Best Practices (provided by Native Advertising Institute)
If you are reading this article, then you are probably aware of the fact that people have the banner blindness that prevents them from seeing ads you post on the page. It works as a defence mechanism. Since people are so tired of being attacked by hundreds of ads wherever they go, they simply ignore them.
In the best case scenario, they read a headline. But, unfortunately, most people don’t make it past the headline. So, if you want your content to be read and a product to be purchased, then you have to create such a title that people will sit and listen instead of casually ignoring your message.
Therefore, to help you develop powerful headlines for native ads, here are 8 effective tips to create a headline that’ll grab the readers’ attention. Read the list below and use it as a cheat sheet the next time you start working on a piece of content.
Keep it short.
When you think about headlines, the first image you get in your head is probably that of a long bold piece of content that is added atop the article. If that is so, then it is time you changed your vision of headlines.
In fact, make them as short as possible, given that most readers have a very short attention span and simply cannot focus on something for too long.
So, take the most juice out of your message and put it into your headline in such a way that it is clear and concise. Aim for five words if possible.
Creating short and informative headlines might take longer, but in the long run, they are the ones that bring great click-through rates. So, why not try it?
Answer the “What’s in it for me?” question.
Readers will continue reading what you have written only if after they read the headline, they’ll see that there is something of a great value for them in that offer.
It might be a freebie that explains complex matters in easy words, an eBook that explains how to help one’s business grow or a discount that is only available right here and right now!
It’s all about the customers and how you can help them in any way possible.
You might think that adding numbers to the headline is old news, but you cannot deny that this trick is extremely effective. Numbers are easy to notice and are catchy. And they can do wonders to your headlines.
The trick is that when a person sees numbers in the title, they automatically assume that the information offered along with it is concise and informative. Their time won’t be wasted.
And that is when a reader decides not only to read the headline but also to familiarize themselves with the content behind it.
Make it exciting.
Content with emotive headlines gets more clicks than other average titles. Therefore, it is beneficial to make it sound fun and exciting in order to grab the readers’ attention.
That is when having a good sense of humor finally pays off! Look at an ad through the eyes of the readers and make sure that they cannot stay indifferent to what they’ve just read. Make them cry, smile, laugh or get very angry, but by all means, grow their interest in the ad.
You can tell your readers what to do but not in a bossy way. Be their friend and show them how they can improve something significantly once they purchase your product.
For instance, tell them to stop wasting their time on wrong strategies or their money on things that won’t make much difference to their business. Show them that you know what you are talking about and you have the solution for it.
This will be your winning ticket, so you can increase the brand awareness and improve your positive image in the eyes of your readers.
Use power words.
According to the Smart Blogger, there are words that make the users want to read the content and make you a better writer. In fact, they state that you can do wonders with their list of words with powerful connotation.
“Maybe you want to impress them, get them excited, make them cautious, get them angry, encourage them to keep going, or any number of emotions. The better a job you do at making them feel, the more influential you are, and the better your chances of getting what you want.”
Such words include “insidious”, “lurking”, “mind-blowing”, and “jaw-dropping.” See how they can fit into your context and add them to your ad right away.
Promise something useful.
Value is the only thing people go online to look for. Your website visitors have pains they want to get rid of and questions they want to have answered. And your headline should shortly show them in which way exactly you are going to help them solve their issues.
Headlines like “Learn 10 ways to boost conversion rates” or “Come up with mind-blowing topics for cause and effect essay in 3 easy steps” are going to bring you much more clicks than regular dull titles. So, don’t be afraid to promise them useful information and stick to your words.
Mention words like “when”, “why”, and “how”.
The classic approach to creating catchy headlines is by using the trigger words like “when”, “why”, and “how”.
They make the reader view you as the source of answers and solutions. And trusting your expertise is one of the most important things that affect whether or not the reader will click on the ad and follow the link to the website.
Examples of Great Native Content: