How A Few Little Headline Mistakes Rob You Of Sales (and why it’s not your fault)
A lot of people put together a landing page or an ad… slap on a headline… say a prayer to the tooth fairy… and hope for the best.
And in today’s quick article, we’re going to discuss why this is like storing your ad budget under your mattress… only to douse the building in jet fuel and lob a molotov cocktail through the bedroom window…
Instead you want to turn that budget into a sales machine… here’s how:
1. Make sure a 12-year old could easily understand it
Confusion is the enemy. Just yesterday a friend of mine posted up a beautiful looking ad. One problem. It was performing like a 500lb man in a 100m sprint…
Leading us to exhibit A) The confusing headline:
Hiring → competitive advantage
Unfortunately, his headline means nothing… And that’s not good. People are actively looking to disqualify ads... And at even the slightest bit of confusion?
Adios! Auf Wiedersehen! Goodbye!
…My friend actually had an excellent headline “buried” later on:
"How To Reliably Find Nurture And Hire Top Talent"
Oftentimes, a good headline is as simple as making it clear what you do.
2. Leave Your Company Name Out Of The Headline
We’ve basically been hypnotized to do this by “Big Marketing”... Those cronies hit us over the head with company names at every corner… but think about this… if someone’s seen your ad, or visited your website… chances are they already know your brand name! 🤯
Repeating it again? Just a waste of space!
Each word of your headline is prime real estate. Use to maximum effect:
Grab attention. Persuade. Show them why they should care!
3. Be Cautious Of The New Discovery That Made Headlines Everywhere Fail On An EPIC Level
The new discovery? CHAT GPT.
Look, I know it’s an amazing tool. Use it. Abuse it. Make sure you’re not falling behind as AI progresses… but consider this for a second:
Everyone is using the SAME tool. And it’s not like this thing is original… spitting out cliche after cliche:
“Elevate your X”
“Discover your Y”
“Transform youR Z”
…give me a break!
So let’s not do that. If you’re struggling for headline ideas… look at your bookshelf or search out a few online. Jay Abraham’s 100 Greatest Headlines is widely available. Highly recommended if you’re ever at a loss. Use these sources as a template for your own ideas! Eaaaassssyyy.
4. Remember: you’ve got to make ‘em WANT to read!
No sick psychopath in his right mind is actively browsing through your marketing material just to READ THEM… OK… maybe I do… but your target market? They’re just going about their day. They don’t automatically want to read your stuff.
This is a mindset hack. Make sure to attack your headlines from this perspective. Give them good reason to read. Simple. Powerful.
Apply just this? You’ll never chuck a headline together and hope for the best EVER again.
5. Put Yourself In Your Readers Shoes (Context)
You’ve got to consider what’s going on in your readers' mind. How have they landed at your ad? Or your landing page?
It’s a lot like conversation… you don’t greet a stranger the same way you’d treat one of your homeboys.
You Might Be Thinking, “Gee Wizz… That was A LOT!”
Well brav… let me level with you. This is one deep rabbit hole. Three options…
Go away, apply this and see what happens. You’ll get better results.
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Sam Terrett
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