Write Effective Headlines for Your Technology Marketing

The right headline will grab the attention of your audience and make your marketing more successful.

Headlines are the most important part of any marketing piece. If your headline doesn’t spark the reader’s interest than the rest of the content and your effort will be naught. Headlines can be the difference between successful and ineffective technology marketing.

Adam T. Sutton, in a recent article written for MarketingSherpa, provided some helpful information on the value of headlines and how to make them more attention-grabbing. I want to share some of the highlights to help your technology marketing campaigns be a successful.

Headlines are not easy to write, but we can all agree the goal is to get the reader’s attention and get them to take action. The problem is people are busy so if your headline doesn’t convince them to stop what they were doing and continue to read your marketing piece they will move on. A headline needs to express the value the reader will get out of it.

A headline should have:

  • Appeal. Emphasize the benefit you have to offer and make sure it is relevant. You may be selling a new product, but you need to focus on the higher-level benefit, not the product itself.
  • Credibility. Make sure what you are claiming is realistic. If people feel it can’t be true they will move on.
  • Exclusivity. Emphasize something unique, something that no one else may be offering. You want the reader to know you are offering something no one else can. Words like largest, smallest, highest, safest, latest, etc. will help.
  • Clarity. Make sure the headline makes sense. Don’t use jargon or words that may be difficult to read quickly.

Here are a couple suggestions to make your headlines more attention-grabbing.

  • Front-load. Make sure the pay-off or benefit to the reader is at the beginning of the headline. For example, “Get Paid to Take Online Surveys” versus “We Can Help You Get Paid to Take Online Surveys.” The first one is even easier to read.
  • Write the headlines last. Your headline should be a summary of the rest of the piece. How are you to write an effective headline if the rest hasn’t been written? See where your writing takes you and then come back to the headline.

Headlines can be used in blog posts, on landing pages, on printed pieces, on emails (including the subject line), on videos, etc. So no matter what you need the headline for, these suggestions apply.

  • What are your do’s and dont’s for writing effective headlines?

MarketingSherpa

Adam Sutton’s Article: Copywriting: How to improve headlines on landing pages and blog posts

Photo Credit: marsmet544 via photo pin cc

Chris Fuller
About Chris Fuller

For over 20 years, as a partner of thinkdm2, a digital branding and marketing agency, I have helped simplify marketing for many clients. Intelligent Systems can be quite complicated, and marketing them even more so. I enjoy making the complex simple. My blog, Simplexity, is an attempt to put my experience to use for Intelligent Systems Marketers.

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