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BINGE TOP EPISODES
Have you ever read a headline and thought…
How the hell does this relate to me?
If you like the person, you can forgive a bad headline here and there if they’ve had good content in the past…
But in the worst case scenario, it can seriously put you off of a service or product you were seriously considering.
That’s the power of an out of touch, or just plain boring headline.
Inversely, the effect of a relevant, personality-packed headline is twofold:
Headlines are the traffic guards directing us through key pieces of information to understanding.
You know, the “A-HA this is exactly what I need” moment at the finish line.
To get there, you’re going to need to tap into the ever-important (ever available) reservoir of… you guessed it…
Voice of Customer!
Writing your headlines will never be a one-and-done type of flex (trust me, I’ve tried to manifest it already).
So much of the journey to achieving good, effective copy in general is in your willingness to experiment and edit and maybe even throw the whole thing out until it hits the mark.
And when you do, let me tell you what, it not only initiates big tangible changes in your headline’s performance, but you feel so damn good when you know you nailed it.
Seriously, nothing is better in copywriting than that confident feeling of “Yes, this is what they need to hear.”
Like when you pick up a book and open to the very first, crisp page, maybe even give it a sniff (just me?) and let that first sentence decide its fate.
Will it go home with you, or be left behind?
If I don’t read something that resonates with me, piques my interest, or sounds remotely relatable, it’s going back on the shelf with the dusty budgeting books.
We want to hear our own voice in the copy, see that our interests and needs are understood.
So to start writing better headlines, round up those surveys and message mining materials you *should* have for the project or your own business…
And use them as the foundation to build your copy on top of.
Then, you’re gonna do a whole lot of
I recommend drafting up a tonnnn of contenders, stopping to see what sounds best and moving things around until you achieve the desired result, then looking at them as objectively as possible.
By objective I mean, through the lens and perspective of your reader.
Woven throughout all of my courses and coaching, I consistently reiterate the big time value and necessity of writing to and for your customer, not yourself.
Let me show you an example of the difference between a headline that highlights you more than your reader:
I help you achieve XYZ with my (insert product or course)!
It’s time to create your dream XYZ!
With my new (insert product or course), it’s more attainable than you think.
Instead of centering yourself in the headline, you are zooming in on their desire, their need, and positioning your product or service as the best possible option out there to help them achieve it.
Because at the end of the day, isn’t that what this is all about? Using your unique skills and experience to create radical changes and big results for your dream clients?
When that theme runs throughout all of your copy, especially your headlines, your reader is more likely to see themselves in the messaging and establish trust with you before they even know exactly what you’re offering.
When you’re at the drawing board, drafting and scrapping and drafting and UGH STILL SCRAPPING, don’t get discouraged!
Even the best copywriters spend the majority of their time researching and editing, then editing again until they strike gold.
Essentially the key to creating attention grabbing, tell-me-more! headlines isn’t in your ability to be clever or click-baity, but it’s how well you can identify where the reader is on their journey and showcase their ultimate desire in an entertaining OR curiosity-driving way.
It can even be as simple as, “20 Ways to Grow your Email List”, as long as you’re pulling on what the reader wants to know.
Craft a bunch, infuse them with VOC, highlight the reader’s perspective over your own, and then test them. Don’t be afraid to change a headline and see what works on a certain page and change things around repeatedly.
If you found these tips helpful and want in on more of my webpage copy secrets, join my email list and learn to sell and nurture through story.
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