How To Write Headlines Video

This is a quick 5 minute tutorial from Neville Medhora on how to write headlines using "Lenses." Here’s a breakdown of the lenses mentioned in the video:

“Competitive” Lens:

Imagine you’re hopped up on caffeine and writing to a guy who has way to much muscle for his height.  That’s the tone you want to convey when writing through the “Competitive” Lens:

• Beat the competition!
• Aggressive!
• A-type personalities!

You will be coming up with headlines that show dominance and power over their peers:

• “Beat the HELL out of your friends on your next round of golf”
• “Dominate the search results, and leave Page 2 of Google for your competitors”
• “There’s a losing team, and a winning team.  Which do YOU want to be on?”

I personally enjoy writing in this tone because it’s fun.  I will say this attitude will appeal more towards men than women (about 80% men and 20% women in my experience).    

“Benefit Driven” Lens:

Just show them what they get by using your product.  Pretty straightforward form of messaging.  Will appeal to:

• Analytical people
• Rational-minded people
• Methodical people

You can use a lot of statistics, testimonials, or feature comparisons. This Lens is helpful to wear when selling a software product.  It’s usually just best to SHOW them the benefits the software or service will provide for them.

• “81% faster than any other WordPress host”
• “Use InfusionSoft and it will handle your entire sales funnel”
• “By viewing your page as a heat map, you can instantly tell what your customers are clicking”

 

Inspirational Lens:

“You can do this too!” With the “Inspirational” Lens you want to show what’s possible for someone if they buy your product:

• “Even non-computer nerds can have a WordPress site with zero technical knowledge”
• “You can write headlines like a professional copywriting in the KopywritingKourse“
• “Get the job of your dreams delivered to your email inbox”