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Magnetic headlines

Uncategorized Oct 27, 2018

How to know your copy will trigger the right emotions and attract the right people

I think everybody can agree headlines are important. They attract customers and trigger actions. In marketing in general, great copywriting is one of the most desired skills. Using the right words can make up success or failure for an otherwise similar campaign.

But how do you know which words your tribe will resonate with?

Once you have read this blog post or watched the video, you will have a much bigger toolbox for creating great headlines that make people stop scanning and dive into your content.

You will also get my personal empowerment tool to force yourself to create more interesting headlines!

Ray Edwards, author of ‘How to write copy that sells’ outlines 5 essential qualities.

A compelling headline:

  1. Grabs attention within 2 seconds.
    The ONE JOB of the headline is to get the reader to read the next sentence. To make the reader stop scanning.

  2. Screens and qualifies readers.
    It segments out the tribe you want to reach.

  3. Draws readers into the body copy.
    You are not selling your 
    product in the headline. You are selling the idea they should read the next part.

  4. Communicates the BIG IDEA.
    The one true benefit.

  5. Establishes credibility.
    Use any authority card you have if it makes sense in the context.

He also gives 5 headline templates (the first 4 examples are from my own business:

  1. How-to
    Fx. ‘How to publish a book in 90 days or less’
  2. Transactional
    Fx. ‘Try this writing technique today and be done with your book script in 3 weeks’
  3. Reason-why
    Fx. ‘Why nobody sees your book on Amazon and how to fix that’
  4. Probing question (evoke curiosity!)
    Fx. ‘Why are you
    writing your book when you can publish without going through that struggle?’
  5. If-Then
    Fx. ‘If you can follow a recipe, you can write better headlines’

Ray Edwards also says the ultimate secret to writing really good headlines is to first write a lot of really bad ones. I am 100% with him on that!

Neil Patel has a great and very successful marketing blog. He refers to studies showing that using specific numbers & data in your headline tend to generate 73% more social shares and engagement. (LINK).  Also, the brain seems to believe odd numbers more than even numbers. Odd numbers also seem to help people digest and recall information more easily. Using the odd number 7, click-through rates increased by 20%.

So you might want to add some numbers in there.

When you are looking for inspiration for your headlines, you could take a look at some of Jeff Goins suggestions for interesting adjectives. Goins is the founder of Tribe Writers, an online community for writers, and he suggests using some of these words to create your headline:

  1. Fun
  2. Painstaking
  3. Free
  4. Strange
  5. Incredible
  6. Effortless
  7. Absolute
  8. Essential
  9. And so much more…

Sumo is a great tool for generating ideas for headlines. There are 50 templates and lots of examples. Even a headline generator. 

But how can you know, the words you choose will attract the RIGHT people to your content?

Well, first you need to know which emotion, you want to trigger.

The Advanced Marketing Institute offers a tool to measure the impact of your headline ideas.

The thing is, there is are different vocabularies to trigger three kinds of emotions. Using this tool, your headline idea will be analyzed and scored based on the total number of EMV words it has (Emotional Marketing Value), in relation to the total number of words the headline contains. This formula will determine the EMV score of your headline.

But, in addition to the EMV score, you will also get an indication of which emotion the headline will evoke in your customer. You will learn if headline mostly evokes intellectual, empathetic or spiritual emotions.

Changing words in your initial headline idea can:

  • Increase the marketing value (return a higher percentage)
  • Change which emotion is evoked even with the same marketing value
  • Add an additional emotion so you trigger more than one with your headline

I suppose the tool is not an exact science, but it will serve you very well in terms of being more aware of what you are actually looking to achieve with your headline.

The 7 Step Mind Stretcher

- my personal empowerment tool for great copywriting

I would like you to be bolder when creating your headlines. Follow these steps to stretch your imagination and force yourself to use a more colorful and compelling language:

Step 1: Define your goal

Before even thinking about the actual copy, you should not exactly what you want to convey. What is your basic message?

[WHO] can [PROBLEM SOLVED] by [SOLUTION/PRODUCT] because [WHAT IT DOES]

Step 2: Define A 

Now image a scale from A to Z.

Create the most boring copy to convey your message. REALLY boring!

Step 3: Define Z

 Create the most over-the-top copy you can imagine. The REALLY bold one that would make you blush. The most eye-opening, stop-breathening or scary you can think of.

Step 4:  Your comfort zone

Select your position on that scale A-Z. How over the top can you go without coming across as something you are not at all? (yet).

Step 5: Write

Create the copy for that position (your comfort zone).

Step 6: Push

Create the copy for the letter a little more over-the-top than where you are comfortable.

Step 7: Go with the last one!

 

You can find Ray Edwards book here.

And a blog post from Neil Patel with a ton of ideas here.

Tool 1: Headline Idea Generator

Tool 2: Headline Marketing Value Calculator (emotions triggered)

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