Marketing

How to sell with headlines alone: ​​10 mechanisms with examples

According to David Ogilvy, “the father of advertising,” the founder of advertising agencies and a successful copywriter, headlines have a distinct advantage over content, with 5 times more people reading them. Imagine it would cost you 80 cents out of $ 1 to write a headline for each text. You will definitely want to improve your skills in creating flashy titles! We offer a selection of 10 techniques recommended by the famous copywriter and internet marketer Daniil Shardakov in the book “Headlines for All Occasions.”

Interesting ideas for creating catchy headlines

Induce action

The first format that the author suggests in his book is a direct imperative. This is one of the most popular types of headlines. Its essence is to explain to a person what he needs to do to achieve his goal. You can reinforce and inspire action by setting a deadline and describing the unique benefits of the offer, including the magic word “discount.”

Example: “Order the construction of a house by May 5 and get a 30% discount.”

Imagine something exclusive

Invite the public to meet something (or someone) worthy of their attention. Use the desire to get “bread and circuses” for sales purposes – describe in the title why your offer is exclusive and competitive in the market, including at the very beginning of the phrase catchy words “present”, “present”.

Examples: “Introducing a training that will change your attitude to life”, “Imagine that you are fluent in Italian”.

Surprise with novelty

The news format is of great interest to the Internet audience. People want to keep abreast of the latest developments in the world or in the subject area. Make it clear to the reader that your products or services have recently appeared on the market and have no analogues in the niche yet, and he can be the first to be convinced of their quality and effectiveness. With the words “now,” “finally,” you will demonstrate that you have found a new solution to old problems.

Examples: “New! Smartphones have become even smarter “,” Now I know how to make a million in a month! “,” Finally, you can forget about skin problems. “

Also read our blog post on how to improve your post performance in 2021.

Offer to save

Pricing in headlines is a win-win for advertising goods and services. However, it is worth taking this step only if the price really represents a benefit for the client, for example, is significantly lower than the market price. Otherwise, it is better to indicate a discount or simply voice the essence of a promotion, a special offer.

Examples: “Silver handmade jewelry for only $ 50”, “30% discount on the second pizza!”.

Simplify your life

Share a way that can help the reader achieve the goal. People appreciate it when someone is trying to find simple solutions to their complex problems and speed up tasks. Tell us how your proposal will make the client’s life easier, more comfortable, and happier in a short time.

Examples: “Express weight loss for the lazy. In a week and without harm to health “,” How to open a business with minimal investment. “

Make a bias towards free

Who is not interested in the opportunity to get something for free, without making any effort and 100% risk-free? Offer potential clients the terms they can’t refuse, limiting the offer in time for the sake of completeness.

Examples: “Free legal advice. Only until June 15 “,” Royal Kuchen kettle free with the purchase of a Samsung microwave oven. “

Tell a story

Being a good storyteller is essential in creating catchy ads. This skill will help you attract those who do not mind reading something fun, based on real events at their leisure, especially if this information intersects with their interests and can be useful in solving problems.

Examples: “A story with a happy ending, or how I went on a hitchhiking trip”, “You will not believe, but these photos are real.”

Answer: “how” and “why”

You’ve probably seen a lot of headlines motivating you to learn how to achieve this or that result in XX steps. Daniil Shardakov explains that the question is not posed in such formulations as the need to provide an answer to the readers, and not to receive it. The “how” and “why” can be combined with an interesting first-person story.

Examples: “Why did I move from St. Petersburg to Moscow”, “How I mastered programming in a month”

Ask a question

Encourage the reader to search for the answer to the question that interests you (and his). To do this, formulate the title so that it not only attracts attention, but also makes you think about how to solve the problem in question and the benefits of your proposal. Here you can also use the words “which”, “which” to demonstrate several options for something, and “who else” – to show that the reader is not the only one faced with such a problem.

Examples from the book: “There is a business, but no clients?”, “Who else wants to start a business from scratch?”, “Which of these five cars would you prefer?”

Give advice

Create a 2-in-1 headline that demonstrates the value of your proposal and summarizes the referenced text. In a few seconds, a netizen will be able to decide whether to click on an ad. However, few people will give up useful advice or an interesting idea out of healthy curiosity.

Examples: “Useful tips for learning a foreign language”, “12 tips for those who decide to move abroad”, “25 ways to promote in social networks.”

This is only a small part of the methods proposed by Daniil Shardakov in the book, but they all certainly work. Using his examples, you can come up with hundreds of selling headlines and test their effectiveness on your own experience!

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Donnell Reed

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