Most people scrolling through Facebook have a short attention span, like Joe Biden forgetting that he’s reading a script and saying the word ‘pause’ after his sentence. When people see your headline, you have to give them a gooood reason to stay interested otherwise they are gone.
So how do I create a headline that will keep customer’s attention? I’ll tell you this one secret that will be the ultimate hack for your headline to get results instantly!
Why You Need A Strong Headline
A headline is important for anything you are doing.
The first sentence you say in an interview is a headline. The way you present yourself on a date is the headline. The first couple of sentences on a phone call is the headline.
The headline in an ad indicates to the other person what you’re selling, and it serves as a way of getting their attention.
This means that a headline will make or break you in any scenario.
Especially advertising.
What To NOT Do When Writing A Headline
One day, I was scrolling through Facebook and an ad popped up. The headline was.
“Increase performance.”
I immediately scrolled past to watch the next video.
I didn’t care about increasing performance because I didn’t know what it meant.
Are we talking about physical performance? Boxing Performance? Singing Performance?
So I didn’t bother reading the rest of the ad.
That ad I saw had a bland, boring headline. It didn’t capture my attention to read the rest of the ad.
The ad I saw could have had the best content on why its product or service was good for me. BUT the headline didn’t move the needle to read more.
And this is a big problem in many ads on social media. The headline needs to scream out to the customer to catch their eye. Otherwise, they are going to scroll away and start watching the next cat video.
The Rule of Thumb For A Headline
The rule of thumb is very simple and effective and client’s ads have performed extremely well.
Now, I want you to consider the rule of thumb when writing your headline. That is:
“If I had to create an ad just with the headline and the response mechanism (maybe a phone number, email address or a form). Would the customer trigger and respond to the ad?”
Now, if you use this rule for the “Increase Performance” ad, no one would call as it doesn’t give any idea of what they are selling.
It doesn’t move the needle at all.
Say the ad was about a boxing performance. The headline could have been “Want to improve your boxing skills?”. The target audience understands what the ad is going to be about.
It gives the customer a simple, clear understanding of what problem they can fix without reading the rest of the ad, and it incentivises the customer to find out how they can improve their boxing skills.
Another great example of using this rule of thumb for a chiro ad is “3 easy ways to fix your back!” The reader knows it’s about back issues. It gives an idea to the reader that there are easy ways to fix your back. And it entices the reader to call or text to see how he can fix his back.
It moves the needle.
This rule of thumb is straightforward once you understand how to apply it to your headlines.
If you want help with your marketing, contact us today and we'll respond within 24 hours!
Talk soon,
Dylan
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