I'm no mathematician, but if it's true that 4 out of 5 people only ever read headlines, then creating an enticing headline is 80% of a copywriter's battle.
While loitering in my street the other day I noticed a shark-suited real estate looking character banging a sign in grass outside a house.
"Open For Inspection"?
Try "Open Home". Now doesn't that sound so much warmer, fuzzier and appealing to the target market than the usual suspects above?
It made me think about a couple of copywriting lessons that apply to both headlines and bodycopy:
- Readers may like familiar language (particularly online), but it won't get them excited. As long as you don't get ambiguous, a unique and enticing alternative can make all the difference.
- A few short words can often express your benefits and entice impatient readers far better than a whole bunch of long ones.
Now if the agent can just do something about that outfit he might really be onto something.