The Incredible Difference Credibility Can Make To Your Business
Have you ever been left wondering what two of your fellow work colleges are discretely whispering near the office water cooler?
Do you often find yourself picking up a gossip magazines to read about the latest intriguing romantic development that's happening to your favourite Hollywood heartthrob?
Or have you been left wondering how French people stay so damn slim when they eat such rich and fattening food?
All of the above demonstrates various ways curiosity is evoked within us. When used in your headline, curiosity can instantly capture the attention of your potential customers and draw them to your message.
Curiosity can be seen as equivalent to having an itch you have to scratch. As humans, there's nothing worse than the feeling of being left behind, when everyone knows something that you don't. Conversely, there is nothing more satisfying than holding information and knowledge that nobody else has.
When building curiosity into your headline, you want to make it intriguing enough to capture your customer's attention but also believable and not dismissed as just another big unrealistic marketing claim.
Now more than ever, we are exposed to thousands of messages per day and our unconscious ability to filter out the majority of those messages has never been stronger; hence why standing out from the crowd has never been more important.
Ways You Can Build Curiosity Into Our Headlines?
A couple of ideas below to help you to infuse curiosity into your headline:
Begin your heading with "How" – which tells your customers a story is involved. Everyone loves a good story and if you can make yours compelling enough, it will definitely draw potential customers to your message. For example, "How this man made $2 million dollars in two months".
Hint a secret in your copy. This plays on the notion that as humans, we will want to know more and will be desperate to find out how this information can help us. For example, "The secret formula that has kept this Amazonian tribe from living to 120 years."
Build incentives into your headline. One of the best ways to do this is by adding in the word "FREE". Beware, in doing this, you need to make your headline still believable and not conjure up the "yeah right" response from your customers. An example of a realistic but attention grabbing headline would be – "This FREE booklet reveals how this new revolutionary cream has taken a 75 year-old man from death's door to being a regular at his local gym".
Make your statement intriguing. List out the benefits from your product without giving away the product information. For example, "A six-pack in 6 weeks. Sound too good to be true? Well this man reveals his 6 step process that has revolutionised the fitness world".
Pose a question in your heading. Headlines written in the form of a question are very effective, especially if they identify a specific problem, need, desire or want of your readers. For example, "Have you dreamed of achieving financial independence and finally taking your family on that dream holiday? This man can show you how in this FREE one-off seminar".
All of the above serves one sole purpose, to draw your potential customers to the next line of your copy. It also help your advertisement breakthrough the clutter of the many messages they are exposed to on a daily basis.
Apply these principles today and watch the difference it will make to your sales.
Best of luck,
Justin Borg
http://www.justinborgcopywriting.com/
Questions and Answers
Understanding buyer decisions is the key to a profitable business. Writing killer headlines is a skill that taps into the conversation going on in the buyer's head. I was just on a call with a top copywriting expert yesterday who talked about the three words that will always make people give you their money. It really made me think hard about how to use curiosity marketing in headings for my ads, email and even on Twitter.
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