Why Headlines make or break your business.

Headlines are arguably the most essential component of your business. Trying to run one without them is like turning the key to the ignition of a car without an engine…It just won't go far. They’re the key to selling anything, anywhere, in any way, I don't care if it’s live, recorded, face to face, by phone, on land, or underwater, headlines will single-handedly carry you to a sale. I’d compare them to the first moments of meeting someone new… We judge, criticize, and praise people all within seconds. It doesn’t matter if they’re a saint or as evil as Jada Smith, it’s human nature. It's why we dress nice and groom ourselves for social events or the reason our hearts race when first meeting someone important to us, and it’s all because first impressions matter. If this weren’t the case then it would be fine to show up to a wedding like a homeless person, or jokingly insult strangers like a lifelong friend. “But it’s all good, right? I'm a good person at heart.” NO ONE CARES if you’re the pope himself, it's all about the first impression. That’s why headlines are so important for your business, they’re the first look into what you offer, and why it’s important to the person reading. In the next 4 minutes, I’ll be going over how and why most businesses fall short with headlines, and how you can gain an unfair advantage that’ll make it seem like you’re playing the game in easy mode. A business can’t succeed without eyes. Without attention, there's no sales, ZERO. You could have the best product known to man but if you can't get anyone’s attention, your bank account will be as empty as a WNBA game. The sad part is…Most headlines are made with as much effort as a pack of ramen noodles, people just expect their target audience to come waltzing by their ads with glee, ready to purchase their highest ticket item without a single question. (This is far from the truth) I've analyzed hundreds of meta ads, and the vast majority of them don’t consider desire or attention, they vaguely mention the service and expect the world to come and purchase what they have to offer. But don't worry, I won't let you fall for the same traps, I’ll give you the secrets on how to stand out like a 7-foot white man in the middle of Tokyo using headlines. The secret sauce for headlines. Before you think about writing a headline you need to get these three principles down. 1) Promise them the world: Think about it, every morning you wake up you are bombarded by ads, people competing for your attention. You open social media, there's an ad. You go outside, there's a billboard, you get a phone call, it’s a salesperson. After a while, you become numb to all the shallow attempts at getting your attention, and it's only when something piques your interest that you become attuned to their messaging. And the only way to excite people is to “promise them the world”, make a claim so outrageous, so unbelievably tempting for the reader/listener that the only option they’re left with is diving deeper into whatever it is you proposed to them. 2) Target them like a sniper: A major issue with attempts at grabbing attention is that they call out to everyone in the world. Imagine you’re in an airport at its busiest hour, you hear people screaming, airplanes taking off, beeping sounds, carts rattling with luggage, and announcements. If your only job was to grab my attention, what would you do, what would you say? You can’t scream at me, it's already loud enough. Your only option would be to call out my name. If you shouted it, even in a crowd I'd look up. The only way to reach people who would buy is to use headlines that call out who they are or something only they would want. For example: if your target audience is farmers, you should use the word “farmers” in the headline, it's like an ad for your ad. 3) The truth behind all decision making: All decisions ever made have sprung from one of two reasons - people running away from pain Or - people running for pleasure These are the reasons behind crime, war, justice, and peace. It’s also the reason why people purchase a product, it solves their problem or gives them pleasure. If anyone tells you otherwise, they’re a liar and should not be trusted, they probably want your kidney or something. The next time you write a headline, keep the audience’s pain points and dream states in mind, that’s what’ll drive them to make the purchase. Congrats. You've graduated from knowing as much as a blind armadillo, to being versed on how to compete for the most valuable asset in the world, attention. Next time you write a headline you’ll know the importance of understanding your audience and what makes them tick. P.S. Get in touch with me, and I'll improve your sales for free, all by simply changing the words you use.