I write a lot of headlines. I write them for ads, websites, sales letters and articles.
You write a lot of headlines also. How many headlines have you written today?
If you’ve written an email, you’ve written a headline. The subject line of an email is a headline. It has the same crucial job: to make sure your message gets read.
With most people’s inboxes brimming with emails, you want your email to stand out. You want your email to be opened first.
Whether you’re applying for a job or want feedback on a report from a team member, a clear, compelling subject line will help assure that your email gets priority.
And of course, this is the goal of the advertising headline as well. As legendary copywriter Joe Sugarman says: the sole purpose of the headline is to get the reader to read the copy.
Whether that copy is an article, an email, or an ad, the same rules apply.
Here are three tips to keep in mind when you write your next headline or subject line:
- Be clear and specific. Readers appreciate it when the headline tells them what to expect next. Instead of “Following up,” try “Jane Smith Following Up on VA Position.” Instead of “This Webinar Is Just For You,” try “Crush Digital Media – Register Today for Free Webinar.”
- Promise a benefit or reward for reading the copy. Instead of “Read This Report Please,” try “Great Information About Data Trends Here.” Instead of “All Natural Body Lotion Packed With Antioxidants And Luxurious Oils,” try “Enjoy The Glow of Happy, Hydrated Skin.”
- Keep it short. This applies mostly to email subject lines. Since most emails are read on mobile devices these days, a subject line shouldn’t be much longer than 30 characters. If that’s not long enough to get your point across, at least make sure the most important part of the message is at the beginning.
Marketing headlines can be longer. But brevity always wins the day. Choose your words carefully and make sure they’re necessary, and the best ones for the job.
Keep these tips in mind the next time you want to create a great first impression and make sure your message gets read.
It always helps to get fresh eyes on your writing. Email me at sus@susanacrofton.com, if you’d like a mini-critique of your headline or subject line.