Copyright © by Robert Boduch
Are you maximizing your marketing results by using headlines at every opportunity?
Few would argue about the crucial role headlines play in the success of offline ads and marketing materials. But headlines can also make or break your marketing efforts online, several different ways.
To achieve online marketing success, you need to promote your most appealing and unique competitive advantages. Take those advantages and turn them into a persuasive message and convey this message to the right prospects.
Marketing is all about communication. And the more effective your communication, the more success you'll enjoy. But your primary task is to first and foremost --attract an audience. That's the job of the headline. Headlines serve to both draw attention and inspire interest. Following are 6 ways you can cash in on the powerful, magnetic-appeal of headlines in your online marketing activities.
1) Web Sites. Every web site can be made more effective by leading off with a benefit-packed headline. In fact, every page of a site can be improved this way. If you want visitors to spend some time exploring your page, tell them right up front the reasons they should stay. Do this in the form of a headline. Tell your site visitors what each page offers in an exciting way that appeals to their own self-interest.
2) Signature Files. In most exchanges
with prospects via e-mail, you can benefit by adding a signature file to your
outgoing messages. Signature files can also be used at the bottom of articles,
reports and discussion group postings. When they read like a compelling
headline, they have much more impact. They give the reader (your prospect) an
opportunity to take additional action to further strengthen the relationship
between the two of you (potential buyer & seller). The best signature files
are difficult for prospects to resist and usually feature a strong offer.
3) Banner Ads. What good
is a banner if it doesn't inspire visitors to point and click? Yet, most banner
ads are woefully inadequate as compelling messages that trigger action. Though
many banners provide a call to action, often they don't give a strong enough
reason for prospects to do so. Plant a seed of possibility. Deliver a huge
promise. Tell your prospects what you can do for them.
Think of your banner as a miniature billboard. It pops up on the
landscape as your prospect travels the web. What would make your banner more
appealing? It's not the artwork - but the words that motivate action. Create a
headline that not only stops prospects in their tracks, but one that also moves
them to follow through with action.
4) Discussion Board Headings. Visit any
discussion forum and what's the first thing you see? The headings of course. The
list of subject headings acts as an index where visitors can click and choose
whatever messages they want to open and read.
Subject headings
are most often colorful, active links that take visitors directly to the full
post. What headings enjoy the highest click-through rates? It's those that
appeal, intrigue, interest, or arouse a little curiosity in readers. In short,
the best headlines attract more prospects. Another key factor is the name of the
person who authored the post. Well-known names who tend to post information of
value, naturally draw more attention. But without name recognition, your best
bet is to write a headline that's difficult for visitors to ignore.
5) Discussion Board Links. Links that
follow informative posts are another opportunity for you to deliver a
power-packed headline. Most discussion boards allow you to post a link with each
message. Those that don't make this provision, often allow a signature file as
an alternate.
Links stand out visually, due to their
contrasting color and the fact that links show as underscored text. As a visual
siren, they're an ideal opportunity to deliver a message with punch - one that
drives traffic to your chosen page. Again, the most effective links are
interest-inspiring headlines.
6)
E-mail Subject Lines. Want to make sure your e-mail messages get read
by your targeted recipients? Here's how: turn your subject line into a
mini-headline. Subject lines are the first thing e-mail recipients see, in
addition to the return address. You don't have a lot of room here, just enough
for a small handful of words. So choose your words carefully. It's your first
and perhaps only chance to convince the recipient to open your message, instead
of trashing it.
7) Titles Of Articles, Reports And
E-zines. Give provocative, attention-grabbing titles to all your
writing. Add interest and intrigue to draw more readers. Give your work headings
that make readers want to know more. Pull them into the body of your articles
and reports. As a consequence, they'll also learn more about you and your
products and services. Use your titles to hint at the secrets you have to
reveal, or your new, evolutionary technique that will save money, time, or
energy. Offer new information or a major benefit that would be of great interest
to your prospects. The stronger your titles, the more powerful the
pull.
Robert Boduch is the author of Great Headlines
Instantly! How To Write Powerful, Attention-Grabbing Headlines That Pull In
More Prospects, More Customers And More Profits, NOW! which features
hundreds of helpful tips, techniques, strategies, and hands-on formulas for
writing successful headlines for any purpose, on demand. Click here to master the
skill of writing explosive, attention-grabbing headlines in mere
minutes!
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