Juliet Fay Copy Writer

How to create powerful headlines that hook your readers

Sep 022010

You have to think up headlines all the time. Headlines for web pages, headlines for e-newsletter articles, headlines for the subject line of your e-newsletters, headlines for letters, headlines for leaflets and adverts.

You might create them at the start or the end. You may spend a long time or a little time constructing them. Yet it is the headline that pulls people in, hooks them and gets them reading your material. Without a powerful headline, readers may never realise the value of the information below.

In business writing, headlines fall into two distinct categories: headlines for sales material and headlines for articles. This article is going to focus on headlines for articles.

What is a headline?

It is a flag. Think of your daily newspaper. The headlines are big, bold and attention grabbing. The bigger the story, the bigger the headline. You can scan a page and know in a few seconds if there are stories you want to read. How do you know? The headline tells you. It does this in just a few words. It attracts you with a promise of something juicy; something interesting; something important; something funny. How does it do this?

How does a headline attract attention?

To attract attention a headline has to connect with the reader's concerns or interests and has to provoke curiosity – leave the reader wanting to know more.

Consider these two headlines:

Small rural school reflects on how to best spend the school lunch budget
Village School Kitchen Under Threat

Both headlines are basically about the same story but the first is dull and we easily drift off to something more interesting. The second one uses drama to suck us in.

Why is it important to create a powerful headline?

We are bombarded with literally thousands of words per day and to get attention you need to create headlines that attract your target readers. Headlines that make people pause, make them want to know more – these are vital if you want people to read the rest of your web page or article.

How do you create a powerful headline?

'How' and 'why' are two of the most powerful words you can put in a headline?

Why?

They create curiosity.

Consider these 3 pairs of headlines:

Organic beef has higher levels of Omega 3 fatty acids than conventional beef
Why organic beef is richer in Omega 3 fatty acids than conventional beef

Intruder alarms can prevent burglaries
Why fitting an intruder alarm reduces the chance of being burgled by up to 20%

PV panels can generate electricity even in Wales
How PV panels can save you money on your electricity bill even in West Wales

Can you see how adding the 'how' and 'why' creates more curiosity? It makes you want to know more. In the first example, a statement is made. It doesn't encourage much response.

You'll notice that some of the headlines had some specifics in them like 20%. Let's take that intruder alarm example and see how adding specifics builds curiosity.

Why fitting an intruder alarm reduces the chance of being burgled
Why fitting an intruder alarm reduces the chance of being burgled by up to 20%
Why fitting an infra red intruder alarm reduces the chance of being burgled by up to 20%
Why fitting an infra red intruder alarm reduces the chance of being burgled in Carmarthenshire by up to 20%

If you're afraid of being burgled or you have been burgled, this headline is going to grab you. If you live in Carmarthenshire and fear burglars, this headline is really going to make you sit up and take notice.

When do you construct the headline?

Some people write an outline and then the headline. Some use the headline construction to help them focus on specifics in their article – they write the outline second. The more specific the headline, the harder it is to waffle in the main article.

How can you get better at writing headlines?

First start collecting headlines from magazines, websites and e-newsletters. Notice which ones pull you in. Then examine what words they use to attract you.

Next you have to practice. If you write a blog, practice with your post titles. If you write e-newsletters, practice with your article headlines. Without practice this is all just theoretical.

Powerful headlines are the hook that gets your reader's attention and draws them into reading the rest of your copy.

First published in my e-newsletter. To get regular marketing and writing tips straight to your inbox sign up to my mailing list by clicking the email icon below.

Product Offers: Links you should visit

E-Newsletter Strategy Workshop – Carmarthen – September 21st 2010

Are you struggling with creating effective e-newsletters? This one day workshop will give you the tools to find out your objective when sending out e-newsletters. Are you looking to build credibility in your industry sector? Attract buyers to special offers, get business referrals or build a long term loyal customer base?. To find answers to these questions and pick up many more tips for creating effective e-newsletters – click here.

You could get up to 50% funding if you are a graduate. Find all the details from Go Wales (details on the E-Newsletter Strategy page).

How regularity is more important than quantity when sending e-newsletters

Email marketing tips No Responses »

Aug 182010

It's 6pm on a Monday evening, you switch on the TV and sit down to watch the news. Instead of the news you find the Antiques Roadshow. What's going on? Confused and slightly disturbed you go away. The next day, come 6pm you feel uncertain and unsettled. Will the news be back on? The news is always on at 6pm. You rely on getting your news at 6pm. Now it has changed and you don't know when you can get your news. What do you do? Your routine has been disturbed. Maybe you switch on the radio or go and get your news online. You have to get your news some other way. Some way you can rely on.

Make a schedule and stick to it

We are all creatures of habit and we like routine. Things we can rely on. If you plan to deliver e-newsletters, the first rule is decide on a schedule and stick to it. You don't have to send 3 a week. In fact I would advise against sending 3 a week unless you have a compelling reason to mail your readers that often.

How often is less important than how regular your e-newsletters are. If you say you will send an e-newsletter or e-zine out twice a year. That's perfect. Just make sure you tell your readers when the 2 e-newsletters will be published and then make sure you send them out, at those times.

If you are going to send your e-newsletter or e-zine out monthly then you need to get organised. Your readers will come to expect a regular dose of news and information from you. If it doesn't show up, your readers will be uncertain, unsettled and may look elsewhere for this kind of information. First you need to decide your schedule. How often will you send them out?

• annually
• twice a year
• quarterly
• monthly
• twice a month
• fortnightly
• weekly
• twice weekly

Once you have this decided you can look at how to make this happen.

How do you stick to a schedule?

Planning, planning and more planning. The best way to ensure you stick to your schedule is to get organised. Breaking down the project into its component parts is the first step to getting organised and planning your e-newsletter or e-zine.

Depending on the type of e-newsletter you're publishing, various tasks need to be completed before you can send out an e-newsletter:-

1. Brainstorm topics for articles (this should fit in with your overall e-newsletter strategy).
2. Decide on any special promotions.
3. Create relevant content and graphics for special offers to be posted on your website and/or set up new pages, buy buttons etc.
1. Carry out any background research or interviews.
2. Source and prepare any images, illustrations or cartoons.
3. Write content.
4. Edit and proof read all content.
5. Get content approved (if necessary).
6. Upload content, images and links.
7. Format e-newsletter.
8. Send out test e-newsletters.
9. Test links and fix any issues.
10. Publish and distribute.
11. Post e-newsletter to your website or microsite.

If you publicise that your e-newsletter will go out the second Wednesday of every month, then you can work backwards using your diary or online planner to distribute the tasks through the previous weeks or days. The more people involved the longer you need to get the work completed. Even with a small team, you might need to allow 2 weeks for all these tasks to be completed.

Just to be clear….

Creating a regular schedule for your e-newsletters or e-zines is an important commitment you make to your readers. Regularity is reassuring and helps establish you as a reliable presence. However sticking to this schedule and publishing your e-newsletters at regular intervals requires organisation and planning. Once you know this, it may dictate how often you decide to send out the e-newsletters. Better to send 6 e-newsletters a year, on time, every time than to start fortnightly then dwindle to monthly, then fizzle out.

Create a schedule you can stick to, then your e-newsletters will drop onto the email door mat, regular as clockwork.

Interested in finding out more about creating e-newsletters?

You should check out my E-Newsletter Strategy Workshop here.

How boring subject lines in emails kill opening rates

Email marketing tips, Marketing No Responses »

Jul 262010

You're walking down the high street and Saturday shoppers flow past and around you. Who catches your eye? Is it the family in the sensible rain coats? The boys in uniform baseball caps? The men in suits? The middle aged women in well-cut clothes? Not particularly.

The people who catch your eye are the ones that stand out……. to you.

The Dionne quintuplets--Marie, Emelie, Cecile, Annette and Yvonne celebrate their first birthday in style in Callander, Ontario, on May 28, 1935. --- Image by � Bettmann/CORBIS

Dionne quintuplets first birthday 1935

That might be the women showing lots of flesh.

The men with the shades and expensive shoes

The girl with the orange hair

The man in a gorilla suit

The quintuplets

These figures that stand out are the ones that arouse your curiosity. Either they are unusual or they tap into your current desires.

What is the subject line?

As the name suggests, it gives the reader a clue about what's inside. If what's inside appeals to them they are more likely to open it.

If you think of snail mail, envelopes give you clues about the contents.

Brown envelopes = boring stuff like bills
Pink envelopes = exciting stuff like love letters
Envelopes with windows = letters from the insurance companies
Envelopes big writing and exclamation marks across the corner = sales stuff
Heavy white envelopes = legal documents
Embossed envelopes = invitations
Gold embossed envelopes = invitations to really posh dos

If you've done your research and produced content that is useful, relevant or amusing to your reader, then your subject line needs to let your reader know.

Why does it matter what you put in the subject line?

Your email is competing for attention with anywhere between 10 and 200 emails in your reader's inbox. Failing to put something that catches your reader's attention in the subject line could make the difference between 'open' or 'delete'.

Even though your reader has asked to receive your e-newsletter, you need to give them a reason to 'open' this particular e-newsletter.

How do you avoid a boring subject line?

Using just the name of your newsletter e.g. News from Frankie's Ice Cream Parlour No. 24, doesn't give the reader a compelling reason to open your newsletter.

The 'From' field of your e-newsletter should already tell the reader this e-newsletter is from someone they know, so using the name of your business again in the subject line is missing an opportunity to pique your reader's interest and get them to open it.

So don't settle for the name of the publication.

Your subject line wants to arouse the curiosity of your reader, pique their interest, give them a reason to open that email.

If your e-newsletter contains several articles, then choose the most relevant for your readers and create a subject line that will encourage the reader to 'read more' by opening your email.

Be specific

The more specific your subject line is, the more it can pique your reader's interest. Rather than just 'cooking tips' get specific with '10 minute supper ideas'.

'Ways to save money on your heating bill' could become '5 ways to save money on your heating bill' or 'Save 15% off your heating bill'.

Don't go overboard

Of course some people take this to the other extreme and use screaming subject lines purely to get attention. 'Win a million pounds right now' is fine if you are e-mailing about a game where you can actually win a million pounds right now but if it's just a ruse to get them to read your e-newsletter about conservatories, then you are going to get into trouble.

If there is nothing in your e-newsletter that relates to the subject line you will annoy your reader and ultimately damage the relationship you are trying to build.

When can subject lines make a positive difference?

Every time you send an email you are communicating with someone. It might be a message to a customer, an associate, a member of staff, a friend or family member, an e-zine, an e-newsletter, an invoice or a link.

The subject line should give an indication of your content, pique curiosity or amuse. If you want people to take action when they read your email, give them a reason to open it. If they don't open it, you aren't going to get any action.

Why bother?

We are all bombarded by information every day. When you communicate, set yourself apart by showing consideration for your reader. A well thought out subject line will make your e-mail stand out in the crowd and your regular readers will begin to look forward to your well targeted, useful communications.

Don't put your e-mail communication at a disadvantage by using boring subject lines. Take the time to think up something engaging.

Interested in finding out more about creating e-newsletters?

You should check out my E-Newsletter Strategy Workshop here.

How much information should you give away in your e-newsletters?

Email marketing tips No Responses »

Jun 102010

Building an eco house is a secret dream of mine. I already have a lovely home but whenever I watch Grand Designs I get a longing to see a beautiful wood and glass structure rise up from nothing. I know nothing about building. So you can imagine how a conversation with a builder might go. I would wave my arms around a lot sketching my dream home in the air. The builder would scratch his head and sigh. Finally he would ask,

"Do you have anything on paper, any plans, drawings? Have you submitted anything to the Planning Department?" Suddenly I glimpse the gaping black hole of my ignorance on the subject of a self build. So where would I find the expertise I need to get me started on my dream project?

Let's say I found a website all about self building that gave me regular tips and hints in an e-newsletter, covering all the ins and outs about planning, design, building regulations, materials, costings and so on. Every time I pick up another tip, I see further into the black hole of my ignorance and realise how much more I still have to learn.

Does this make me try and do everything myself or does it in fact make me a much better potential client for the architect/builder or project manager who runs the site? By educating me, the potential customer, the self build business with the knowledge has just created the perfect client.

One who has learnt enough to recognise how much they don't know.
One who has identified that these guys are the experts.
One who eagerly laps up the information sent out.
One who will be only too willing to engage the services of a company that clearly knows what it is talking about.

So can you give away too much information in your e-newsletters?

It is unlikey that reading the newsletters will make me want to project manage someone else's building project (the service offered by this fictitious business). However it will convince me that these guys know what they are talking about. It will establish a relationship between me and that business. They will become my first port of call for advice and services to do with my self-build project.

If that business ran a course on self-building for beginners, who do you think would get themselves booked on it right away?

If building credibility is a core part of your e-newsletter strategy, then giving away tips, views, nuggets and insights on your area of expertise is a sure way to establish yourself as an expert.

Why testing links in e-newsletters pays

Email marketing tips No Responses »

May 182010

You know how it is, you're rushing to get your newsletter out and you tested all the external links when you sent the test email. A few days later you're checking your stats and strangely your newsletter didn't generate the peak you would expect.

Now on the detective trail you decide to investigate. While the link you carefully checked did get clicked on, the link to your website in the footer of your email wasn't clicked on by a single subscriber.

Alarm bells should now start to ring. So you go into your inbox, dig out the offending newsletter and hit the link to your website. Sure enough it returns an error.

How can that be? Maybe you hand typed your web address and made a mistake. Maybe you hit cancel instead of save. Maybe a passing blacksmith broke your link with a heavy hammer.

However it happened the result is clear. Your carefully crafted newsletter just went out and didn't do it's job because of a tiny oversight.

Frustrating though it is and time consuming though it seems, you need to make sure you check ALL the links.

As you might guess, I write from experience. The only way you can KNOW that your links are working is to send the test email and then click through on every single link.

In the above case, pasting the link from the website soon fixed the broken link. Too late for that newsletter but luckily there's always next time.

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