Why Writing Your Headline First Is the Smartest Thing You Can Do

Headlines are still a hot topic here at Commune.

And after our posts on headline dos and headline don'ts, we
decided it was time to share an important secret about them.

Headlines are promises—intriguing promises that engage your
readers and tempt them to read more. But you have to keep your promise by
following it with relevant copy—or your prospects will feel cheated.

So how do you make your promise attractive, then deliver on it?

Simple: write your headline first.

Doing this forces you to distill your message to its essence and decide
precisely what you want to say to your readers. Your copy then needs to
do deliver on your promise.

Easier said than done, you say? Not if you follow these tips.

Writing a Headline Doesn't Have to Be Hard

At least three generations of people before you have figured out what works,
you don't need to reinvent the wheel.

Google "headline templates" and you'll find proven formulas you can use
to create headlines that attract eyes—and wallets.

Figure Out Your Promise

In marketing-ese, this is your "unique selling proposition." Or your benefits.

But really, it's your promise to your prospects.

A greener lawn? A safer car?

Figuring out your promise helps you crystallize your message and focus your
reader on your unique benefits.

Then Use a Formula to Make Your Promise in the Most Winning Way Possible

Imagine you're highly organized and productive (this may be a stretch). You've
decided to share your tips for success on an article marketing site.

First, choose a headline formula that fits the tone you want to use in the
article. (Yes, you can absolutely write your own headline. We'll tell
you how to do that in the next post.)

Want to create rapport with your reader? Try an empathetic opening:

• Like You, I Once Felt Disorganized, Unproductive and Frustrated

Then show your reader exactly how, like you, they can become organized and
productive.

You could create intrigue by offering insider information:

• Five Secrets to Finally Becoming Organized and Productive
  

Or maybe you'd like to engage their inborn desire for a story:

• How I Went from Sloppy to Systematic in Three Easy Steps

Just remember—whichever headline you decide to use, always follow with
content that fits the bill. And writing your headline first will help
you do just that.

Want to learn more about content optimization? Download our free Instant Content Optimization manual for nine proven strategies you can apply today. Want to optimize your website or a client's? Claim your complimentary content optimization analysis and learn where you're leaking traffic, leads and sales.