Copywriting Articles, Headlines:

"The 3 Biggest Headline Blunders And How To Easily Avoid Making These Costly Mistakes!"

By Robert Boduch

The next time you read a newspaper or browse through a magazine, carefully observe what it is that “grabs” your focus. Pay particular attention to the articles and advertisements that command more of your time by drawing you in.

You’ll probably notice that certain headlines pull you inside with a gravity-like force, while others send you scurrying in the opposite direction. Some headlines have an almost irresistible appeal – others have none at all.

If you want to create headlines that attract the attention and interest of more prospects and customers, be sure to avoid making the following mistakes.

Headline Mistake #1: Using a company name as a headline.

This one really pushes me over the edge, so it’s a great place to start.

Company names as headlines are far too common. You can see evidence of it everywhere. Take any daily or community newspaper and I guarantee you’ll find proof of this glaring error more than once.

Flip through any Yellow Pages directory -- from any city -- and the evidence is even more obvious. In fact, on almost every page of a typical Yellow Pages directory, you’ll find display ads that begin with a company name and logo. Big mistake!

Web sites aren’t immune to the problem either. Many companies, for reasons unknown, use their name and/or logo, at the top of their index page as though it were a powerful headline designed to woo prospects inside. In effect, what these businesses are doing is wasting their most valuable marketing space on a “me-centered” statement. Such a strategy can never be as effective -- or as profitable -- as even the most simple benefit-oriented headline!

The appeal of benefits is universal, as it suggests some kind of helpful advantage to a particular niche of prospects.

Headlines that speak directly to prospects about something they’re interested in -- a benefit they want to enjoy, or a problem they’d like to solve -- is the kind of headline that attracts huge numbers of interested prospects.

What does a name or company logo do for a prospect? Absolutely nothing! The only exception would be a name that delivers some semblance of a benefit like “Jiffy Lube” or “Half-Price Books”.

See, most business names look and sound great -- to those who originated them. We all like to hear our own names, or see them in print. But the price of a little ego-gratification is extremely costly to any business choosing this path in its’ marketing communications.

Your prospects want to know what you can do for them. Convey this key information right up front in your headline in the most alluring way possible. This kind of opening beats the name and logo approach 100% of the time!

Mistake #2: Using no headline at all.

This is another mistake – one that’s particularly common with web sites. But the problem is also prevalent in many other kinds of promotional materials too. It’s an easy one to fix and doing so can have a tremendous effect on your results.

Let’s look at how this mistake affects the performance of a web page.

To attract visitors to your site in the first place requires resources in the form of time, effort, or hard cash. Once someone enters your URL into their browser, or clicks on your live link, they’re on their way to your page instantly.

But what happens as soon as the page starts to load? What do visitors see first? Is it a large, slow-loading graphic or a generic “welcome to my site” message? Or, are visitors first met with a hard-hitting, provocative headline that arouses their interest and kick-starts their excitement so much so that they can’t wait to find out more?

If you want to immediately signal to visitors that your site is worth a closer look, use a powerful headline that entices them inside. Never assume that because a visitor took the time to navigate his way to your site, he’ll stick around awhile. As soon as the interest fades, he’s off to another destination with one simple click. Add a compelling headline to each page of your site and you’ll ultimately boost your sales and profits.

Mistake #3: Using A Weak Headline That Lacks Emotional Appeal.

As the initial point-of-contact, your headline is the most crucial component of your ad, sales letter, news, release, postcard or web page. It’s your first and perhaps, only opportunity to win an audience for your full-blown sales message.

Why waste such a glorious opportunity on a weak, uninspiring statement that doesn’t move anyone?

Instead, employ the strongest, most-arresting collection of words you can conceive. Pack it with power and emotion that will stir the soul. Strive to seize your reader’s minds momentarily, with visions of themselves enjoying a deeply-desired benefit.

Every day, millions of dollars are wasted on marketing tools that lead with “headlines” like: “Digital media storage systems”, “Your neighbors will talk”, or, “Classical music for everyone”.

Each of these examples are less than stellar headlines taken from actual brochures I’ve received in the mail. They all lack the attention-getting, interest-arousing, emotion-inducing quality of headlines that succeed. None of the examples offer any real benefit… nor are they appealing enough to have readers sitting on the edge of their seats in anxious anticipation of more.

A simple headline rule is to include at least one significant benefit to the specific audience you’re addressing. Naturally, the more appealing the benefit, the greater the impact. For a surefire hit, focus your headline on something that’s both highly desirable and unique in the marketplace.

Other options include using multiple benefits, or combining a benefit with an irresistible offer, or a no-risk guarantee.

Take a look at your current marketing tools. What message are you instantly conveying to prospects and visitors? If you’re not using a benefit-laden headline, start to do so immediately. Give each piece an interesting lead-in. Your captivating words will compel more prospective customers to stay with your message for a longer period of time.

Never settle for a mediocre headline. Pack as much explosive power as you can to both attract attention and interest in the remainder of your message. This kind of effort will definitely pay off in your bottom-line results. I guarantee it!

© Robert Boduch 2003