Does Your Letter has a Headline too?
Jan 6th, 2008 by MAT.
You missed a headline, you missed a sale. This does not apply to advertisements only. It applies to your letters and all form of marketing materials that you want your target audience to read. Headline is important because it pulls the folks to read your main copy, the details that will finally convert them.
When you read the newspaper or a magazine, don’t you also scan the headlines to judge if you should invest the time to read further? You too skip articles that are boring or irrelevant to you, right? So headlines help us to sieve and use what’s good.
In another words, your headline has to reach out and captivate your prospects – or they will not give you their time.
And yet, letters without headlines show up in my mailbox with regularity. Do you read such letters? I don’t because I have lots of junk mails to clear and I chose to read the interesting ones only. I might just read the first 2-3 lines and if those first few lines cannot convinced me to read further into the headline-less letter, I simply crumpled an tossed the letter into the bin. A compelling headline will give me confidence to read beyond the first 2-3 lines.
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