by Tony Vidler
The headline does all the work of grabbing attention to begin with, and if you don’t grab attention then there is no chance of having a prospective client decide to engage with your marketing.
The logic is pretty simple really. The buying journey for any consumer begins with someone getting their attention: whether they were actively looking for a provider of solutions or just cruising through life and stumbling across professional services and deciding to engage on a whim, it all begins with that headline that made them pause.
Creating effective headlines is undoubtedly a bit of an art form, and the very best in world get paid enormous amounts of money to just do this. For the rest of us though, we mostly try to be a multitude of “experts” inside our own business, including Chief Copywriter. To be blunt though, for most of us in professional services we CAN create effective headlines and subject lines for things like our email campaigns, or newsletters, or blog posts and so forth. For our typical marketing we are quite capable of creating attention-grabbing-headlines – if we think about it and put a bit of effort into it.
Where most professionals stumble though is in finding the write words to use, and I think that is because they’ve missed a pretty important step. The most important step is deciding what angle you want to approach the topic from, and then the words themselves tend to flow pretty easily as we explain in this weeks quick tips video….