To win customers, you must first capture their attention. How? Begin your research like the pros do, by asking a few important questions of your target readers. Ideally, you will pose these questions directly, via mini personal interviews, readership surveys, social media, etc.
Your goal is to listen, not to project - to hear their answers, in their own words, so that you can use those exact words in your headline. By reflecting your readers’ own language back to them, you’ll make them feel like you’re already inside their head.
And we are always paying attention to the words in our own heads.
Here are some great questions to start with:
“What are their pains and problems?” Find out how your ideal customers describe the problem your product solves.
These are the words they’ll use when discussing their problems with family, friends, and experts.
These are the terms they’ll type into a search engine when they’re looking online for answers.
These are the exact words you want to incorporate into your headlines.
“Are they looking for solutions?” Up to 96% of website visitors are not ready to buy, which means your headline serves as a critical bridge between where your prospects are now and where they say they want to be.
If you get the headline right, more of them will cross that bridge into the rest of your sales copy, and be one step closer to a solution.
“What does their life/business look like once the problem is solved?” Wrap your mini interviews on a positive note.
Allow your respondents the space to imagine what opportunities will open up for them once their problem is solved, and use that language in your headline so they know you know what they want.