In an overly cluttered marketplace, it has become increasingly more challenging to gain people’s attention, whether it’s that of a prospect or your colleagues. Be it a newsletter, firm brochure or website copy, it’s time to go back to the basics to determine what draws people to a story or at least catches their eye. Crafting an engaging headline can be the key to hooking readers. For newsletters especially, a good place to start is by looking at the headers and titles of stories in The Wall Street Journal or another major news outlet. What would they use as a headline on the front page to get people to pick the paper up? Or what kind of headline would make you read an article? The answer is likely some combination of provocative, emotional, controversial and maybe even jaw dropping.
When creating new content no matter where it will appear, pick up the newspaper and look at a few headlines to get your creative juices flowing.