Here’s more on my ongoing romance with putting the fire back into headlines.
There are many times when I land on someone’s website and see some of the following prospect-killing moves.
These are the types of headlines that will promptly catapult your would-be buyer away from your website and into the waiting arms of your competitor. So here we go:
Doomed Headline #1: Bland headlines
You know the type. “Our Wonderful Soap.” Or something along those lines.
It’s like you half-dressed your headline, and then sent it into the world with the expectation of snagging a fashion award.
Say it with me: Bored gets ignored.
Doomed Headline #2: Complex headlines
You’ve probably seen this type around the more technical industries. But they can pop up anywhere.
“Providing Positive-Pressure Ventilatory Support.” Yeah. What the… ?
Remember the old sales adage: A confused mind never buys.
Doomed Headline #3: Feature-focused headline
This one can be sneaky.
At first, it would seem to be a good idea to slip in a great feature.
“Look at Our Powerful Whatchamacallit!”
This is the equivalent of strutting into a party and shouting,
“AREN’T I ALL THAT AND A BAG OF CHIPS!?!!”
You’ll get the same reaction with such a headline.
People will inwardly groan and then go back to ignoring you.
Doomed Headline #4: Too clever for its own good headline
I admit I have a love/hate relationship with this one.
I love a clever turn of phrase. But it doesn’t really do the job.
Yes, a good headline is to grab attention, but then intrigue me.
Tantalize me.
Grab me by the hand and draw me close… (Images of Gomez with Morticia now dance in my mind. Cara mia…)
eSurance discovered this when they featured the headline, “Cover your home in a click.”
Except that last word (when seen from a distance), blurred into another word.
Just scoot that ‘c’ next to the ‘l’ and squint.
If you’re looking to woo your lovely prospect, you can try to write your own headlines or let a pro do it.
If your headlines are missing that “something special” and you know you need to put some fire into ‘em… let me know. I’ll create a few that will put some shine on your lines.
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