Offering a new perspective on design, which I extended my product management work, Ted Boren muses on giving your design “tough love.”
We all know that the majority of the copy we write for the web goes unread and unappreciated. To some extent that’s our own fault – it’s bad, boring or it’s in the wrong place. People read quickly, and most know right away if they are interested – so what can you do to make your copy more interesting?
Enter the headline.
I have collected some thoughts from a few articles I just read that should shed some light on the importance of a good headline.
CopyBlogger.com quotes an approach from American Writers & Artist, re-quote below, which is dubbed the 4 U’s approach to writing headlines:
1. Be USEFUL to the reader,
2. Provide him with a sense of URGENCY,
3. Convey the idea that the main benefit is somehow UNIQUE; and
4. Do all of the above in an ULTRA-SPECIFIC way.
These approaches map rather closely to the Four Great Laws of Copywriting, from the American Writers & Artists Golden Thread publication:
1. Reach and influence, at the lowest logical cost, the most people who can and will respond.
2. In this Age of Skepticism, cleverness for the sake of cleverness may well be a liability rather than an asset.
3. E2 = 0 (When you emphasize everything, you emphasize nothing.)
4. Tell the reader/viewer/listener what to do.
In short, your headlines need to tell the reader why they should continue reading, and this can be done with a number of techniques. If you can’t convey interest, you may want to reconsider writing anything at all.
Delicious food at a reasonable price, but eat at your own risk! I recommend the fries and some antacids!
239 E State Rd
Pleasant Grove, Utah 84062
I good old-fashioned feel-good movie. It was fun to watch, although a little too much language for a young family. The story is inspiring, thoughtful and engaging and I enjoyed it.
A favorite of my family’s, Del Taco is home to the Taco Tuesday deal that gives 3 beef soft tacos for $1!
730 E State Road
American Fork, Utah 84003
Panda Express has always been a favorite of mine. I love the orange chicken and the Beijing beef with half rice, half noodle. I also appreciate the way the owners run the business.
959 W State Rd
American Fork, Utah 84003-3379
The book explores the seemingly small factors that can create epidemics both good and bad. It was interesting to be run through several examples of things that changed because of factors that we would often overlook. I recommend it on audio book, played double speed.
There’s a good synopsis of the book at Notes of Intelligence.
A great buffet with delicious soups, salads and breads. I’d give it more stars if only it had any meat!
10060 S State St
Sandy, Utah 84070
A fancy burger joint that has gone out of its way to look like a fast food joint. It’s clean, tasty and fun, but it’s also loud and probably too expensive for burgers and fries.
1051 South 750 East
Orem, Utah 84097