Headlines attract and engage an audience. The challenge is we have a few seconds to capture someone’s attention online.
You have amazing ideas to share, services to offer, or products to sell.
No doubt, your offer provides a solution…
- in less time
- with less pain (pain is simply a problem)
- that lowers cost
- that increases revenue
- or provides better results
You’re helping individuals avoid negative setbacks or move toward something positive.
A well-crafted headline can help.
Online entrepreneurs help individuals avoid negative setbacks or move toward something positive.
It’s Time to Raise Some Eyebrows!
An eyebrow is a copy term.
These two or three words (or descriptive keyword phrase) appears above the headline to attract a specific audience.
Typically the eyebrow is used in a landing page (or sales page), but depending on your Opt-in, you could consider an eyebrow if it makes sense for your business.
Here an example, Anti-aging Breakthrough.
This eyebrow isn’t a headline. It merely attracts people who are concerned about wrinkles.
If they click on the offer, they’re prequalified warm prospects.
Note that the “eyebrow” also evokes curiosity.
5 Tips About Headlines
We had to write headlines in school, but headlines in your opt-in have a key role.
Craft a headline that will capture and compel the person to keep reading.
Here are a few headline tips to remember
- Provide a benefit.
- Be specific and not vague.
- Write to be clear and not clever.
- Attract the right audience.
- Evoke curiosity.
When Should I Use a Subheadline?
When I critique headlines, I’ve noticed a common struggle. It’s hard to say everything in one sentence.
You end up with a congested headline.
You can add a subheadline to break up the text. The subheadline appears right below the headline but in a smaller font.
Here are three ways a subheadline can support your headline.
- It helps decongest the headline-making it easier to read.
- You elaborate on the main benefit.
- Your audience is drawn deeper and led to action.
The Difference Between a Headline, Subheadline, and Tagline
A tagline is often confused with a headline.
A tagline is a catchphrase or jingle.
Five elements of a tagline.
- Sets a tone
- Tell others what you’re known for
- Makes you memorable
- It’s repeated often
- Contains less than eight words
Here are examples of taglines.
Apple: “Think Different.”
Bounty: “The Quicker Picker Upper” …
Lay’s: “Betcha Can’t Eat Just One.”
Nike: “Just Do It.”
L’Oréal: “Because You’re Worth It.” …
You can see that the headline is the star of the show, and the additional elements play supporting roles.
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Make Your Headline Clear and Not Clever
It’s amazing how a few words can cause such havoc, right?
Remember to be clear and not clever–even on your website.
Succinct copywriting takes time and practice.
I would suggest brainstorming a list of headlines.
Pull the best words from your brainstorming exercise, and write your headline.
Be assured, spending time crafting a few words will yield greater results.
As your opt-ins grow your community, you’ll be able to offer your amazing products and service.
Bridge the Gap and Get More Clicks is a Copywriting Checklist that will help you write a stronger sales page.
Digital Strategist and Certified Copywriter