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A Copywriter Never Mumbles – and Other Principles of Effective Ad Copy
H.L. Mencken, the author, jounalist and social critic observed that most people "write badly because they cannot think clearly." And the reason they cannot think clearly, he went on, is that "they lack the brains." Putting aside H.L.'s cricisim...
Business Writing: When Not To Be Professional
It’s time to write your next ad or brochure. Maybe some web content. You’ve done all your research, and you’re staring at a blank computer screen. You want to look good in print. You want to put your “best foot forward.” And, of course, you want to...
Copywriting Makeover: Making An Emotional Connection - Part 2 of 2
by Karon Thackston © 2004 http://www.copywritingcourse.com In part one of this article series we began looking at the Cruise Vacation Center site: a travel site whose copy was sorely lacking in emotional appeal and visual imagry. (You can see the...
Hotel Internet Marketing and the Secret of Copywriting
Are you a Hotel Marketer? Do you want to improve your Hotel Internet Marketing Sale? Here are the suggestion: revise your website copywriting!
I've seen many websites in our hotel & hospitality industry crowded with copywriting mistakes. These...
No More Estate Agent Fees
Follow a few simple guidelines, and marketing your own home can be easy. And it will save you thousands.
The recent property boom has a lot of people thinking of selling. Unfortunately, the costs of selling can really eat into your profit....
Progressive Headlines Guide Customers To Buy
by Karon Thackston © 2004 http://www.learn-copywriting.com Headlines are, without a doubt, one of the most important elements in copywriting. As has been said countless times before, if you don't get your readers’ attention with the headline, the...
Search Engine Optimisation Copywriting - the Top Ten Pitfalls and How to Avoid Them
In the last few years, search engine optimisation copywriting in the UK and around the world has changed beyond recognition, as has the way sites are optimised by their design, coding and links. However, the biggest changes have been with SEO...
The Importance of A Website Copywriter
A website copywriter has several jobs. They will need to provide the information, the words, and the persuasive text that is used within any site that is visited. For many individuals, this means that they will need to know the products,...
What Is Your Trail of Bread Crumbs?
A few years ago I was asked to teach a class on marketing
strategies for a group of unemployed job seekers. As I thought
of how I could best help this group of highly qualified, but
very depressed executive level people, I came up with...
What's So Different About Writing Web Copy?
To write persuasive web copy, it really is an advantage to know how to successfully write for off-line publications. Because Copywriting techniques that work off-line, also work equally well on-line! We have to make some changes of course to...
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Top 3 Reasons Why Your Headlines Fail
Many professional copywriters estimate that the headline
contributes to 80% or more of the success of any ad, article, or
sales letter.
One direct marketing expert goes so far as to credit the headline
with 100% of the success or failure of any ad or sales letter,
because if the headline fails to pull the reader into the main
body of the ad or sales copy, then there is no chance of success!
And they are both right! If your headline fails to perform its'
function of getting the reader to read further into your copy,
then the headline is fully responsible for the failure of the ad
or sales letter.
However, if the headline is successful, then other sales copy
factors come into play, such as the benefits presented, the
guarantee, the offer, the close, etc. Now they all share in the
effectiveness of the sales copy as well. But if the headline
fails, they then play no part.
Think about how you read a newspaper or magazine. Do you start
with the first article and then read every word from front to
back of the publication?
Of course not!
Instead, you quickly scan the headlines, looking for something
that interests you, either because of curiosity or because there
might be something in it for you. You skip over all the rest!
Well, guess what. That's the same way your readers view your ad,
article, sales letter, or sales page.
So, here are the three main reasons for headline failure.
1. You Fail To Grab Your Reader's Attention!
Your headline serves as the ad for your ad, article, or sales
letter. Its' mission is to grab the reader's attention, stop them
dead in their tracks and get them to want to read further down
into the article. If your headline fails in its' purpose, then
the whole ad, article, or sales letter will fail because they
will never get read!
2. You Fail To Tell The Reader What Is In It For Them To Continue
Reading!
Where possible, your
headline should present your strongest
benefit to the reader. If the reader can identify a want they
have with finding a solution to that want in your ad, article, or
sales letter, then they will continue reading. If they don't see
any benefit to reading on, they won't. Remember, it is all about
what is in it for them, the reader.
3. You Fail To Connect With The Reader!
If your headline is not addressed to the reader, they will not be
interested in what you have to say in the rest of your ad,
article, or sales letter. There must be a match between the
message and the target audience, of which the reader is a member.
So, in summary, if your headline doesn't stop your reader dead in
their tracks and get them to read further into your copy, then
all is for naught!
The time it takes a reader to scan most headlines and decide
whether or not to stop and read your copy or move on is less than
3 seconds!
As a result, many professional copywriters spend as much time
creating their headlines as they do for the rest of their copy.
Creating 100 or so headlines before picking the headline which
the writer feels is most likely to succeed is not uncommon.
Alternative headlines can often be used as subheadlines in long
copy. These subheadlines help pull the reader further along into
the copy and towards the ultimate goal of a sale.
Be sure to give your headlines the time and effort they deserve
and they will reward you with sizable sales.
About the Author
George Dodge has worked on the Internet since 1994 developing,
and serving as webmaster for, numerous government and commercial
websites. One of his commercial sites focusing on headline
copywriting is
www.Headline-Creator-Pro.com where you can get your copy of a
headline generating tool that enables you to create winning
headlines quickly with push button ease.
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