Its hard for us to help you come up with a GREAT headline

Hugh Thyer · 10-25-2009, 07:27 PM

I've been thinking about saying this for some time now.

I see a lot of people trying to help fellow warriors with their headlines.

But the problem is...while we can help come up with better headlines, you'll never get the truly GREAT headline from a critique.

A headline has to reflect that 'big idea'. That hook that grabs the reader and forces them to read your sales copy. But coming up with the big idea isnt easy. Most copywriters spend hours on this.

You've got to study all the material. Learn about your prospects. Find that one little thing that'll make your prospect sit up and take notice. Its like a lighthouse light. Sure, you can see a little dot of light on the horizon as it turns around. But if that sucker hits you fair and square in the eyes it'll just about blind you.

That's the difficulty with someone giving you 2 minutes of their time on a headline. There's no way they can line that light up perfectly so it hits your prospect fair and square in the eyes.

That's your job, or the job of the copywriter you hire. A 2 minute critique will certainly get a better headline. But it wont give you the headline that'll fulfill your product or service's full potential.

So, rather than dwell on this any more I'll leave the last word to the Late Great Gary Halbert. I find this one piece of advice is responsible for more breakthroughs I have for my clients...

"When you hire a world-class copywriter (with my 30-some-years in the business I only know of about nine of them) you are not hiring him for his writing ability. Sure, he's got to be a good writer... but... more than that (much more) he's got to be a great "idea" man. He has to come up with the idea which will make your marketing campaign a huge winner. The actual writing is secondary."

Paul McQuillan · 10-26-2009, 07:07 AM

I agree, headlines need some thought. I do not usually start writing
headlines until I am well into my sales page. (unless I stumble across
something fast)

I am always digging for that hook. A lot of the time the hook is buried
somewhere and I need to find it.

It seems like a lot of people put very little time and research into the
headline. That's when we start seeing the "who else wants to make
$1700 a day doing nothing?" generic headline.

Unless I can look over someones sales page quickly and see the hook,
I don't reply to their question.

Chris Ramsey · 10-26-2009, 10:49 AM

Hugh - you're right on the money.

Back not so long ago when I ran my "free headline" thread, this is exactly what I was saying. I'm glad that I'm not the only one who thinks this way.

If a copywriter doesn't know EXACTLY who the targeted consumer is, there's no way s/he can write a great headline. It's all about the research.

10-25-2009, 07:27 PM	#1
Hugh Thyer HyperActive Warrior Join Date: Nov 2008 Posts: 102 Thanks: 5 Thanked 36 Times in 17 Posts	Its hard for us to help you come up with a GREAT headline I've been thinking about saying this for some time now. I see a lot of people trying to help fellow warriors with their headlines. But the problem is...while we can help come up with better headlines, you'll never get the truly GREAT headline from a critique. A headline has to reflect that 'big idea'. That hook that grabs the reader and forces them to read your sales copy. But coming up with the big idea isnt easy. Most copywriters spend hours on this. You've got to study all the material. Learn about your prospects. Find that one little thing that'll make your prospect sit up and take notice. Its like a lighthouse light. Sure, you can see a little dot of light on the horizon as it turns around. But if that sucker hits you fair and square in the eyes it'll just about blind you. That's the difficulty with someone giving you 2 minutes of their time on a headline. There's no way they can line that light up perfectly so it hits your prospect fair and square in the eyes. That's your job, or the job of the copywriter you hire. A 2 minute critique will certainly get a better headline. But it wont give you the headline that'll fulfill your product or service's full potential. So, rather than dwell on this any more I'll leave the last word to the Late Great Gary Halbert. I find this one piece of advice is responsible for more breakthroughs I have for my clients... "When you hire a world-class copywriter (with my 30-some-years in the business I only know of about nine of them) you are not hiring him for his writing ability. Sure, he's got to be a good writer... but... more than that (much more) he's got to be a great "idea" man. He has to come up with the idea which will make your marketing campaign a huge winner. The actual writing is secondary."
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10-26-2009, 07:07 AM	#2
Paul McQuillan Sales Page Writer War Room Member Join Date: Feb 2009 Location: Minnesota USA Posts: 806 Thanks: 98 Thanked 208 Times in 134 Posts Social Networking	Re: Its hard for us to help you come up with a GREAT headline I agree, headlines need some thought. I do not usually start writing headlines until I am well into my sales page. (unless I stumble across something fast) I am always digging for that hook. A lot of the time the hook is buried somewhere and I need to find it. It seems like a lot of people put very little time and research into the headline. That's when we start seeing the "who else wants to make $1700 a day doing nothing?" generic headline. Unless I can look over someones sales page quickly and see the hook, I don't reply to their question.
	Paul McQuillan (my fabulous blog) Need a Killer Sales Page?- click here

10-26-2009, 10:49 AM	#3
Chris Ramsey TheHypnoticCopywriter.com War Room Member Join Date: Jan 2008 Location: Orlando, FL Posts: 505 Thanks: 74 Thanked 138 Times in 71 Posts Social Networking Contact Info	Re: Its hard for us to help you come up with a GREAT headline Hugh - you're right on the money. Back not so long ago when I ran my "free headline" thread, this is exactly what I was saying. I'm glad that I'm not the only one who thinks this way. If a copywriter doesn't know EXACTLY who the targeted consumer is, there's no way s/he can write a great headline. It's all about the research.
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