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Do You Want To Sell More? Then Stop Trying To Be Everything To Everybody!
I know you've heard this a thousand times, but from the looks of
things few businesses are following the adviceˇ
Far too many businesses (online or offline) define their target
market as ˇ°anyone with a pulse and a wallet.ˇ± (Not always in that...
Five Secrets of Writing Great Sales Copy
Why are you reading this sentence? I’ll bet you a steak at Ruth Chris it’s because of the implied promise of the title. That promise – that you’ll soon be privy to five well guarded secrets of writing great sales copy – just grabbed the skeptic in...
Rules, Regs, and Recommendations for Search Engine Copywriting
by Karon Thackston © 2003 http://www.copywritingcourse.com Copywriting is a primary factor when it comes to achieving good search engine placement. However, many times all that is done is to include keywords in the tags of a page and to include a...
The Top 7 Rules of Power Copywriting!
Here are the top techniques and tricks that today's best copywriters use. Learn them well, remember them always and use them often! 1) Research, Research, Research. The biggest difference between good copywriters and great copywriters is...
The Writer's Dilemma: Should You Write For Free?
*Article Use Guidelines* Use in opt-in publications, or on Web sites, but please include the resource box. Please send me a copy, if possible. Many thanks. ** Summary: If you're a professional writer, it goes against the grain to write for...
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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 chance of them reading your copy is virtually none. But headlines (and sub-headlines) play a vital part in the copywriting process for other reasons, too.
Whether we, as copywriters, like it or not, the fact is most people will not read all the copy word for word. Headlines can help fill in the blanks in several ways so "skimmers" still get the gist of the information included in the copy.
Headlines Outline the Benefits
Using headlines and sub-heads that state benefits about your product/service can be a powerful strategy. Using wireless home networking for example, you might create headlines and sub-heads that read:
--Work From Anywhere In Your Home
--No More Jumbled Cables Strung Everywhere
--Have Multiple Computers Online At The Same Time
--Make All The Computer Users In Your Home Happy
Even if the customer didn't read the copy included in between these heads and sub-heads, they would still be made aware of all the benefits of having a wireless home network.
Headlines Give An Overview
Depending on the type of copy you're writing, headlines can help to urge your customers to read further. In fact, in long-form copy, headlines should create their own sub-set of copy. If you read just the headlines, they should make sense all by themselves. For example, copy about a new book on how to start your own business might use the following headlines.
New Book Takes You Step-by-Step Through Starting Your Own Business
An introduction would go here as well as copy designed to gain the attention of the
India's Coffee Consumption Doubles Over Last Decade
Starbucks recently announced it is expanding into India. Long a nation of tea lovers, India's youth are increasingly opting for coffee. The dramatic rise of coffee houses there, not only highlights a change in taste, but a cultural shift where young affluent Indians are more interested in global trends than ever before.
Investors Confident Greek Debt Crisis Will Be Fixed
Optimism and Greek debt are rarely heard in a sentence together but there's hope, at least for the moment. Leaders in Greece are working on a plan needed to receive another international bailout, and market players think a deal is close. The country faces bankruptcy next month unless it can secure the next round of emergency funding.
reader.
Starting A Business Is Easier Than Ever
Continue with the copy here.
The Little Known Secrets In This Book Will Show You How
More copy here.
See? As you read through the headlines and sub-headlines they make sense even without any copy. This serves to give an overview of the information to those customers who may not read every word of the copy you've written. If they read just the headlines and sub-heads, they'll still understand what you're offering.
Headlines Can Raise Curiosity
Make a statement that's so unusual it doesn't make sense. Create "cliff-hangers" with your headlines and only give so much information before stopping. When you use these and other interest builders, you can encourage customers to read further into your copy just to satisfy their curiosity. Using natural gardening products as our example, the headlines and sub-heads often look like this:
--My Roses Are Bursting With Blossoms Since I Stopped Watering Them
--My Prize-Winning Tulips Would Wither Up and Die If It Weren't for…
--Which Annual Blooms Twice As Big When You Give It A Beer/Shampoo Cocktail?
These statements make you think. They start the reader wondering so that he/she continues to read on to get the rest of the story.
When creating headlines in your copy, think about how they all work together. Instead of just plopping bolded words in between paragraphs, create a plan revolving around progressive headlines that can lead your readers to buy.
About the Author
Tired of endlessly searching the ‘Net in hopes of finding the latest copywriting techniques? Need an up-to-date directory filled with the best ways to learn copywriting? Visit http://www.learn-copywriting.com today for the widest collection of the most popular copywriting resources available.
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