If you are reading this, there are two reasons why. One, you must be interested in business or another business-related field. Two, you were promised guaranteed success.
That was all in the first 15 words of this article - the headline.
In the next few paragraphs, you will begin to see exactly why a good headline is the most important element for success in business.
But It’s Just A Headline?
First, I want to clarify that a headline is not just something you find in newspapers and magazines.
It could be the opening sentence of a sales letter, the first phrase a customer hears from the clerk when they walk into a store, or the first statement made to someone passing through a trade stall at an industry event.
A headline is the first words in every interaction, in business and in life.
There’s a saying that 80% of your outcome is determined by your headline. I’m going to challenge this by saying you actually can’t measure it in percentages.
It’s black or white - a complete failure or a total success.
Put it this way, if you are trying to enter through a door that is locked, the door will not open unless you have the key. You can’t open the door 80%. If the key doesn't fit, the door won’t open.
One headline will lose the reader in a swift moment, while another headline will stop them in their tracks, en masse, persuading them to take action.
The Main Purpose Of The Headline
The modern world has become progressively chaotic. The endless distractions merge into a big blur.
Especially with the advent of mobile phones, social media, and short-form videos like TikTok and Instagram reels.
Attention spans have reduced to a fraction of a second.
Scroll.
Play.
Swipe.
Next.
You must enthral your audience with the headline to cut through all the noise and focus their attention on you.
Do this by aiming your headline at the right audience and appealing to their self-interest. People don’t care about you, they care about themselves.
So incorporate a message which points directly at them, and which promises a desirable outcome.
If you fail to do this, it doesn’t matter how magnificent the rest of your body copy is, because they won’t get past the headline.
“Sometimes Maybe Good, Sometimes Maybe Shit!”
If you know the reference, I promise it will make sense.
This statement is true for headlines, and it is also true when it comes to your promise of a reward.
By this I mean, sometimes you will promise a desirable outcome, and sometimes you will highlight an undesirable result that your audience can avoid. For example:
“A Little Mistake That Cost A Farmer $3,000 A Year.”
If we break it down, we can identify farmer’s as the intended audience. We also notice the promise that they will save $3,000 by avoiding a little mistake. Now you’ve got the farmer’s attention, because now they are thinking, “I need to find out if I am making this costly mistake.”
This can be a very powerful way to garner attention, because it requires less effort to stop doing something, than to start doing something new.
At its core, the headline is the ad for your ad, the factor which determines whether your audience continues to engage or not. If you zero in on precisely who you want to reach, with a promise for a reward, I guarantee you will breed success in your business.
There’s no reason why your first words can’t capture the attention of your audience each and every time. And if you want to know how we could help you make sure of this, click the button below to get in touch with us.
Comments