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.
How can you reach non-readers with words?
“Readers” don’t read. Even highly educated web visitors read fewer than 20% of the words on a page.
Learn how to reach people who spend only two minutes — or even just 10 seconds — with your message at Catch Your Readers, our persuasive-writing workshop, starting April 5.
There, you’ll learn how to put your key messages where your readers’ eyes are. You’ll discover how deliver your key ideas to people who don’t read the paragraphs. And you’ll find out how to draw even reluctant audience members into your message.
Save up to $100 with our group discounts.
Sources: Bob Janet, “Ad headlines should command attention,” Tire Business, Oct. 11, 1999