Whilst your sat at home thinking how to get people’s attention among the noise…

Why not start working on your headlines?

I mean the headlines you use to catch people’s attention on your blogs, articles, web pages, leaflets and your emails.

One thing I’ve learned.

Is to start where your prospect is.

I say to Steve all the time (Steve creates most of our copy). “Steve. Put yourself in our prospects shoes before you write the headline”.

Most people though (when writing copy) start where they are, which is a big mistake. People are rarely as knowledgeable about what you are selling as you are.

Starting where your prospect is typically means. Focusing on the biggest benefit your product or services provides to them.

On the other hand, starting where you are (which you don’t want to do) means focusing on a fact or feature you feel is important. But will have no meaning to your prospect.

Take us with office supplies…

We’re part of 1 of the biggest buying groups in Europe. Giving us access to more varieties of products at competitive prices, which we can deliver faster than most.

If we used a headline starting where we are. It would go something like:

‘Our supply chain relationships are second to none’.

Anyone wanting files, staplers, printer cartridges etc. will have no idea what we’re talking about & couldn’t care less about wanting to learn more.

Compare this with a headline that starts were our prospect is:

‘The widest selection of competitively priced office supplies in the UK, delivered to your door fast and free. Guaranteed’.

The second headline is about the benefits of being in a huge buying group, with all the supply chain relationships it provides. Anyone looking for office supplies will be motivated to read further & call us.

…so, when writing headlines. Put yourself in your prospects shoes first.