Today’s topic is headlines. And there’s really one important thing I wanted to tell you about them:
Headlines must attract attention. Period.
Sadly, large font size won’t quite cut it: A bland 72pt headline is useless.
To grab attention, your headlines need a hook. So, I want to show you 1 very effective headline hook.
We’re looking at the sales page of Kindle Samurai, an Amazon keyword research tool.
This headline grabs the ideal customer’s attention because it makes a very specific promise, that’s valuable to the customer and is also believable. That’s a triple guarantee eyeballs will be glued to your headline.
What can we learn from Kindle Samurai?
- Make a specific promise. Paint mental pictures. Use words that make people imagine a real-life object or action. e.g. “Thousands Of Kindle Books”, not just “books”. Also “Organic Amazon Traffic”, not “traffic”.
A poor version of this headline would be “Increase your book sales”. It wouldn’t say what book sales, where and how the increase is going to happen.
- Show unique value. Kindle Samurai’s headline makes a promise—it tells you what unique amazing thing you’ll be able to do: sell thousands of kindle books on autopilot. This immediately triggers the right, emotional brain which goes “Wow! Yes, I want to be able to do that!” However, we also need to persuade the left brain which brings us to the next point:
- Make it believable. Just a little bit after the right brain, the left, logical brain fires up and… Boy, does it have objections! To overcome left-brain objections, explain how the promise will be fulfilled, e.g. “with organic Amazon traffic”.
Back to you
When you’re writing a headline, ask 3 things: Does your headline paint a mental picture? Is it promising something unique? Is it believable?
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