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copywriting :: Internet Marketing :: Copywriting
Progressive Headlines Guide Customers To Buy
The following article includes pertinent
information that may cause you to reconsider what you thought you
understood. The most important thing is to study with an open mind and
be willing to revise your understanding if necessary. If you base what
you do on inaccurate information, you might be unpleasantly surprised
by the consequences. Make sure you get the whole copy story from
informed sources.
Headlines
are, without a doubt, one of the most important elements in
copywriting. As has been said countless times before, if you don't get
your readers’ attention with the headline, the chance of them reading
your copy is virtually none. But headlines (and sub-headlines) play a
vital part in the copywriting process for other reasons, too.
Whether we, as copywriters, like it or not, the fact is most people
will not read all the copy word for word. Headlines can help fill in
the blanks in several ways so "skimmers" still get the gist of the
information included in the copy.
Headlines Outline the Benefits
Using headlines and sub-heads that state benefits about your
product/service can be a powerful strategy. Using wireless home
networking for example, you might create headlines and sub-heads that
read:
* Work From Anywhere In Your Home
* No More Jumbled Cables Strung Everywhere
* Have Multiple Computers Online At The Same Time
* Make All The Computer Users In Your Home Happy
Even if the customer didn't read the copy included in between these
heads and sub-heads, they would still be made aware of all the benefits
of having a wireless home network.
Headlines Give An Overview
Depending on the type of copy you're writing, headlines can help to
urge your customers to read further. In fact, in long-form copy,
headlines should create their own sub-set of copy. If you read just the
headlines, they should make sense all by themselves. For example, copy
about a new book on how to start your own business might use the
following headlines.
New Book Takes You Step-by-Step Through Starting Your Own Business
An introduction would go here as well as copy designed to gain the attention of the reader.
Starting A Business Is Easier Than Ever
Continue with the copy here.
The Little Known Secrets In This Book Will Show You How
More copy here.
See? As you read through the headlines and sub-headlines they make
sense even without any copy. This serves to give an overview of the
information to those customers who may not read every word of the copy
you've written. If they read just the headlines and sub-heads, they'll
still understand what you're offering.
Headlines Can Raise Curiosity
Make a statement that's so unusual it doesn't make sense. Create
"cliff-hangers" with your headlines and only give so much information
before stopping. When you use these and other interest builders, you
can encourage customers to read further into your copy just to satisfy
their curiosity. Using natural gardening products as our example, the
headlines and sub-heads often look like this:
* My Roses Are Bursting With Blossoms Since I Stopped Watering Them
* My Prize-Winning Tulips Would Wither Up and Die If It Weren't for…
* Which Annual Blooms Twice As Big When You Give It A Beer/Shampoo Cocktail?
These statements make you think. They start the reader wondering so
that he/she continues to read on to get the rest of the story.
When creating headlines in your copy, think about how they all work
together. Instead of just plopping bolded words in between paragraphs,
create a plan revolving around progressive headlines that can lead your
readers to buy.
by Karon Thackston © 2004
http://www.learn-copywriting.com
About The Author
Tired of endlessly searching the ‘Net in hopes of finding the
latest copywriting techniques? Need an up-to-date directory filled with
the best ways to learn copywriting? Visit http://www.learn-copywriting.com today for the widest collection of the most popular copywriting resources available.
IF PUBLISHING ON A WEBSITE, USE THIS RESOURCE BOX:
Tired of endlessly searching the ‘Net in hopes of finding the
latest copywriting techniques? Need an up-to-date directory filled with
the best ways to learn copywriting? Visit Learn Copywriting today for
the widest collection of the most popular copywriting resources
available.
kt@copywritingcourse.com
Now you can understand why there's a growing interest
in copy. When people start looking for more information about copy,
you'll be in a position to meet their needs.
We hope you found the information on this page useful and will return often to browse
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