Why Your Headline is Not Just a Title


When writing a piece of copy, whether it is an email newsletter or a direct response letter, the headline may often be just an afterthought.  After all, the hard work, research, and structure of the offer- the “meat” of the piece- actually lies within the body of the copy itself.  Why, then, is the headline such a critical part of your copy?

Headlines are important because they invite your customer or subscriber into the article or document by creating a sense of curiosity or anticipation regarding your subject matter.  A boring headline does nothing to entice your reader!

Let’s compare your copy to a big event.  You have put lots of time and effort into planning a seminar for your customers.  You have spared no expense in arranging the best speaker on the subject.  You’ve made sure the room is well decorated and has appropriate, comfortable furnishings.  Your media presentation is of the highest quality and cutting-edge technology.  Your announcements and invitations have gone out well ahead of time, and nothing has been left to chance.

Suppose that when your customers arrive at the address they have been given, however, many of them take one look at the building, just shake their heads and turn around.  There is no welcome sign at the door.  In fact, the parking lot is a mess, and the outside of the building has no indication that anything special is about to happen inside.

On the other hand, what if these same customers are greeted with a big, colorful banner welcoming them to the event?  Perhaps a live person is even standing outside the door to greet them and usher them into the venue.  There is a well-kept parking area and lovely landscaping that is swept and manicured.  This scenario begins the encounter with a sense of pleasure and value, with the feeling that something of great importance is about to take place inside.

That is the power of a well-written, effective headline.  It is, figuratively speaking, the front door to all your marketing copy.  It is the key to emails that get opened and read instead of immediately deleted.  It is the secret to social media posts that get the attention of your followers instead of getting lost in the feed.  The headline can make or break a sales campaign.  Why is this?

First, a great headline filters out readers who will not be interested in your product or service.  An ultra-specific headline gives potential clients a clear idea of what to expect as they continue reading, and you will ensure that the ones who do so are the best qualified for your offer.  The headline has delivered a complete message and provided useful information to your readers.

Secondly, a great headline will seek to create a sense of urgency in the readers without going to the dark side of ultra-sensationalism.  If the headline screams, but the article or sales piece does not deliver, readers and customers quickly lose trust in those companies.  Urgency sells, and headlines are critical in the equation.

Finally, a headline needs to be the beginning of a relationship with your prospect.  It has made a unique and useful promise to a specific group of potential customers, and possibly even created a keen sense of urgency.  As this customer reads on in your newsletter or advertising copy, trust is built as they see that promise being fulfilled, or that need being addressed.

That is the advantage that a professionally trained copywriter can bring to your advertising copy.  Because the reality of it is, you have about 5 seconds to grab your reader’s attention and compel him to read further.  Otherwise, your valuable copy will end up in the virtual (or literal) trash bin.


To contact me about your next copywriting project, email christicrane@yahoo.com or call 336.736.6574 for a complete information packet and list of grant proposal writing services that I provide for charities and non-profit organizations.

Copy Will Make-or Break-Your Business

Placeholder ImageEvery business in the world today is focused on the “click that converts,” and rightfully so.

You want your business to come up near the top of the page when someone searches online.  You want the person who views your entry on a Google search result to click on that link to your website.  You want those Facebook and Instagram posts to generate traffic for your site.  You want that Google+ or LinkedIn profile to inspire connections with others who may need your services.

But how do you turn those searches, clicks, traffic, and connections into actual customers?  What is the secret to actually profiting from all the time and work that goes into creating an attractive  website or appealing social media profile?  How do you get those visitors to stick around your web page long enough to click the “Buy Now” button?

Great Copy!

I kinda gave it away in the title… great copy is most often the missing element in getting those clicks converted into customers!  No matter what vehicle you use to reach your audience, copy– great copy- is what will set your ad, tweet, blog post, or article apart from all the others.  If your copy is boring or doesn’t grab that visitor quickly, they’re not going to stick around to find out what a great product you have to offer.

Great Copy Does 4 Things for you

  1. Great copy reveals the nature of your business to prospects.  It assures him that he is in the right place, that your business can provide what he has been looking for!
  2. Great copy engages your prospect in a manner that emphasizes his need without creating resistance to a “hard sell!” No one wants to be sold, but they want to make a purchasing decision.
  3. Great copy recognizes your customer’s pain and identifies with it- then shows him how you can help relieve his pain!  That’s why he needs your business, and your product.
  4. Great copy leads your prospect to some kind of action!  There is always some sort of response request for him- make a purchase, click on a link, sign up for an email or newsletter, take a quiz, or share with friends.  Small commitments lead seamlessly to bigger ones.

Of course there are more things that great copy can do for your business- I have listed just a few web-specific ones here.  This is why a good copywriter is like money in the bank for you.  Someone who is trained in the art of persuasive copywriting, who is practiced in framing money-making sales letters and web pages that get results, can turn an average web site into a great one.  A web site that gets more traffic, more shares, and more sales!

Contact me for a website audit

Are you ready to turn up the profitability of your on-line business?