You’ve probably heard the saying, “You never get a second chance to make a first impression.” Well, the same goes for your content. Your headline is the first thing people see. It’s the digital equivalent of a shop window. If it’s dull, people will walk right past. If it’s captivating, they’ll stop and take a look.
The headline is what draws readers in and entices them to click on your content. It sets the tone for what readers can expect within your e-newsletter, article, or blog post. A great headline can make all the difference in whether or not your content gets noticed in a sea of information online. It should be clear, concise, and intriguing, sparking curiosity and prompting readers to want to learn more.
Renowned copywriter Eugene Schwartz once wrote: “Your headline has one job: to stop your prospect and compel him to read the second sentence of your ad.” Other than the fact that prospects aren’t only men anymore, this is pretty spot-on—and it applies to your subject line, too. It has one job: to stop your prospect and compel them to open your email. (Source: RingCentral)
The Power of a Great Headline
A good headline is more than just a catchy phrase; it is a strategic tool. It’s a strategic tool that can dramatically impact your business. Let’s break it down.
- First, headlines are crucial for SEO. Search engines like Google prioritize content with relevant and engaging titles. A well-crafted headline containing relevant keywords can boost your search rankings, making it easier for potential customers to find you.
- Second, headlines are the gatekeepers to your content. They determine whether someone will click on your article, blog post, or email. An interesting finding from Litmus shows that email subject lines (headlines) that include an emoji can boost click-through rates (CTR) by 28%. Imagine if 28% more people were seeing your amazing content!
- Third, a strong headline can increase social shares. People are more likely to share content with a compelling title. This free word-of-mouth marketing can significantly expand your reach.
What Makes a Great Headline?
Now, you might be wondering, what makes a headline great? There are many factors to consider, but in a nutshell, a headline should be informative, engaging, and relevant to your target audience. More importantly, it should also be concise, brief, and to the point. Be sure not to include every detail of your email in the subject line. This will lose the attention of your recipient. People have short attention spans, so you need to grab them quickly.
What Headlines Do People Ignore?
Think about the emails you get. What kind of headlines make you hit delete? Probably something vague like “Important Update” or “You Won’t Believe This.” These headlines are like a black hole for engagement.
On the other hand, what headlines make you click? Chances are, it’s something specific, intriguing, or promises a benefit. For example, “Increase Your Sales by 20% in 30 Days” is much more likely to grab attention than “Tips for Business Growth.”
The Importance of Delivering on Headline Promises
We could say, “Free Lunch!” as the subject line of our email and guarantee you’d have sky-high open rates. But let’s be real. First impressions matter. If your email content doesn’t deliver on the promise of the headline, you’ll lose trust. You don’t want your emails to be branded as “click-bait”.
A strong headline is like a good first date. It gets you in the door, but the relationship depends on what happens next. That’s why creating high-quality, valuable content – starting with a robust, accurate headline – is a must.
Let MYOB Help You Create Headlines That Matter
At MYOB, we understand the marketing challenges business owners face. Crafting compelling content, which includes attention-grabbing headlines, can be time-consuming. That’s where we can help. Our team of experts can assist with everything from writing engaging copy to designing stunning visuals.
By investing in professional content creation, you can enhance your online visibility, attract a larger customer base, and expand your business. So, are you ready to take your headlines to the next level? Let’s chat!