Author: Bethesda Emedia Marketing

Coming up with an attractive headline isn’t always as easy as one would expect.  There are numerous considerations that must be taken into account when choosing what type of headline to use.  A headline should always capture the attention of the reader and entice them to read further.  There should also be a hint of the offer, or, the Call to Action (CTA) being made. This is the reason for writing an Enewsletter or Promotional Campaign to begin with.  Here are fourteen commonly used headlines that you can use for the next issue:

1. The Simple Question

Is there anything more provocative than reading a question that seems genuinely directed towards you?

A question has the power to draw the reader in and get them thinking more about the information presented in the newsletter.  For B2B, the question should obviously be industry related.  An IT company’s newsletter, for example, may use the headline, “How Would You like to Learn RubyonRails in Two Weeks?”

2. The News Headline

People are so used to this format that it is an attractive choice for a newsletter headline.  Not only does it grab the attention of the reader, but it can be used to effectively launch a new product or service.  For example, a weight loss company may use, “New Miracle Vitamin Is So Effective That It Sells Itself," as a headline intended for affiliates.

3. The How-To

How-to headlines work because the average person loves tidbits of information as well as learning new things.

Creating such a headline based around a product or service is also very easy to do.  For example, a graphics design firm may use, “How to Create a Brandable Logo in Five Simple Steps”.

4. The Guarantee

There is something appealing about a company that stands behind its products or services.  As skeptical as people are of businesses in general, they’re still willing to give new companies a chance if they offer some kind of guarantee to ensure customer satisfaction.  A mobile advertising platform, for example, may use, “Increase Your Ad Revenue By 25% Or We’ll Pay You $1000”.

5. The Secret

There is no information greater in value than that which isn’t widely known and may offer an advantage over the competition.  That is why promising to reveal a secret to your readers can be such an effective headline.

In order for this to work, however, you must be able to deliver on the promise.  A security firm, for example, may use “Discover the Truth about Remote Surveillance that the other Companies Don't Want You to Know About”.

6. The Benefits

Stating in a clear and straightforward manner the main benefit of a product or service can be a compelling headline for a number of reasons.

First and foremost, it is telling the reader what value these products and services are to them and their business without wasting time.  That kind of brevity is always appreciated, especially in the B2B world.  The maker of a new patient management system for medical doctors may use, “Save Thousands of Dollars by Managing Your Case Load with Half the Staff”.

7. The Testimonial

Having a customer state how your company has helped them to succeed better or make more money will attract the attention of readers just like them.

The reason for this is that we love to see reviews from those who are similar to ourselves.  Testimonials have always been effective mode of advertising, and that is especially true when given the limited space of a newsletter headline. An SEO consulting company’s headline could read, “I Grew My Company’s Website from A PR1 to A PR6 with ABC SEO Services”.

8. Tips Headline

Everyone loves those tips articles.  They’re so easy to read and understand that people often seek them out for learning new things.  Because the familiarity of the format, they’re excellent choices for newsletter headlines.  Examples include, “Fifteen Tips to Cure Hay Fever This Season” and “Five Tips for Getting Your Young Children to Eat More Healthy”.

9.     The Command

This is the most direct headline possible, as it is a call to action for the customers.  Often, simple is the best choice.

With this approach, you’re not beating around the bush.  Instead, you’re being as straightforward and clear as possible.  Many readers appreciate the directness and reward it by reading further.  Examples include, “Start Your Own Website in Less Than Ten Minutes” and “Become a Programmer in Less Than Six Weeks”.

10. The Negative Approach

People are drawn to the darker side of life.  While positive headlines are the standard, sometimes it pays to go negative.   Care should be used when employing this method. Examples of this include, “The Five Worst Silver Scams of 2013” and “How One Man Went Bankrupt in Less Than a Week Trading Stocks”.

11. Scare Tactics

Use a strategy that the media has been using for years to grab attention. Scare your subscribers into reading further.  By helping the reader to avoid pitfalls or mistakes, you are giving something valuable to read.  Examples include, “Real Estate Trends You Can't Afford to Ignore” and “Five Common IT Mistakes That Will Cost You a Career”.

12. The Name Drop

This can be a potentially dangerous headline to use, especially if you give the impression that someone is recommending your products.  Still, if you drop an iconic name in a headline and use it with one of the other strategies listed above, then it can work perfectly fine.  Examples include, “Learn Five Stocks Warren Buffet Plans to Buy in 2014” and “How You Can Make Money From Obamacare”.

13. T he Coupon / Special Offer Headline

Offer a substantial discount or coupon in the newsletter’s headline.  Place the coupon code at the very end so that the reader will have to browse through the content in order to get to it.  Examples include, “Save 50% Off Annual Hosting Plans with Special Xmas Code” and “For a Limited Time, Buy One Comic Book and Get Two Free”.

14. The Case Study Headline

B2B people love analytics and data.  Give them exactly what they’re looking for by promising a great case study in your headline.  Examples are “Case Study:  Does Article Marketing Still Work for SEO Purposes” and “Case Study: Which College Grads Are the Brightest Workers”.

It pays to change the type of headlines you use. All types have their place, but you probably will find that a change from your usual headline type results in a change (normally good) in response.

ABOUT THE AUTHOR:   Bethesda Emedia Marketing is a Full Service Email Transmission Service whose clients include associations, publishers, colleges and universities, IT  firms, and other organizations. The company has been working with clients in the Washington, DC area, the United States and worldwide since 2003. Further information is available at Bethesda Emedia Marketing, or, by calling 301 986.1455 extension 12 and speaking to David James.

Bethesda Emedia Marketing is a sister company to the Bethesda List Center, Inc. Bethesda List is a business-to-business mailing list manager and mailing list broker, located in Bethesda, Maryland, a suburb of Washington, DC.

Image courtesy of (Stuart Miles) from freedigitalphotos