Most readers read hundreds of headlines every day–but eight out of ten of them don’t read the body of the copy that follows.
This is alarming news if your livelihood depends on your ability to convince readers to read, click, engage or buy what it is you’re offering.
So why do so many people veer away after reading a headline?
There are probably only two reasons:
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The topic/subject matter doesn’t interest them
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The headline sucks
Let’s assume that seven of the above-mentioned readers simply aren’t interested in your topic. Fair enough. It’s probably fair to say that millions of readers don’t want to learn to speak Swahili, Greek, or Russian, or they don’t want to buy your product or service right now. You can elect to wave goodbye to these people in your rear view mirror (for now) putting your faith in the old adage, “When the student is ready, the teacher appears.” (That is, when they’re in the market for what you offer–if they ever are–they’ll find you providing your headline and the copy that follows it intrigues them. Until then, it’s sayonara, baby.)
Of the ten readers we started with, this leaves three to contend with, one who isn’t ready to buy right now but may be ready to engage and learn more IF you don’t drive them away by pushing too frequently for their conversion from browser to buyer, and two who are ready to buy and actively seeking someone they want to give their money to in exchange for–what? Your product? Your service?
Not so fast.
In most instances people can buy what you offer elsewhere. What buyers are looking for immediately when they’re shopping is to engage and enjoy something beyond a simple exchange of what they have (money) for what you have. The companies and people who realize this take pains to make sure that this “something more” happens whenever they put pen to paper or fingers to keyboard to reach out to their target audiences. Today’s buyers are savvy; they’ll engage with you time after time when you find ways to rivet them in place long enough the first few times (at least) for them to get to know, like and trust you.
Anatomy of 7 Killer Headlines
Six words or less (memorable, psychologically-relational, must-read words) (“Who’s Stalking Your School Age Children?”)
If Longer than Six Words, Add a Sub-head–and make both parts unforgettable. (What You Need to Do Right Now … to Make it to Our Winner’s Circle. Hint: it’s easy!)
Include a Number and a Promise (5 Ways to Find Hidden Money That May Belong to You TODAY!)
Write in the Form of a Statement, Not a Question that Can be Answered Yes or No (“The Troublesome Task of Getting Toddlers to Sit Still for Photos: How Professionals Do It”)
Put the Reader in the Place of a Celebrity or Entity (Play Soccer Like Pele)
Specific, Helpful, Immediate, Newsworthy, Entertaining (KISSmetrics’ SHINE formula ) “Laugh-a-Minute Comedy Club Debuts Tonight at Bob’s Place in Sumner.”
Who Else Wants…? (to be a millionaire; flatter abs; an end to the pain of fibromyalgia?)
It’s simple…but it’s not easy. If you have trouble drilling down to essential, riveting sound bites that turn browsers into buyers, hire a professional who knows how to do it for you. Then you can do what you do best while your copywriter does what he or she does best: attract and convince your Ideal Clients to stay and play…and eventually buy, refer, and share your awesomeness with all of their peeps.
