Whatever display type you are using, you want to create clear and compelling headlines that encourage people to take action. Think back to the messaging strategy we mapped out in earlier sections and now apply let’s really narrow it down to three 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 and answer those four questions.
Now, take that information and apply some sense of urgency to it 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 easily understandable. It’s best to always show your headlines and sub-headlines to someone else to make sure they understand what you are saying and the value you are providing. And preview it on multiple devices to make sure it is short enough to be consumed on a mobile device or table.