Thursday, June 27, 2013
By: Angela Render
While his headlines don?t always draw me in, I do appreciate print marketing expert Denny Hatch?s opinions and observations. This time, it was a commentary on print-ad headlines that broke all the rules in a bad way and how expensive that can be. It got me to thinking about headlines in general, how important they are, and how often they?re overlooked or thrown in as an after-thought.
For those of you who have taken my blogging and social media classes, this should be a familiar phrase, ?Your title is the most important part of your post. If it?s poor, it may be the only thing anyone ever sees. Treat it like a headline.? Ring any bells?
From blog post titles to ads to emails to tweets and social media posts, those few opening characters have to pull a dis-proportionate amount of weight. A headline has to be:
- engaging,
- relevant, and
- concise.
It has to inspire a person to perform a desired action: click to find out more. If that click doesn?t happen, the headline failed.
Mobile email marketing even makes you do it twice. First with the subject line and then with the first 100 characters or so of your emailing. Many mobile email programs display this first line of text so make sure it?s something more engaging than, ?If you have trouble reading this?? or ?White-list us to make sure you receive all our important SPAM?er valuable content.?
Take some time to get to know your market?s interests, emotional triggers, and frame of mind so you can tailor your headlines accordingly. Practice. Yes, practice. You practiced sentence structure, grammar, and spelling. You practiced in your area of expertise enough to become an expert with a message worth listening to. So practice crafting stellar headlines so that people will click to see what you have to offer.
Source: http://www.thunderpaw.com/2013/is-your-headline-losing-business
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