The struggle with headlines

We struggle with headlines. And the struggle needn’t be a struggle. The struggle starts off with clarity. Or the lack of it.

A headline, at the very core, is a series of words. And those series of words have a clear structure.

We aren’t able to write a headline because we completely goof up on the structure. And obviously, we don’t goof up intentionally. We goof up, because we believe in false gods.

We believe that headline writing is some kind of skill (when it’s not)

We believe every idiot-marketer who tells us we shouldn’t think up headlines, but just copy old headlines. We believe that headline writing is frustrating, and it is. Until you discover the structure.

This report is meant to stop you from believing in the hoopla you’ve heard before. It’s a starting point. Not the whole enchilada. It’s meant to get you started on the journey towards construction. And deconstruction. So that you can become an auditor, as well as a creator.

But why take all of this trouble?

Is the headline so very important? Let’s put it this way. If a customer doesn’t read the headline, they are more than likely not to read any more information. So it doesn’t matter what information you put in, if the customer doesn’t see a headline, that’s all of that information wasted.

And most people don’t learn about headlines because they think headlines are for copy writers. When we want a headline, they think, we’ll get a professional to write one for us. And there’s where you’re wrong (yup, wrong!), because a headline isn’t about copy. Or advertising. Or marketing.

It’s an attraction device

You need powerful headlines for email.

You need powerful headlines for a book.

You need powerful headlines for a speech.

You need powerful headlines for a presentation.

You need powerful headlines for your articles.

You need powerful headlines on your website.

You need powerful headlines when you’re in an interview.

You just need powerful headlines all the darned time. And what frustrates me is that people give up. They think headline writing is for someone else.

Well, if you’re still reading this, and I know you are, it’s time to give up that silly thought

Because the very first chapter is going to dramatically improve your thinking. Not your headlines. Your thinking. In exactly ten minutes, you’re going to be able to see how your thought process was all wonky. Wonky thought process leads to wonky headlines. Wonky headlines leads to wonky copy. Wonky copy leads to shonky results.

But enough talk. It’s time to put some structure in place. Turn off the radio. Turn off the TV. Barricade yourself from outside interference. You’ll need the quiet.

Let's go...
Where are we off to?

Headlines are tough, only because no one bothers to explain the details. Well that situation is about to change. By the time you finish this report, you’ll be able to do the following:

1) Recognize when a headline has too little detail, and put in the exact detail.

2) Recognize when a headline has way too much detail — and what causes the confusion.

3) How to instantly make a headline curious.

4) How to use the power of symptoms to remove the waffle from headlines.

5) How to avoid having to slave over dozens of headlines — and get your client to write the headline instead!

And that’s just Part One in this headline series.

The advice in the pages to follow has been rigorously distilled to be as easy as possible. And if you use the advice well, and ask lots of questions, you’ll soon find yourself writing absolutely superb headlines. And the ‘superb-factor’ is not measured by fancy words, but by the clarity of thought, and the attraction factor of the headlines.

So yeah, let’s get this show on the road! It’s time to learn how to write pretttty-darned-purrrfect headlines! We’re off into headline land!
The root of all trouble

The root of all trouble in your headlines is understanding that headlines aren’t some fancy words strung together. On the contrary, they’re simple words that are put together with a clear thought. But the point where it all goes kaput, is that our thoughts are kinda too vast.

What do we mean by vast?

Eg, let’s take an topic such as: ‘Why article writing is the key’

But the key to ‘what?’

Most writers leave out the core detail. They miss out telling you where the article is going in the first instance. And these writers don’t leave out the core detail on purpose.

They just don’t realize the importance of the core detail. And the core detail should usually contain what we’d loosely call a ‘target.’

A ‘target’ is simply ‘who or what are we speaking about?’ Let me demonstrate what I mean, by doing a little addition.

So instead of: Why article writing is the key...

We say: Why article writing is the key ‘to getting strategic alliances.’

We say: Why article writing is the key ‘to getting clients.’

We say: Why article writing is the key ‘to getting paid.’

Notice what happened when we put in that ‘target’?

First, it actually gave your article a solid direction. And hey, it did even more. It created curiosity.

Your la-la topic, suddenly spruced up, brushed its hair, and put on a tuxedo.

And if you’re amazed at what adding a ‘target’ could do, let’s now add a ‘specific’ to that headline.

I’m going to replace just one word/one phrase at a time. And you watch.

Watch how the article literally swings from one side to another.

Example 1:

Why article writing is the key.

Why article writing is the key to getting strategic alliances.

Why article writing is the key to getting ‘active’ strategic alliances.

Example 2:

Why article writing is the key.

Why article writing is the key to getting clients.

Why article writing is the key to getting ‘higher-paying’ clients.

Example 3:

Why article writing is the key.

Why article writing is the key to getting paid.

Why article writing is the key to getting paid ‘in advance.’

So you see what we did?

We took the core topic.

We added a target.

We added one specific such as ‘active’ or ‘higher-paying’ or ‘in advance’.

And we instantly intensified the power of the headline.

Not surprisingly, the change in the headline did a lot more. It made the article easier for you to write. Without the ‘target’ and the ‘specifics’, the headline was weak, and the resulting article would be a soggy waffle.

But as we put in the ‘target’ and the ‘specific’ it actually forced you to focus on that specific, thus resulting in a much superior article. Instead of the article being general and vague, it’s now specific.

You’re either going to be writing about ‘article writing’ and ‘active strategic alliances.’

Or ‘article writing’ and ‘higher-paying clients.’

Or ‘article writing’ and ‘getting paid in advance.’

You’re most certainly not going to write about all three (not right today, at least!)

Because as you can plainly see, they’re three completely different articles, going in three completely different directions. But when you have a vague headline, it’s almost impossible to keep the content of the article focused. When you have a specific headline, it’s darned impossible to go off track.

What’s more is that your audience is more focused too, because the rest of your article is delivering exactly what the headline promised. The specificity of the headline is what drew the reader in, and it’s the specificity of the rest of the article that will keep the reader reading.

And if you don’t believe me, remove those measly words...

Remove the specifics. Chop off the target.

Then write your article.

The headline loses power.

The article weaves, then stalls.

What’s worse is that the entire article becomes so much harder to write.

And even if you were to actually complete and publish the article, your reader would not experience a sense of clarity.

And you get that clarity with just two measly words.

The the addition of just a measly word or two, and your article is vrroooming down the road.

And hey, in the right direction too!

Summary

Your initial thought is incomplete, because it’s too vast. It’s not easy to write about a whole topic. You have to get more specific.

You get more specific with two simple tweaks. First you add a target. Then you add a specific. And tah, dah, you’ve now clarified the thought process. As a result your headline will be stronger, and your entire article will be focused instead of rambling all round the countryside.

Exercise: How would you make these thoughts stronger?

Write at least five headlines filling in the blanks.

1) Why _ _ _ _ _ _ _ _ _ Won’t Buy Despite _ _ _ _ _ _ _ _ _

2) Why _ _ _ _ _ _ _ _ _ Won’t Buy Despite _ _ _ _ _ _ _ _ _

3) Why _ _ _ _ _ _ _ _ _ Won’t Buy Despite _ _ _ _ _ _ _ _ _

4) Why _ _ _ _ _ _ _ _ _ Won’t Buy Despite _ _ _ _ _ _ _ _ _

5) Why _ _ _ _ _ _ _ _ _ Won’t Buy Despite _ _ _ _ _ _ _ _ _

Closing Note: See? You should get five different thoughts. And hence five different articles. And every thought – and consequently, article is headed in a completely different direction. Now this takes us to the next lesson. Where we start to analyze how there could be a whole bunch of specifics. And a clear target audience. And still the headline turns to custard. How could this be possible? Let’s find out in next week's lesson.