|
March 2006 |
Published by Dianna Huff |
Volume 6, Number 3 |
Challenge: Add Muscle to Your Flabby Headlines
Copywriter extraordinaire John Forde talked about the power of headlines in his Copywriters Roundtable newsletter (February 21, 2006, issue #248). One of his readers wrote in complaining about the "hyped-up ads" featured in the previous issue of the newsletter. Funny thing is, he had run ads for those same businesses in other issues ... without them bothering anyone. The problem this time around? John changed the headlines and added "a bit of muscle to them," because, as he rightly points out, "Cute and clever ads rarely add up to sales." In other words, the claims presented in the newer ads sounded like hype. Now the reason I bring this up is that my one writing weakness is ... headlines. I've always struggled with them, mostly because I come from a research writing background versus a direct marketing background. So I'm constantly struggling to not write headlines that are far better suited to long-winded research papers than snappy marketing articles. Sometimes I hit it right on. Other times, I can use some help. Case in point: I recently finished an article for Planet Ocean's Search Engine News newsletter. I sent the article for review and received it back with one major revision: a new headline. The headline I submitted was, "Increase Inquiries and Sales: Build Out the 'Services' Area of Your Website." The headline I got back was, "Discover the Profits That Lie Hidden in Your Website: How to Turn Your Pages into Sales-Generating Workhorses." I have to admit that when I first read that headline, I was taken aback. It was ... well ... hyped up. But then I read it again -- with John Forde's voice echoing in my mind. My original headline was good but flabby. The new headline had muscle. And, it made me want to read more. Writing compelling headlines isn't something that happens overnight. It takes practice. And time -- lots of time. As my fellow copywriter and good buddy Tom Ahern says, "Instead of spending hours writing your articles and a few minutes writing your headlines, reverse that habit. Instead, spend hours writing your headlines and minutes writing your articles." (You can find lots of great advice like this in Tom's book, featured to the right.) In fact, Esoos Bobnar, an editor at Search Engine News, told me editor-in-chief Stephen Mahaney spends hours mulling over one headline because he knows it's the headline that gets people to open and read the article. (Not satisfied, the SE News staff did some additional tweaking to the article headline. In the published newsletter it reads, "How to Increase Traffic, Inquiries, and Sales by Expanding the Services Area of Your Website." I like this one best because it says what the article is about and how you'll benefit from reading it.) So, I'm issuing a challenge ... to myself and to you. Instead of me telling you how to write better headlines -- because quite frankly, those types of articles make my eyes glaze over -- I'm challenging you to pick up a copywriting book with a chapter on headlines and read it. Then, over the next month, practice writing better headlines every day using just two or three of the tips you learned. Here are a few books to get you started. (If you're like me, you probably have them sitting on your shelf.) The Elements of Copywriting by Gary Blake and Robert W. Bly Tested Advertising Methods by John Caples The Copy-Editing and Headline Handbook by Barbara G. Ellis, Ph.D If you take the challenge, write to me at info@dhcommunications.com and let me know how you did. If you already write headlines with muscle, pat yourself on the back. |
|
Reader Feedback on IKEA Blows a Hole in My InboxLast month's article on my experience with IKEA generated a flood of response. Seems I'm not the only one that has received bad service from this retail giant. Here is my favorite story from writer/editor Jena Ball (Jena, I feel your pain): "I had to laugh (in sympathy) when I read about your encounter with IKEA. I made the mistake of ordering a bed from them to be delivered. When it arrived it was the wrong one and was missing parts, which meant I had to pay for the assembly company to come twice (the darn thing had over 1,000 pieces) at $80 a pop. When the missing parts didn't arrive I was told I would have to drive to an IKEA in my area (40 minutes one way) to pick them up. When I got there the person who was supposed to leave me the parts had left. 'Come back tomorrow,' they said. "Meanwhile, the second part of my shipment, a mattress, had been scheduled for delivery three times. Each time IKEA would call to say that they wanted to schedule a delivery. Naturally I had to be home all day. Three times they failed to show up. I would call and ask what was going on and be assured it was on its way. After the third attempt and no show I started insisting on speaking to folks higher up the food chain. Come to find out that the mattress I ordered wasn't in stock and they had no idea when it would arrive. No wonder they hadn't been able to deliver it." |
|
Time Tracking Made Easy with TraxTime UtilityFellow copywriter Steve Slaunwhite alerted me to this nifty time-tracking tool. If you wonder where all your time goes every day, take a look at SpudCity's TraxTime utility. After a week of using it, I've decided I can't live without it. (I had been keeping track of time on paper timesheets -- some days I would get so busy, the sheet would be blank because I had forgotten to write things down.) With TraxTime, you simply type in your project names (or other responsibilities), then each time you start or stop work on one, you punch in or out. At the end of the day or week, print out your time reports to see where you spent your time. In addition to tracking project time, you'll also be able to track how much time your chatty co-worker spends talking to you. |
By Dianna Huff|
|
|
Get brownie points! |
 |
|
In this Issue |
|
|
Worry-free MarCom You'll get someone who 1) understands how to write copy that generates leads; 2) delivers copy that needs little revision; and 3) won't miss your deadline. Ever. Dianna Huff--She makes you look good. |
|
|
Contact Dianna today |
|
Featured Book:
By Tom Ahern Tom wrote this book for non-profit copywriters, but B2B writers can benefit too, because he has three great (and mercifully brief) chapters on how to write headlines with muscle.
|
|
|
Previous Issues Why I Believe in SEO and Great Copywriting New IBM Ad Catches This Marketer's Attention |
Copyright 2006, DH Communications, Inc. All Rights Reserved.