ShroyerSchaefer196
出典: くみこみックス
How to do headline writing - 3 strategies that really work
Headline writing is often confusing for novices and things do not clear up when they head out on to the net to find tips and tricks and information. So many "experts" out there are publishing conflicting information about what to write and how to write it--this is true for all kinds of writing including copywriting and headline writing. The more you look, the more conflicting advice you seem to find. One of the main reasons for this is that people learn from lots of different sources. It's also important to remember is that most headlines were written a long time ago. There are lots of swipe files filled with copy from years and years ago and you can find a lot of headlines here. The older headlines, however, lost a lot of their efficacy after the Internet was invented. Don't forget that you live in a different time and that you shouldn't ever assume that copy is timeless, particularly in terms of its ability to perform.
Try to keep yourself out of trouble and do not promise about what a product or service is able to deliver. Obviously you are going to feel all sorts of temptations to exaggerate when it comes to your headline. All that will do, though, is cause problems and get you in trouble. So it's an easy guideline to follow that your headlines and copy will be faithful and true to the facts. If you resort to blatant hype, you'll just turn off your readers. Web readers have finely tuned hype sensors and they are completely over having to read something that is pure hype. When you write an effective headline, people will be able to understand them. You can avoid that by making sure there is nothing at all confusing to the reader. If you are writing sales copy, you want the headline to be longer. Have someone read it to make sure it is legible. What you need to be careful about are multiple meanings and they can be easy to miss. Anyone that writes headlines in a confusing way will probably scare people off. This is so simple to do! All you need is the right knowledge to do this. You need to avoid getting fancy, and include the main benefit in the headline as well.
Your content and copy needs to be focused on your readers needs because you know that you readers are going to be putting themselves first. An interesting debate that never seems to get resolved is whether your focus should be your biggest benefit or something secondary. Some think that your headline should talk about your primary benefit and then really get into its details in the copy body. Others believe that your copy will be more effective if you only use a secondary benefit in the headline. When you go this way, your strongest benefit is talked about in your copy so that the effect it has on your readers will be quite a lot more dramatic. If you want to focus on writing better headlines, learn about the possible approaches that you should test out. Just think about all the different human emotions that are involved with the process of persuasion or informing. The goal any writer has is for the reader to have specific reactions and to take specific actions. So don't worry about making them feel a certain way, just make your headlines amplify those feelings.
