We have a habit of putting things in tight little boxes.
As early as middle school students get put into categories, some are defined as writers, others as artists and some as skilled mathematicians.
And because we’re put into boxes at such an early age, it becomes difficult for us to climb out of the box we’re put in and do things that we thought we won’t be able to do.
This is why marketers who aren’t labeled as writers stare at a blank screen for hours on end unable to put even a single word down, even if they know the product front and back.
Well, not anymore.
After you’re through reading this post, you’ll not only be able to write headlines but, you’ll be able to craft such mesmerizing headlines for your website, sales page or landing page that visitors won’t be able to navigate away from the page even if they wanted to.
Before, we begin to discuss the near magic formula, however, it’s important that we analyze just how important headlines are.
David Oglivy had this to say about headlines.
“On the average, five times as many people read the headline as read the body copy. When you have written your headline, you have spent eighty cents out of your dollar.”
According to Copyblogger,
“8 out of 10 people will read headline copy, but only 2 out of 10 will read the rest. This is the secret to the power of your title, and why it so highly determines the effectiveness of the entire piece.”
The 8/10 rule is pretty famous as far as headlines are concerned because it hasn’t changed much since Oglivy’s time. You know what else hasn’t changed? The importance that headlines have on the amount of leads that you generate.
Your headline is the first thing that your visitors see; it is what sets the tone for the rest of your website, landing page, sales page or blog post. The purpose of your headline is to mesmerize your visitors enough that they want to proceed to the next line and then the next and then the next.
The better you craft your headline, the better the probability becomes that people will read the rest of the copy that you have written.
Now that you know how unequivocally important headlines are, it’s time to discuss how you can begin to write your headlines even if you’re not a ”writer”.
Just as an artist needs ample inspiration before they draw the first blob on an empty canvas, a writer needs his doze of wordy inspiration to begin writing the first letter of their headline.
So, the first thing you need to do is look at some delicious headlines.
Here’s where I usually go to get my headline fix.
At any time, my Evernote is full of headlines that I love, and I suggest you start keeping a file of all the headlines that persuaded you to click onto a page and read through it.
When you’re done with the inspiration part, it’s time to decide how to craft your headline based on the PAS formula.
The PAS formula by Dan Kennedy is a universal headline writing formula that helps you write effective headlines no matter what you’re promoting or what niche you belong to.
The formula goes something like this:
Problem: Present the problem your prospect feels
Agitate: Pick at that problem until it’s raw
Solution: Present your offer/product as the solution to that problem
And that’s it.
Here’s the formula in action.
Problem: The headline first identifies the problem that is the fact that children now have a shorter life span.
Agitate: The headline then agitates the problem by saying that this is the first generation ever to experience this shorter life span.
Solve: The headline attempts to solve that problem with the line, “Let’s Change That”.
We can then play the video and see everything in action ourselves.
The Emma landing page also uses a derivation of the formula in their headline by saying that “The ROI of Email Marketing is 4300%” indirectly implying that your email marketing is not performing well, and you need to change that.
No matter what your product is, you can write an effective headline by utilizing the PAS formula. Talk about the problem your target customer is facing and then present your product as the ideal solution to that product.
It’s as simple as that.
PS: Want to test just how effective your headlines are? Use Coschedule’s headline analyzer to do the deed for you.
Still have questions about crafting the perfect headline? Ask us in the comments below.