How to Write a Postcard Headline that Will Get Read
Your headline is one of the most important elements on your direct mail piece. It should entice your prospects to flip the card over and read more and not toss it away. Brian Clark states in a recent article on Copyblogger, “On average, 8 out of 10 people will read headline copy, but only 2 out of 10 will read the rest.” In other words a bad headline can deter people from reading the rest of your copy.
The first step to creating a good headline is to understand your audience and what would make them interested in reading further about your products or services. There is no “one size fits all” approach to headline writing so do your research on your audience.
As a general rule headlines should stand out, be clear and easy to read. This doesn’t mean all headlines should be 100 point type in bright, blazing red. Rather, in comparison to the other elements within the piece, it should be the first thing your viewers see. This can be done by enlarging your font size or better yet, by simplifying and/or organizing the other components on the piece so that your headline stands out.
Headlines should communicate a benefit, a solution, or promise to your prospects. When you write it ask yourself “would I want to respond to this offer?” and “am I writing about a benefit or a feature?” If you are depicting a feature, rewrite to make it a benefit to your prospects. Prospects don’t care about features but rather what a product or service can do for them. Also, use the word “You” instead of “We” to drive this idea home. “You Deserve the Very Best.” Not “We Do Our Very Best.”
Spend time writing your headline. Write at least an outline of your content before you write your headline so that it compliments your offer copy. Test your headline and make adjustments. We can never under emphasize the idea of testing your direct mail marketing.
Types of Headlines that Work Well
- How to Headlines
How to Grow Your Business Now!
- Number Headlines
5 Things You Can Do Today to Grow Your Business!
- Question Headlines
Are You Ready to Grow Your Business?
- Secret Headline
Secrets to Growing Your Business Today!
- Offer Headline
Limited Time Offer – Get Your Book on How to Grow Your Business
- Benefit Headline
You Can Grow Your Business Today!
- Urgency Headline
Only 5 Left – Get Your Book on How to Grow Your Business Today!
If you are unsure about how to get started on your headlines for your direct mail postcard we can help; call us at 561-393-4722.
To learn about other elements on a postcard: