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SPOTLIGHT OF THE DAY
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BUSINESS TIP
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Using Headlines Effectively
Copyright © 2004 Amrit Hallan

Remember your language teacher instructing you to use headlines while formulating your essays? Headlines play an important part in giving the reader a fair idea of what you are writing about. They act as teasers. If you don't have good headlines, you don't have a good sales copy. Buy any magazine from the news-stand and you'll find various headings scattered all over the cover page to give you an idea of what you might find within. Just by reading the headings, the reader should get fifty-percent import of your copy. Depending on the type of copy you're writing, headlines can help to urge your customers to read further. In fact, in long-form copy, headlines should create their own sub-set of copy. If you read just the headlines, they should make sense all by themselves. This becomes more relevant while writing copy for web pages because there people don't read the whole thing unless it is very engaging. They just want to skim through your content and get to the point.

You should focus on writing your headlines more than the actual body of your advertisement. Once you can attract the target audience your headline is supposed to reach the body text of your ad will do the work for itself. Your headlines should immediately grab the attention of your readers. Coming up with great headlines is no big deal although some seasoned copywriters charge hundreds of bucks per hour to come up with "killer" headlines. Just be yourself, base your headlines on singular theme.

These are not the dictums, but you may keep following point in mind while creating headings while writing your copy.

== HEADLINES SHOULD BE RELEVANT ==

If you find it difficult to come up with relevant headlines don't fret. Just choose the portion of your article that you would like to encapsulate within the premise of your headline. Then select the most important, the most representative phrase of that portion. You have found your headline. This makes your headline relevant to that section. Avoid using irrelevant headings just to trick your readers into reading your copy. They'll do it once, they'll do it twice, but once they get wary of your method, they will avoid reading your copy even when you are being sincere.

== HEADLINES SHOULD BE CRISP ==

Good headlines visually "break up" the text and make the copy easier to read. Don't use big sentences as your headings unless they really solve some purpose. Don't let your headings go beyond two to five words. They don't need to be complete sentences and you shouldn't be expecting to get an A+ from your grammar teacher. As long as they convey the basic idea and can be read and grasped in a single glance, they have done their job.

== HEADLINES SHOULD CONTAIN ACTIVE VERBS ==

Your headline should be full of active verbs. Ask a question, tell a how-to, make a statement or an exclamation, make a valid came, make use of words like: "improve", "increase", "solve", etc.

== HEADLINES SHOULD TRIGGER CURIOSITY ==

Although curiosity killed the cat once upon a time, your headlines need to make your reader curious. For example, a heading like:

***********************
How far can you go?
***********************

immediately makes me think, "To achieve what?"

== HEADLINES SHOULDN'T BE OFFENDING ==

Some headlines are real turn-offs. Avoid them. Don't use headlines that you think may hurt someone's sentiments. Remember that you create headlines to make people read on, not to shoo them away. For example, some regional puns are really offending. If you want to target the global audience, you should be very careful about this.

== HEADLINES SHOULD HELP YOU FOCUS ==

Good headlines not only are useful to your readers, they also help you organize your thought. Contrary to what I wrote above in one of the points, you can first write the headlines and then write content surrounding them. I do it all the time. Whenever I settle down to create a new copy, I write as many headlines as I can come up with and then I write the copy. I may reduce twenty headlines to mere three headlines but it helps me decide what I really want to keep and what I want to discard.

About the author:

***Amrit Hallan is a freelance copywriter, and a website content writer. He also writes optimized content for better Search Engine Ranking. To know more about his services,
visit his Copywriting site at http://www.amrithallan.com.

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