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Kinda weird if you think about it

by JasonParker
8 replies
Considering copywriters claim the headline has to do with between 50% to 90% of the success of your ad...

Why aren't 50% to 90% of books and courses strictly about headline writing?

In fact, I don't know of a single book or course that focuses solely on cranking out a damn good headline.
#kinda #weird
  • Profile picture of the author Raydal
    About every copywriting book talks about writing headlines
    to some extent--some more than others. But the only
    book I know on headline writing as a comprehensive
    subject is:

    GREAT HEADLINES—INSTANTLY!
    How To Write Powerful, Attention-Grabbing Headlines That Pull In
    More Prospects, More Customers And More Profits, NOW!
    by Robert D. Boduch

    -Ray Edwards
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  • Profile picture of the author shawnlebrun
    I always tell clients that a headline is THE most important part of any letter... since if the headline doesn't do it's job and get someone to stop and read, the rest of the copy doesn't matter.

    if i remember right... wasn't a lot of Breakthrough Advertising with Eugene Schwartz... wasn't there a LOT on headlines? it's been a while...

    but I know out of all the elements i test in a letter, the headline has made the most dramatic improvements...
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    • Profile picture of the author JasonParker
      Originally Posted by shawnlebrun View Post

      I always tell clients that a headline is THE most important part of any letter... since if the headline doesn't do it's job and get someone to stop and read, the rest of the copy doesn't matter.

      if i remember right... wasn't a lot of Breakthrough Advertising with Eugene Schwartz... wasn't there a LOT on headlines? it's been a while...

      but I know out of all the elements i test in a letter, the headline has made the most dramatic improvements...
      Yeah there's a ton on headlines in that book.

      In fact, it's the only book I know of that points out the reasoning of using certain types of headlines.
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      • Profile picture of the author MadHattie123
        Originally Posted by JasonParker View Post

        Yeah there's a ton on headlines in that book.

        In fact, it's the only book I know of that points out the reasoning of using certain types of headlines.
        I was delighted with 'Breakthrough Advertising' by Eugene Schwartz. He provides the foundation for understanding why a particular type of headline will or will not work.... and IMHO..... without that understanding, it simply devolves into throwing spaghetti at the wall to see what sticks.

        It's the first book I would recommend to anyone wanting to learn to write effective headlines. The other resources mentioned would be helpful after studying Breakthrough Advertising.
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        • Profile picture of the author JasonParker
          Originally Posted by MadHattie123 View Post

          I was delighted with 'Breakthrough Advertising' by Eugene Schwartz. He provides the foundation for understanding why a particular type of headline will or will not work.... and IMHO..... without that understanding, it simply devolves into throwing spaghetti at the wall to see what sticks.

          It's the first book I would recommend to anyone wanting to learn to write effective headlines. The other resources mentioned would be helpful after studying Breakthrough Advertising.
          Best book ever.
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  • Profile picture of the author Andrew Gould
    David Garfinkel's written one:

    Amazon.com: Advertising Headlines That Make You...Amazon.com: Advertising Headlines That Make You...

    And, while not directly about headlines, there's plenty of applicable info in this:

    http://www.amazon.com/Fascinate-Your-Triggers-Pers...http://www.amazon.com/Fascinate-Your-Triggers-Pers...
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    Andrew Gould

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  • Profile picture of the author BrentDotCom
    And it gets even harder to write a great headline when you start spinning them.
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    • Profile picture of the author Joseph Robinson
      Banned
      Originally Posted by BrentDotCom View Post

      And it gets even harder to write a great headline when you start spinning them.
      Wait...what? People try to spin sales copy too? I think I'm going to be sick from all this spinning .
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