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Creating Good
Headlines:
By Rich Harshaw
- Get Inside John
Smith's Brain: The surefire best way to write a
great headline is to figure out what thoughts are going
on inside your prospects' brains; then extract those
thoughts and put them on paper. To do this, find out
what his biggest problems, frustrations, and annoyances
are (with regard to what you sell), then discover what
your prospect says about that. For instance, if you're
a plumber, one thing John Smith is thinking about in
terms of plumbers is "I hope I don't have to sit around
all day waiting for the stupid plumber to get here!"
Boom--there's a great headline. Extracted right from
his brain.
-
Read The
Tabloids: Looking for some good headlines that
interrupt and force people to read? Go to the
grocery store and stand in the checkout lane and
read the tabloids. Granted, the headlines are
unbelievable, but you can find some pretty
interesting ways to phrase things people are
actually thinking.
-
Be On The Lookout
At All Times And All Places: Get your scissors
and glue out; time to play cut and paste. Take the
Sunday newspaper and look through all of the ads
and news articles. See any headlines that really
catch your eye? Cut them out and paste them in a
notebook. Now you have your very own "headline
bank." Next time you need a good headline,
open your notebook and let these verbal nuggets
spur your thinking.
-
Ask John Smith
What He Thinks: Before you get too excited
about a headline you've written, slow down and put
an extra safeguard in your marketing process. Take
your top 5 (or 10 or 30) headlines and write them
on 3 x 5 note cards, one per card. Then show the
headlines to as many people as you can find who are
willing to take your little test and ask them which
one strikes them the most. Only show 5 at a time,
then put a "tick" mark on the back of the one that
is chosen. If you have more than one group of 5,
repeat the test with each group of 5, then ask
which of the "winners" they like best. Do this with
15 to 20 people and you'll almost always see
patterns emerge. This ought to tell you
something...
Next Tip
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