Heads up on benefits headlines
8 types of benefits headlines to choose from
Stuck for a benefits headline? Browse these eight approaches for inspiration:
1. Direct headline
The simplest approach, this headline just states the benefit clearly:
Save $100 on conference registration when you sign up by Feb. 13
2. Indirect headline
Use this approach to attract attention, arouse curiosity and prompt the reader to read on to learn more. The Life and Health Insurance Foundation for Education, for instance, used this indirect headline:
Lift Ideas Off the Page
Draw readers in and reach nonreaders with display copy
Once you’ve written your headline, David Ogilvy famously said, you’ve spent 80 cents of your advertising dollar.
That’s the value of display copy. Display copy — headlines, captions and callouts, for instance — gets the biggest ROI of all the copy we write.
That’s why I’m often amazed that the same folks who spend hours polishing the analogy in the seventh paragraph of their message toss off a headline in the 17 seconds before happy hour on a Friday afternoon. Most of your readers will never read the seventh paragraph. But many more will read your display copy.
So why not put your messages where your readers really are: in the display copy?
At Catch Your Readers — our two-day writing master class on March 22-23 in Las Vegas, and on June 19-20 in Boston — you’ll learn how to use your display copy to pull readers into your message, make your piece more inviting and even communicate to flippers and skimmers.
Specifically, you’ll learn how to:
- Reach “readers” who spend only two minutes — or even just 10 seconds — with your piece.
- Avoid a common PR practice that journalists say “gets in the way” of their doing their jobs, according to one survey.
- Avoid dropping the piece of display copy that 95% of people read — but that many communicators forget.
- Run a simple test on your message to ensure that even folks who will not read your message no matter how well you write it still get your key ideas.
- Make your copy 47% more usable by adding a few simple elements.
- Pass the Palm Test to make your message look easier to read. Because if it looks easier to read, more people will read it.
This is the only writing workshop we have planned in Las Vegas in 2017. Don’t miss out on your chance to master persuasive-writing in Vegas! Register now.
Learn to Master the Art of the Storyteller, Catch Your Readers, Get Clicked, Cut Through the Clutter and more
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