Keep it Simple Stupid (The KISS Lesson)

Did you know…
8 out of 10 people read a headline, and not one word more.
Is that enough?

Only if the phone rings…online orders increase…you make more money.

Is the headline that all-powerful? Yes! Think of your own reading behavior: How often do you read a headline…and not one word more?

Here’s 1 trick to crafting a keep ‘em reading header:
Deliver a complete message – in 15 words or less.

6 ways to make it happen:

1. Write a mini sentence, complete with subject, verb, object.

2. Use vibrant nouns and verbs, skip adjectives, adverbs and lowly modifiers.

3. Engage our senses, write so we can see, taste, feel, hear and smell.

4. Build a sense of urgency. Push our “now or never” button.

5. State the benefit – how we’ll feel better, get a problem solved – if we take action now.

6. Skip “and” “a” “the” — we’ll still know what you mean.

What’s the job of a headline?
To get you to read the first sentence.
That’s it, there’s no punch line, because it’s not a joke: If you don’t write a good headline, no one will read your first sentence. If you can’t get them to read your first sentence, you’re not going to sell your product.

How do you write a good headline?
First, know your target market: Who they are, what their problem is, how you can help.

Second, write the headline first…and write as many as you can. Why?

1. It helps you clarify the gist of your offer

2. Creative headlines take time to evolve

3. You’ll spend less time writing your article

4. The extra headlines can be great ideas for future content (be sure to save them!)

3 headline styles that work best

1. A numbered list – 10 Tips to Financial Security – is descriptive and the benefit to the reader is clear.

2. A question – Is your partner leading a double life? – captures the imagination, because it hits a common fear: After the Tiger Woods scandal, NBC news reported that many marriages hit the rocks when wives (mostly) began suspecting their husbands of cheating. Choose a question that feeds on the “need to know” hook.

3. How to – We strive for mastery. Tell us how to cook, clean, build, drive, walk…and we’ll keep reading.

Remember, you only have a few seconds to capture attention. Write a powerful headline, and you’ve taken the first step towards your next sale.