How a Benefit-Rich Headline Can
Build Your Web Business
by David Bell
A strong, enticing headline is the single most important element of
your Web marketing copy. It is the opening statement and first impression
you make.
Because Web pages load from the top down, place your headline right at
the top of the page so it can be read while the rest of the elements fall
into place. If you have a lot of graphics that need to load, your headline
should give your site visitors enough reason to wait.
Imagine your Web page is a blind date for every first-time visitor who
comes to your site. Your headline MUST make the right first impression
immediately, or new visitors will want nothing more than to click away
just as fast as they can. After all, they don't yet know how wonderful you
are!
Obviously your headline cannot be all things to all people (and you
wouldn't want to date everyone either...), but it can and should speak
directly to those people you most want to reach.
Your headline has a single task: to ARREST the attention of your target
market. If your target market is 'doctors', then use the word 'doctors' in
your headline. There's a funny saying:
"Enough about you... let's hear about me."
That's your site visitor talking. These words tell you everything about
how to craft your headline, and the more specific and targeted you make
it, the better.
Your headline should serve as an ad for the rest of your Web copy,
clearly delivering a 'distilled' version of what they are about to
discover in the body of your text.
Did you know that only one out of five people get beyond the headline
to read the rest of the Web page? It's true! So spend the time to make
your headline work.
Here's how to find the right headline:
Tell your target audience the most important benefit you are offering
them.
That's it.
State a powerful benefit in your headline that clearly enhances THEIR
LIVES, using power words such as: 'Discover'; 'Announcing';
'Breakthrough'; 'Facts'; 'New'; 'Now'; 'Yes'; 'Sale' - all words that are
active, grab the attention of prospects, and promise them something. (The
two words of most value to your customers are 'You', and 'Free'.) Finally,
keep in mind that your customer is never buying a product or service. They
are actually buying a key benefit that makes their lives better. Studies
show the right headline can increase response to an offer exponentially,
which is a good reason to test different headlines until you find your
'killer'. Once you've got it, it's the key to your success.
I hope this helps in your future marketing decisions.
David Bell
http://www.wspromotion.com/
Advertising research and development center
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