When it comes to writing a sales letter for your business, you must always remember the importance of the headline. It’s the most significant part of any piece of sales copy, as it’s the first thing the prospect sees when they land on your web page. As a result, it needs to intrigue, excite or shock, and pull the reader further into the letter. To help you out when writing your own headlines, here are a few useful pointers:
1. Get the length right – The headline itself should ideally be around 15-40 words long. Anything less and it won’t contain enough description to hook in the reader. Anything more and it will become overly long and tedious.
2. Be central, be bold – In terms of style and layout, it’s best to centre the headline on the page and use a large, bold font type. I normally go for black or red as I like the clean and tidy look. Plus, I find it stands out better on the page, although you can always go for equally strong colours like blue or green, depending on the background colour of your web page.
3. Make it easy to read – It’s always a good idea to stick to classic typefaces for your headlines, such as Arial, Georgia, Times or Tahoma, for example. The simple reason for this is that they are the easiest to read. The last thing you want to do is put your visitors off by using indecipherable fonts!
4. Tap into their emotions – The most successful headlines generate an immediate emotional response on the part of the reader. Buying decisions are frequently based on emotions, rather than actual needs, so if your headline can push your readers’ emotional hot buttons, you will make sales!
5. Push the main benefit – In order to give your product the best possible chance of selling, you MUST include the main benefit in the headline. I see so many headlines that fail to do this, where the writer instead attempts to work the clever, quirky or memorable angle. Whatever your product, there will always be one BIG benefit that will make it sell to its target market. Use it.
Follow these basic tips and you’ll stand a much better chance of constructing a powerful, eye-catching headline.