By Ryan Wilson
Team Trust CEO
This may be the most overlooked and underutilized marketing hack.
I’m not exaggerating.
In marketing, headlines are extremely powerful.
They determine whether your target audience engages with your marketing materials or simply scrolls past them. That includes whether they read your article; open your open; watch your YouTube video; read your sign; or do anything.
I have seen way too many YouTube videos with sad headlines and sadder results. The results are, in part, a reflection of the headline.
Change the headline, change the results.
Your Target Audience Is Family
You need to understand your target audience, and you should know and care about them like family. Get to know their desires, aspirations and pain points.
– What are their main challenges?
– What keeps them up at night?
– How could your product or service make their business and life easier?
Understanding their problems allows you to position your product or service as the ultimate solution.
Research the solutions they have tried in the past, what worked and what fell short. This insight will help you position your offering as THE solution.
As you’re thinking about your solution, think about the tangible and intangible benefits you provide. Maybe that’s more money, expanded reach and / or a vehicle that can generate positive cashflow and lead to less stress.
Craft your headline with the benefits that matter most to them.
Don’t Be Afraid: Go For The Heart
Headlines that tap into people’s emotions have a far greater chance of captivating readers. This has been the case for Team Trust’s marketing emails and the disability focused YouTube videos I do.
Try incorporating emotional triggers around curiosity, fears, hopes, desires or urgency in your headlines.
Here are four examples:
“Discover the Secret to Effortless Weight Loss and a Healthier You!”
“Say Goodbye to Dieting Forever!”
“Don’t Miss Out on the Limited Time Offer – Get 50% Off Today! Your Opportunity for Unprecedented Savings!”
These headlines tap into our innate desires to be healthier and happier and to save more money.
What Makes You Special?
There’s no shortage of competition.
You need to know exactly what makes you and your offer unique and special. Maybe you’re disability led like us, or maybe you offer a special bonus that very few of your competitors offers.
Whatever the case may be, identify the key benefits or features that set you apart and weave them into your headlines.
Make it clear to your audience why they should choose you over your competitors.
For Team Trust, we lean heavily on our ability to empathize with the disability community like nobody else, and, as a result, we believe that leads us to unique stories, perspectives and ideas.
Another unique selling proposition could be articulated like this: You buy our book, we’ll give you extra bonus materials on us.
Please, please test variations of your headlines.
This is extremely important, and it is how I achieved the aforementioned 700 percent boost.
You may think you crafted the most remarkable headline ever, but it won’t matter if your audience doesn’t like it.
Try several versions of your headline, and keep track of their performances.
Also, the effectiveness of headlines can vary with changing times and evolving consumer behaviors.
Stay current with marketing strategies, and study successful campaigns.
Don’t be afraid to adapt and adopt the lessons you’re learning.
And please remember: once you have crafted your headline, it should align with the content that follows. The content must deliver on the promise made.
Otherwise, you’re scamming people.
If you’d like to learn more, you are welcome to give me a call or send me an email.