Recently, I posted about the power of a headline.
A good headline encourages more people to stop and read an advertisement.
Strong email headlines can get more people to open them.
The first sentence you say in a video is like a headline and determines if someone stops to watch or continues scrolling.
The tricky part about headlines is that you do not know which ones work until you try a bunch of them.
However, if you understand the power of a headline, the next step is to customize it to the audience you are targeting.
There are three main types of audience:
- Hot
- Warm
- Cold
Knowing the ‘temperature’ of your target audience can help you create adequately constructed headlines for that audience and quickly find the best headlines.
A hot audience wants a specific result or desire and knows you have a product that can provide it. A headline for a hot audience can mention your company name, product, and the significant outcome or solution it provides.
Warm audiences are somewhat familiar with you and your product or are looking for a solution but have not found your product yet. To get attention, a headline for this audience should create curiosity around a significant result or payoff (but does not necessarily include your company and product name like it might for hot audiences).
Cold audiences have a problem but do not know how to solve it. But they are interested in seeking a solution. The headline can focus on someone’s problem to hook them.
This template gives a general understanding of where to start with testing headlines. Ultimately, the audience will tell you what works by how much attention and traffic it generates.