Importance of Headline in Copywriting

Mar 06, 2019

If you are working in online Marketing or walk near the Industry, you've Likely heard the term “Copywriting”.

Copywriting is an art and science of writing, that sells your product or services and convinces prospective customer to take action. Copywriting is using written words to start and enhance or extend a relationship with customers that include salesmanship.

Lots of things came under copywriting. Each thing has Its elements. In this blog we are going to discuss one of them which is “Headline" in Copywriting.

A headline is extremely important element of writing. A Catchy headline brings a reader into view an article or advertisement. It envisions words and thoughts design to catch someone’s attention and get that person interested in reading what follows the headlines. The whole point of the headline is to capture attention.‌‌

How to Write an Eye-catchy headline…‌‌

According to rhetoric scholars Hairston and Keene, making a good title involve ensuring that the research title accomplishes four goals. First, a good title predicts the content of the research paper. Second, a good title should be interesting to the reader. Third, it should reflect the tone of the writing.

When you have written your Headline, you have spent eighty cents out of a dollar.  -David Ogilvy.

David went on to suggest that, with adverts, everyone sees the picture, 80% read the headline, but only 5% get round to reading the copy. So we should apportion the time we spend on the headline. We have some points to consider when we go for the Headline…

Know your Media- There's a key difference between printed copy and online copy. Online, we have to pay a lot of attention to squeezing keywords into our headlines for SEO purpose. That's why newspapers often have a different headline in their Printed version to their Online version. To know your Media you’ll always know your keywords.

Keep headlines short and appropriate- In Print, we have no worries about headline length, but when turned towards online we should stick with appropriate words we use. It's not for SEO it’s in human nature. The  Reader wants to approach what they are seeking online and how less consuming their time.

Don’t use the full stop- Headline work to generate the interest of a reader to check out the content ahead, but when a full stop appeared in the headline it seems like, nothing is important to read in this content ahead. There is a belief in the industry that a full stop at the end of the headline can make the reader stop.

Use numbers: The concept behind the numbers is very factual. Numbers add weight, and veracity to the context. They made specific promises.  

For example- top 20 movies to Watch this month. 13 ways to use Instagram in E-commerce. We never use digits for numbers that are less than 10. We normally spell them out.

Approach to a Person not Audience: Wherever possible, to write as though from one person to another person. E.g.- Learn painting within 20 days. It can- you can learn painting with us in 20 days.

Use testimonials as headline. Testimonial is not going to be an SEO title- It's too long. It works on screen if the message for human is more important than it is for SEO. A photo of the speaker makes the whole thing even more powerful. This technique is strangely under used- which makes it even more effective. ‌‌

Ask Questions: when reader scanning content they try to understand if your blog or service solves their problems, provide the information they required, or answer any question they might have.

Use Empathy: Reader wanting to solve their problem, they want to know that somebody else understand what they are facing as well. Empathy such a powerful technique to connect the reader. By Empathized with the customer problem, you’re creating a bond between you and customer, that increase their trust in you.

Focus on the benefits: people want to that how your product or service will benefit them. Focused should be on that how the product will make customer’s life better. E.g.- Get 50% off- Top Trending Deals.

These are some points which can improvise your headline in Copywriting. They'll help you to attract your audience towards your product or services. ‌‌‌‌

Arti Rathor

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