Читать книгу Business Writing for the Web - Dan Furman - Страница 9

There, have I covered everything? Does that pretty much address everyone’s basic wants? Should I throw something about a car or a full head of hair in there?

My point here is that you shouldn’t get too cute in regards to headlines. If your product or service is based on HOPE (like work-at-home opportunities, weight loss products, attract-a-mate potions, etc.), by all means, go the hype route. Immediately spell out the best case scenario benefit (make millions and get the girl too!) and take it from there.

As I already mentioned, for most businesses, I like headlines that generally give the reader information about the page on which they landed. The headline lets them know they came to the right place, and encourages them to read further. And yes, they can be emotional without being hype filled. Here are a few examples of headlines I have written in the past.

For a Hawaiian “swim with the dolphins” tour: