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5 Secrets To Compelling Headlines: The Fish Of 10,000 Casts
If you are an avid reader of Blue Chip Tips, you�ll know that I spend a good deal of time on the water, and a portion of that time on the water is spent fishing. Living in The Land of 10,000 Lakes makes this not too difficult to do, but I also enjoy fishing everywhere our travels take us (hence our recent fishing and photographic expedition to Alaska).
Over the course of my lifetime, I am pretty sure I�ve reeled in just about every type of freshwater fish available in our northern lakes � except one. The Musky.
Walleye and bass and northern pike � all day long. Sunfish and crappie and bluegill � no problem. But muskies? Not one.
I�ve had what is referred to in fishing parlance as �a follow� � where you look down at your lure as you reel it toward the boat just in time to catch a splash and hear the water ripple as a giant musky is tempted by your lure � only to turn and swim away at the last minute. But I�ve never reeled one in.
Muskies are a sport fish � they can grow to be huge � the world record muskie, caught in Hayward, Wisconsin, was 63-1/2� long and weighed 69 lbs. � and just in case you aren�t into fishing - that�s a big freshwater fish. But you wouldn�t want to eat one.
Muskies don�t just bite at anything you throw at them � they take work. While you can go out and catch walleye with little effort, the musky is the fish of 10,000 casts. If you haven�t put in your time on the water, you won�t catch one. Muskies take sweat equity.
Advertising headlines are a lot like the elusive musky. While writing body copy comes fairly easily, the most important element of your ad or direct mail piece � the headline � takes hard work. You�ve got to put your time in �on the water� to nail one � and even the experts consistently write over 100 unique headlines for each promotion before they settle on the most compelling choice.
Fortunately � just like fishing pros use all sorts of �special tricks� to improve their musky-catching odds � copywriters use secrets of their own to consistently craft powerful, arresting headlines.
That said, here are 5 secrets you can use immediately to improve your headlines and improve your odds of reeling in your prospect:
1. Keep it Simple! The best headlines are difficult to write because you must eliminate every unnecessary word and focus on one compelling idea � one and only one. Too many ideas will confuse your reader and you�ll lose your prospect.
2. Focus on Now - Your headline needs to create a sense of urgency to break through the clutter and get your prospect to focus on what you have to say. Something isn�t going to happen �it IS happening.
3. Benefits � By reading your ad or direct mail piece, your prospect should learn something they didn�t know before. By providing an inherent benefit in your headline, you build trust with your prospect which encourages them to read further.
4. Useful � Make sure the information conveyed in your headline is useful to your prospect � implying or referring to information that they need or want to know.
5. Specific � Tell your reader what you are talking about �what will your product or service specifically do for your prospect that your competitor�s product or service will not? Tell your prospect and watch your sales grow!
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Travel Part B