And your titles will be tested for compliance with the four objectives?

Title - this is a very important detail in any field of copywriting.

This introduction seller, the first step to success, first and most lasting impression. Subject is able to attract, repel, or to pass unnoticed by the reader.

Coming up with a title, always ask yourself: "Does my headline Cope with four goals?"

To write an effective headline, you need to know how words affect people and motivate to action. In particular, the most effective headlines perform four main tasks: they draw attention to selected audiences, convey a complete message and arouse interest in the body of the article.

Do not consider these four tasks as a sequence of events. The title should perform them simultaneously.

A. The title draws attention to your text.

If no one noticed that you wrote, then you have wasted your time. Therefore, each title must attract attention.

The title makes it, causing the interest of readers, announcing the news, offering useful information, or using strong words such as "Freedom."

The size and location of the header can also hook the reader. In almost every case, your title should be placed at the top of the text to be relatively big and bold. Even if it's a bit annoying to your designer, you know it - exactly the size.

Two. The title helps you choose the prospective customers.

It would be easier to attract the attention of the title "Full nudity!" However, if you sell a new edition of the Bible, so the title will give a completely opposite result. This technique is called "bait and switch" - the best way to irritate your readers to confuse and alienate them.

It is not enough to attract attention. Necessary to attract the attention of the right people for a legitimate reason. You do this by including in the title key words and phrases, which draws the attention of the reader. For example, look at this simple title:

We are looking for people who write books for children.

Two words, "write" and "book", he attracts the attention of the target audience (presumably the writer) to the advertising message. Here's another:

GOURMET DISHES FOR  $ 59  FOR THE SUBJECT!

The word "ware" attracts those interested in cooking and baking, while the word "gourmet" - those who prefer cooking utensils only the highest quality. The sentence "$ 59 per item," also attract those looking for a discount.

It's so obvious - use keywords in the title, but look at a few dozen ads and you'll see that many ignore this simple trick.

Three. Ideally, the title conveys the full message.

Headlines - another example of a universal 80/20 rule. Studies have shown that 8 out of every 10 people do not read anything in the advertisement, except the title.

This means that the title is responsible for the success or failure by 80%, while the main text - only 20%.

It is a powerful argument to abandon the witty and intriguing the reader in favor of those titles that convey a clear and comprehensive message. Take a look at how these headers provide complete message, you immediately grasp:

Get one of those leather-bound books for only $ 4.95 ...

Increase sales. Motivate. Encourage. With the gifts that they want everything - from The Sharper Image.

You can earn big money in real estate right now.

Logically, you can spend less time looking for flaws in the text, and more time be taken to improve the effective header. Actually, be prepared to spend 80% of the time to create the header (including the preliminary study), and no more than 20% for writing the main article.

4. The title draws the reader to the main text.

Despite the fact that only 2 out of 10 are paying attention to what comes after the header, you should try to increase this percentage and to bring to the main text as many readers. This is the only way to give a detailed presentation of the trade.

To attract readers, the title may cause curiosity, to ask a question, make provocative statements, promises reward, report news or offer useful information.

 And your title has passed the test?

No one ever said that it is easy to write lyrics. I'm willing to bet that you are more time messing with the main text, than create a great headline.

It is known that the more experience you have, the easier it will come up with a suitable title for any product. But it would be good to remember this little text from the four points during a brainstorming session to create headlines.

And another thing: if you come up with the most brilliant header, which could only imagine, take a deep breath and write 20 more. You will make more effort, but it's worth it.