Holding hands as a sign of trust

I’m in the early stages of preparing a presentation for an audience of therapists, coaches and other solo business owners who depend on the trust of their clients.

Part of my focus will be on writing a strong homepage headline.

The headline on your homepage is a big deal.

It does a lot of the heavy lifting for your site.

It’s often the first thing people read when they arrive at your site.

And in the same way that people will judge a book by its cover, prospective clients will likely judge your practice by the message you share on your homepage.

No pressure!

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Conversational headlines about peanut butter
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?

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Mirroring in conversations

A while back I was chatting with someone on the Conversational Copywriting Facebook group page.

At one point she wrote, “Good, thank you. I really do need more help with headline writing”.

She’s hoping I’ll create another lecture for the course, focused just on writing headlines. I probably will.

But let’s imagine instead that I decide to create a new course on writing headlines, and I want to sell the course to her.

What should my headline be?

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Closed and open headlines

Earlier this week I was doing a livestream Q&A session with students of the Conversational Copywriting course.

I think I handled most of the questions reasonably well. A question would come in and I’d dive in with my answer.

And then someone asked me about how to write conversational headlines, and I started doing a lip-flapping fish imitation. And yes, it mattered, because I was on live video!

Anyway, I had no answer but said I’d think about it and report back.

Consider this my report.

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