Which Headline Works Best For You?

Hi Dennis,

If long headlines work fro you, use them. My understanding
of the purpose of the headline is to get the prospect to
consider the offer, at the bottom. In direct mail people
read the headline - then the order form if the headline
induces "me centered"' curiosity. If the offer appears
valuable, safe, and exciting the prospect will explore the
rest of the copy. I picked this stuff up by reading a lot
of books.

Too many headlines try to explain it all in one spot - when
all you really need is to make one big, compelling promise.

Here it might be "More Traffic- guaranteed" - the rest of
the specific details stuffed into both of these headlines
are arguably just features that are best addressed in the
body copy.

Thus :

"More Traffic - Guaranteed"

"You've got a great-looking website and you know that if you get enough
eyeballs on it you'll sell enough stuff to spend the rest of your life on
easy street....

There's just one problem. You need traffic. A lot of it. And not just
chicken-scratch traffic. You need a steady supply of hits to your site
from motivated, targeted people with the money to buy your product.

That means no more backwater traffic from 3rd world countries... none
of this "Digg effect" stuff guaranteed to crash your server with an avalanche
of curiosity seekers. You need buyers... people with both the right problem
and a credit card.

..."


And so on. It's all about YOU - and getting traffic from the people who
can buy and make you rich.

Results sells. I think when it comes to copywriting, what your audience is buying isn't half as important as what they can accomplish after they've bought and read it - focus your attention on that.