So, you know your target market, you have your messages listed, you’ve selected your main goal and you have your structure. Now it’s time to get copywriting!
Start by copywriting your headline
The headline comes first every time, because it pulls the reader into your communication.
You should make sure your headline offers a big benefit for the reader.
You have one chance to capture the interest of your reader. If you fail to convince them within the first couple of seconds, they’ll go on with whatever they were doing.
Spend time developing your headline. Write as many headlines as you can. When you run out of ideas, leave it an hour, then come back. You’ll be surprised how many new ideas start arriving!
Get some extra help
One good idea is to use an online Thesaurus. This will throw up words and phases you can bounce off to get more headline ideas.
I recommend http://www.thesaurus.com/browse/free. It’s clear, easy to use and also gives related phrases.
Make your headline bigger and bolder
If you main text is 12 point (pt), try a headline in 14pt bold or maybe 15pt bold. See what looks best. That is, unless you’re handing your copy over to a graphic designer who will, of course, make those decisions for you.
Use a paragraph return to make your headline easier to read (even if its only for presentation to your client)
For example, rather than write:
Organise your copywriting to make sure your message
gets across
You could split the headline in a different way by adding a paragraph return. So, it becomes:
Organise your copywriting
to make sure your message gets across
Much easier to read!
Headline word count
Don’t worry if you use a lot of words in your headline. As long as it tells the reader what’s on offer and ideally adds or implies a big benefit, it’ll be fine.
Never forget that one of the world’s most famous headlines was written in 1958 by Sir David Ogilvy, and ran to 18 words.
“At 60 miles an hour the loudest noise in this new Rolls-Royce comes from the electric clock”
Don’t be tempted to use snappy phases that sound cool, but don’t actually tell the reader much. These types of phrases only work well if used as part of a brand-building exercise for large organisations with massive promotional budgets. Think Nike’s ‘Just Do It! Great for a multinational brand, but wasted on the local ironmongers, who have a very limited budget and need a more direct, down-to-earth approach.
CLICK HERE TO GO TO BLOG 6 where we’ll look at how to write your initial sentences.