Look, we need to talk about something crucial. It’s the single most important part of any advertising effort you’ll ever make: the headline. Yes, you heard that right. The headline isn't just a trivial element; it’s the foundation of your entire message.
Consider this: whether it’s a sales letter, a phone call, a video, or even a face-to-face interaction.
The headline is the very first impression. It’s the opening line that sets the stage for everything that follows. It’s what you, your salespeople, and even your in-store clerks use to grab attention right off the bat.
Imagine a customer walking into your store or a prospect calling in. The first words out of your mouth? That’s your headline. It’s the first sentence in your emails. The headline’s sole purpose is to grab your prospect’s attention, and it must do so in an efficacious fashion.
Which is why I’m happy to share with you my…
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Ultimate Headline Formula
The good news is that this isn’t like some 3-star Michelin meal consisting of 412 ingredients and requires you to have a full science lab even to attempt the recipe.
It’s simple. Only three ingredients are required to create the ultimate headline for your next ad. But you have to get it exactly right.
Also - it doesn’t matter what you sell, be it services or products or convincing the world that the moon landing transpired, this stuff works.
(For the record, it didn't and the moon is fake.)
Here we go.
Ingredient 1: Right Bait For The Right Critter
Imagine if we gather all the best minds in advertising and marketing. We even bring some of the all-time greats back from the dead. There’s a meeting and somehow we get them all to peak brilliance and synthesize the best advertising message for lipstick ever devised by man.
This thing is dazzlingly great. So powerful it should be outlawed. Anyone who has ever wanted to have lipstick would immediately start foaming at the mouth, forcefully grabbing their wallet, yelling and pleading: PLEASE TAKE MY MONEY.
And now we gather 1000 people in a ballroom to present this message to and see how many lipsticks we sell.
Just one catch though.
The 1000 people in that ballroom are all bikers, ultra-masculine gang members. Big burly hairy dudes. Covered in tattoos. Some chomping on a cigar. Wearing leather jackets. You get the picture.
We're condemned to sell very few lipsticks.
Not because our product quality sucks. Not because the ad isn’t good.
Because the message-to-market match is screwed.
First ingredient in every headline and every marketing message: “Speak the language of your audience”. Tailor that headline to their wants and desires. To their WORLD.
Target your headline precisely. If you want to reach homeowners, say “HOMEOWNERS.” Make your headline an ad for your ad.
And don’t sell lipstick to gangsters.
Ingredient 2: The BBP
If there’s one thing that can amp up your headline a couple notches, it’s a BBP. Don’t confuse this with a BBQ. That’s something else.
A BBP is a:
BIG
BALLSY
PROMISE
And if you’re not comfortable promising anything -you should be comfortable promising things to your customers if you sell good stuff, but let’s say you want an alternative- you can also do a Big Ballsy Benefit.
Most advertising is hyper-mega-super boring. Like being on a date with a girl that is ONLY interested in astrology. I’ve been there, trust me, it’s abysmal.
Avoid vague, blind headlines. If your headline doesn’t capture attention and create desire immediately, your prospect won’t stick around to hear the rest.
You need to cut through the clutter and the noise. Come up with clear, concise, and honking BBP.
Ingredient 3: Tune in to WIIFM
Whatever you write, make sure it’s about your customer. Because we all care about ourselves. And ain’t nobody got time for caring about your company or your message or whatever you’re trying to sell them.
Focus on THEM. THEIR needs. THEIR wants. THEIR desires. Not you. They don’t care about you.
Every headline or opening statement should purely satisfy the customer's self-interest. If you can, add news value or educational content. People want to improve their lives and avoid pain. They seek more advantage, pleasure, and value, and they want to steer clear of frustration and mediocrity.
Sharpen the Axe
So now take a hard look at your marketing. Is it putting prospects to sleep? Or is it jolting them wide awake and compelling them to whip out their wallets?
Spend time crafting a headline that grabs attention and delivers a clear, compelling promise. It’s the first impression, the opening line, the hook that gets people to read, listen, and ultimately buy.
That’s how you turn casual interest into committed customers.
There’s plenty of ways to do this and it’s doable for every single business, yours included. If you want to know how we would do this in your business, get in touch.
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