What’s the difference between these two titles?
- “Financial Planning”
- “50 Million People Will Never Be Able To Afford Retirement. Are You One Of Them?”
One of them motivates you to read more. One of them provides the curiosity needed to want to invest more time. Human nature is to always make the best decision possible, and act on things that will put you in the best place possible. The purpose of marketing is to draw in that human nature, and walk through a benefits/solution model, and provide the best solution possible – your product or service!
And it all begins with the title to your advertisement or brochure. What about it is going to make me want to read more? The title “Financial Planning” does nothing for me. I know dozens of people that are in the business of financial planning. But the title “50 Million People Will Never Be Able To Afford Retirement. Are You One Of Them?” motivates me to want to read more. Am I one of them? And if so, how can I change that?
Use these three steps to help you generate a title that will draw interest either on your website or in your advertising.
Start with the end in mind. What do you want your reader or viewer to do? What type of action do you want them to take? Ultimately, your title should grow their curiosity, and make them want to find out more information, even before you describe what you do and what you are offering.
The title “50 Million People Will Never Be Able To Afford Retirement. Are You One Of Them?” accomplishes this task. It makes the reader curious to find out which category he falls into. He’s motivated to keep reading, and to possibly take action.
Touch a person’s heartstrings. People only take action on the things they care about. When they have a problem, they search for a solution. Put yourself in your customers’ shoes, and find a reason for them to care.
With the title “50 Million People Will Never Be Able To Afford Retirement. Are You One Of Them?” it’s easy to see how you provide them with a reason to care. I definitely don’t want to be one of the 50 million, so what do I need to do to make sure I’m not?
Practice writing your headlines. Marketing is a continual process. Work at creating new titles for your website, advertisements, and other marketing pieces all the time. One of the best places to shop for headlines is in the grocery store checkout line. Take a look at the magazines and newspapers on display. These publications are experts at writing titles, and using them to attract attention. The more attention they cause, the better chance they have of attracting buyers.
Once you’ve created a title, don’t be afraid to play with it and change it periodically. If you have an ad in a monthly magazine, tweak the title every publication. If you are using a title on your website, tweak it every few weeks. Or better yet, use a split testing software that allows you to try out two or more titles at once.
Motivate your visitors and readers with a great solid lead in, and you’ll increase your chances for gaining new clients. And isn’t that what business is really all about?