| The headline is probably the most important thing | | | | * Pose a positive response question - questions |
| onthe most important page of your web site. | | | | inwhich the only sensible response is yes can be |
| Yet far too many web designers ignore its power | | | | verypowerful: which of these would make you read |
| andsimply put up a meaningless statement: "Welcome | | | | on - |
| to mysite." | | | | 'Would you spend $1 to save $100?', or, 'Would you |
| If your headline doesn't grab the attention in | | | | liketo invest in our plan?' |
| afraction of a second, the chances are that the | | | | * Active - use strong, active words. Passive, |
| visitorto your site will fail to read any further - and | | | | weakwriting has no place in copywriting. |
| clickaway. | | | | * Use copywriter's 'magic' words - some words have |
| Powerful headlines should include as many of | | | | somuch power that they regularly appear in headlines. |
| theseelements as possible: | | | | Fourteen common ones are: How to, New, Secret, |
| * Personal - use 'You' and 'Your'. | | | | Save, |
| * Direct - if you are making a claim, make it clearly. | | | | Get, Free, Bonus, You, Unique, Exclusive, Now, Why, |
| * Convincing - don't over claim: people aren't fools. | | | | Guaranteed, Risk-free. |
| * Intriguing - good headlines make you want to | | | | * Short, punchy words. Long words with lots |
| knowmore. | | | | ofsyllables are difficult to scan. Avoid them. |
| * Emotional - if you can touch a reader's | | | | * Empathize with the reader - show that you |
| positiveemotions, they won't be able turn away. | | | | understandand can solve their problem: "Do you |
| Emotionscapture the imagination. One of the most | | | | despair of everlosing weight? Discover the secret of |
| famousheadlines of all time had emotion by the | | | | how I beat my yo-yo cycle and lost 42 pounds |
| barrel-load: | | | | forever." Know who you arewriting for - understand |
| "My friends all laughed when I sat down at the piano. | | | | your target audience - andwrite directly to them. |
| But when I began to play..." | | | | Write lots of headlines and test for the best. |
| * Benefit driven - good headlines say what the | | | | Don't cop out on your headline. Polish it, cherish itand |
| productwill do for you, not how. | | | | it will be the key to the success of your web site. |