Newsmambo

Why do you write an advert, an article or even a letter?

A silly question you might think – as it’s obvious you want them to be read. You want people to get into what you have written.

So what is the gateway to your copy? It’s the Headline.

It's what leads people to read your first paragraph, and then the next, and so on. So why did I call it the gateway to your copy?

To visualise what the effect of a bad headline is, imagine this. I invite you to visit my house but when you come you find a thick thorny hedge which makes it hard to find the gate. The gate is fastened with twisted wire which is hard to loosen.

To continue with our headline analogy, would you even bother to go any further? But supposing you did get as far as the door and you discover door the bell doesn’t work and there isn’t a door knocker?

Would you still go on? I think not unless you were absolutely sure that you really wanted to meet me.

So now let’s look at what a good headline would do. Let’s go on with the comparison to the visit.

If I really want to make you welcome I’d clear away all the obstacles, put down a ‘Welcome’ mat and have the smell of freshly brewed coffee wafting through the open door.

Isn’t that what your headline should do? Your headline is your open gate, welcome mat and the smell of coffee.

How do we prepare a headline that fits the bill?

• 1) What to include. Make a list of all the benefits and advantages of the product you are promoting. Use as many words as you want in the first draft then cut it down until you are left with the essentials.

• 2) Appearance. Decide what you want your headline to look like. It should stand out, but don’t go over the top. Stick to using a different font, colour or size.

• 3) Be exciting. If your headline is boring it won’t be noticed but if it’s too way out and overdone it will be like the hedge and the twisted wire. Visitors won’t make the effort to go further. • 4) Be interesting. Your headline should be interesting. It should stop people in their tracks so they want to read it again so study your list and choose the points you really want to get across.

• 5) Be intriguing. Make your headline intriguing so the reader will want to see what it’s all about. But not so puzzling that they think it probably isn’t worth the effort.

• 6) Be catchy. As the most important part of your advert or article, (what encourages people to read on), the headline should be catchy. It should trip off the tongue easily

• 7) The promise. Your headline should define the message you want to send to your customers – showing the pain of the problem and promising the solution. (E.g. ‘Be mortgage-free in two years!’, ‘Dare you wear a bikini? Drop two dress sizes in a month!’)

• 8) The length. A headline can be long or short as long as it gets and holds the attention of your prospect.

• 9) Market research. To be sure your headline is the best it can be you should play around with the wording. Do a bit of market research. List all your selections and ask friends and family to number them in order of preference.

• 10) Ready. Set. Go! Proceed with confidence and keep your eye on the results. If they aren’t as good as you hoped try the alternatives. And when you come up with the winner stick with it. If it ain’t broke, don’t fix it.