Headline writing tips - part 5

If things like sub-heads and credibility statements are just gobblygook then check out parts 1-4.

But hopefully you have everything in place to craft a nice clear call to action and the right contact details.

A call to action is a combination of encouragement, threat, and permission statements, which are designed to get readers to DO SOMETHING. In most cases it should include a real person's name who will be able to pick up the phone and deal with the enquiry with total confidence.

I get a bit fed up when you see a nice image of a product, with the company name as the headline and then just a telephone number. As they say in all the best tweets WTF.

The image needs an appropriate headline and sub-head followed by some relevant credibility statements and then a request or instruction to do something - this is the call to action.

They might if you ask them!

It could be soft and engaging like "if you need any additional information call or email Chris"

Or perhaps a bit more edgy " Orders not placed before the end of March will miss out on 10% early bird discount - call Chris now or miss out on your guaranteed saving"

Or include a statement which gives permission to ask for something -" quote the reference number below for a guaranteed 25% reduction on all tyres - just ask Chris for more details"

The call to action is very important and often overlooked, but it also needs to be helped with a decent set of contact details.

I recommend the Rule of 3 - 1 x landline number. - 1x mobile number and 1x email as the absolute minimum.

If you can add a physical address this boosts credibility, and then make sure you include your web address. If you are using the marketing item to drive inbound traffic then make sure you give the right URL.

Headlines need to work hard but won't work in isolation. They need lots of support, which is why advertising in particular is such a fascinating discipline.

Image courtesy of Stuart Miles at FreeDigitalPhotos.net