subject: That Kickass Headline: Internet Marketing Tips [print this page] That Kickass Headline: Internet Marketing Tips
Great advertising pulls in the sales. I've said that before and it's damn worth repeating. But here's something new: Any and all of your ads depends on your headline. If your headline nails it, you can be sure of the follow-through: Customers take a second look, decide your product is for them and finally give you their money.
But if your headline is dead, your advertisement remains buried. No clicks, no follow throughs, no money.
Headlines are the first things your target audience sees when they look at your ad. Online, your advertisement competes with all the other elements on the page and with the short attention span that people have, your ad won't stand any clicking chance if your headline doesn't grab them by the balls. That's why kickass headlines are what you need to get the attention of your customers.
What makes that killer headline? Before I answer that, let me share some of the most famous ass- kicking headlines from history that drew in the dough:
"At 60 Miles an Hour, the Loudest Noise in the New Rolls Royce comes from the Electric Clock."- David Ogilvy for Rolls Royce
"They Laughed When I Sat Down at the Piano- but When I Started to Play" John Caples for the US School of Music (this was followed by another equally famous copy "They Laughed When the Waiter Spoke To Me in French But When They Heard My Reply" written for a school)
So what makes a headline tick? For starters, it has to appeal to your audience at the deepest level. Target his innermost desires, wants, fears. Headlines that matter focus on the person. It always conveys the message of you, you, you (them as customers, that is)! It puts them on center stage. When you focus your headline on the interest of your customer, they're bound to read the rest of your copy. And if you've kept that momentum all throughout your ad, by the time they've finished reading, they're bound to buy what you are offering.
Take your damn sweet time in developing your headline. Your ads depend on it. It's your money maker.
