How to Write Powerful Headlines that Sell

1. Does the body copy deliver on the headline’s promise?

Avoid fluff or anything that could be construed as clickbait. Make sure the headline is compelling, AND your body copy delivers the goods.

2. Does the headline speak to the pain and aspirations of your audience?

Creativity for creativity's sake won't connect with your audience. Address a specific point of relevance that grabs your reader's attention with language that is simple, direct, and clear.

3. Does the headline appeal to both the head and the heart?

Logic will get the reader to agree; emotion will compel the reader to act. Push both "buttons" simultaneously with your headline, and you'll motivate the right response.

4. What fat can you cut from the headline?

What words are not absolutely necessary to make your point? Remove them. Otherwise, you'll confuse the audience and lose their attention.

5.  How does the headline score?

Test the headline with an online "headline analyzer" tool, such as these:

• https://coschedule.com/headline-analyzer by @CoSchedule
• https://www.aminstitute.com/headline/

Play around with different words and word combinations until you get to a score you're happy with.

Sean M. Lyden is CEO of Lyden Communications LLC, an Orlando, Fla.-based consulting company that helps entrepreneurs increase sales through storytelling.

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