By; 𝐂𝐡𝐢𝐣𝐢𝐨𝐤𝐞 𝐂𝐡𝐮𝐤𝐰𝐮𝐞𝐤𝐞𝐦
In 2018, I went to the Cinema with a friend of mine, we wanted to watch the Avengers movie. That particular one was just out and everyone was talking about it and we wanted to find out what all the fuss was about.
We tried to wait for it to stay a while in the cinemas so the cost will reduce. Man was trying to save money. When we got to the cinema that Thursday afternoon, we were informed that the movie started some 30 minutes ago and we would have to wait about an hour for a new set. We were disappointed. But because we wanted to just see a movie, we decided to check out another movie and that is when we stumbled on the movie Hurricane Heist.
At the end of the day, it was a great movie, we did not sleep through it and we did not think we wasted our money. How did Hurricane Heist manage to steal our attention out of the other movies that were available that day?
Well, it was simple: The title of the movie.
The title of the movie was what made us go in to see it. Why? Because we were both fans of heist movies and also it sounded exciting. A heist during a hurricane, we wanted to know how it would all end up. The movie title told us what to expect and we went in and it did not disappoint.
This is where I discovered one trick that will make your target audience read whatever you write. 𝐀𝐍𝐃 𝐓𝐇𝐀𝐓 𝐓𝐑𝐈𝐂𝐊 𝐈𝐒 𝐓𝐎 𝐖𝐑𝐈𝐓𝐄 𝐀 𝐂𝐎𝐌𝐏𝐄𝐋𝐋𝐈𝐍𝐆 𝐇𝐄𝐀𝐃𝐋𝐈𝐍𝐄
Your headline, is the title of your write-up. It is what tells people what you want to write about. And if you want to reach your target audience you must learn how to write headlines that grab their attention. Studies have shown that 80% of readers do not go beyond the headline, if the headline does not draw them in, they will not read it.
Legendary Copywriter, Joseph Sugarman, says:
“𝙏𝙝𝙚 𝙖𝙞𝙢 𝙤𝙛 𝙩𝙝𝙚 𝙝𝙚𝙖𝙙𝙡𝙞𝙣𝙚 𝙞𝙨 𝙩𝙤 𝙜𝙚𝙩 𝙩𝙝𝙚 𝙧𝙚𝙖𝙙𝙚𝙧 𝙩𝙤 𝙧𝙚𝙖𝙙 𝙩𝙝𝙚 𝙛𝙞𝙧𝙨𝙩 𝙨𝙚𝙣𝙩𝙚𝙣𝙘𝙚. 𝙎𝙤 𝙮𝙤𝙪𝙧 𝙝𝙚𝙖𝙙𝙡𝙞𝙣𝙚 𝙨𝙝𝙤𝙪𝙡𝙙 𝙘𝙤𝙢𝙥𝙚𝙡 𝙮𝙤𝙪𝙧 𝙩𝙖𝙧𝙜𝙚𝙩 𝙖𝙪𝙙𝙞𝙚𝙣𝙘𝙚 𝙩𝙤 𝙧𝙚𝙖𝙙.”
The question is: How do you do this?
𝐊𝐞𝐞𝐩 𝐢𝐭 𝐬𝐢𝐦𝐩𝐥𝐞 𝐚𝐧𝐝 𝐬𝐭𝐫𝐚𝐢𝐠𝐡𝐭𝐟𝐨𝐫𝐰𝐚𝐫𝐝:
Like the movie Hurricane Heist, always keep your headline simple. Do not try to complicate it or make it ambiguous, it is not a puzzle. Keeping your headline simple helps your target audience know what you are talking about.
𝐒𝐭𝐚𝐭𝐞 𝐭𝐡𝐞 𝐏𝐫𝐨𝐛𝐥𝐞𝐦 𝐢𝐧 𝐭𝐡𝐞 𝐡𝐞𝐚𝐝𝐥𝐢𝐧𝐞:
I know you have seen many ‘How to” articles on the web. They are popular because they work. They work because they spell out the problem. For example an article titled: How to overcome smoking, will surely attract the attention of an addict trying to quit, because it touches their pain point. Learn to touch the pain points of your target audience in the title.
𝐏𝐫𝐨𝐦𝐢𝐬𝐞 𝐚 𝐒𝐨𝐥𝐮𝐭𝐢𝐨𝐧:
I will still use the title above: How to overcome smoking. The promise here is: “To overcome smoking.” If you want to overcome smoking, then you will read it. A solution was promised and you read it because you want to discover that solution.
In trying to write compelling headlines, many people start using click baits and start promising what the write-up cannot deliver. Do not be like many people, always make sure your write-up delivers on the promise of the title.