Writing intriguing copy, entails understanding different ways to engage readers. Here are several copywriting strategies you can use to improve your headlines and build better relationships.

Direct Headlines – Go straight to the core of your post: “Free Social Media Marketing Handbook”

Indirect Headlines – Are more subtle, and usually have a double meaning: Is Your Firm’s Vision Looking In the Right Direction” might be a headline for a marker talking about generating the kind of work and clients you really want to represent; rather than following the traditional approach of taking whatever comes in the door.

News Headlines – Go straight to the point as well, but differ from direct headlines; in that direct headlines usually, announce something your readers can get – Free… For example, “I’m in Esquire Magazine Today”.

“How To” Headlines: These are effective because we’re all looking for something new, or a way to improve something. You’re reading this because you want to improve your writing… gotcha!

Question Headlines: Entice reading because they spark curiosity. When you’re asked a question, what’s the first thing you do? You are motivated to find out more, or to respond, which may lead to a conversation.

Command Headlines– Tell readers what they need to do. Our job’s to direct our clients, not be in partnership with them. This type of headline gives your readers directions by addressing a short coming they may be experiencing. They may not know what to do, so take the bull by the horns and lead the way. For Example: “Build Your Law Firm’s Tribes and Watch Business Blossom With Social Media”

“Reason Why” Headlines – Engage in an internal dialog about the information you’re giving them. Also, you don’t have to use “reason why” in the headline. For example, here’s one with reason why”: Ten Reasons Why Google Employees Prefer Google Friend
Connect”. Here’s one without: “Top 10 Preferences of Google Employees Using Google Friend Connect”.

Testimonial Headlines – Are the ultimate third party endorsement. They are effective because the word’s your reader see’s aren’t yours, but another person’s.

Your firm’s blog may be highly SEO optimized. But, if the connects are flat and boring, and don’t entice readers to pursue and think, does your writing have any value?

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