How To Write Digital Marketing Headlines That Convert

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Last updated on
28th Feb, 2019
Published
13rd Jul, 2016
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How To Write Digital Marketing Headlines That Convert

Nearly every form of digital marketing requires headlines, and those headlines need to capture people’s attentions so they take a closer look. If they don’t look beyond the headline, you have no chance of converting them to customers!

Whether you’re writing blog posts, digital ads, sales pages, social media posts, email messages, or any other digital marketing piece, you need a great headline that gets noticed. Here are some tricks that professional copywriters use to stand out from the clutter that consumers are faced with every day.

1. Make It Personal

When your headline speaks directly to an audience member, they’re far more likely to notice it and take action to learn more about it. Yes, you can include the recipient’s name in an email subject line or message to personalize it, but there is more to personalization than a name.
Personalization also refers to personalizing the content of your marketing pieces to speak directly to highly targeted audiences. The key is to make each marketing piece laser-focused so it communicates a specific message to a niche audience. To make this work, you need to have the right tools to segment your audience and your lists as much as possible.

2. Offer Something Useful or Meaningful

You have to give people a really good reason to pay attention to your marketing messages or they won’t bother. Your headlines have to promise that they’ll get something truly useful or meaningful that affects them personally (we’re back to personalization again as discussed in #1 above).

Write headlines that tell people you can solve their problems or make their lives easier. However, you have to deliver on that promise or this tactic can backfire and destroy recipients’ trust in your brand. That means no matter how amazing your headlines are, they won’t read those headlines or click on those headlines in the future.

3. Create a Sense of Urgency

Don’t give people the option to click on your ads, open your email messages, and so on whenever they feel like it. You want them to click right now, so create a sense of urgency in your headlines.

You can do this using adverbs and phrases that connote a sense of immediacy such as “now” or “act fast.” You can also do this by adding time-sensitivity to your headlines by using expiration dates and countdown clocks.

4. Use Reverse Psychology

Sometimes communicating the opposite message can have a bigger impact on an audience. For example, the headline of this article is “5 Ways to Write Digital Marketing Headlines that Convert,” but reverse psychology might work better to motivate people to read it. With that in mind, the headline could have been “5 Ways Bad Headlines are Costing You Sales.”

For this trick to work, you need to think about the emotions that your headline evokes and then think about how you can rewrite the headline to evoke the opposite emotion. Be sure to spend time A/B testing your headlines to determine if using reverse psychology is a good strategy for you.

5. Tap into Trends

Timely content that you can promote across social media is always attention-grabbing. Use Google Trends and Twitter Trends or tools like Social Mention to learn what topics are trending at any given moment in time, and then write headlines that integrate a hot topic.

Keep in mind, this tactic only works if the trending topic is highly relevant to your marketing message or content. Never use a trending topic in a headline to bait an audience into clicking and then deliver content or an experience that doesn’t match their expectations based on that headline!

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Susan Gunelius

Blog Author

Susan Gunelius is a 20-year marketing veteran and President & CEO of KeySplash Creative. She also owns an award-winning blog, Women on Business.