How To Compose A Compelling Headline
You may already have a talent for writing powerful headlines. More likely, you will be in the majority of people who have difficulty making a headline draw. The purpose of the headline is only to make the reader read on. No more, no less.
The first thing you should do is research what others are doing with their headlines. Every time you see a headline that catches your notice and fans the desire to read more, save a copy in your “swipe file”. Swipe files are files in which copywriters save other copywriter’s good marketing ideas. They look through the swipe file when they are ready to work on their own copy.
Many times, the best headlines are already written. So why would you want to reinvent the wheel? Use the best ideas that you come across every day in your normal reading. I’m constantly coming across headlines that compel me to read further. Does a headline shock you? Do you find it exciting, strange, unbelievable? Perhaps it just made you curious.
There are a number of headlines you can use just by filing in the blanks. You can work on a person’s curiosity with “Are You _______”? Examples such as: “Are You Ashamed of Your Children’s Behavior?”, or “Are You Worried Your Paychecks Will Stop?”.
Another that will send the message that the reader will learn something of importance. “How to _______” uses two of the most powerful words in a headline. Examples are: “How to Build a Fence”, “How to Make a Million Dollars”, or “How to Compose a Compelling Headline”.
A last headline is “If You Are_________ You Can ________”. Examples being: “If You Are a Non-smoker You Can Save 15% on Homeowners Insurance”, and “If You Are Short on Money You Can Qualify For $10,000.00 Cash”.
You are not trying to sell anything with a headline. You are just trying to get enough interest from the reader so he will continue to read the rest of the letter. If you were a door to door salesman, this would be like putting your foot in the door, holding it open long enough to get your pitch out.
Make your headlines need to be bold, punchy, and interest grabbing. Use them to bring your reader to the sub headline, or first paragraph where you can make the rest of your case that he needs to read on.
Rusty Campbell has been involved in internet marketing and software development since 1996. He also makes marketing reviews at http://www.reviewopportunity.com
You can read his blog at http://www.cybermarketingpro.com
Tags: copy writeing
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