How can you stand out against your competitors without changing your prices?

Headlines are the most crucial part of an advertisement and can be why people aren’t reading your ad.

If you want to improve your headline and get more leads, this article is for you…

So, what’s the problem?

The amount of clutter that our social media is filled with makes it difficult to cut through to your ideal customer. 

When you open Facebook or Instagram, 90% of the content is bright, loud and eye-catching. Your advertisement cannot compete without a well-tested headline that can guarantee results.

When beginning my business, I studied hundreds of advertising examples to find the formula for a good ad.

When my first client entrusted me with their advertising, I spent weeks formulating what I thought was the perfect ad…

Excellent copywriting and an even better picture meticulously selected to grab attention.

Yet, three weeks later, I am client-less…Why?

No one had even clicked on my ad. I thought it was perfect, but I was wrong. No one had even clicked on it.

The copy was great; it highlighted a problem and fixed it. Surely, someone would be interested enough in the product to click and have a look.

But the truth was, I was missing critical principles in my headlines, which meant that my ads were being completely ignored by the targeted audience.

 This problem continued, and the same happened with my following two clients. I wasn’t catching enough attention from potential leads.

So, to keep these clients, I needed to figure out what made a good headline.

Trying to fix my issues…

I started researching:

“Give them a taste of their dreams”. Or “Introduce a point of pain for your potential customers.”

But neither principle worked.

I continued to test, attempting to pull in potential interest through outlandish and attention-grabbing headlines.

But although the results improved, they were not where I wanted them to be…

Until it dawned on me, after months and months of testing and studying hundreds of advertisements, it was apparent what would work….

So, HOW do we fix headlines…

Selling your services on social media requires you to target someone and speak directly to them. That’s how you get someone’s attention by contacting them directly.

To start: Who is your ideal customer, and what do they look like? What gender are they? How old are they?

These factors are not only to tick boxes but should be included in the introductory line of any advertisement.

I hadn’t even bothered identifying my target audience, so they weren’t clicking my ads.

This principle was vital in transforming my client's click-through rate.

Who wants the product or service? Analyse the data.

From this point on, you need to craft your headline and consider who you are writing.

For example, if you were a hairdresser advertising online:

Instead of a generic headline: “Do you want a new haircut.” 

Ask someone a specific question such as “Hey, London Ladies. Do you want a confidence boost?”

When you start to think about who your ideal customer is and target the headline to them, the ad will cut through the clutter like a knife through butter and reach the intended person.

This is the principle that all my advertisements are now built upon. I speak to and reach out to my ideal customers, compelling them to click on my ad.

Understanding this principle is tricky, but if implemented correctly, it can make all the difference to the effectiveness of your ads.

If your advertisements struggle to gather attention, click “Contact us” below for a FREE consultation to see how we can transform your marketing.