Whatever display type you choose, you'll want to create clear and compelling headlines that encourage people to take action. Think back to the messaging strategy we mapped out in Section 1-Part 3. Now, let's narrow it down to four basic questions:
- What do you want the visitor to do?
- Why should they do it?
- How do they do it?
- What is your relationship with them?
Let’s say you want readers of your blog to sign up for your email list. Here's how you might answer those four questions:
Now, take that information and apply some sense of urgency to encourage people to take action now.
- What will happen if they don’t sign up?
- Why should they do it now?
Lastly, keep it short and sweet. You want to make sure that your headline and sub-headline is easily understood. Show your copy to someone else to double check that it's easy to understand, and make sure to preview it on multiple devices to make sure it is short enough to be consumed on a mobile device or table.
Now that you have a framework in place, it's time to get inspired. Section 3 is all about inspiration for your next great campaign.