Week 4 EOC - Chapter 7 The Magical Power of Headlines

"Advertising experts' estimate that between 75 percent and 90 percent of any advertising's effectiveness comes from the headline...With a good headline, you stand a fighting chance of having anything from minimal to overwhelming success.

But without a good headline, your chances of success are next to zero...

A headline is the first set of words that your prospect sees on any piece of copy you write. It's just like the headlines you see in a newspaper...While these headlines would work well to sell newspapers and get readers interested in reading the news stories that follow, only...a headline that has a characteristic that could make it work just as well for an ad as for a news story. It's this: The headline conveys a benefit...of a product..., and this not only creates interest in the product, it also creates a desire for that product, if, that is, you're the kind of person who likes that product.

In short, a headline not only needs to capture attention and keep you prospects reading, it also needs to set the tone for what the prospects are about to read and to create a mood in the prospect that will begin to make them receptive to taking the action you will eventually invite them to take in your sales copy.

That action might be to buy what you are selling, It could be just to request more information. Or, it might be to request an application form, which would lead to the next step of the sales process.

Whatever action it is you desire your prospect to take, your headline has an important job to do: Prepare the prospect emotionally for the invitation you are soon about to make. (Success Secrets of the Online Marketing Superstars, Mitch Meyerson, pg76-77)

Headlines are important because they are the initial attention-grabbers. Getting attention, of course, is the first step in completing the sale. This opener focuses readers' attention on the rest of your sales message, whatever form that message takes -- ad, brochure, catalog, package or statement insert, flyer, mailer, or web site. Headlines can also help you pinpoint the audience.

It's important to make the headline as strong and powerful as possible, because FIVE times as many people read the headline and never get to the rest of an add.

It's important to focus on what is in the mind of your customer, understanding what they need helps to write a headline that focuses on your understanding and identifying with that need.

You have know your product and be able to convey the value of that product to your customer and this has to be done by writing a headline that catches their eye because it relates to something they are wanting or dealing with. Then they will stop, scan or actually read the rest of your copy.

Using the five basic human needs/motivators;
1.) Physiological - basic needs including hunger, shelter, clothing,
2.) Safety - physical, emotional, and financial,
3.) Social - need for love, companionship and acceptance,
4.) Self Esteem - achievement, recognition, respect, and attention, and
5.) Self Actualization - Need to reach one's full potential.
Can help you to appeal to your reader's emotions, needs, wants and desires.