The First Ad Copy Weapon of Choice - The Headline - 3
Making a promise
The first major point to understand when writing a headline is that it will be it's nature be compelling, while at the same time a sifter.
What do I mean by that? You're looking for a specific type of person when writing a headline. What's the opposite of that? You're also trying to eliminate the tire kicker and curiosity seeker (unless it's the curiosity seeker that is your audience).
The key to always goes back to understanding the niche you represent and your specific audience within that niche. Never write a headline that attempts to appeal to everyone, like anything else, it won't work. Your headline has to be created with those two major factors in mind.
So, understanding that, the thing you're doing with a headline, beyond anything else, is to make a promise to those reading it.
Whatever it is you want them to do, you make the promise that continuing on interacting with your message will bring them to that end. It's a promise that will move them to continue on with what is included with the headline.
Simple enough isn't it? Think these three things in considering the headline you want to write. What is the niche you represent, who is your core audience, and what do they want you to promise them that you truly can deliver? Create your headline from there.
Other Headline Sources:
Writing Great Titles and Headlines
Writing Headlines That Beg to be Read
Effective and Attention-Getting Headlines and Titles
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