Many blog writers focus on content, which is good. However, these same writers also encourage their readers to leave and never come back.
There’s no “call to action” built into the blog. Every great blog that has substantial readership is really nothing more than a giant sales site.
You may not be selling a product or service directly to visitors, but you are selling something: yourself.
Maybe you have some great affiliate products or services you want to sell. Maybe you want to sell your visitors something that you’ve created yourself. Maybe you want to refer them to really useful, but free, products and services. Any way you slice it, you have to ask visitors to take some kind of action and that involves selling.
There’s an old marketing formula: AIDA. It stands for Attention, Interest, Decision (or Desire), and Action. This formula applies to every human action. Every single one. It doesn’t matter whether you’re giving away freebies or selling $10,000 computer software programs.
You have to grab your visitors’ attention. Then, you have to raise their interest level. Typically, visitors to your site have a low interest level. This low interest level has to be overcome by something you write or offer to your visitors.
You only have a few seconds to capture their interest so make it good. Decision or desire refers to your ability to invoke enough desire in your visitor that he wants to take action on whatever it is you’re offering. Finally, Action refers to a call to action. You have to make it explicitly clear what it is you want him to do.
What Makes A Good Headline
Good headlines draw people to your content like flies to honey. A good headline is actually the start of your call to action because when you suck your reader in with a good headline, they want to read more. Before they know it, they’ll be taking the action you want them to take.
Examples of good headlines always start with “How To,” “The Truth About,” “10 Tips To,” and other variations that you might find in trashy tabloid magazines or magazines like Cosmo. Why these types of headlines? Years ago, a marketing genius names E. Haldeman-Julius discovered that these types of headlines sell the best.
Julius was a publisher, and sold booklets that he called “little blue books.” These little blue books were on a variety of different topics and sold through his catalog. They were also sold primarily on the strength of the title, with no other ad copy being presented to the public. He would constantly change the title of the booklet to see if it made a difference in the sales for that booklet. It did.
In fact, it made an incredible difference in the sales. It makes sense. Magazines like Cosmo live and die by the headlines. If its headlines were not pulling readers in, and getting them to buy the magazine, then the company would go out of business. There’s no need to reinvent the wheel on this one. Stick with what works.
Crafting the Offer
A good offer is something that will get your readers to take action. Your offer must be compelling. Next to the headline, this is the most important thing you should focus on. Some marketers think that this is where you should start.
Craft the offer first, and then write the headline. Which ever way you choose to go about doing this, know this: the offer must take away all of the risk for the buyer. Even if the product or service is free, people will still tend to be skeptical of it. Guarantee that your product or service will do what you say it will do.
Promise “no-hassle” service or a “no-questions-asked” money back guarantee. Provide a “no hassle” shopping experience on your e-commerce site. Offer a discount for people if they act before a certain date. Offer a 12-month money back guarantee. Offer to give them the product or service for free for 30 days before you even charge their credit card.
These kinds of offers entice people to do business with you and practically eliminate the fear that you’ll run off with their credit card like a thief in the night.