This was the headline of an article about rheumatoid arthritis I came across in a recent copy of the Daily Telegraph.

Fortunately I don’t suffer from this disabling disease, but my mother does, which I guess is why it caught my eye.

The article explains how cells are taken from the body, altered and injected back into the affected joint to prevent the body’s immune system attacking the joints.

Rheumatoid arthritis is difficult to treat because it is caused by a malfunctioning immune system, causing inflammation in the wrong places, and affects some 350,000 people in the UK each year.

But if we look at this from a marketing perspective, there is a lot going on here that we can learn from…

This illustrates the power of a targeted headline.

Note: If you are not already doing so, then you absolutely need to start using headlines in your marketing material to get your prospects attention.

Let’s look at the headline again:

“Single Injection To Cure Arthritis Within Five Years”

Firstly it calls out to people who suffer themselves, or who know someone who suffers from arthritis:

“…To Cure Arthritis…”

This certainly packs a punch for someone who has experienced the excruciating pain it can cause.

Now, if you don’t suffer yourself or don’t know someone who does, then it is unlikely to get your attention – but that doesn’t matter as it is clearly targeted at sufferers.

The next point it makes is that there is little hassle…

“Single Injection…”

This tells the reader that this is NOT a complicated procedure or long drawn out course of drugs.

Next it clearly sets the expectations of the reader:

“… Within Five Years”

So it’s not available now but it won’t be long. It’s believable, it’s achievable.

Remember, the whole purpose of a headline is to get ATTENTION and draw the reader into the article to read the first sentence.

For me, this headline ticks all the right boxes.

It focus on the biggest single benefit – [the cure of arthritis] – follows with a second powerful benefit – [that it all happens with one injection] – and if that wasn’t enough, gives yet another reason to read on – [expected within five years].

So if we take those principles and apply them to the product or service you offer, what is the biggest benefit your customers will get when they buy from you?

Now try and summarise it into no more than ten words – just like the arthritis headline example I gave earlier – which was made up of eight.

If you are a local Plumber it could be:

“There Within The Hour Or You Don’t Pay – Guaranteed”

If you are an Accountant it could be:

“System Introduced To Save You 19% More Tax”

If you create websites for people it could be:

“Your Website Found By Google In Three Months – Free SEO”

If you offer specialist clothing it could be:

“New Material Saves Lives In Hazardous Environments”

So start collecting headlines which you see around you – you can take inspiration from newspapers, magazines, radio and television – and work on ways to model them to work for your business.

Now, onwards…

… to your success!

Jez