Perhaps you don’t write copy, but…you do evaluate copy. If you are going to pay someone to write copy for your website, advertising or marketing materials, it had better get results. So I offer some advice on how business owners, marketing directors and anyone dealing with freelance commercial writers can recognize and evaluate the quality of your copy.
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Weak headlines make weak copy. Strong copy is infused with strong headlines that grab the readers’ attention and compel them to read on.
Newspaper headlines are familiar to us. In journalism, a good headline transmits the key idea of the story in brief form, and makes you want to read the rest of it. Form marketing copy, the theory is similar but the purpose is different. Journalism informs. Marketing headlines are about selling.
Headlines must be compelling
The first job of a headline is to grab attention. Your reader is likely skimming quickly through your material. Therefore your copy must quickly and efficiently deliver core of the message. The best headlines use words that are simple and direct, simple subject predicate constructions with strong active verbs.
To grab attention, a good headline focuses on benefits. Rather than a headline that merely describes the product, the best headlines highlight what your reader (your customer) wants. If you are writing for a B2B company, you may want to highlight increasing profit, reducing expenses or saving time. If the copy is for a B2C company, it could be about whiter teeth, fresher breath or greater sex appeal.
Headlines must be clear
Clarity is far more important than being clever. Don’t us use a headline simply to amuse or to display clever word play. There is a danger that the joke can completely distract from the main purpose. Use puns and double meanings sparingly if at all. Construct them carefully so that the reader is in no way confused or distracted. If it does a BETTER job of grabbing attention and a BETTER job of communicating the story, then go ahead. Just make sure it’s not a private joke.
It’s all Headlines
Finally, good copy is infused with headlines. The headline is not only that single line of large print on top of the story. It is each subheading that compels you to read the next section. It is the first sentence of every paragraph. If every sentence is as brilliantly lucid and forceful as a good headline, you have some fine copywriting in front of you.
A final note — headlines for print advertising differ from online headlines. In online articles and stories, keywords have become more important and length is less important. Using the right keywords in your headlines and headings will make it easier for searchers to find your web page, article or blog post, so consider SEO when crafting your headlines. Also, since online items do not have the same kind of space restrictions that the print media must deal with, you can use more space to get those keywords in without worrying about it as much.
As the old saying goes, “Eschew Obfuscation.” Good headlines make it easier for the reader to make sense of the story. Make sure your copy makes good use of them.
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This article is written by David Denis of Rock Solid Writing. Visit the website at http://www.rocksolidwriting.com
David is a freelance writer for hire offering powerful web content,marketing copy,sales letters,white papers,case studies,newsletters,sales scripts,and more.
To learn more,or request a free consultation click here or visit http://www.rocksolidwriting.com/schedule-your-free-copy-consultation/