If you want your sales copy to perform well, you have to create magnetic headlines.
Your headline is your first – and perhaps the only – opportunity to make an impression on a prospective reader. It’s your chance to enter their world and build an emotional relationship with them.
Without a great headline, the rest of your words may as well have no relevance.
According to Copyblogger, 8 out of 10 people will read a headline. However, only two out of 10 proceed to read the rest of your content.
Remember, every element of a compelling sales copy has just one purpose: to get your prospect to read the next sentence. The aim is to, sentence by sentence, take the reader all the way to your call to action.
It’s fairly obvious that once your prospect leaves after reading the headline, you’ve lost.
Think of yourself as one of those carnival pitchmen. Their job is to convince people to hit the scale with the hammer, or to throw darts at the balloons in order to win a prize.
Their convincing pitch is what brings people in and encourages them to play the game. This is the type of energy you must channel in your headlines.
Confusing, dull, boring headlines tell prospects that the rest of your content is just as lifeless. Conversely, overly exciting hype-y headlines overwhelm and bring uncertainty.
You want people to assume that you are the best and that you can deliver on your promises. If you manage to do this often enough, you slowly build a loyal customer base.
Writing great headlines is not easy. You might find yourself writing 25 different versions before settling with one that really works for you. To save you the work, let’s look at 7 different ways to write a big promise headline without being too hype-y.
1. Avoid Clickbait
Clickbait comes in many different forms. At best, its purpose is to generate interest for readers. At worst, it causes harm by spreading false or misleading information.
Clickbait is everywhere: scroll through your Twitter, Instagram or Facebook and see how many headlines use the phrase “you will not believe what happens.”
In fact, many marketers think that headlines are becoming less like leads and more like advertisements. Here are three reasons why you should avoid clickbait:
You Will Attract the Wrong Customers
When growing a brand, you need loyalty. You need prospects to find your site, genuinely connect to it, and come back when they need your product again. Using clickbait will only bring in optimistic customers for a short period of time.
Your Conversion Rates Will Be Low
Clickbait generally doesn’t lead to deep, useful content; it’s likely that your prospects will not stay for too long. They might get a bad impression from your site, and will likely share this information with their peers.
You Will Disappoint Your Audience
Clickbait rarely lives up to its expectations. If a prospect opens your post expecting the answer to one of their problems and doesn’t receive it, the post will have poor engagement and your prospects will lose trust in your content.
Clickbait turns reading into a psychological game, forcing your audience to guess what the end result will be. If you want to ethically earn a loyal customer base, never resort to using clickbait.
2. Include a Statistic
People love to see numbers in headlines. This is especially true when the numbers seem difficult to believe.
Readers want to know if what they’re reading is valuable and worth their time. By dropping a relevant statistic in your headline, you’ll appeal to your target audience’s curiosity. This is a clever way to attract more clicks and improve your conversion rates.
Here are a few examples to get the ball rolling:
- Why 95% of startups fail in the first five years
- Boost your open rate by 15% with this email hack
- 45% less people are getting married. Why?
- Gain 20% more muscle in 20 days with this formula
- Can’t fall asleep? See what 70% of people are now using
These are a few samples of eye-catching headlines for you to use in your next piece of sales copy. When directed towards the right audience, they spark curiosity, create emotion, and drive action.
Make sure your marketing is so useful people would pay for it”. – Jay Baer
However, it’s essential that, having captured your audience’s attention, you take the time to support your claims.
For example, did you get your statistic from a reputable source? Did you conduct the study, or are you taking information from elsewhere?
Whatever it is, it’s critical you support any claims you make. Not only will this make your content more shareable, but it will also show your readers that you are a trustworthy source.
3. Create a Sense of Urgency
When possible, your headlines should convey a sense of urgency. They should compel your prospects to continue reading so they wouldn’t miss out on something important.
With so many different techniques to grab attention online, it’s easy to ignore something that we think is time-sensitive. However, a sense of urgency assures the reader clicks to get the information right away.
No one wants to miss out on helpful, exciting, or crucial information needed right now.
The problem is, urgency is very hard to properly execute; sometimes it comes off as being overly aggressive or too hype-y. For this reason, you should only use it sparingly.
Here is an example: Are you losing sales by giving your customers too many options?
Why do you think this headline conveys a sense of urgency?
When business owners read it the first time, they might think to themselves: “Maybe I am losing sales. I need to read this article to learn why”. They then continue to click through to read the entire post.
The urgency of losing sales compels them to read more. Furthermore, they also don’t want to miss out on an opportunity to advance their business.
There is no formula to writing an urgent headline. Instead, it takes creativity and a touch of finesse to properly execute. If you want to make the process a little bit simpler for yourself, we have prepared a special offer for you at the end of this article.
4. Ask an Open-Ended Question
If someone scanning your headline can easily answer the question you asked, it’s likely they won’t click on your article.
They won’t click any further because you are not giving them the impression that you can help them. Your content may be groundbreaking and very useful, but your headline does a poor job communicating that.
Imagine you run a landscaping business; here are two sample headlines to choose from.
#1: Are your weeds growing out of control?
#2: What are the secrets to keeping your weeds under control?
Here, it is clear that the second headline is more compelling.
To build a relationship with your audience, you have to publish content that is worth their time. If they can get away with not reading an article because they already know what it’s about, they will.
Your readers have the luxury of looking exactly for what they are after. This means they don’t have to waste their time on anything generic, mediocre or boring.
If your headline shows any of these characteristics, your readers will just skip over it and move onto the next one. Therefore, do everything in your power to intrigue your audience. One way of doing this is to ask an open-ended question.
5. State a Problem and Offer a Solution
It’s difficult to state a problem and a solution in one headline. However, when done well, this can offer an emotional one-two punch.
Start by asking yourself this question: Why are your readers viewing your content in the first place?
Are they looking to find the newest trends, to solve a problem or learn something new? These questions are difficult to answer if you don’t know a lot about your target audience.
Start by defining who your target audience is and why they would want to read your content in the first place. From there, position your headlines to fulfill their direct needs.
For example, if your target audience are Facebook marketers, here is a sample headline you could use:
Notifications are broken. Here’s how Facebook plans to fix them.
This introduces a problem they are facing, and then promises to show what the solution might be. This headline is so effective because it addresses a burning question many Facebook marketers have.
This does not sound too hype-y as it avoids making any bold statements. For example, the same headline could take this form:
Quadruple your Facebook click-through rates with this funnel.
If you’re going to over-promise in your headline, you better overdeliver in your content. Otherwise, you will be left with many unsatisfied readers.
So instead of shooting for an unrealistic headline, focus on creating a problem-solution one. This will make it much easier to deliver on your promises.
6. Share Your Experiences
Some of the most successful headlines have been written using real experiences.
Here are some sample templates:
- This is what I learned from ___
- What ___ taught me
- My experience with ___
- Why I would choose ___
- An honest review about ___
The problem is, many content creators think that they are not qualified to talk about their experiences on their blog posts. This couldn’t be any further from the truth. People love hearing about your experience with different products, services or life lessons.
For example, let’s say you were looking to find the perfect car polish. Would you trust what an advertisement has to say, or what an honest customer review has to say about the product?
Here it’s clear that a customer review would prove to be more trustworthy. Why? The answer is simple. Someone who is reviewing the product has nothing to lose by stating its weak points. In fact, this method creates even more content for them.
What other people have to say about you is infinitely more powerful than what you have to say about yourself”. – Dan Lok
It’s this exact reason why this type of headline performs so well. It creates an honest atmosphere where the reader knows they are getting a meaningful review.
7. Breach the Curiosity Gap
Sparking curiosity is one of the most valuable things you can do as a content creator.
According to Copyhackers, breaching this curiosity gap can increase click-through rates by 927%.
This gap is the space between what you know and what you need to know. Your prospect wants to fill the information gap, and your job as a copywriter is to delay filling the gap for as long as possible to keep your readers engaged.
Here are five headlines for you to use:
- Ask a question: Not only does your reader want an answer, they want to see how you interpret it.
- Groundbreaking news: This could be anything from the latest trends, all the way to breaking news in your industry.
- Tell a story: Stories emotionally connect your reader to your words. Once they are hooked, they will be committed to your work.
- Withhold key information: If a headline is missing the final piece to the puzzle, your reader will have no choice but to click on it to find out.
- Controversial statement: This is a statement that everyone may not agree with or that goes against the norms of your industry.
If one of these headlines stood out to you, consider using them in your next piece of work. The goal here is to spark your readers’ curiosity and encourage them to read more.
Craft Big Promise Headlines Using Instant Scripts
In this article, we covered 7 ways to write a big promise headline without being too hype-y. As you can see, this can be very difficult to do.
Imagine you are a freelance copywriter tasked to write an email for a big company. You sit down in front of your blank computer screen, feeling lost. You have so many different ideas that you can’t translate into words.
It’s been over an hour and you’re still at the headline. At this rate, this email may take an entire day.
This is why Dan Lok created Instant Scripts.
Instant Scripts is a software designed to spit out any form of sales copy at your demand. All you need to do is enter in some information, fill in a few blanks, and out comes the winning sales copy. It’s that easy.
Do you want to know the best part? It provides you with every type of sales copy you will ever need. Writing an email? No problem. Instant Scripts will provide you with a headline, email body copy, and a P.S note at the end.
All the stress and hassle to research, edit and modify your sales copy will be thrown out the window. Instead of trying to memorize every type of headline out there, or trying to figure out which headlines do and don’t work, consider Instant Scripts.
If you are ready to change the way you create winning headlines, click here to order Instant Scripts today.