A headline is a crucial part of any ad, any website, any letter, and even any conversation. It serves as a way of getting attention. The first couple sentences out of your mouth in a phone call are a headline, whatever you're wearing to a job interview is also a headline. If you walk in with a dirty white shirt - you're already done, it's over.
The headline needs to give a customer a reason to pay attention and answer the question:
"Why should I pay attention to this?"
And the problem is - most headlines are horrendous.
Back when I was doing a seminar for real estate marketing, we were going over ads. A couple that was running a local real estate company came, and they showed me an ad that they were running for a while.
The headline of the ad was - "In for a dollar..."
I saw it and said: "I don't get it, what's going on?"
And they said: "Well, if you read the ad - you'll understand"
Well, that will never happen, because if potential clients read it & don't get it - they just move on.
You have a split second to make an impression.
Here's a great test for your headline:
If you took your headline, added a basic response mechanism like "Call Now" and just promoted that - would someone be triggered & call? Headlines like:
"In for a dollar..." or "Meet Miguel, our lead carpenter" - that doesn't move the needle at all.
Let me give you a couple of examples that I used in the past:
Your home sold within 94 days or we pay you 1500$
How to easily get more clients without increasing your ad budget
4 little-known tricks to get a higher mortgage - worked very well for my past mortgage clients. Let's say it's a conversation and someone is looking for a home, and I say:
"Well, not many people know this, but there are 4 things that allow you to get a higher mortgage. Want me to run you through them?" - People always said "Yes".
When evaluating weaknesses & opportunities in a company, a headline is a low-hanging fruit, an easy win. It doesn't have to be complicated or fancy, you don't have to be a genius writer to do this.
Just put yourself in the shoes of the prospect and think about what would they want to read.
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