5 Tips for Headlines That Get Results

When someone receives a direct mail piece or an email, what is the first thing they see? The headline or subject line! The success of your marketing effort hinges on the power of those words to hook your audience and draw them in. If your audience never gets past the headline, it doesn’t matter how great the offer is. They’ll never see it.

Here are five tips for writing headlines that engage your audience and make them want to read more. 

1. Think “action.” Use words that evoke imagination and create a sense of movement. Avoid generic phrases like "Climb the Mountain!" and opt for more active ones, such as "Attack the Mountain!”

2. Leverage numbers. People are always looking for easy ways to get information quickly, so using numbered tips can be an effective way to grab their attention. For example, if you're selling heating and cooling equipment, try "Three Reasons Your Air Conditioner Might Fail This Summer," or if you sell men’s wear, "Five Ways to Make a Woman Look Twice."

3. Stir emotions. While some people may buy something because of necessity, most purchases are made due to desire or perceived need. To capture this emotion, focus on headlines that ask questions or present solutions in surprising ways. Examples include "Six Ways You Think You Are Keeping Your Kids Safe (But Aren't)” or “Is Your Home Safe from This Toxic Gas?”

4. Support with data. Data is always more convincing than words alone. If you incorporate credible sources and statistics into your headlines, recipients are much more likely to pay attention. For example, a study conducted by Conductor found that readers were 36% more likely to prefer headlines with numbers over other types of hooks.

5. Work backward. Visualization can be a powerful tool in marketing. Before sitting down to write anything, take some time to consider your desired outcome for the campaign. Visualizing the desired result can provide valuable insight into how to craft a headline that will get you there.

Creating powerful headlines and subject lines is part art and part science. Whatever approach you use, create multiple versions of each and test them against controls. If you get stuck, give us a call. We can help!

How Great Marketing Is Like a Great Sports Team

To achieve optimal outcomes from your marketing campaigns, consider your channels as if they were members of a sports team. While each one—such as direct mail, email, or wide format—can be influential, their combined efforts will bring the best results. To make the most out of your multichannel approach, here are three steps to creating a great “team”!

1. Gear up! All your marketing channels represent your brand, so whether they are print or digital, as small as a mobile phone screen or as large as a billboard, they should still have a unified look. Think of it as wearing the same “team gear.” Even if it's not possible to maintain 100% color consistency between digital and print channels, you can achieve a unified brand look by ensuring that images, color schemes, and messaging match across the different platforms.

2. Put the right players in the correct positions. Sports teams have different positions for a reason. Sure, the NBA point guard can hit three-pointers all day long, but you’re not going to ask him to grab rebounds off the rim. For that, you want your 7’1” center with a 7-foot wingspan. So it is in marketing. Each channel has its strengths. Know these strengths and place each channel in the marketing line-up where the entire team will benefit most.

3. Play to the audience. Midwest NFL fans aren’t going to respond to the New England Patriots the same way they do the Minnesota Vikings. Likewise, not every demographic will respond the same way to every channel. For example, you’re not going to engage many retirees with text marketing. Plus, the mix is constantly changing. It used to be that only teenagers and college students used Facebook. Now they’ve moved to Snapchat and TikTok, and older demographics, businesses, and organizations use Facebook.

Want your multichannel marketing team to produce a championship-style win? Identify your marketing objectives, maintain brand consistency, and ensure each channel is in the right position to maximize its effectiveness for the team.

Need help? Let’s chat!