Writing an effective copy headline is a challenge. Most readers are initially reluctant to take up a call to action, like entering their information to subscribe to a newsletter or to purchase a product. You know you’ll have a call to action at the end of your copy, but you need to start convincing with the very first word of your headline.
Offer Something Right Away
People start reading something online either actively seeking information, or wanting to know what they will get if they continue reading. They want that to be clear right away. If you have something to offer to your readers, something they need or desire in exchange for what action you will ask them to take, make it clear with your headline immediately.
Make It Urgent
People will generally take action if they know it is a time limited offer. Create a sense of urgency with your headline by telling your readers that your offer will stand for a limited time. You can also make it a do-or-die offer — act now or it’s gone forever.
Use this type of headline very carefully as it comes with certain responsibilities. You must withdraw your offer at the stated time. If you extend the deadline, you had better have a good explanation ready to keep your credibility.
Keep It Simple and Powerful
Online copy must be simple and readable, and since headlines are a part of the copy, it stands to reason that they should be simple as well. Don’t use long and difficult words that people may not understand. Aim for powerful words instead. Power words inspire action and call strong images immediately to mind.
“How To Live Longer” as a copy headline can be improved, for example, if you replace the passive-sounding words with forceful ones. Don’t you think “Seven Steps to a Long and Joyful Life” has greater impact compared to the previous headline?
Keep It Short
Headlines for online copy should be brief, as should the following copy. Most online readers scan what they read and consequently, will understand a five-word-headline more quickly than a ten-word one.
For a good copy headline, try to omit prepositions, linking verbs, and other words that won’t make a difference to your readers. However, adjectives and adverbs can focus your intentions. For example, “7 Tips for Easier Gardening” is better than “Tips for Gardening”, because it leads into the article’s theme of making gardening easier.
Don’t Try Too Hard
Naturally, funny or witty headlines, or ones that evoke a strong emotion are better, but trying too hard could backfire on you. If there’s no way to make a headline funny or clever then just keep it simple and clear. You’ve succeeded if you are able to get your message across.
Use Numbers
Numbers are easier to recall and give a certain authority. Instead of headlining with a simple “Tips for Gardening”, you can greatly improve it just by adding a digit. “7 Quick Tips for Writing Good Copy Headlines” encouraged you to read on, didn’t it? It’s because they know they have a certain number of possibly valuable ideas to look forward to in the following article.
Review and Revise
Even if you feel you have created a perfect headline, come back to it later when you will be able to view it more objectively. Even go for a second opinion. Good luck on writing those headlines!
