I’ve been banging on about headlines a lot lately – so I might as well continue the trend here!

Most people think a headline is something found in a newspaper or magazine – but headlines should be on every written communication you create. That includes:

  • Your website
  • Your emails (the subject line)
  • Your flyers (on the front, if they open; at the top if they’re a single sheet)
  • Your presentations
  • Your newsletters
  • The job of the headline is to engage the reader – it should shout ‘read me’! It gets attention and creates interest. Here are 7 things to think about when you’re writing headlines.

    1. Where does your headline sit? Is it right where your reader is looking? It should be prominent and where the eye connects.

    2. Who does your headline target? Are they ‘we’ or ‘you’ focused? Banish the word ‘we’ from headlines!

    3. Do they tell your reader ‘you need to read this’? They need to target your readers’ emotional triggers.

    4. Do you know why people buy you? Find out and use that HUGE lever to get others to want what you’ve got too!

    5. Are your headlines F, A or B oriented? F=features; A=advantages; B=benefits. Know your Bs and use them well.

    6. Do your headlines address AIDA? A=attention; I=interest; D=desire; A=action. D is really important – make people want it.

    7. How long does it take you to write a headline? Sales writer, Ted Nicholas, says you should spend 80% of your time getting the headline right! Invest in it; if people don’t connect with the headline, they won’t read any more.

    Think about how you want people to feel and put that into your headlines and you’ll be on the way to writing powerful, compelling messages.
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