, in long-form copy, headlines
should create their own sub-set of copy. If you read just the headlines,
they should make sense all by themselves. For example, copy about
a new book on how to start your own business might use the following
Book Takes You Step-by-Step Through Starting Your Own Business
would go here as well as copy designed to gain the attention of
A Business Is Easier Than Ever
the copy here.
Little Known Secrets In This Book Will Show You How
See? As you
read through the headlines and sub-headlines they make sense even
without any copy. This serves to give an overview of the information
to those customers who may not read every word of the copy you've
written. If they read just the headlines and sub-heads, they'll
still understand what you're offering.
Can Raise Curiosity
Make a statement
that's so unusual it doesn't make sense. Create "cliff-hangers"
with your headlines and only give so much information before stopping.
When you use these and other interest builders, you can encourage
customers to read further into your copy just to satisfy their curiosity.
Using natural gardening products as our example, the headlines and
sub-heads often look like this:
Roses Are Bursting With Blossoms Since I Stopped Watering Them
--My Prize-Winning Tulips Would Wither Up and Die If It Weren't
--Which Annual Blooms Twice As Big When You Give It A Beer/Shampoo
make you think. They start the reader wondering so that he/she continues
to read on to get the rest of the story.
headlines in your copy, think about how they all work together.
Instead of just plopping bolded words in between paragraphs, create
a plan revolving around progressive headlines that can lead your
readers to buy.
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techniques? Need an up-to-date directory filled with the best ways
to learn copywriting? Visit http://www.learn-copywriting.com
today for the widest collection of the most popular copywriting
ON A WEBSITE, USE THIS RESOURCE BOX:
Tired of endlessly searching the ‘Net in hopes of finding
the latest copywriting techniques? Need an up-to-date directory
filled with the best ways to learn copywriting? Visit <a href="http://www.learn-copywriting.com
">Learn Copywriting</a> today for the widest collection
of the most popular copywriting resources available.
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