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How to write headlines that get your patients to read your posts and newsletters.

As explained by Copyblogger:

On average, 8 out of 10 people will read your headline copy, but only 2 out of 10 will read the rest.

Without a compelling promise that turns a browser of your content into a reader of your content, the rest of your words may as well not even exist. So, from a copywriting and content marketing standpoint, writing great headlines is a critical skill.

If you find that not many of your blog subscribers are opening your email, it’s probably because your headlines are lacking.

They already know and trust you, which is why they elected to sign up for your newsletter in the first place, but your patients and subscribers are as busy as you are, and you still need to give them a reason to click the open button.

You might not be aware of this, but copywriters don’t write their headlines out of thin air.  Instead, they consult their swipe files, which are collections of winning ads, sales letters and books that consist of nothing more than collections of headlines proven to work.

This link will take you to a fantastic ebook / swipe file provided for free by Copyblogger.  No need to sign-up or opt-in, they’ve given permission for the book to be passed around, so I’ve uploaded it to the ChiroLoop server.  The ebook is 56 pages long, but you don’t need to actually read it.  I suggest skimming the book prior to your next blog post, and repurposing one of the many headlines.

They’re organized by headline type, and if you’re not sure what I mean, you’ll get it after your first skim.  Then you can save the file somewhere, and pull it back up prior to your next post.

Some examples of using the swipe file to make your headline more clickable:

Example:  Tennis elbow treatment → Double the benefits → How to fix your elbow pain and get back on the court

Example:  Tennis elbow treatment → A “how to” headline mixed in with a list → How to fix your elbow pain – these 4 simple steps

Example:  Tennis elbow treatment → Appeal to vanity, dissatisfaction, or shame → Treat tennis elbow and have a game you can be proud of again

Example:  Tennis elbow treatment  → Here is a method that is helping [blank] to [blank] →  Here is a method that is helping people fix their elbow pain and get back on the court

All of those those examples were repurposed by using the swipe file of headlines that have already been proven to work.

If you’re interested, the file is right here.

 

 

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