How To Write Headlines That Sell

Most people read the newspapers for news and social information (or sometimes called “gossips”), and not for advertisements. Yet, advertisers are spending good money to be seen. To overcome this challenge, creative folks use a mix of traffic stopping words and images to get you to read these advertisements.

Today, let’s talk about words, specifically the headline of any advertisement or sales letter.

There are some who believe that a picture paints a thousand words and so, the photographs and illustrations should take central stage. Not quite true. Copy and images are both equally important, and there are great ads that use nothing but words.

Many people don’t read long copy. However, 80% of people will read the headlines. They will then decide whether to continue reading the rest of the copy. This is the reason for:

Jay Abraham to call the headline “an ad within an ad”.

David Ogilvy, a die-hard advocate for long copy, to say, “You generalists use short copy. We use long copy. Experience has taught us that short copy doesn’t sell. In our headlines, we promise the consumer a benefit. You generalists don’t think it is creative.”

What is a good headline? If your headline can answer these questions, it should be setting your cash registers to ringing non-stop.

• Is the subject matter succinctly clear to anyone who only reads the headline?
• Does it pinpoint a problem that the target audience is facing?
• Does the headline successfully aggravate the problem that compel the target audience to feel that finding a solution is a must?
• Does the headline then promises a solution to solve the reader’s problem?
• Does this headline comprise strong words that jerk the target audience from a stage of complacency?
• If you are in internet marketing, does the headline comprises keywords and phrases that are search engine friendly and attractive?
• Did you remember to write with your audience in mind, addressing and answering “what’s in it for them?” to read the rest of the ad?

Here are some memorable headlines that fulfill the criteria above, and are now seen as classics:

“Advice to Wives Whose Husbands Don’t Save Money – From a Wife” (Most people want advice, regardless of whether they follow the given advice or not. This particular “problem” is common enough to spark interest and since it is written by a wife, creates the “happened to me too” kinship that increases credibility and readability.)

“They Laughed When I Sat Down At The Piano But When I Started To Play!” (Most of us sympathize with underdog. Amazingly creative to use the negative and positive and before and after techniques to create the impact.)

“Again She Ordered – A Chicken Salad, Please” (You still hear this line being quoted. This line helps sold hundred of thousands of an etiquette book because it encapsulates a common and embarrassing situation.)

“Hollywood Plastic Surgeon ‘s amazing new book shows how woman over thirty can look years younger, pounds lighter in 10 short days” (This classic Eugene Schwartz’s copy displayed the effectiveness of solving a menacing problem with a proven formula within a specific time. Just see the strong keywords in this 21-word headline. Click here to see the full copy which is even longer)

A good headline can reap good results but you might not have tens of thousands to pay marketer-copywriters like Jay Abraham or Brett McFall. They basically guarantee results for whatever they write. If you prefer to write the headline and copy yourself, you may want to take a leaf from Jim McCraigh’s Write Words That Sell. He has also provided some sampler headlines that work, but they must be linked to a benefit in your product/service. Here is a partial list:

How to ___________ So that You Can _____________
Discover the 7 Essential Elements That Guarantee ______________
How to Bounce Back from ______________
How to Get Other People to ______________
How to Turn ______________ into ______________
Part-Time ______________, Full-Time Success
7 Questions You Must Ask When You’re ______________
How to ___________ So that You Can _____________