The First Ad Copy Weapon of Choice - The Headline - 19
Another powerful headline that has worked for a long time is one that points out that what will be read about will help a person to make a solution to their problem quick and easy.
To any human being a problem results in pressure and frustration as certain levels in each person. The promise that you are about to offer them a way out that's easy to accomplish and in a short time will almost always result in the person reading what follows if it's connected to them in any way.
You could write the headline in these ways:
The quick and easy way that...
An easy way to...
The fastest path to...Here's a quick way to...
The thing connected to offering something that makes life easier and handles problems quickly is, again, that it must be believeable. Don't make ridiculous claims that the majority of people won't believe.
Here's some headlines using the above templates:
The Quick and Easy way That Millions use to Increase Their Reading Speed
An Easy Way to Learn to Swim
The Fastest Path to a College Degree
Here's a Quick Way to Find a Good Lawyer
Notice how in the first healine about increasing reading speed, that social proof is added to reinforce the statement by using the word millions. The key is to make sure that the statements you make are not false or inaccurate.
People don't want to think of something as being extemely hard or they give up in the first place. But these types of headlines work best when used with something that can be done over a relatively short period of time.
For example, if you were to say something like The Fastest Path to a Great Marriage, it may not be believed by those reading it as most people have learned that it takes a lot of time and work to have a marriage that works well.
A college degree, on the other hand, the potentially longest time the above fields would take, could be related to as a large number of people reach their goal in less than four years. So it is can be responded to without a lot of cynicism.
Look at what you're offering carefully, and see if it's something that people would want to be able to accomplish in a way that the words that promise less time or easy steps, is directly related.
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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