Zen And The Art Of Writing Killer Headlines-punyu

Copywriting In the good old days of printed media when the newspaper was king and Fleet Street was still full of journalists, every newspaper office employed one person with a very special role. Their sole task was to .e up with a single fragmented sentence that broke all the grammar rules going but had one primary purpose – to make people buy a copy of the newspaper. Remember the classic Sun headline "Freddie Starr Ate My Hamster"? Or just simply the newspapers that used "9/11" to signify one of the most dramatic and terrible terrorist attacks of our age? Whether they were frivolous or speaking on behalf of an outraged nation, headlines were creative flashes of genius that could capture the very essence of a story in a few simple words. Fast forward to today’s online world, and the Zen-like qualities of the chief headline writer seems to be a thing of the past. Headlines in newspapers were limited by space, but on the Internet you have all the space in the world – literally. You can make your headline as long as you want to. But rather than trying to cram in as much information as you can into one, long, meandering sentence, take a tip from the old masters of the headline craft. Keep it simple, keep it relevant A headline has to grab the reader’s attention from the second they read it. It has to make them want to read more – to delve a little deeper into a story. It has to convince them to spend their time reading your content. So keep it simple, keep it relevant and keep it interesting. Despite great copy and killer content, web pages can still .e over as flat and boring. Readers faced with a block of text quickly "zone out" and lose interest. It doesn’t matter if that article, that web page or your perfectly optimised content has a great message and a strong call to action at the end. If the headline fails, your audience won’t waste their time with the rest of the content, no matter how good it is. And if the reader doesn’t reach the end of the page because the headline turned them off, your message never reaches its audience. So while your headline acts as the bait, you have to keep making sure that there are hooks right through the page to keep the readers attention. That’s where sub headings .e in. Break it up and keep it interesting A solid block of text will instantly turn a reader off. It’s not just a matter of taste, but also of practicality. The human eye finds it difficult to scan block text continuously. We’ve all had that sensation of sentences and words "blurring" into one another when trying to read an expanse of text. So to prevent your reader zoning out again, break up your text with relevant and eye-catching sub headings. These are the additional hooks mentioned earlier, stopping the reader from wriggling away and keeping their interest focused on the content. They are literally "calls to action" to keep the reader involved. A great sub heading draws the reader deeper into the text and keeps them on the right path towards that message at the end. Write headlines for people, not for the ‘bots Remember to write your headlines for your human readers, not the search engine ‘bots. Yes, they can have keywords inserted into them, as long as those keywords are engaging for humans as well as for SEO purposes. But human readers are more discerning. They want to be interested in something – human nature is to be curious so provoke their curiosity, challenge them and most importantly, keep them interested. From the first headline to your call to action at the end you have to engage, engage, engage. Spare no effort to improve your headlines. Revisit them if necessary and put yourself in your reader’s shoes. Would you want to read an article about "The social and economic use of short sentences as an introduction to copywriting methods" or would you prefer "Zen and the art of writing killer headlines"? If your headlines aren’t doing their job, talk to a UK copywriter who may be able to help you create headlines with the same impact as the infamous Freddie Starr "strap". Then make sure that your content matches your headline for quality, uniqueness and relevance, put in that great call to action at the end and you’ll have all the boxes ticked. About the Author: 相关的主题文章: