4 steps for telegraphing the biggest benefit
To write a good benefits headline, list:
- Your readers’ biggest needs in the topic you’re writing about. “Write about your greatest benefit for your reader’s greatest need,” counsels marketing guru Dan Kennedy.
- All the problems your product will solve for your readers. You may need to ask more questions of your SME to find these.
- What might happen to readers if they fail to solve those problems. Don’t be afraid of fear appeals: Avoidance benefits work.
- The most emotional reasons they should buy what you’re selling. Hit the heart, not just the head.
These elements should form the basis of a great benefits headline.
If all else fails, try adapting proven headlines.
Sources: Bob Janet, “Ad headlines should command attention,” Tire Business, Oct. 11, 1999