Hi, Dan Sheehan from Social Merlin, back again for another Marketing Minute.
Today’s topic is one of the most important skills you’ll need to develop on your journey to success as a financial advisor – how to attract attention. Remember to keep your eye on the ball, your goal is to attract perfect clients every month, and today’s topic will help you reach that goal. We’re going to show you how to master the art of writing attention-grabbing headlines for your online messages.
Online content marketing has increased so rapidly that your message could easily get lost in the sea of marketing clutter and information overload. What’s the point of spending all those hours preparing quality content that will benefit your potential client, only to discover that they’re not reading it? Before you chalk it up as a total waste of time, here are some practical tips that will help you write riveting headlines that will attract more clicks and shares.
The two main reasons you want potential clients to read your content is to portray yourself as an authority in your area of expertise or what is called “attraction marketing,” and secondly to create awareness of, but not selling, the financial products and services you offer. But if your headline doesn’t grab people’s attention right off the bat then it is all a waste of time.
But why would people want to read your content and why would they share it with their friends, family or colleagues?
The number one reason they click is they found something that attracted them in your headline. People read and share information to increase their knowledge and/or gain popularity. What they read and share reflects what they value, find funny or entertaining. A good headline establishes an immediate connection with people. When you incorporate emotion into those connections, they become even more powerful. Bear this in mind when you start thinking about your riveting headline.
Here are some helpful tips for writing attention-grabbing headlines:
a. Be clear; call out your avatar – who is your target market, keep it short and snappy and use numbers, but most importantly be bold. People are naturally drawn to numbers in headings, and it positions you as an authority, but bold statements stand out. Always be truthful, but bold, and talk to your “perfect client.” I’ll get more into headlines in later blogs, but here’s a couple of examples:
a. “The 3 Biggest Retirement Surprises” or “The 5 Biggest Investment Mistakes Millionaires Make.”
b. Try something with a controversial twist to pique their curiosity.
a. For example: “Rob a Bank Legally” – just an example, but you get the point.
c. Literally say it out loud and listen to yourself – Does it have a ring to it? Would you continue reading?
a. Saying it out loud will give you a better gauge for how impactful it is.
d. Ask thought-provoking questions and touch on deep emotions.
a. For example: “Will your investments maintain your lifestyle?”
d. Finally, track the data. Track what happens with your ad and test, test, always test the results. The data will set you free!
Your headline, if good, will position you as an authority to your prospective clients and over time position you as a thought leader by people actually reading your quality content. It’s well worth the effort to master the art of writing headlines that generate ‘clicks,’ ‘likes’ and ‘shares.’
Imagine the satisfaction of knowing all that effort you’ve invested in writing compelling content paid off when people read it and then those strangers became perfect clients.
If you’d like to get more information, click the link below. Thanks, and see you next time.