15 {{ upvoteCount | shortNum }}
15 {{ upvoteCount | shortNum }}

2 Quick & Easy Steps To Writing Headlines

by lennoxtran
12 replies
reading bob serling's book on writing headlines...quick.

he advises to start with listing problems. pick the best one. and use that as a headline.

he also say problem-focused headlines work better than solution-focused headlines.

Here is 2 of my headlines. Which do you think will increase readership better?

Headline A:

"WARNING: Studies Reveal 73.5% Of Women Admit To Feeling Lonely, Bored Or Unfulfilled In A Relationship"

"...What 3 Simple Steps Can You Take to Guarantee This Doesn't Happen To You?"

Headline B:

"New System Uncovers 3 Easy Steps To Mesmerize The Man Of Your Dreams, Win His Commitment And Secure A Long-Lasting Relationship - Guaranteed!"


-The product is a guide for women to understand men and improve intimate relationships.
#easy #headlines #quick #steps #writing
  • Profile picture of the author Steve The Copywriter
    Interesting...

    For countless years I tended to write "positive" headlines.

    I think I originally learnt it from Caples (Tested Advertising Methods).

    But living in the UK - people tend to be very "negative."

    They'll usually sway to the bad news - not the good news.

    So - I started doing "problem type" headlines - with the "positive" solution tagged on at the end (and the same with the deck copy).

    And in most cases the results were far better.
    Signature
    http://www.warriorforum.com/warriors...right-now.html
    {{ DiscussionBoard.errors[3075005].message }}
    • Profile picture of the author lennoxtran
      Originally Posted by Steve Copywriter View Post

      Interesting...

      For countless years I tended to write "positive" headlines.

      I think I originally learnt it from Caples (Tested Advertising Methods).

      But living in the UK - people tend to be very "negative."

      They'll usually sway to the bad news - not the good news.

      So - I started doing "problem type" headlines - with the "positive" solution tagged on at the end (and the same with the deck copy).

      And in most cases the results were far better.
      thank you for the input. although i haven't tested it like you have, my intuition sways toward the negative pulling more response. as most people have been hit with positive headlines and dealt with false promises.

      i will split test these 2 headlines and find out.

      ...reading the greats books. they all have their own style and obviously it seemed to work. it's difficult deciding which style to adapt or which aspect to input

      thanks steve
      {{ DiscussionBoard.errors[3076648].message }}
  • Profile picture of the author grameenmela
    [DELETED]
    {{ DiscussionBoard.errors[3076717].message }}
    • Profile picture of the author lennoxtran
      Originally Posted by grameenmela View Post

      i would love to read the ebook.
      how to create powerful headlines -- in just 10 minutes by bob serling

      hope that helps
      {{ DiscussionBoard.errors[3076952].message }}
  • Profile picture of the author chiwawa
    This input was helpful..i;m always finding it difficult to get a positive headline..thanks!
    {{ DiscussionBoard.errors[3077418].message }}
  • Profile picture of the author infomaniacs
    thanks for the heads up, very interesting
    Signature
    POSITIONS VACANT - Work From Home Pet Business
    Make Money ~ Unique Products That EVERYONE Needs
    {{ DiscussionBoard.errors[3077432].message }}
  • Profile picture of the author Jess Alexander
    I find the best way to get a headline is to put myself in the position of the ideal prospect. . . I allow the desperate emotions to flow, allow myself to feel all the pain the prospect feels, and just start making headlines from that mentality. I also try to remember what is the pipe dream of these people? The dream. The impossible reality. The daydream of paradise. What does it look like, this impossible dream? Then describe it in specifics. Everything, in specifics. A headline always links the desperate state of suffering with a final hope.
    {{ DiscussionBoard.errors[3081084].message }}
  • Profile picture of the author GreenMachine
    Originally Posted by lennoxtran View Post

    Headline A:

    "WARNING: Studies Reveal 73.5% Of Women Admit To Feeling Lonely, Bored Or Unfulfilled In A Relationship"

    "...What 3 Simple Steps Can You Take to Guarantee This Doesn't Happen To You?"

    Headline B:

    "New System Uncovers 3 Easy Steps To Mesmerize The Man Of Your Dreams, Win His Commitment And Secure A Long-Lasting Relationship - Guaranteed!"
    I prefer headline A... Although I would really tweak it a bit... perhaps something slightly different... like why 73.5% the half a percent just feels weird to me.. Also headlines that question the consumer are useful too. Perhaps there is a way to reword your ad so that the consumer feels like they have to take action.. at the moment I don't see any real call to action in your advertisement. If you make these changes make sure that you do some split testing with a couple variations and see what works out best for you...
    {{ DiscussionBoard.errors[3081173].message }}
  • Profile picture of the author Prosechild
    I guess I'll be the lone voice of dissent here. Headline B tells me exactly "what's in it for me" without me having to actually read your letter to find out.

    Plus I'd rather mesmerize, win his commitment and secure a LTR instead of just knowing how to not be lonely or bored...
    {{ DiscussionBoard.errors[3082127].message }}
  • Profile picture of the author Vincenzo Oliva
    Nothing sells the click better than a "warning" type or "negative" headline. It's nearly irresistible. Which would you click:

    "10 Tips to Raising a Healthy Dog" or
    "3 Things You MUST Know or Your Dog Will DIE!" ;-)
    {{ DiscussionBoard.errors[3082185].message }}
    • Profile picture of the author sethczerepak
      Originally Posted by Vincenzo Oliva View Post

      Nothing sells the click better than a "warning" type or "negative" headline. It's nearly irresistible. Which would you click:
      True, I mean next time you're in line at the grocery store, take a look that magazine covers....someone's buying that stuff.
      Signature
      {{ DiscussionBoard.errors[3098321].message }}
  • Profile picture of the author Zentech
    Yep, always go negative. People like to think they respond more to positivity, but that's just what people like to think - not the reality. Copywriters need to know the reality - which is that most people resond far more strongly to the negative than the positive. Always have, always will. There are tons of sociological and psychological reasons for this, reaching all the way down to the level of basic brain structure, but it would be "tl;dr" to go into it.

    It's somewhat of a challenge (at least for me) to use this ethically, because I don't like to be a fear-merchant. But when it fits, and is appropriate, it's the way to go.

    As an example of what I personally refuse to do, this quote sums it up pretty well:

    I find the best way to get a headline is to put myself in the position of the ideal prospect. . . I allow the desperate emotions to flow, allow myself to feel all the pain the prospect feels, and just start making headlines from that mentality. I also try to remember what is the pipe dream of these people? The dream. The impossible reality. The daydream of paradise. What does it look like, this impossible dream? Then describe it in specifics. Everything, in specifics. A headline always links the desperate state of suffering with a final hope.
    Nothing against this poster - business is business and what each of us is comfortable with is a personal decision. But for me, playing (or perhaps preying) on the hopeless to that degree ain't my bag. Am I losing money because of this? Yep, absolutely. No need to inform me of that. I know and I'm okay with it. My priorities are elsewhere. Not necessarily "better," just elsewhere.
    Signature
    * Stupid Offer: Killer Sales Letters ***$897*** Just For Warriors. Ethical Clients & Legit Products Only. *
    {{ DiscussionBoard.errors[3098082].message }}
    • Profile picture of the author fasteasysuccess
      You should definitely test and see what works for your product or service.

      But, the sad thing is that often people will work harder or act not to lose something they already have versus gaining something.

      Like if I called you at 2am and said I put 10 bucks in your mailbox for you. Most likely if it's late, you'll go grab it out of your mailbox in the morning. You'll get to it whenever.

      Now if I called you at 2am and said there's people in our neighborhood stealing change and things out of cars and your car is outside in the driveway...you're most likely going to jump out of bed now and run outside. You act immediately.

      Test-Test-Test and see what works for you, but like i said people will often act faster and work harder when it comes to not losing or keeping something they already have versus gaining something.
      Signature
      {{ DiscussionBoard.errors[3098156].message }}

Trending Topics