The difficulty of generating good headlines—and from there, more clicks and more conversions—is a reality that all marketing and copy writers face. There are easy ways out, of course, and often utilized. You only need to jump over to Twitter or Facebook (even with their recent crackdown on clickbait) to see swarms of headlines teasing lists of “things you didn’t know” or “things you need to know”. The number of “you wouldn’t believe who did ____” headlines I see pop up is absurd.
The thing is, even these easy-out, clickbait headlines don’t serve the same purpose as a solid, attractive sales headline. They don’t draw in customers, or convince the audience to want a product or to invest their interest. All those headlines do is pluck at the strings of curiosity—an important aspect of a good headline, to be sure, but not the whole picture.
A more complete and effective headline needs to not only establish curiosity, but promise something that compels the audience to set it apart. When there are twelve Buzzfeed lists on your news feed, it’s easy to just keep scrolling. When a compelling headline about a snazzy new product on sale catches your eye, you’re a lot more likely to give it credence, especially online, where we are inundated with a never-ending stream of advertising.
While catching up on podcasts over at the excellent Social Media Examiner, I stumbled across one in particular that discussed a couple of things that have been important in my own writing processes, recently: storytelling, and revision.
While the importance of revision gets hammered home at every level, one aspect of it often goes unappreciated. The benefits of revision are obvious, of course, as it only takes one story, advertisement, email, or essay to realize that errors happen in first drafts. New or better ideas come along, and make your writing stronger. It’s a fact of every writer’s life. Continue reading
It’s been an eye-opening month. With the first steps underway at Dcaf Copy, I’ve been diving into a whole new side of writing. The past few weeks have been all about email newsletters and articles promoting products—mostly books. While my feet have only just begun getting wet in this new business, one thing has begun standing out to me: prospective customer information.
Email newsletters and e-blast campaigns are all well and good, and they can certainly help drive sales; nonetheless, I’ve found the most important thing with these is getting to know your audience. Take a look into the demographics of your email list (if available), and sculpt your copy around that knowledge. Consider the products you’re trying to sell, and present them in a way that appeals to the audience. Work in a hook in the natural curiosity of the customer.
It’s with a lot of excitement that I can announce some changes coming to Dcafwriting. Over the next few weeks, the site will be undergoing a design and layout overhaul, with one really big new change: Dcaf Copy.
Dcaf Copy is going to be an entire second section of this site, and a new side business I’m starting. With weekly blog posts on copywriting, web sales, and email marketing, Dcaf Copy will be the foundation for what will start off as a freelance service with an eye toward something more permanent in the future. This service will cover everything from email advertising campaigns, to web content copy, to blogging, and more.
While the focus of the upcoming changes is on Dcaf Copywriting, the creative soul of this site will remain. I’ll be streamlining the existing categories and working toward getting new, varied, creative writing in the coming months. Keep an eye out for new chapters from All Flames Cast, new short stories, and even some fresh poetry.