HOW TO CREATE A CAPTIVATING HEADLINE
You're reading this article because the headline captured your
attention. It sparked your desire to know more about creating
headlines. That's the mission of an effective headline. It
captures the reader's attention and provides a compelling reason
to read whatever follows.
The headline is the most important part of any ad or sales
letter. It determines whether or not people will read your
message. You may have the best written copy in the world but
you've wasted your time if your headline doesn't excite readers
enough to read your message.
Here are some examples of effective headlines I found in the
classified ad section of a popular website:
1. Lose 15 Pounds In 30 Days... And Keep It Off 2. Submit Your
Ad To 200 Websites With 1 Mouse Click 3. Instantly Increase Your
Orders By 29% 4. How To Make $2,000/Month At Home With Your
Computer 5. Discover How To Reduce Your Fuel Bills By 43%
Each of these headlines clearly states the benefit I can expect
to get from the product, service or business opportunity
promoted in the ad under the headline. If I am interested in
gaining the benefit, I cannot resist reading the entire ad to
find out more.
A SIMPLE FIVE STEP PROCEDURE
I've used the following 5 step procedure many times to create
powerful headlines. It's simple and easy to follow. Even someone
without special talent, skill or previous experience can use it
to create a captivating headline.
STEP #1. Define in writing the ideal prospect you want to
capture with your headline. Be sure to include the
characteristics that make your product or service valuable to
this prospect.
STEP #2. Personalize this ideal prospect by visualizing them as
one person you want to attract with your headline. Keep this
vision of one person in your mind whenever you're writing a
headline. Your ad or sales letter will be read by one person at
a time. Therefore, you'll find it easier to produce an effective
headline by visualizing just one person and writing to that
person.
STEP #3. Determine the most valuable benefit this person will
gain from the product, service or business opportunity promoted
in the message under your headline.
STEP #4. Write as many one sentence statements as you can about
this benefit. Use one or more of the words from the following
list in each statement. There are many other power words you can
use in your headlines. However, many years of trial and error
have taught me these 12 are the most effective:
You, Free, New, Guaranteed, Fast, Easy, Discover, Proven,
How-to, Save, Increase, $7953 (any exact amount of money)
STEP #5. Select the most powerful statement on your list. If you
have several that seem equally powerful, try combining them into
one statement and use that as your headline.
That's it! You've just created a powerful headline to capture
your reader's attention and provide a compelling reason to read
whatever follows your headline.
Here are some examples of effective headlines I developed using
this 5 step procedure.
* Easy Way To Increase Your Sales 60% or More This Month! *
Discover How You Can Reduce Arthritis Pain FAST! * You Can Earn
50% More Commissions This Year - Guaranteed! * How To Save
$1,329 On Your Next Printing Job! * NEW Free Report: 10 Proven
MLM Recruiting Ads YOU Can Use * How To Build Your Small
Business FAST - Guaranteed!
Use this simple 5 step procedure the next time you want to
create a captivating headline. It's easy to follow and you'll
create a powerful headline to attract your reader's attention
and compel him/her to read your ad or sales letter.