Headline-Helpers For Your Swipe File

Here are some headlines to help you build your Swipe File. Your headline is the "A" of AIDA (attract, interest, desire, action). If you're creating a poster, your headline may be all the copy there is, aside from the business name and contact number.

Therefore, your headline is the most important part of your copy. I often don't settle on a headline until I've written the copy, and I always aim to write at lead 40 headlines before I settle on my two favorites that I'll send the client --- it's better give your clients a choice in draft copy.

Read magazine covers for headline ideas. The covers sell the magazine, so the headlines are often clever, and you can copy the cleverest into your Swipe File.

If you're thinking: isn't this plagiarism? No, it's not, because you won't use the exact wording. You'll vary it. The idea may be similar, and there's no copyright on ideas.

Should you use Title Case in your headlines, or not? That depends on the design. I usually leave it up to the designer to decide. In the examples below, I've used both Sentence Case and Title Case, but you can certainly use plain Sentence Case only in all your headline copy if you wish.

Note: if you're writing long copy, a brochure or booklet for example, settle on a headline style and then stick with it.

=> What's a Swipe File?

It's a collection of copy examples. I keep mine in a three-ring binder. In addition to the examples, I make notes about copy I like or dislike, and put the sheets into the file.

I include copy I've clipped from newspapers and magazines, and printed out from Web sites. I paste the clips onto a sheet of paper first to make them easier to handle.

Think of your Swipe File as a brain-primer. I also use my Swipe File to build my enthusiasm before a marketing session, to remind myself why I love writing copy.

Use these headlines to prime your idea pump:

Superb Quality. Great Price.

New For You, A ________

This Is The One!

Prepare for a surprise!

The solution to your ______

For your home (children, garden, kitchen, bedroom etc) ___________

How To Improve Your ___________

Your Personal Invitation To _______

Your chance to try _________

Win A _________

=> Question Headlines

Asking a question taps into our need to feel important, and our curiosity, so it's a powerful way to gain attention for a product.

Where would you like to go?

What if _________?

Are we right? Can _________?

Have you tried _________?

How much can you save with ________?

Can this be genuine?

Is This You?

Whenever you find a headline you like, make a quick note of it, and put it in your Swipe File.

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