When writing headlines, you must use words that get your readers attention. Period.
If you’re doing it right, you are in business to serve others. If your blog posts and emails don’t get read, how will you reach them? If you don’t reach them, how can you serve them? You absolutely gotta become a master at writing headlines. If the headline doesn’t grab your clients, your competition’s headlines will. Period.
If you are doing it right, you are in business to make a profit while you are serving others. To do that you need to attract your ideal client, then you need for them to open your emails and click on your offers. Period.
As you grow your audience, those that resonate with you will stick around as long as you offer great content and quality products. Those that are not your ideal clients, will go by the wayside and that’s the way it’s supposed to be. As Sandi Krakowski puts it – “attract and repel“. It’s one or the other, you can’t do both. You can’t make everyone happy all of the time. If you try, first you’ll become a crazy person no one wants to be around, next, you’ll go under! The only people you will be serving then are the ones you have to ask “Do you want fries with that?”
Today, I had to have a talk with myself about all of this. So instead of just talking to myself (like a crazy person no one wants to be around), I decided to share it with you. There’s a valuable lesson to learn here. If not for the headline, you wouldn’t have read this, right? That’s point #1.
That brings me to point #2. This afternoon I opened my email to find an unsubscribe from someone on my list that said,
“Don’t send me emails with such raunchy offensive headlines!”
YIKES!! For a minute, while I was processing this, it was like someone slapped me. Then I took a calming breath and heard Sandi’s voice (in my head – I don’t really hear voices), “Attract or repel, you can’t do both.” Obviously this woman was most definitely repelled.
Recently I have been testing more aggressive, attention getting headlines, (none raunchy, I assure you) and seeing my open rate double and my sales increase! Lately, I’ve been writing less like a business person and more like me. When I write, I picture you and I sitting at my kitchen table chatting it up over a cup of coffee. You are important to me. You’ve become like family. I would never ever intentionally offend you.
Would I write a headline that would make you want to open it and see what’s inside? Absotively, posilutely! That’s my job. That’s how I’m able to serve you. I would be doing you and myself a serious disservice if I didn’t. YOU can’t teach them something that will help them to reach their goals, or guide them to products they want and need if your clients don’t read your stuff! You need your headlines to make them want to read what’s inside. Period.
The moral of this story… If you are writing headlines that get their attention and draw them in, someone, somewhere along the way just might get offended and leave. Then they weren’t your ideal client anyway. But many more will eagerly read your stuff and learn something to help them reach their goals or buy a product that will teach them what they came to you to learn in the first place…and be grateful. Period.
With love and blessings,
I’d love to here your take on this. Do you have a question or similar story. Please leave it in the comments below. I still answer every one personally!
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