(Please enjoy this guest blog post from VITALY GRINBLAT)
Let’s talk about something that I believe can be best described as “survival of the fittest.”
For most people today, grabbing someone’s attention is a lot like trying to wrestle an octopus.
If you think about it, it makes perfect sense. We are bombarded daily with TV and radio commercials, emails, Facebook updates, ads, banners, phone calls, texts, billboards, knocks on our doors (at least in my area)…
…all fighting for our attention, and often trying to sell us something.
And people have gotten pretty good at filtering and disposing of any sales attempt the moment it registers on their radar.
Which is why the art and the skill of creating compelling headlines is critical to your success.
Or better yet, to your survival online.
Now the good news is it’s not difficult once you understand what it is that grabs and keeps our attention. And once you know how to do it, once you’ve got your foot in the door, you are more than halfway there.
In this month’s issue, we’re going to look at exactly how to do it.
By the way, it doesn’t matter whether you’re writing a Facebook ad, a blog post, an email, a sales letter or creating a video.
Until you can pull your prospects away from whatever they are doing right now,nothing else matters.
So, let’s dive right in…
As I’m writing this, Charlie, our 5-year old Cocker Spaniel is peacefully sleeping, in spite of some music in the background and the sound of me pounding on my keyboard.
Even when the phone rings, it often won’t be enough to get him up.
However, the moment someone strolls by the window, especially with a dog, or a bird lands on a tree next to my window… ALL HELL BREAKS LOOSE!
Because strangers, other dogs, and birds are of huge interest to Charlie.
He could care less about the phone or the music, but the moment he senses one of the above, he’s on red alert.
We (the human kind) are no different than Charlie.
There are thousands of messages, movements, sounds, etc. that cross our paths every single day.
We discard most of them unconsciously. They don’t even register on our radar.
There’s a little tiny thing in our brain called the Reticular Activating System (RAS). One of its functions is to filter and discard any information that we don’t think is important to us.
Without it we’d simply be overwhelmed. We just can’t process every single thing that’s thrown at us.
Anyway, what you need to know is that the RAS only lets important information in.
So if something threatens your survival, like Charlie sensing another dog near his territory, your RAS kicks in and “forces” you to pay attention.
If you stumble across some piece of information of value to you, it too will quickly find its way inside.
As a marketer, you can use this knowledge to make your message valuable and important enough to make it past this gatekeeper.
Which is why you first need to know what’s important to your ideal target audience.
Here’s a quick summary…
You need to know their goals, dreams, desires as well as pains, problems and frustrations…
…and use them as triggers in your headlines to seize their attention.
You see, headlines are not just about a few words and some huge promise in big red font.
Now here’s another little tidbit for you. People are extremely curious by nature. So if you can ignite some curiosity with what you already know is important to them, you’ve got a good shot at making your ad, email, or anything else stand head and shoulders above the rest.
The more curiosity-provoking and compelling your message, the more irresistible and virtually “can’t ignore” it becomes.
If you want a really good example of great headlines, go to your local supermarket and look at the covers of tabloid magazines like National Enquirer, People, Globe, National Examiner, etc.
Cosmopolitan is a great one too. I don’t think it’s considered tabloid, but those guys know how to write some killer headlines.
Here are a few examples I found:
- George Clooney Cheating Bombshell
- Plastic Surgery Secrets
- Diets That Work
- Obama Marriage Explodes
- This Sex Position Increases Female Orgasm by 56%
(Sorry, I just had to put this one in to show you that even THAT can be used)
- Their Untold Love Story
Ok, now let’s see how we can make these fit a product about Facebook Marketing. You can use anything you want as an example, though.
- Facebook Bombshell
- Facebook Marketing Secrets
- Facebook Sponsored Stories That Work
- This Facebook Ad Explodes Profits
- This Little Facebook Trick Increases Clicks By 56%
(assuming it’s true)
- The Untold Story of Facebook Ads
I think you get the point.
But we’re not done yet.
Here’s a short list of a few words that have been proven to work extremely well in headlines.
- How To
Let’s add them to our examples.
- New Facebook Bombshell
- Discover These Little-Known Facebook Marketing Secrets
- How To Use Facebook Sponsored Stories That Work
- This Amazing Facebook Ad Explodes Profits
- This Simple Little Facebook Trick Increases Clicks By 56%
- The Untold Story Of Facebook Ads
Let’s do one more thing and add YOU to the mix, to make it more personal.
- Discover How These Little-Known Facebook Marketing Secrets Can Make You Rich!
- Here’s an Amazing Facebook Ad You Can Use to Explode Your Profits!
- How You Can Flood Your Website With More Traffic Using This Simple Little Facebook Trick that Increases Clicks By 56%!
Boom! See how simple this is.
Just looking at the original headlines flooded my mind with ideas. And when you couple that with knowing what’s important to your market, as well as the benefits of your offer, you now have all the raw material you need to create killer headlines.
All this including looking up the original “seed” headlines online (I didn’t run to the store), took me less than 20 minutes.
If you follow this simple formula, I can guarantee you will come up with great, attention-grabbing headlines that are much more compelling than most of what I see popping up everywhere.
The last thing I want to say is make sure you don’t exaggerate.
It’s easy to get carried away with this stuff, but don’t overdo it. Keep it fresh and interesting, but if you make a promise make sure you deliver on it.
The easy way to do it is to promote good products and provide incredible value.
‘Til next time,
P.P.S. If you found value if this message please like, comment and share.