SEVEN HEADLINES TO
ENERGIZE YOUR ADS, SALES LETTERS, AND WEB SITE COPY.
Effective ways to get a prospect's attention, build interest, and get the sale.
by Dr. Kevin Nunley
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 know
you will be interested in.
I've got five ways you can
cut costs 20%--today!
Your 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.
"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.
1. 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.
2. 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 information.
3. 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."
4. 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 about yourself."
5. 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."
6. 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.
7. 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."
Prospects are in a hurry. They are bombarded with hundreds of ads, letters, postcards, and
commercials every day. They tend to skip or tune out any marketing message that looks like
it will take too much time or be too much trouble to figure out. Headlines simplify the
learning curve. A reader can scan down your page, quickly digest your headlines, and
figure out what you're offering. Once the prospect knows you have something she is
interesting in, she will take more time to read your entire letter, ad, or web page.
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.
About the Author:
Kevin Nunley helps small and mid-sized businesses build effective marketing. Reach him
at kevin@drnunley.com
or at (801)253-4536. Ask for his free marketing report and list of Special Reports and
Tapes that make you a marketing whiz in dozens of areas. Also ask how he can help you
build your on-line presence.
http://www.drnunley.com
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