Are you stressing over writing killer headlines?
Do you write your copy and then agonize, tweak, and rewrite the headline, only to rewrite it again?
Do you often go so far as to publish your article or sales page even though you’re still not sure the headline is the best it can be?
Well, you’re not alone. People who know how important headlines are often do overly dwell on them, and for good reason.
But… it could be that you’re trying to make your headlines work way too hard.
What are headlines for?
- Grabbing attention?
- Filtering the target audience?
- Generating curiosity?
- Promising benefits?
You guessed it, all of the above!
What they are NOT for is selling. A headline alone cannot convince anyone to do anything other than one thing (and I’ll share that one thing below). Yes, a headline can have a deep impact on conversion rates by putting the reader in the proper frame of mind, but they do not lead to the sale, subscription, download or other action all alone.
Headlines Are Stop Signs Not Buy Signs
OK, there might be marketing geniuses out there who can accomplish attraction and conversion all in one sentence. For the rest of us a headline has just one real job to do.
And that job is?
To get people to keep reading.
Focus all your headline-writing efforts on getting the readers attention and holding it. The remainder of your copy should do the rest and get the reader to take the desired action, but only if they actually read!
Don’t overburden your headline, just let it get on with the job it was meant to do.