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The ‘Key’ to grabbing your Reader’s Attention ...

That’ll be your HEADLINE. And yes, just about any form of Writing needs a HEADLINE: Letters, Emails (in Subject Lines) Articles, Blog posts, Web Content, Stories, Descriptions, etc., etc., because your HEADLINE plays a vital part in your copy’s success in attracting your reader in

the beginning.

Writing good Headlines is almost a science in itself, and many big projects have been won or lost through the choice of Headline (and we continue to write many Courses and Articles on Headlines on a regular basis). To simplify the process in this Article, here are some quick pointers that will help you approach writing an effective and successful Headline in the best way:

Create a list of at least TEN good BENEFITS, and use the best one in a selection of around two or three potential Headlines to gain attention to your subject.
Study the kind of Headlines being used in similar projects to the one you’re writing about (if it’s an Article on a certain subject, check out similar Articles on sites like Ezine Articles.com - or the Site you’re writing for) and get a ‘feeling’ of what’s been used so far.
‘Step back’ from the two or three Headlines you’ve written so far, and start writing the first draft paragraph, and following paragraphs. Then, see how your best Headline ‘sits’ with those paragraphs, and adjust where necessary...
Leave what you’ve written so far, have a break, then come back to it, and see if your best Headline grabs you immediately. If it does, you’ve already made the best start - and you’re halfway to finishing a great Article!

Note: Think of your Headline as the ‘coat-hanger’ on which the rest of your written piece hangs, and you can’t go far wrong.

You’re ‘Up and Running’... Now Plan your Writing to finish in style!

Here comes -

The 3rd ELEMENT: Your Copy PLAN. You know about your AUDIENCE, you’ve decided on your BENEFITS, and you’ve used your best one for your HEADLINE. Now you need to plan the rest of your copy to ‘lead’ your reader through your copy to a successful conclusion - for you, and them! There’s a simple formula that will help you do just that. You may have heard of it already, but it is just as powerful today as it was when first demonstrated: It’s called the A.I.D.A principal:

‘A’ is for getting ATTENTION - which you’ve hopefully already got, through the use of your main benefit in your Headline. But you need to keep your reader’s attention, too, so...
‘I’ is for developing your reader’s INTEREST. By your second paragraph, your copy should be getting more and more interesting to your reader (if it’s not, you’ll lose them!). It should also be fulfilling the promise you indicated through your Headline, and bringing in attractive features (the ‘Sister’ to BENEFITS) of the subject you’re writing about.
Don’t forget, in most forms of Writing, a logical sequence to your ‘story’ will keep your reader with you. This can be provided by ‘STEPS’: the use of Sub- Heads (made up with some of your Secondary Benefits) to break up your copy, and also Bullet-Pointed copy sections, containing Features and Benefits to strengthen your copy. These should then lead up to developing -
‘D’: DESIRE in your reader - to respond, sign-up or buy; whatever is the main aim of your Writing! ‘Desire’ copy leads the reader to think: ‘I like this .. Or want this... So how do I get it..?’ This then leads to -

Your ‘Call To Action’

Here’s the fourth, vital -

4th ELEMENT: This is the best bit - where the reason

for all your hard work in formulating the copy you’re

writing comes into play!

This covers the part where you’ve got your reader ‘asking’ for a conclusion.

‘A’ This is the ACTION stage. You need to tell your reader how to act to get and enjoy all the benefits you’ve ‘hooked’ them into wanting...
At the same time you’ve got to make it quick, easy and straightforward for them to respond, get your product or service, or ask for more info, or - if it’s a non-responsive/information only Article - simply feel that they’ve gained a lot from reading your words, and will look out for further pieces of writing from you!
Also at this stage, you can add a sense of urgency in getting your reader to respond, by suggesting that what your offering won’t be available for long. (Be careful not to mislead your reader with false statements, though!)
Above all, make sure you’ve included everything your reader needs to get what your offering (‘click here’ links, easy order, or name/email address forms, etc). And everything you need - to capture that reader’s information, and maybe write to them personally, at another stage.

Extra ‘clinchers’ at the ACTION stage...

In any copy that’s selling a benefit, service or product, it’s helpful to add a ‘SUMMARY OF BENEFITS’/Offer panel, and even a Guarantee, in certain instances. But even if it’s just an information-only piece of writing, it’s good to briefly summarise the main aspects of what you’ve been writing about, and obviously end on a positive note. And - for a story-only piece of writing, finishing with a question... Or a last-minute twist or piece of surprising extra information, which can make it much more memorable.

As with ALL Writing, after you’re happy with your final draft of complete copy - try to let it ‘settle’ for a while (if you have the luxury of time to do this) and then read it over for any last-minute improvements. Finally - check it all for SPELLING and GRAMMAR... Don’t let any silly mistakes spoil all your hard work, or your reputation!

So there are the FOUR ESSENTIAL ELEMENTS - spelt out in their basic forms - to help your Writing become just that bit more successful, responsive and profitable! (C) Creative Solutions 2012. All rights reserved.

Best Wishes!

-----------------------------------------------------------------------------------------------ANY COMMENTS on this ‘4 Essential Elements’ Article gratefully received!

(Please add your comments in our ‘Contact Us’ section <click) Thank You!

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Don’t Forget: if you’d like to develop a relationship with your readers - to make them new offers later, or alert them to other things they might be interested in - remember to include phrases like:

‘Watch this space for further Updates’, or:

‘Exciting News - coming shortly’ ...

That’s also true for our ‘W2P-BLOG’!

Next Update...

For our next ‘W2P-Blog’ - featured Article - we’ll deal in depth with the Individual Sections of a piece of copy... Starting with creating Powerful Sub-Heads; how they can be used in different ways, and how they can boost your results. We’ll also be dealing with the Truth about Bullet-Points - and much more, in future UPDATES, all aimed at helping you improve your Writing Skills, and enjoy even greater successes from your Writing!

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Quick Question...?

We’d also like to know WHAT other aspects of Writing YOU’D most like to read about -

For instance: More on HEADLINES ..? Or COPY PLANNING ..?

Or ARTICLE-WRITING, etc..?

Whatever you’d like to see more of, please tell us in our ‘Contact Us’ section!

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(NB> For more details on writing HEADLINES - and the four most effective Headline themes that will help you save time, and write great Headlines every time - we’ve included a Headline Writing E-Guide in our series of ‘Copywriting Quickees’

- coming soon!

WRITING HELP - Continued...

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