When you are thumbing through a magazine or newspaper what gets you to stop and read the article? 

"The Headline!"

What is the purpose of the headline? To get you to read the first line and what is the purpose of the first line? It is to get you to read the second line etc.

Most headlines describe the answer or result but, the better ones describe the problem. When the headline contains the problem, we quickly identify with it. If we identify with it chances are you will stop and read it.

Where else do you use a headline to get a prospects attention?

• Brochures
• Direct mail
• Website
• Telemarketing
• Initial face to face meetings
• PowerPoint presentation

Take a look at your material does it contain the answer or result? Look at your material versus your competition and I bet you all sound the same. 

Looking at the real estate market I noticed a theme on the same headline "Looking to buy a new home?" this contains what I want but not a problem. What can you do to change this? Here is a simple way to get started.

• The 5 problems to avoid in buying a new home
• 10 steps home buyers should take in buying a new home
• 7 mistakes most home buyers make and how to avoid them

No matter what industry you are in use the same concept above. Remember, we want answers to problems we are having because we already know the result we want.