Today, we will continue our week long dive into the shallow end of copywriting. In case you missed it, we covered a couple of the basic copywriting formulas (AIDA and PAS) and defined what copywriting is.
For the newsletter subscribers, this week’s edition went into a lot of detail about the 12 most common copywriter types (advertising, SEO, direct mail, etc.). It’s not too late to sign up so you don’t miss anything else!
For this writing prompt, we will take another angle and work on one of the most important aspects of any ad, blog, article or long-form piece of copywritten material.
Of course I am talking about headlines.
When you create a title for a piece, it needs to do several things. After the prompt, I will break down the biggest jobs of the title and get you going on creating the most powerful titles you can imagine.
You are selling a dog bed. The ad will be seen on social media and placed directly in front of 1 million dog owners interested in dog beds. Your job is to create a headline that makes the reader stop scrolling and click your link to learn more.
TItles are important. Especially in the fast-paced world we live in today. With so many people steadily looking at their phones, you have to have a headline powerful enough to make them stop doomscrolling.
Of course, targeting your ads will help a lot, but that is beyond the scope of this writing prompt. Instead, we assume the targeting and research has already been done. All that is left is to make a headline that attracts attention.
But what does the title do, exactly? Let’s break it down. It is more important than you may think.
First and foremost, the primary job is to attract attention. Get the reader to notice you are there. The title should be a huge flag or flailing arms saying “LOOK AT ME!”
Next, the title must identify with the reader. If you ever hope to make them take action, you have to establish instantly that you are on their side, and they really need to see this.
Third, your title needs to be alluring and inviting. It should make the reader want to do one thing and one thing only: read the next line.
That’s it. Seems simple, right? 5 to 12 words to get attention, establish trust and reputability, while also being informative, yet inquisitive.
If your title can do all of that, then you will grab their attention, make them identify with the need or desire, and invite them in to read the next line.
Give it a go. Try to sell 1 million dog beds using only an ad title.
Let us know how it works out for you!