Producing Content That Sells – The Headline

November 21, 2014 by

First and foremost, content is designed to hold the attention of your visitor. Compelling content whether it is a blog post, a Youtube video, or a pdf white paper, is developed for the consumer. The headline is the most important part of that content.

The Headline

The headline not only captures the interest of your visitors, it also acts as a shorthand version of your content. People who visit websites do not read the page per se, the skim the content and focus on the parts that fit their search elements.

The headline should be tailored to your target audience. You would not write a headline promoting acne cream to seniors nor would you write one promoting denture cream to teenagers. Knowing your audience is an important part of writing a good headline.

The headline also serves to draw your audience into the body of your content. Not every product or service can be reduced to a headline. But a headline can serve to pique the interest of your audience.

The headline should have:

• Urgency. It should give the audience a reason to act.

• Unique. A headline that the audience has not come across before establishes curiosity.

• Useful. It should offer the reader some benefit for them to continue reading.

• Ultra specific. It should draw on the natural curiosity most readers have.

The most important part of the headline is the audience. You use the headline for getting the attention of your target audience. If you have done your homework, then you have Identified the reader’s motives for reading your content. You then offer your product or service as a solution to the reader’s problems. Your content should prove that your product or service is the right solution, and finally, provide a call for action. All these actions are triggered by a good headline.

 

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