Seven Headlines to Energize Your Ads, Sales Letters, and Web Site Copy
By: Kevin Nunley
|Kevin Nunley provides marketing advice, copywriting, and promotion packages. See his 10,000 free marketing ideas at DrNunley.com Reach Kevin at firstname.lastname@example.org or 801-328-9006.|
Every one of your marketing tools needs a headline. Headlines get attention, make your message easy to read, get your main selling points across, and lead your customer to a sale. Use a short three word headline for classified ads. Use headlines frequently in your web site copy to help people get your main message without having to spend a lot of time online.
Headlines range from newspaper "hit-you-in-the face" to more subtle ones that don't seem like a headline at all. A hard-sell direct mail letter might have your headline in all capitals at the beginning:
I'VE GOT FIVE WAYS TO SAVE YOU MONEY--NOW!
Or your headline can be softer and less obvious, more like an important paragraph in bold at the beginning of your letter:
Here's something I knowYour headline gets attention when when it appeals to the reader's interests. Use your headline to point out a problem the reader has or something you know the reader feels strongly about. Headlines aren't a good place to list the features of your product or service. Instead, headline the benefit the feature provides.
you will be interested in.
I've got five ways you can
cut costs 20%--today!
"Webbuster gets your site listed high on search engines.
Nothing drives a flood of eager customers to your site faster."
Studies show headlines get even better results if they're enclosed in quotation marks like the example above. It's a good trick to use from time to time.
Seven Surefire Headlines
Over the years copy writing pros have found several headline formulas that almost always work well. Try these headlines, putting your product, service, or benefit in place of mine.
- Ask a Question. "Are you worried about filing your tax
return this year?" A question headline
gets the reader to answer in their mind.
You automatically get the prospect involved
in your message. Many people will read further
into your letter, ad, or web site copy just
to find out what answer or solution you provide.
- Start your headline with "How to." "How to buy a car without getting a
lemon." How to headlines work like magic.
Almost all my articles start with "how
to." People love information that shows
them how to do something valuable. It works
for reports or letters that provide helpful
- Provide a testimonial. The recommendation of a satisfied customer
can go a long way in convincing others to
buy from you. "This product really works!
I'm happier and less stressed. Marina Monson-Central
City." Always include the customer's
full name and the city they live in. Many
readers won't believe a testimonial where
it's hard to figure out who the author is.
"R.A.,LA" doesn't work nearly as
well as "Richard Allen-Big Town, LA."
- Issue a command. Some classic headlines command readers to
"Aim High" and "Put a tiger
in your tank." Turn your most important
benefit into a commanding headline. "Stop
rushing through life." "Make more
money this month." "Feel better
- Important news makes a good headline. This particularly works well for big changes
in your company or the introduction of hot
new products. "Richard Benson is taking
the helm as our new CEO with a powerful vision
for the future." "Software Central
introduces the new Instant Forms 2000--professional
web site forms in 20 minutes."
- Headline a deadline for a special offer. Most of us are busy and tend to put off
taking action. If you don't get the prospect
to act now, you may never get the sale. "Save
Money Now" and "Get More If You
Buy Now" offers increase response.
- FREE offers often pull the best response. "FREE report on boosting web site sales" is a powerful way to get lots of interested prospects. There is a myth that affluent or professional customers are turned off by free offers. Not true. Simply tailor your free offer to match the style of your customers or industry. You might subtly headline a "no-cost initial consultation" or "a bonus Widget 2000 in each package."
Spice your headlines with action words like save, act, run, feel, and do. Cut out unnecessary words. Put subheadings in your copy to break up stretches of text. If someone else is writing copy for you, share some of these power headline ideas with them. In our hustle, bustle world good headlines make your sales materials stand out, easy to use, and motivating.
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