How to Write Headlines That Work
Fill in the following blanks…
Your ______is the first, and perhaps
only, ______you make on a prospective reader. Without a headline or post title
that turns a _______into a_______, the rest of your words may as well not even
exist.
browser
Headline
Impression
reader
But a headline can do more than
simply ____ attention. A great headline can also ______a full message to
its intended audience, and it absolutely must _____the reader into your body
text.
Grab
lure
communicate
At its essence, a compelling
headline must promise some kind of benefit or reward for the reader, in trade
for the valuable time it takes to read more.
In The Copywriter’s Handbook,
copywriter Bob Bly
sets forth eight time-tested headline categories that compel action and rake in
sales:
- ___________go straight to the heart of the matter,
without any attempt at cleverness. Bly gives the example of Pure Silk
Blouses – 30 Percent Off as a headline that states the selling
proposition directly. A direct blog post title might read Free SEO
E-book.
- An ______________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
article might have the headline Fresh Bait Works Best and yet have
nothing to do with fishing, because it’s actually about writing timely
content that acts as link bait.
- A __________is pretty self-explanatory, as long as the
news itself is actually, well… news. A product announcement, an improved
version, or even a content scoop can be the basis of a compelling news
headline. Think Introducing Flickr 2.0 or My Exclusive Interview
With Steve Jobs.
- The ____________is everywhere, online and off, for one
reason only – it works like a charm. Bly says 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 ________must do more than simply ask a question, it
must be a question that, according to Bly, 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? Another example used way too much in Internet marketing
guru-ville is Who Else Wants to Get Rich Online?
- The ________boldly tells the prospect what he needs to
do, such as Exxon’s old Put a Tiger in Your Tank campaign. Bly
indicates that the first word should be a strong verb demanding action,
such as Subscribe to Copyblogger Today!
- Another effective technique is called the ____________Your
body text consists of a numbered list of product features or tips, which
you then incorporate into the headline, such as Two Hundred Reasons Why
Open Source Software Beats Microsoft. It’s not even necessary to
include the words “reasons why.” This technique is actually the underlying
strategy behind the ubiquitous blogger “list” posts, such as 8 Ways to
Build Blog Traffic.
- Finally, we have the_________, 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 “I Read Copyblogger
First Thing Each Morning,” admits Angelina Jolie.
Command Headline
Question Headline
Testimonial
Headline
Reason
Why Headline.
How
to Headline
Direct
Headlines
News
Headline
Indirect
Headline
PART B Finding examples of the above headlines
In partners please find a good example and a bad example of five different kinds of headlines from the above list. You'll have twenty minutes to find your examples from articles on various websites. After you have found your headlines, you will show them to a new partner who will have to guess what kind of headline it is. Have fun!
PART B Finding examples of the above headlines
In partners please find a good example and a bad example of five different kinds of headlines from the above list. You'll have twenty minutes to find your examples from articles on various websites. After you have found your headlines, you will show them to a new partner who will have to guess what kind of headline it is. Have fun!
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