And that’s why we’re devoting an entire chapter to headlines.By following the points in this chapter, you’ll learn how to write attention-grabbing headlines that convert readers into buyers.
They could read the headline, not know they’re the ideal customer, and then move on.
Headlines should be specific enough to get the attention of the company’s target customers.
They’re used to being bombarded with commercial after commercial that says the same thing. If you buy today, you’ll get a free carrot peeler valued at $19.95.” Businesses use commercials like this because they work, at least on a subset of customers, but many people are turned off by commercial wording they’ve heard over and over again. You’re more likely to connect with customers who are looking for businesses that don’t speak like boring corporate robots.
We can all remember watching a commercial with lines like, “Buy now with three low payments of $24.95. As soon as they hear, “Three equal payments of $24.95,” they tune out waiting for something that seems more credible. It works first and foremost because it has personality.
They get the attention of e-retailers with “abandoned carts” while letting them know they’ll get “15% more sales.” It’s clear, it’s specific, and it’s effective.