No matter the marketing avenue, you only have a few seconds to grab a reader’s attention and motivate them to continue reading. Whether it’s a brochure, direct mail postcard, advertisement, or social media post, most readers decide whether or not to keep reading based on the headline. The best way to do this is to give readers a clear idea of the specific problems your products or services can solve and/or the benefits you provide. Below are some of the Do’s and Don’ts of headline writing:

Don’t:

• Waste space with a company name that doesn’t describe what you do
• Use generic or vague words or phrases that could apply to any industry
• Focus on selling points that don’t distinguish your company from competitors
• Make your headline so long your prospects lose interest before finishing
• Use industry-specific terms that the average person would not understand

Do:

• Describe the problems that your product or service can solve for customers
• Emphasize a key service, product or selling point that is unique to your business
• Utilize trigger words – how, why, what, when – to grab the curiosity of the reader
• Use a question in your headline which draws customers in to find the answer
• Define or identify the specific customers you are seeking to target
• Use numbers to break up text and create visual interest

Ideally, your headline should define your target customer, identify the problem your target customer faces, and promote the benefit your company offers to eliminate that problem. Then follow your headline with persuasive copy that further clarifies the unique value of your specific products or services. Ultimately, if you take your time and give real thought to your headlines to ensure they appropriately represent your business, your message will generate the sales you want!