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How to Craft An Irresistible Headline That People Want to Read

Of course, the importance of headlines can’t be underestimated.  If your headline doesn’t convince the person to read further, then your copywriting failing it’s purpose.

But before I get start explaining the secret of an irresistible headline, we need to talk about your audience.

Knowing your audience is the first key element of a great headline.


Because if you don’t have your audience in mind when you write the headline you could completely miss the mark with your choice of words.

Naturally, we tend to write to audiences who are similar to us. It just comes out that way.  But let’s say your audience is 35+ women who stay home to care for their children and you’re a 50+ man who works in a corporation.

Do you think the words the 50+ man writes will appeal to the 35+ woman?

If he writes words that come naturally to him, then the answer is “No.”

Keep a clear picture of who you want to write to in mind. Creating a Customer Avatar, based on Digital Marketer’s template can help you form that picture of your customer.


Figure 1 Customer Avatar from Digital Marketer

Good, effective headlines will establish your unique promise to the visitors.


What is it you want to convey to the reader? What pain or problem are you offering to solve? What need does this piece try to fill? What goal is your reader trying to achieve?

The number 1 problem I see with a majority of websites, videos, or blog posts is the lack of an optimized, benefit-oriented headline. Good headlines will convey one big idea and evoke emotion, stir curiosity, and cause the reader to continue reading.

Let me share 41 classic examples of effective headlines as collected by AWAI:

  • The secret of getting [results]
  • A little mistake that cost a [target market] [cost] a year
  • Advice to… [target market]  who want [results]
  • Do you suffer from [problem] at [occasion]?
  • Who ever heard of [target market] having [results] without [objection]
  • How I improved… [problem] without [objection] in just [time]
  • Discover the [benefits] you get with [results]
  • Proven: The most effective way to get [results]
  • How a [something perceived as bad] resulted in [results] and [benefits]
  • Do you suffer from [problem]?
  • Do you have these symptoms of [problem]
  • Guaranteed to [results] without [objection]
  • How a new [product] solved my [problem] in just [time]
  • Which type of [target market] are you? Is it stopping you get [results]?
  • Does your [problem] ever embarrass you?
  • To people who want [results] but don’t know where to start
  • How much is [problem] really costing you?
  • The right way to solve  [problem]
  • [thousands/hundreds / etc]of [target market]  now have [results] will you join them?
  • For the [target market individual, not plural] who has less [results] than he/she wants
  • Suppose this happened to your [business / life / relationship etc]. Would you survive?
  • Are other [target market] secretly overtaking you?
  • [X] proven ways to get [results] and [benefits]
  • Are you ready to have [results] in just [time]?
  • Get your hands on this system that took one [target market] from [starting results] to [end results] in just [time]
  • How I got [results] by making this unusual mistake.
  • Why some [target market] always have / get [results]
  • You can laugh about [problem] if you follow this simple plan
  • Five common [problems] faced by [target market] which one do you want to solve?
  • What [industry experts] do when faced with [problem]
  • [industry] experts prove that you can have [results] and with this new [product]
  • Why it’s not your fault you have [problem]. And how to make it disappear in just [time]
  • Thousands of [target market] can have [results] but never realize it. Don’t let it be you.
  • Why [target market] are raving about this [product].  ([Results] is just one of the reasons)
  • For just [cost] a day you can have [results] and [benefits] in [time]
  • To [target market] who want [results] by [time]
  • This new [product] will get you [benefits] galore
  • It’s not right that you don’t have [results] when so many [target market] do
  • The secrets of [target markets] that always get [results]
  • What the [industry] experts don’t want you to know about solving [problem]
  • Why do some [target market] have more [benefits] than others? The answer might surprise you


An effective headline will incorporate four main elements:

  • Urgency – does it give your prospect a real reason to want this product or service today, now, right away.
  • Usefulness – does it communicate something of value to the prospect.
  • Uniqueness – does it suggest that what you are offering is in some way different from every other solution currently available.
  • UltraSpecificity – does it avoid being vague at all costs.


You can check your headlines yourself by creating a scorecard.  Give your headline a point for each of the 4 U’s mentioned above. The best headline has 4 points!


Let’s try scoring a few to get the hang of it!


Score Headline
2 §  The secret of getting [results]

(I don’t think it has urgency, and it doesn’t seem unique. )

3 §  A little mistake that cost a [target market] [cost] a year

(This one seems unique, useful and ultra-specific but not so urgent. )

2 §  Advice to… [target market]  who want [results]

(No urgency or uniqueness )

3 – 4 §  Do you suffer from [problem] at [occasion]?

(This may or may not be urgent depending on the problem described! )


After you score your headline based on the 4Us, you can take another pass at the headline and adjust it and make it more compelling.

Take for example the first headline we scored above and reword it to be more Urgent.

Before: The secret of getting [results]

After: The secret of getting [results] within 15 minutes!

See how that works?

Now it’s your turn to put these tips into practice with your own headlines.

Contact me today if you want help with your headlines.

A Continual Supply of Useful Information through a Blog wrote a post on What’s a Blog. Read it here:

Benefits of a Blog

Blogs have multiple benefits for you and your potential clients. Sharing useful information in your blog is one of the best ways to reach your potential clients. And build your credibility. Your reputation grows. You rank better in search engines because of the constant stream of new content published to your blog.

Your target audience has access to useful and helpful content. When the time comes to make a purchase your potential clients will think of all the useful content you’ve provided in the past.

Blogs have another purpose too. By studying the comments made on your blog, you can reap valuable insight as to what your clients are thinking, what bothers them, what they are really looking for, etc. You might say a blog is a built-in marketing focus group at your disposable.

Example of a Good Blog blog provides a pleasing appeal with three column format, showing off the latest content and offering other helpful resources on the right. As an added bonus, they even tell the reader how long it will take to read the post.

That’s great news for those who like to skim through content or don’t have much time to read long-winded posts. In addition to the time it takes to read the blog post, they make the content easily shareable. The key is sharing useful information in your blog. This is to your advantage as well. If readers like your content they will want to share it, so make it easy for them to do just that!


Do you have a blog setup but don’t know what to share on your blog?

Contact me today to get moving in the right direction.

Looking for other ways to connect with your audience? Check out how to Social Media to engage with them.

Connect with Your Ideal Clients on Social Media Today

The internet has made it easy to connect with your potential customers.  Now connecting is just a click away. You can stay in direct contact with your customers through social media.  But you might be wondering which social media platform should you be on? publishes a report each year to monitor social media platforms.  Maybe some of their charts may help you determine that.  Let’s look at a few.

Which social platform is the most popular?

I’ll give you one guess. Yes, it’s Facebook of course.


What’s the frequency of use on each social platform?

Looks like most users access their social networks daily.


What is the average age of user on each social platform?

It looks like the 16 to 24 group and 35 to 44 group have the largest percentage across all social networks.



So now you know which platform is the most popular. And how much time the average user spends on that platform. And the average age of the user by platform.

Does this help you figure out which platform may work for your business?

As you can see from the last chart above, there are many different Social Media platforms out there. And new social platforms are emerging every day.  Don’t let this discourage you!

This doesn’t mean you need to be present on all of them.  You just need to be on the one your clients are on most of the time!

When you’ve found the right social media platform for your business, prominently displaying your company’s social media networks will help your customers find you and engage with you.

Let’s look at three companies who prominently display their social network links on their websites in different ways. appears to be on Twitter, Facebook, LinkedIn and YouTube as shown in the picture below.


Qlik prefers the social icons to represent their social network profiles as seen on the left in below picture.


GoodData displays its icons in the footer as well.


What Social Networks are you on? Are you sharing your Social Network links on your website?

Need help figuring out where to share your Social Network links?

Contact me today to get moving in the right direction.

Looking for other ways to connect with your audience? Check out how to use User Groups to engage.

Build Repeat Customers through User Groups

User groups are primarily for existing customers. However, having a user group will help prospective customers feel they will have the necessary methods of support should they need it.

Benefits of User Groups

  • Creates a sense of belonging which enables loyalty.
  • Direct communication with actual users of your product helps with product development of new products.
  • An ongoing source of feedback for marketing purposes.
  • A resource to provide better customer service.

These are but a few of the benefits of having a user group community for your clients.

Successful Examples

Let’s look a few of the leaders in business intelligence industry to see how they use user groups.

Oracle provides a number of User Groups and Communities promising the user will be heard when they get involved.


Alteryx allows users to locate user groups by area and posts upcoming Alteryx User Group meetings.


Do you offer a user group community to your customers?

Need help sharing user group community updates on your website? Contact me at

Contact me to see how I can help you communicate to your target audience.

For another way to build thought leadership check out Special Reports.

3 Statistics That Prove Special Reports Are Needed Now

96% of B2B buyers want content with more input from industry thought leaders. (Demand Gen Report, 2016) (Source:

72% of marketers say relevant content creation was the most effective SEO tactic. (Ascend2, 2015) (Source:

These two statistics prove it makes sense to use Special Reports in your marketing strategy.

Why Use Special Reports?

Special reports are a great way to get people to start the journey of getting know more about you. The first statistic says 96% of B2B buyers are looking for you, the industry thought leader!

The report itself is meant to educate the reader.  It highlights a particular problem your product or service can address although it’s not primarily a sales piece.

What is a Special Report?

A special report is written as an informative piece to provide insights on how to solve a particular problem. It’s written very specifically, although generic enough that it isn’t selling them on your solution.

It generally outlines the problem and steps on how to solve a particular problem. And only at the close of the report, do you even mention a product or service of yours that supports the story you just shared.

Who Uses Special Reports?

From the research I’ve done, all of the Business Intelligence companies in Gartner’s Magic Quadrant utilize Special Reports. That’s because it’s another tool to grow your connection with a prospective client.

Typically, your audience has to provide their email address in exchange for the Special Report. Once you have their email address, you can contact them again over time.

So let’s look an example from the company called Tibco.

Below you see Tibco’s special report on Selecting an Integration Technology. It’s a free report in exchange for a name, email, and phone number. This not only provides value in educating the customer, it also increases Tibco’s email list so further marketing can be done later.


Lack of resources, such as staff, funding, and time, remains the biggest obstacle to successful lead generation for 61% of B2B marketers. (BrightTALK, 2015 Source:

So what about you and your business?

What problems does your audience have?

What problems do your products or service solve?

What Special Reports should you write to address those problems?

Need help writing a Special Report?

I’d be happy to help. Contact me to get started on your next Special Report.

For other ways to grow your thought leadership, check out industry conferences.

Grow Your Thought Leadership Through in Industry Conferences

To become a thought leader in your industry, you need to participate in industry conferences. Participating or even hosting and providing information about industry conferences helps prospective customers believe your company is a thought leader and strategic player.

This helps build trust and reputation.

Benefits of Attending Industry Conferences

As discussed above becoming a thought leader is helpful in building your brand. One way to do this is to attend industry conferences. There are several benefits of doing this:

  • Continued learning keeps you on top of your game.
  • Networking with industry professionals keeps you in the know.
  • Engaging with prospective clients attending can grow your business.

These are just a few of the benefits of attending industry conferences to grow your thought leadership.

Now let’s look at some examples.

SAS participants in various Industry conferences, such as these mentioned on their site:

FIGURE 1 SAS INDUSTRY CONFERENCES provides a convenient list of industry conferences.



Alteryx promotes industry conferences and events by showcasing them on the main home page.



What conferences occur in your industry? Do you speak at these conferences? Are you promoting these conferences on your website? How are you making your target audience aware of these valuable conferences?

Need help sharing conferences on your website? Contact me  to see how I can help you communicate to your target audience.

For another way to build thought leadership check out case studies.

Share Your Experience Today, Become a Thought Leader with Case Studies

96% of B2B buyers want content with more input from industry thought leaders. (Demand Gen Report, 2016) (Source:

One way companies are viewed as thought leaders is by solving customer problems and documenting them in a Cases Study.

What is a Case Study?

These special stories highlight how you and your products or services helped solve a problem a customer had. These stories are powerful testimonies which help prospective customers understand you’ve done this before and get great results.

How Do Share a Case Study?

Case studies should be shared freely on your site with no opt-in needed. These special stories are used as the top of the sales funnel marketing material.  The purpose of is build trust and demonstrate your know-how.

You can never have too many case studies.

Who Uses Case Studies?

Just about every business under the sun uses case studies.  Anytime you have solved a customer’s pain point and provided the solution, it should become a case study.

For example, a business intelligence company called provides generous amounts of Customer Case Studies.  This is important for helping prospective customers feel comfortable with their decision to go with Targit.


Another company called has many Case Studies which demonstrates they’ve been in business for quite a while. They even group the case studies by industry, making it easier for prospective customers to get the information they’re looking for faster.


So what problems have you solved for your current customers? Have you crafted those success stories into Case Studies yet?

Lack of resources, such as staff, funding, and time, remains the biggest obstacle to successful lead generation for 61% of B2B marketers. (BrightTALK, 2015 Source:

If you’re like the 61% of B2B marketers who lack resource, contact me to let me help you get started.

Read more on how Special Report can develop your Thought Leadership.

Why Video Makes Sense for Your Website Today

There are many ways to communicate. The written word is one way. Visual media such as videos coupled with sound is another very effective way to communicate.

Why Use Video?

From 75% of executives who told Forbes that they watch work-related videos on business websites at least once a week. The results breakdown:

  • 50% watch business-related videos on YouTube
  • 65% visit the marketer’s website after viewing a video and according to Invodo 92% of mobile video viewers share videos with others.

Does Video Convert?

MarketingProfs say 70% of marketing professionals report video converts better than any other medium.

ReelSEO says Homepage videos are shown to increase conversion rates by 20% or more.

Unbounce says using video on a landing page can increase conversion rate by up to 80%.

As you probably can tell from the statistics shared above, a video is an important element to add to your site.

How Do I Use Video on My Website?

Let’s look at three business intelligence companies who use video on their websites.

  • uses videos everywhere on their site.


  • utilizes video very effectively too.


  • Panorama does a good job with offering plenty of videos.


What about your business?

Do you have videos on how your product works?

Do you have how-to videos to increase awareness about your product or service?

Start using these videos effectively on your website.

Need help writing a script for a video? Contact me  to get started today.

Build your brand and thought leadership with White Papers.

Need Credibility? Try White Papers Now

There are many forms of lead generation tactics: newsletter, special reports, blog posts, articles, webinars, videos, case studies, white papers, and more.

Although, one tactic stands out – White Papers.

Why Use a White Paper?

96% of B2B buyers want content with more input from industry thought leaders. (Demand Gen Report, 2016 Source:

And because White Papers have a dual purpose, on one hand, they offer helpful information on a particular topic. On the other hand, White Papers help position you as an expert in your field. This builds creditability and trust among your potential clients.

What is a White Paper?

A White Paper is a type of a report. It’s written as an educational piece. Typically describing a particular problem in a specific industry. It describes how people have tried to solve that problem and failed. It also shows how the problem is finally solved, along with a subtle mention of a specific product that solved the problem.

When is a White Paper Used?

At the top of the sales funnel you find lead generation pieces to get people into the sales funnel. Once a prospect has entered your sales funnel, you will nurture them with content. This allows you to overcome any obstacles preventing a future sale.

This middle portion of the sales cycle is where we help a potential client get to know your company has the potential for solving their problems.

What is Gated Content?

When content within a White Paper is highly valuable, it should never be shared for free. This is called gated content because one must pass through the gate of an  “Opt-In” to receive the information requested.

The content shared in the White Paper should be so compelling your potential client has no qualms about entering their name and email address to get this content.

Let’s a take a look at a couple business intelligence companies to see how they use White Papers in their marketing strategies. has multiple White Paper opt-ins throughout their site. Below you’ll see one specific to Qlik Sense Architectural Overview.


Panorama is bucking the industry norm by giving away their White Papers with no email opt-in. While this may be helpful for the customers, this is definitely not best practice. Panorama is losing valuable marketing opportunity here.


What topics in your industry would make a useful White Paper?  What problems does your product or service solve? Can you write a compelling White Paper to convey how to solve that problem?

Lack of resources, such as staff, funding, and time, remains the biggest obstacle to successful lead generation for 61% of B2B marketers. (BrightTALK, 2015 Source:

If you’d like help with White Papers, contact me today.

Learn how to increase your thought leadership with webinars.

Why Webinars are a “No Brainer” for Instant Credibility

Part of your marketing strategies should be efforts to build your credibility and reputation as a thought leader. That’s where webinars come into play.

What is a Webinar?

A webinar is an online seminar. People opt-in to join the online meeting.  Those who join are sent an email with instructions on how to join and a link to “enter” the seminar.

What Tools Are Available for Webinars?

Teleseminars, Google Hangouts, and Webinars are wonderful methods to build your reputation as a thought leader.

There are many options to choose from.  According to Best Webinar Software 2017 article, Go To Meeting, Webinar Jam, Sleath Seminar, Google Hangouts, and Cisco WebEx are the Top 5 Webinar tools to use.

Regardless of which platform you use. You can produce both live and recorded sessions. Both are equally powerful to your target audience.

What Do I Share on a Webinar?

Let’s face it, you have valuable information to share with your target audience.  What do you know that can help a potential client solve a problem, satisfy a need, or achieve a goal? What things have you learned that could shorten someone’s learning curve?

The internet has made it possible for your reach more of your target audience without spending a fortune to do it.  So get out there and start sharing what you know!

Who Watches Webinars?

People in just about every industry are willing to watch a webinar or two to gain insight on a particular topic.

55% of people consume video content thoroughly. (HubSpot, 2016) and 43% of people want to see more video content from marketers. (HubSpot, 2016 Source:

Why Host a Webinar?

When you host the webinar you are setting yourself up as the expert and trusted advisor. This puts you in a place of authority where potential clients will trust you more. Being a host of a webinar sets you up as a thought leader in your industry.

Let’s look at one business intelligence company called They do a good job at sharing their webinars and podcasts, as the picture below displays. You can even search for upcoming events.


What do you know that your target audience needs to know?

Have you scheduled a webinar yet? If not, what are you waiting for?

47% of buyers viewed 3-5 pieces of content before engaging with a sales rep. (Demand Gen Report, 2016 Source:

Your audience needs your information. Don’t let them find a competitor just because you haven’t produced a webinar yet!

Need help scripting a webinar? I can help with that. Contact me to get started on your next webinar project.

How to crush it with video to reach your audience.

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