In short and concise - we hear it many times, in a wide variety of situations, and in most cases it can be really helpful advice. It is no different in the segment of copywriting where headlines, subtitles, and action-inspiring slogans are born. In marketing copywriting, the headline is the first step in bringing potential customers closer to us and our brand, but we shouldn’t go past those who follow it: the subheadline and CTA (call-to-action). The former is responsible for the explanation and correct interpretation of the title, the latter for confirming the intention to act.

HEADLINE

In today’s online (and offline) space, there is a huge “noise”: there is an amount of information and text flowing to users that we are only able to accommodate a small portion of, so a lot of text doesn’t reach the target audience at all. In spite of the strong content, the text is telling, if the first impression does not convince the audience, then, as they say, it’s a lost case. And this first impression is nothing more than the head of the text: the headline. In such a world, overwhelmed with advertisements, texts and information, the title has a prominent role, with a little exaggeration, this is where success stands or falls. After all, no matter how exciting and valuable a text may be, if the headline doesn’t pique your interest, few will read on. Whether it’s the title of an article or the subject line of an email, the point is the same: get attention and grab it, all in a few words. It doesn't seem too simple, does it?

We raise our heads to a good headline because it affects something in us: it causes surprise, shock, laughter, touch. One way or another, but it targets our emotions, and if you do it on a good topic at a good time, it will easily stay in your memory. We must therefore enclose what we have to say, the best, the advantages and the outstanding features of our brand, product and services in the above categories.

Let’s take a look at some proven tips on how to write strong headlines too!

1. Let's practice a lot! Whether you’re analyzing slogans from previous successful campaigns or writing dozens of variations on your own, the point is the same: the more we read and write, the better it will go.

2. Put it short and concise! Don’t use complex or expansive sentences, it’s just enough to catch your attention. We will have more time and opportunity to explain what we have to say later!

3. Let's have a surprise! Let’s not be predictable and stenciled, surprise our target audience, arouse their curiosity, get them to read on!

4. Avoid word jokes, but feel free to use puns! Word jokes are often embarrassing and don’t have enough power on their own, but a pun can be very mind-boggling, thought-provoking.

5. Make sure the image and the headline match! If there is also a visual element to the headline, make sure they are in line but leave the audience thinking! That is, let us not show exactly what we are saying and let us not say what we are showing.

SUBHEADLINE

The subheadline is the safe point in our text where we have the opportunity to explain or supplement the headline. In most cases, the headline alone cannot be informative enough (since that is not its primary purpose), so with the subtitle we have the opportunity to form a bridge between the text and the title.

What types of subheadlines are worth thinking about once you’ve written the perfect headline?

1. Explanatory: The headline grabbed the attention, the subheadline keeps it - ideally. With these types of subheadlines, we have the opportunity to explain to our audience what we were thinking in the headline.

2. Clicker: Which is behind the headline. Whether the compulsion was born (it didn’t fit in) or it was intentional, here’s your chance to hit the high ball we threw in the headline.

3. Innovative: If the headline forms a round whole, there is no need to over-explain it in the subheadline. Instead, it’s worth introducing another idea, another important product benefit, a previously unknown information.

CTA

CTA stands for call-to-action, which is a message we can use to encourage our readers to take action, thus achieving the goal for which our text was born. The secret of CTA is similar to your headline: be short and concise, and also firm.

CTA can also be seen as a possible answer to the question that is ideally expressed in the minds of the target audience while reading: “I like it, but what do I do / where can I buy it / how can I get it?” However, with the CTA, not only must we be able to convince the above segment (since they have quasi-decided), we must also think about the uncertain: we need to give them one last, convincing argument to take action. This activity does not have to be a purchase in all cases, as it would be too much commitment for a part of the target audience, so it is advisable to go small. For some online texts, it may be worth offering two versions, leaving the decision to the reader and at the same time inspiring confidence in it.

As with headline and subheadline, it is important to avoid general wording when writing CTA, instead trying to draw attention to our brand communication:

1. Use words that affect emotions. Let’s inspire, excite, impress our audience, or vice versa: scare them out of an action if they don’t act.

2. Give us a reason to want to continue with us! Let’s articulate what we want from him and what we can give him. A percussive CTA also includes the benefit of the product or service we offer.

3. Let's use numbers! Discount rate, deadline, price… Several studies show that potential buyers respond well to CTAs that contain numbers, so if you have something to say, feel free to experiment with them.

Whether it’s a headline, a subheadline, or a call to action, the alpha and omega of copywriting is connecting with the target audience - virtually everything depends on it. With a few well-chosen words, one or two strong sentences, we can do wonders for our brand: a percussive headline, a well-written subheadline, and a definite CTA triad can be a guarantee of conversion.

BRANDER.hu