Copywriting for Non-Copywriters: Use Headlines to Select Your Audience

May 23, 2006

I'm guessing you're interested in copywriting, but don't consider yourself a copywriter.

If I'm correct, don't go thinking I'm psychic. I simply used my article title (which acts like a headline) to select an audience of non-copywriters interested in copywriting. You can use headlines to select your audience too.

WHY USE HEADLINES TO SELECT YOUR AUDIENCE?

If someone is your audience, you have something they want. So the sooner you communicate to them that "this copy is for you," the sooner they'll dive into your message. From there, if your copy is good, hopefully they'll respond to it (e.g., buy your product, sign up for your service, etc.).

And if someone isn't your audience, well, life's too short to waste it reading something that isn't going to do anything for you. So do your readers a favor - use your headline to tell them if they're your audience or not.

HOW DO YOU USE HEADLINES TO SELECT YOUR AUDIENCE?

Always make sure your headline is specific enough to indicate what your copy is about. Let's look at some examples:

"Are You Tired?"

Too vague. It's unclear whether the copy that follows this headline will be about a new mattress, sleeping pills, or a tropical vacation. If you force your readers to read your copy to find out if it contains something they value, it's likely they'll simply skip to the next headline instead. Let's give it another shot...

"Having Trouble Sleeping?"

Better. It's narrowed the potential audience to those with sleep problems. But the copy that follows could still be about a mattress or sleeping pills. Let's try again...

"Does Your Mattress Give You The Ultimate Sleep?"

Okay. Now our headline selects our audience: people that feel their mattress compromises their sleep. If your readers relate to that headline, they'll read your copy; if they don't relate, they won't.

Either way, you've crafted a headline that selects your audience. And that's enough for now. Stay tuned for more later.

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Copyright © Grant Pasay 2006. All rights reserved. You may forward this article in its entirety (including author bio/links) to anyone you wish.

Grant Pasay is a professional website copywriter, advertising copywriter, SEO copywriter, and author of the FREE eBook, "The Internet Is Like A Refrigerator."

For copy that captures your business message without any of the hassle, go to http://grantpasay.com/

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