I have a homework assignment for you.
I want you to write a few lines promoting a swimming pool safety fence.
I’ll give you a full briefing about the fencing… what it looks like, how it can be installed, taken down, and so on.
And then it will be up to you.
This is one of the 6 homework assignments I give students of my Conversational Copywriting course.
And when I look at all the submissions, I can divide them fairly neatly into two categories.
I’m trying to think of a reason why you might want to write a headline that doesn’t attempt to engage your readers in some meaningful way.
I guess if you’re just making a product launch announcement, you might simply want to get the message out and be done.
You could write something like:
NEW! Nick’s Peanut Butter available in stores today!
But most of the time we’re trying to do more with our headlines.
We want to hold the reader’s interest and attention beyond just the headline itself. We want people to keep reading.
How do you keep them reading?