How to Write - or Recognize -

a Great Headline

As some of you know my husband and I are planning a vacation to Italy in the spring. To that end we are trying to learn Italian - at least some phrases and courtesies so that we can successfully communicate throughout our self-guided tour.

I'm learning phrases like "Where is the museum?" and my husband is learning ones like "More wine, please!" Go figure.

As we searched out resources for this lesson in foreign linguistics we came across many and varied offerings in the market. But the best one for our needs turns out to be an inexpensive CD/pamphlet combination called "In-Flight Italian - Learn Before You Land." The title - or headline - says it all.

Headlines Should Appeal to the Readers' Self-Interest

In the Learn Before You Land example the main benefit (not feature) was evident in the headline. That benefit? That we could learn a small and highly relevant amount of the language in a very short time - indeed, in the time it takes to fly to Italy.

Notice the author didn't come out and specifically state that the amount of information would be small and highly relevant. The headline is so well-written that it told me he is not going to waste my time teaching me what I don't need to know. AND that the information I do need to know can be taught (and hopefully, learned) in a very short time.

Do headlines for your products stress benefits?

Headlines Should Reassure the Reader

If the reader of your headline feels confident that a product or service is going to work to solve his problem, he is much more likely to purchase.

Again, the genius of the above headline is that the writer has reassured me that I can learn the subject matter. You see if I can learn it in just eight hours, think how fluent I will be if I study BEFORE I get on the plane

Are your headlines reassuring your prospects?

Headlines Should Use Powerful Words

While they may seem cliché, using words like "Free" and "New" always pique interest. Other words that increase readership and interest levels include: Suddenly, Hurry, Just Arrived and How To. That last one encouraged you to read this article. Didn't it?

Want to see more powerful words in action? Read about my new book which was "Just Released"

Headlines Should Include the Brand Name

Research tells us that five times as many people read the headlines as read the body copy of an ad, brochure, or web site page. Don't miss the opportunity to impress your brand name on those more casual viewers.

Headline Wrap-Up

If you only make ONE improvement to your headlines this year, make sure you include and stress end user benefits. If those aren't driving all of your 2005 marketing efforts - they should be!

Need help with headlines? Give me a call, we can brainstorm together.

Remember, Mosaic creates customers for business-to-business companies through specific project work, on-going retainer assignments or marketing coaching sessions.

Until next time.....

Rosemary Walter
847-483-5018
Rose1Walter@MosaicMM.com

Quote of the Month

© 2005 Rosemary Walter, all rights reserved. You are free to use material from Mosaic's Monthly Marketing Tips in whole or in part, as long as you include complete attribution, including a live website link. Please also notify me where the material will appear. The attribution should read:

"By Rosemary Walter of Mosaic Marketing Management, Inc. Please visit Rosemary's web site at http://www.MosaicMM.com for additional marketing articles and resources on marketing for business to business companies."