Are you maximizing your marketing results by using headlines at every
Few would argue about the crucial role headlines play in the success of
offline ads and marketing materials. But headlines can also make or break your
marketing efforts online, several different ways.
To achieve online marketing success, you need to promote your most appealing
and unique competitive advantages. Take those advantages and turn them into a
persuasive message and convey this message to the right prospects.
Marketing is all about communication. And the more effective your
communication, the more success youll enjoy. But your primary task is to first
and foremost --attract an audience. Thats the job of the headline. Headlines
serve to both draw attention and inspire interest. Following are 6 ways you can
cash in on the powerful, magnetic-appeal of headlines in your online marketing
1) Web Sites. Every web site can be
made more effective by leading off with a benefit-packed headline. In fact,
every page of a site can be improved this way. If you want visitors to spend
some time exploring your page, tell them right up front the reasons they should
stay. Do this in the form of a headline. Tell your site visitors what each page
offers in an exciting way that appeals to their own self-interest.
2) Signature Files. In most exchanges
with prospects via e-mail, you can benefit by adding a signature file to your
outgoing messages. Signature files can also be used at the bottom of articles,
reports and discussion group postings. When they read like a compelling
headline, they have much more impact. They give the reader (your prospect) an
opportunity to take additional action to further strengthen the relationship
between the two of you (potential buyer & seller). The best signature files
are difficult for prospects to resist and usually feature a strong offer.
3) Banner Ads. What good
is a banner if it doesnt inspire visitors to point and click? Yet, most banner
ads are woefully inadequate as compelling messages that trigger action. Though
many banners provide a call to action, often they dont give a strong enough
reason for prospects to do so. Plant a seed of possibility. Deliver a huge
promise. Tell your prospects what you can do for them.
Think of your banner as a miniature billboard. It pops up on the
landscape as your prospect travels the web. What would make your banner more
appealing? Its not the artwork
but the words that motivate action. Create a
headline that not only stops prospects in their tracks, but one that also moves
them to follow through with action.
4) Discussion Board Headings. Visit any
discussion forum and whats the first thing you see? The headings of course. The
list of subject headings acts as an index where visitors can click and choose
whatever messages they want to open and read.
are most often colorful, active links that take visitors directly to the full
post. What headings enjoy the highest click-through rates? Its those that
appeal, intrigue, interest, or arouse a little curiosity in readers. In short,
the best headlines attract more prospects. Another key factor is the name of the
person who authored the post. Well-known names who tend to post information of
value, naturally draw more attention. But without name recognition, your best
bet is to write a headline thats difficult for visitors to ignore.
5) Discussion Board Links. Links that
follow informative posts are another opportunity for you to deliver a
power-packed headline. Most discussion boards allow you to post a link with each
message. Those that dont make this provision, often allow a signature file as
Links stand out visually, due to their
contrasting color and the fact that links show as underscored text. As a visual
siren, theyre an ideal opportunity to deliver a message with punchone that
drives traffic to your chosen page. Again, the most effective links are
E-mail Subject Lines. Want to make sure your e-mail messages get read
by your targeted recipients? Heres how: turn your subject line into a
mini-headline. Subject lines are the first thing e-mail recipients see, in
addition to the return address. You dont have a lot of room here, just enough
for a small handful of words. So choose your words carefully. Its your first
and perhaps only chance to convince the recipient to open your message, instead
of trashing it.
7) Titles Of Articles, Reports And
E-zines. Give provocative, attention-grabbing titles to all your
writing. Add interest and intrigue to draw more readers. Give your work headings
that make readers want to know more. Pull them into the body of your articles
and reports. As a consequence, theyll also learn more about you and your
products and services. Use your titles to hint at the secrets you have to
reveal, or your new, evolutionary technique that will save money, time, or
energy. Offer new information or a major benefit that would be of great interest
to your prospects. The stronger your titles, the more powerful the