It is also important to pause for a moment to consider this phrase, a classic: 'From their birth story'.
Excited? Take it easy…
As you may know: trainers and experts are quite fanatical about their method. They are very enthusiastic about it and have often seen the light and want others to know about it. That enthusiasm is an important characteristic of an entrepreneur, but I often think: take it easy. (Or as Maarten van Roozendaal says in his beautiful song: 'Don't save me'.)
How do you write a good headline?
Now: how to write a headline that attracts exactly the right people. Good text in general (and this also applies to the headline) is above all: crystal clear (exceptions aside, will come at the end).
I help entrepreneurs to get their affairs in order ● thinker and doer ● (how) can it be different, (how) can it be better?
The structure: 'I help [target audience] with [problem] so that they [dream outcome]' is a good and proven structure for a headline. In the example above, the dream outcome is missing, but it could sound like this:
I help entrepreneurs get their affairs in order so that they only have to focus on what they really enjoy .
What could be made even clearer is what exactly those 'things' are.
Another strong one in this series:
I help self-aware women who have low self-esteem after a narcissistic relationship to regain balance in their lives .
Clear. Wonderfully clear. A bit on the long side, that 'self-conscious' can be removed, for example. But the strong point is: the right target group recognizes itself in this immediately and that is essential.
The next one is also completely clear. If I'm a marketing team and I think, oh my god, how on earth are we going to get new leads and I hit this one, I'm definitely going to stop scrolling.
We help marketing teams generate the right leads by combining strategy, performance marketing and sales enablement .
Perhaps by now you are wondering: 'but I don't have an ideal client, I just reach a lot of different groups. My service is very nice for so many people.' Yes. We need to talk about that.
Choosing that ideal customer is really important for having a clear story. And I know a lot of entrepreneurs are going to sigh now. I know you're thinking 'but, but, but...' I get it!
Your blog, your email, your website, it all just gets really vague when you want to reach pregnant job function email database lifeguards, Instagram influencers, and junior ICU nurses. And this also applies to your headline: if you want to reach all those groups with the perfect words… you’ll never succeed.
So many entrepreneurs get overwhelmed while writing texts, get a stomach ache and get discouraged because they keep getting stuck. And so often the cause is that the entrepreneur has no idea who he or she really wants to reach. The whole business becomes really easier if you have this super clear and also know super clearly what that one person is concerned about.
Women who have come out of a terrible relationship.
Marketing teams struggling to capture leads.
Knowing your target group inside and out, understanding them completely, knowing them better than they know themselves, is essential for a good business and certainly for really catchy copy.
If you know who that ideal customer is, then you also know what he knows. So you know which words and concepts he knows or does not know.
Example. I see somewhere in my network in the header 'Lumina Trainer' (with a bunch of other terms). So if there is a group of people (with money!) who know exactly what a Lumina trainer does and immediately benefit from it, that is perfect.