January 11, 2011

Headlines: Catch Your Readers’ Attention from the First Line

Headlines are essential for marketing writing: they’re your first opportunity to catch your reader’s attention and spark their interest in your message.

Whenever possible, use the imperative voice in your headline. The imperative voice is a grammatical mood that expresses a command or, in this case, influences the reader’s behavior:

• “Land a Better Job”
• “Put an End to Migraines”
• “Erase Your Negative Credit Marks”
• “Cancel Your Debts”
• “Stop the Flu Dead in Its Tracks”

Here are nine ways that successful headlines engage or involve the reader:

Offer a strong, compelling promise:

“Open Your Own Personally Branded, Fully Stocked Online Store in 15 Minutes”

Highlight benefits to the reader:

“The World’s Richest Source of Cash—And How You Can Tap into It to Start or Grow Your Business”

Explain exactly what the offer is:

“Earn Your Master’s Degree Online in 18 Months or Less”

Appeal to the emotions:

“Will These Internet Trends Kill Your Online Business?”

Use specifics:

“How Adam Ginsberg Made $15 Million on eBay in 2003”

Arouse curiosity:

“Words That Command People to Do Your Bidding”

Call out to a specific target audience:

“The Sales-Closing Techniques of a Self-Made Billionaire”

Make an announcement:

“$2 Million Scientific Project Unlocks the Secret of Aging: How You Can Become Biologically Younger”

Ask a question:

“Does Coral Calcium Really Reverse Aging, Extend Your Life Span, and Cure Cancer?”