The headlines, headers and as it is commonly called in advertising: the heads, are the ones that can have the power to catch the eye of your potential client and thus win the daily battle for attention. That is what advertising, communication, marketing is all about: to capture attention.
All of the above and what follows, it is not possible to achieve if you do not know your client very well potential, their fears, tastes, preferences, etc.
The head must come forward and answer the question, unconsciously or consciously, of your potential client: what is here for me? If he doesn’t answer it, he won’t read your ad, your article, your blog, your email, to name a few.
It is recommended that the head of your ad, for example, clearly tell your potential customer what your product or service offers, what benefit they will receive if they purchase it.
If your client is looking for a solution to a problem, a satisfaction to a need or simply a specific pleasure, the head must communicate that your product will give them that result.
Customers always have obstacles or objections to buying because it represents an outlay or a special inconvenience. Your head must figure this out. Suppose the client’s objection is to make a large initial payment to go on vacation with his family, then perhaps the head should say something like: “Take your family on vacation and give your wallet months of rest.” And in the subhead you write, “Initial payment in six months without interest and after that, comfortable monthly installments.”
Write your head clearly and precisely. Your reader should understand very easily, in seconds, what you offer him, what he gains if he buys your product.
Your head can also contain a call to action. An invitation to do something specific: buy, book, sign up, call,… It should be clear to you what you get if you attend to that “call to action”
A good copywriter, copywriter, having the correct and sufficient information about your potential client, will be able to write a head that wins the battle for attention. He will know how to do it because he knows the technique to achieve it.
Thanks for reading this far, the head of this article achieved its goal.
Until next Wednesday.