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Patient Attraction Episode 432
The Yankelvich Institute says we are are bombard by 3,000 to 20,000 messages daily. An article in the New York Times last year said we take in the equivalent of about 174 newspapers’ worth of information in a SINGLE DAY. So what does it take to get someone to pay attention to your message. I’ll tell you when we return.
– Welcome to the Saturday edition of the Patient Attraction Podcast.
– I am Colin Receveur, and today we are going to talk about headlines.
– No, not the kind in the newspaper, though they serve the same purpose.
– No, I am talking about the header over any communication you are trying to send.
– This could be the headline on a presentation slide.
– Or the headline on one of your web pages.
– Or the subject of an email.
– Whatever text you use to grab someone’s attention and briefly describe what you are talking about – THAT’S what we’re going to call a headline.
– I read an interesting report by some guys out of New Zealand, and I immediately thought of its practical implications for dentists.
– This report was all about the psychology of headlines, that is, attention-grabbing text headers.
- The first was about question-based headlines.
– “How much happier would you be if it didn’t hurt when you chew?”
– “What’s holding back the smile or your dreams?”
– “How could more confidence improve your life?”
– Notice none of these are yes/no questions.
– They are all open-ended.
– Questions cause your brain to want answers.
– To get answers, they have to read, see, or hear what follows.
– Not all question-based headlines end in a question, though.
– More about that tomorrow.
- Second, problem-based headlines.
– “How much money is your smile costing you?”
– “What food do you wish you could still eat?”
– “How embarrassing is it when your dentures pop out of your mouth?”
– Touching on a person’s pain point is like hitting a raw nerve: you have to pay attention!
– Your brain is designed to solve problems, especially your own.
- Finally, ambiguous headlines.
– “Are you doing these 3 things to hurt your teeth?”
– “What could you do to restore your smile?”
– “Could this simple procedure help you eat whatever you want?”
– These are questions within questions.
– Your curiosity simply MUST know the answer.
– And getting someone to read, see or listen to what follows is the goal, as we assume the content is good.
– Come back tomorrow, and I’m going to give you some specific words and phrases you can use to write good headlines.
– Until then, keep moving forward.