Are people reading your headlines?
How many scroll down to read more … after the headline?
Do they instantly know you have answers to their questions and solutions for their challenges? Right now?
If not, there may be one simple reason:
Your pre-headline is missing.
Let’s say you’re hunting and gathering in the produce department at the Harris Teeter … that’s a fine grocery store of the South, in case you’re not from around here … and you hear a voice over the loudspeaker …
“Will the owner of a powder-blue ‘69 Mustang convertible stop by the front counter?”
Carts stop and heads turn.
One second later, everybody (except for my friend Kristy) goes back to shopping.
That’s the power of a pre-headline.
It singles your people out fast …
- The ones more likely to buy from you
- The ones you want to work with
- The ones looking for the solutions you offer
Any other readers will tune it out, including …
- Those who aren’t your ideal prospect
- People who opt in and bloat your list without ever buying or referring
- The readers likely to take your freebie – then ignore your friendly sales messages
Your pre-headline calls out to future customers, draws them into your page, and shows them you have answers they’re looking for.
Use it to tag an audience or topic, so there’s more room in your main headline for a Big Promise, a Deadline, or Your Story Hook.
Keep reading to discover four classic types of pre-headlines.
Check out these formulas with templates derived from successful advertisements.
Create your own models. Test them. And discover …
Which bring more clicks to your sales copy?
1 – AUDIENCE SELECTION:
One of the most frequently used classic pre-headlines addresses your specific audience, so they know you’re speaking directly to them.
| ATTENTION: [DEMOGRAPHIC, INTEREST, or CAREER INDICATOR] ATTENTION: Beekeepers in the USA IMPORTANT: if you [VERB + PRODUCT] IMPORTANT: If you purchased a reverse osmosis water filter between 2010 and 2019 ATTENTION: [MEN,/WOMEN/OTHER AUDIENCE IDENTIFIER] Over [AGE] Struggling With [PROBLEM] … ATTENTION: Women over 45 Struggling to Get a Good Night’s Sleep |
2 – SCARCITY:
A pre-headline can also drive curiosity or urgency by creating scarcity. Increase pressure to BUY NOW by setting geographical, time, or product quantity limitations
| Limited Time Offer from ________________ Our Only Back-to-School Sale this year. Hurry! Limited-Time Offer! Attention: offer not available in ___________________ Attention: Offer not available in some states We apologize, at this time _____is only available to readers in _________________ We apologize. At this time, the Hawaiian Keto Diet is only available to readers in the Continental US. [VERB] SOON! – GET AN INSTANT [$ or %] OFF! Ending SOON! GET AN INSTANT 85% OFF! |
3 – RESULTS/BENEFITS:
Announce a BIG benefit up front …
| In only ____ [UNIT OF MEASUREMENT], [RESULT] In only 3 Days, your belly will look flatter. For ___________ who want to: ____________________________ For Moms who want to say goodbye to post-baby belly fat I wouldn’t have [BAD RESULT + TIME UNIT] of _____________ if I’d known … I wouldn’t have suffered through so many years of shyness if I’d known it was this easy to LEARN charisma. Believe it or not, [STEP ON PATH TO RESULT] is the [KEY, SECRET, ANSWER, etc.] … Believe It or Not, This ONE Overlooked Skill is the Key to a Happy Marriage … |
4 – COMMANDS ATTENTION/NEWSWORTHY:
Create a headline-worthy hook to draw your reader into your sales message.
| Breakthrough Discovery … Breakthrough Discovery Shocks Health Care Community … [authority] confirms: [product] + [RESULTS] The USDA confirms: Eating Sirloin Steak Makes You Smarter [AUTHORITY + SURPRISING ACTION] When He Discovers … Award Winning Archeologist is SHOCKED when he Discovers THIS Dietary Staple of Atlantis Banned from ________________ and blacklisted on __________________ … Banned from MySpace and Blacklisted on Tumbler (And the SURPRISING reason it matters) For ___________________ Who Want _____________________ For Tax Accountants who want steady year round income Have You [VERB] This [ADJECTIVE + NOUN] Yet? Have You Tried this popular Keto Snack yet? Believe it or not, [NOUN] becomes [AMAZING NOUN] Believe it or not, Stay at Home Mom becomes a Millionaire selling nothing but Green Drinks |
ALL OF THE ABOVE:
Combine one or more of the strategies above and create your own NEW pre-headline.
| Over [#] and Still Struggling to [RESULT]? Over 50 and Still Struggling to Find Your Purpose? |
Stay tuned for Part 2 …
Could you be getting more clicks with your headlines?
