In this video, learn how to create headlines that grab the user’s attention and motivate them to convert. Mike explains the purpose of a headline and the four traits of good headlines, including grabbing attention, meeting expectations, addressing a pain point and making sense.
- [Voiceover] Headlines tend to stick out like sore thumbs…in ad copy, and for good reason.…They are the first thing your reader will read.…It's your first shot at a great first impression.…The father of advertising, David Ogilvy once stated,…"On the average, five times as many people…"read the headline as read the body copy.…"When you have written your headline,…"you have spent eighty cents out of your dollar."…So what makes an awesome headline?…There's really no magic sauce, but consistently…better headlines feature these four traits.…
First, it grabs their attention, then lets it go.…Your headline should be interesting.…Use creative and imaginative ways of introducing the ad.…If you use cliche or car salesman type headlines,…very few readers will pay attention to anything below.…Use conversational terms.…Instead of, Get this limited time offer on all items…in stock, try, Yes, we have that awesome item…you're looking for at a great price.…Your headline should naturally segue into the copy…below, so the experience and change in tone…
- Describe how to keep content relevant.
- Recognize the importance of carefully choosing grammar and syntax.
- Cite ways to improve the chances of acquiring new customers in your ads.
- Differentiate between website ad copy and social media ad copy.
- Explain the value of customer personas.
- Name the ways in which content marketing differs from traditional advertising.