How to Release the Power of Deep Content to Make a Great Headline

This is my second tips article for newbies on writing great headlines for copy. It tells about the deeper marketing concepts you can use to draft and hone headlines that deliver sales to your mailbox.
To do this, you need to understand the function of a headline. A headline is a summary of your sales message and a teaser to arouse the reader’s interest, both at the same time. A summary because it sells the reader on the main benefit of what you’re offering. A teaser because a headline motivates the reader to read on.
This means a headline should be focused and accurate. A headline may also be funny. But it should not be false. The body of the article should deliver what the headline promises.
But what should a headline focus on, Your product or service probably has many features and may deliver numerous benefits. All of them may be selling points. All of them may be jostling in your mind for highlighting in that winning headline.
Your first job is to recognize what needs your product meets and write a headline that arouses expectations that those needs will be met. This means going beyond what your product does, the immediate results it produces. A great headline should promise the reader what she really, really wants. Even the best features of your product come second to that. In the end, we don’t buy products for their immediate results. We buy them because of the image we have of what the product will do for us.
Take dental products. These can be tricky to market because no one likes to visit the dentist’s office. Images of pain and fear are a big turn-off. So what do we want from our dentist, Freedom from pain or disfigurement from decayed or discoloured teeth. Freedom from social embarrassment as when ill-fitting dentures fall out during that dinner with the boss. But beyond health and hygiene we want to look attractive and feel confident. That’s why Colgate spent big money promoting its ring of confidence. That’s why many dental ads focus on our smile. The promise we make with dental products is often poise and popularity, assurance and success. That’s what our headline must offer too.
Consider the deep content in this example.
Re-discover the secret of social success when you can smile with confidence. Just a four-week course of our tooth whitener can transform the personal impact you make when used as part of a regular dental care plan. Easily find the path to dental health with the proven five-step formula in my FREE e-book!
Re-discover targets people who have recently had dental problems. Probably they’re a little older. But they see themselves as successful, socially competent people. Secret is a well-known word in ads. It promises the reader a successful end to their search guaranteed by an expert. Success and confidence are part of what I call deep content. They are among the results people look for from clean, healthy teeth. What would you expect a testimonial to say about you, That you’re a successful, confident person, Or that you’d make a great dental hygienist,
Just as your headline must accurately reflect your product, it must accurately target your market. If you’re aiming at college grads and first-jobbers, in this example, you might say
Be SURE of the confidence you need when you meet new challenges. DISCOVER how to smile easily and make the impact you want, etc. (We’ll cover the use of capitals, italics and so forth in future articles.)
Targeting your market means focusing on the deep needs of the people in your niche and writing the headline to promise to meet those needs. If you do that, if you align with the buyer’s problems, not your own, if you strike up a rapport with the reader from the get-go, you’re far more likely to get them reading your message to the end, when you can much more easily close their decision to buy.

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