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.
Are your headlines getting the word out?
“Readers” don’t read. Even highly educated web visitors read fewer than 20% of the words on a page.
Want to learn how to reach people who spend only two minutes — or even just 10 seconds — with your message. If so, bring Ann in to present Catch Your Readers — a persuasive-writing course — to your team.
There, they’ll learn how to write headlines that put their key messages where their readers’ eyes are. They’ll discover how to deliver their ideas to people who don’t read the paragraphs. And they’ll find out how to draw even reluctant audience members into their message.
Sources: Bob Janet, “Ad headlines should command attention,” Tire Business, Oct. 11, 1999