This is the first thing my daughter’s 7th grade Social Studies teacher started off with on a recent curriculum night.
“On the first day of school, I told your kids… in this class we’re going to cover blood, guts, murder, and betrayal.”
My ears perked up immediately.
The second thing she said was…
“I’m here to make your kids successful.”
Now she had my full attention. And the attention of all the other parents.
My hat goes off to her for doing this. She knows her “market” and how to get their attention.
This is exactly what your Headline needs to do. It doesn’t need to sell or explain anything.
It is an AD for your ad.
We pick and choose what we read or watch based on the headlines we see. We skim through our inbox, Facebook Newsfeed, news stories, and “look” for whatever grabs our attention the most.
That means your headline has 2 goals:
- Grab your prospect’s attention and stop them dead in their tracks.
- Create enough interest to get them to read the next line of your ad, sales letter or watch your video.
Now think about it. Your headline is your only opportunity to seize your prospect’s attention. And if you don’t, it doesn’t matter what the rest of the ad or sales letter says.
Because it simply will NOT be read. And your social media prospecting will go down the drain.
You want to create curiosity, excitement, anticipation and desire for more.
The headline is the most-read part of ANY ad, sales letter, blog post, or a video. Which is why even a simple change in your headline, can easily turn a losing ad or a sales letter into a money-maker.
Ok, let’s dig right in and see how we can create winning headlines that get the job done.
Now there are many different headline formulas, but ultimately, it’s the ones that speak directly to your prospect and arouse the most curiosity that end up winning.
Why is curiosity so powerful?
Well think about the last few videos you got sucked into watching on Facebook or the images you ended up clicking on.
I’m willing to bet BIG BUCKS most of them created so much curiosity you just “HAD TO” watch.
This is what you want your headline to do—to flip a switch inside your prospect’s brain, so they go… “I have to see what this is all about.”
The other day I got a direct mail promo in my mailbox and the headline in big bold font read…
“DUMP These 10 Mining Company Stocks NOW!”
Now if you have absolutely no interest in stocks, especially mining stocks or any kind of precious metals, this will be of no interest to you whatsoever.
But what if you had your money in these types of companies?
Would that headline grab your attention?
You bet it would. It wouldn’t just grab it… it would literally stop you dead in your tracks, make you drop what you’re doing right now, and create an immediate sense of urgency to find out what these 10 stocks are.
Because your money is on the line.
And the fear of loss, world’s most powerful motivator, would be in full swing.
That’s exactly what a great headline is supposed to do to build a successful social media prospecting campaign.
The reason I got this letter is because I subscribe to a newsletter that deals with these types of stocks, so they knew there’s a good chance this headline would resonate with me.
So step number one: BEFORE creating your headline (or any other part of your ad or sales letter for that matter) is to really know your market.
What are their goals, dreams, desires and hopes?
What are their fears, pains, worries and frustrations?
And what keeps them tossing and turning at night?
This alone will make you better at writing headlines than most of your competition.
Knowing these things about your market is like possessing the keys to their minds.
The more you understand their problems and desires, the more you can relate to them.
Let’s look at some headline formulas and examples.
1. Benefit-Driven Headline
This is where you basically state the benefit in your headline. And if this benefit resonates with your audience, if it’s something they really, truly want, they’ll be all over it.
Here are some examples:
How to Win Friends and Influence People
How to ______ and _______
You’re About to Discover How to Get Cheap and Targeted Traffic That Converts into Sales and Profits
You’re About to Discover How to __________ and __________
Discover How to Build a Huge List of Laser-Targeted Prospects on a Shoestring Budget
Discover How To __________
2. News Headline
We’re conditioned to pay attention to “Breaking News” or when we see something “New.”
- Just Released
When you use such words they make your headline sound newsworthy. This is a great way to capture your prospect’s attention when coupled with a major benefit of your offer.
Here are some examples:
Announcing a Brand New Tracking Software GURANTEED to Minimize Waste and Squeeze the Most Profits out of Your Traffic
Announcing a Brand New __________ GURANTEED to __________
Just Released… 7 Powerful Conversion Tactics Used By the Most Successful Internet Marketers and Super-Affiliates
Just Released… # ___________
New Breakthrough Technology Can Now Turn Back the Clock and Make You Look 20 Years Younger
(I totally made this up just as an example)
New Breakthrough ___________ Can Now ___________
3. Question Headline
This headline formula is very effective. Here’s why.
When you see a question, what does your brain automatically do?
That’s right, it starts answering. Especially, when it’s aimed at a subject that’s of interest to you, or a pressing problem/pain you might be experiencing right now.
Here are some examples:
Do You Make These Mistakes in English?
(This is a classic headline, which can be adapted to just about any market or product)
Do You Make These __________ Mistakes?
Do You Make These Mistakes In _________?
What’s The Best Way to Make Money Online Today?
What’s The Best Way To _________?
Who Else Wants To Discover Weight Loss Secrets of The World’s Top Super Models?
Who Else Wants To __________?
Who Else Wants To Discover ________ Secrets of the World’s Top/Best ________?
4. Frustration/Pain/Problem Headline
Remember, people are much more motivated by the fear of loss, than by the promise of gain. We move away from pain a lot faster than we move toward pleasure.
That’s why this type of headline is especially effective. It taps into our primal desire to avoid fear, pain, and threat.
Here are some examples:
Stop Panic Attacks Today… And Discover A Simple Technique That Gets Rid Of Anxiety For Good
Stop ________ and Discover a Simple ________
No More Calorie Counting… Now You Can Eat Your Favorite Foods and Still Lose Weight
No More _________…. Now You Can _________
Here’s How to End Your Lead Generation Problems for Good… And Use This Surprising Simple Strategy to Explode Your List FAST
Here’s How To End Your __________ Problems For Good… And Use This Surprisingly Simple ________ to _________ FAST
5. Specific Number Headline
When it come to social media prospecting, using specifics in your sales copy, especially in your headline, makes it much more difficult for your prospects not to continue reading your sales letter or watching your video.
Specifics make it more believable and concrete in their minds.
Take a look at these examples:
3 Ways You Can Quickly Drive Laser-Targeted Traffic to Your Website
3 Ways You Can Quickly ________
5 Little-Known Ways to Explode Your Email List
5 Little-Known Ways to ________
7 Surprisingly Simple Ways To Make More Money Without Spending A Penny More On Advertising
7 Surprisingly Simple Ways to ________ Without ________
So, now you have 5 powerful ways to create attention grabbing headlines very quickly.
Here are 25 proven power words/phrases to use in your headlines:
- The Truth About
- At Last
- How To
Let’s wrap up with a few more things to keep in mind as you’re creating your headlines.
- Make sure you focus on your prospect and not on your product, by using words You and Your in your headline.
- Think about the BIG benefit your prospect is going to get.
- Be as specific as you possibly can.
- Make it believable.
- Address your prospect’s most pressing problem, fear, or pain.
And finally, when you’re done creating a headline always ask yourself:
Does this headline answer my prospect’s biggest question:
What’s in it for ME?
Now, go and create some winning and attention grabbing headlines for yourself!
Till next time,
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Since then, he’s created a number of info-products, generated tens of thousands of leads personally and has written sales copy that has produced near 8-figures in sales for himself and a select few clients.
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