A great way to engage readers is to paint vivid mental pictures. Mental imagery has always been a powerful tactic in sales, but it's especially potent in headlines.
When people can picture or better yet feel what a headline says, they will be much more apt to “dive into the copy.” (Ahem, see what I did there?)
Studies show that mental imagery improve credibility, too.
Your thesaurus might be a good tool. But rather than using it right away (as other synonyms might be just as bland and unevocative), think of metaphors, analogies, or alternate words that describe the action or the object, and then look up synonyms.
For example, “How to write profitable copy like a pro” is pretty straightforward. But direct synonyms of “write,” “copy,” or “pro” might not be enough.
A metaphor I've seen is “turn words into wealth.” So by looking up synonyms, you might end up with: “How to mutate messages into money like a master magician!”
(Yes, I know. I love alliteration. They are powerful, but that's for another tip.) 😉
Michel Fortin is a senior marketing specialist, renowned copywriter, and digital marketing expert. For the better part of 30 years, he's produced countless successful marketing communications and profitable campaigns that generated in excess of $300 million in sales. He's broken many industry sales records, including being instrumental behind the first ever “million-dollar day” online marketing campaign in 2004. He's worked with thousands of businesses and entrepreneurs around the world in a wide variety of industries on building their businesses, improving their marketing, and increasing their profits. He's a published author and often speaks at industry events. To connect with him, visit his LinkedIn profile where he is most active.