Copywriting: Magnetic Headlines
Type 3: The fact vs. fiction/truth vs. lies headline. These are great, because people always want to feel like they're "in the know," like they know something other people are in the dark about. Enticing them with content that unveils common myths or distinguishes fact vs. fiction is very engaging to prospects. For example, a mortgage broker could write an article with the headline, "4 Things Your Mortgage Lender Won't Tell You." Prospects feel like they're getting secret information and this endears them to the author, who ultimately wants to help them negotiate their mortgages.
Type 4: The dangling carrot headline. This type of headline offers something the prospect wants. Usually, you choose something that is an ideal everyone aspires toward. A gym can write a blog post with the headline, "3 Fast Ways to Turn a One-Pack into a Six-Pack." A real estate agent can use "5 Best Purchases for HUGE Cash Flow." These are highly attractive headlines, because they offer the ability to accomplish universally desirable goals. They immediately catch the attention of prospects and persuade them to find out more.
Type 5: The danger-avoiding headline. This headline plays on common problems or fears prospects are experiencing. This is a popular one in Florida, and is used often by sinkhole companies. Sinkholes are a real problem here, and they can ruin a home if the worst happens. These companies write headlines like, "Is Disaster Lurking Beneath Your Home?" to direct people to their websites, where they can sign up for a free inspection to find out if they are in danger. It's a natural reaction of humans to not want to realize something when it's "too late." We want to bring as much of the unknown into the known, so we feel in control of the situation. This sentiment is exactly what makes this kind of headline so effective.