If you are a business operator, you have probably figured out that writing persuasive copy is vital. Nowadays, ‘copy’ is a term that covers emails, blog posts, landing pages, and social media posts. If a piece of writing is for the online audience, that makes it ‘copy.’ Your business depends on not just writing any old copy, but writing compelling passages that get readers to take action.
The thing is, one element of your copy is more important than all others: the persuasive headline. If you have spent countless hours tweaking and revising blog posts or white papers, only to slap a boring headline on it in the end, you have been doing copywriting all wrong.
If your headlines stink, no one is going to read your articles. And that means they won’t make it to the action step you need your customers to take in order to stay in business. This lesson features insights courtesy of Australian School of Copywriting Director Bernadette Schwerdt, who has trained more than 5,000 people in the fine art of writing compelling copy that generates action.