Should You Write Your Headline First?

60 replies
Some copywriters claim that the headline should be written first, because it will be saying what you have to offer, or in short, what your salesletter will be about.

What do you think about that? I usually do both, sometimes writing the headline first and sometimes after I finished the salescopy.
#copywriting #headline #salescopy #write
  • Profile picture of the author Rose Anderson
    I'm just starting my copywriting business so my 2 cents is only worth ...well, 2 cents.

    I usually start with a "working headline" or two to point me in the right direction. But by the time I'm through I can think of far better headlines than the ones I came up with first.
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    • Profile picture of the author jenifer smith
      i think having a well framed head line from the beginning gives me direction on my writing.
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  • Profile picture of the author travlinguy
    The word "should" is so rigid. I think people would say it varies. I try to get a good headline before writing. Sometimes a good headline can serve as sort of a rudder for the pitch.

    Sometimes I have several headlines in mind and will put them all up there on the draft while writing. Other times, when I'm proofing the first or second draft I find a line or two I really like within the copy and massage it into a headline and/or sub. I've woken up in the middle of the night with just the right one. Each project is different. I don't think there is a solid answer.
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  • Profile picture of the author Stephen Dean
    I agree - there is no right or wrong answer. You'll figure out your own preference from experience.

    I write copy with a "working" headline and then polish it last. Sometimes you reveal the best headline to yourself as you write the copy - often picked from a bullet or subhead.

    Sometimes, though, you can discover an awesome headline that, unfortunately, doesn't match all the copy you just wrote. So it can be beneficial to do a good amount of brainstorming on the headline/angle first.

    Cheers,
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  • Profile picture of the author Rezbi
    I write one or two first, just to have something there.

    Then I go back and improve it at the end.
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    • I often start with the bullets.

      Usually a few headlines pop up as well as a lots of subheads.

      But I do like the idea of a "working headline." - which you can improve as you start writing the main copy.
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      • Profile picture of the author Elion Makkink
        Originally Posted by Steve Copywriter View Post

        I often start with the bullets.

        Usually a few headlines pop up as well as a lots of subheads.

        But I do like the idea of a "working headline." - which you can improve as you start writing the main copy.
        Ah I like this one. Starting with the bullets will immediately force you to state all the benefits/features and allows you to craft your headline even better after that. I usually start with a headline and improve it while writing the copy as well.
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        • Profile picture of the author Rezbi
          Originally Posted by Elion Makkink View Post

          Ah I like this one. Starting with the bullets will immediately force you to state all the benefits/features and allows you to craft your headline even better after that. I usually start with a headline and improve it while writing the copy as well.
          That depends on how good your bullets are.

          Most people can't create bullets as good as they should be.

          I know it takes me days to come up with decent ones. And even then it's very likely I'll go back and change them.
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          • Profile picture of the author Elion Makkink
            Originally Posted by Rezbi View Post

            That depends on how good your bullets are.

            Most people can't create bullets as good as they should be.

            I know it takes me days to come up with decent ones. And even then it's very likely I'll go back and change them.
            It's an iterative process, your headline and salescopy are probably going to be rewritten anyway. I don't think anyone wrote his final salesletter and headline at the first attempt...
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            • Profile picture of the author Rezbi
              Originally Posted by Elion Makkink View Post

              It's an iterative process, your headline and salescopy are probably going to be rewritten anyway. I don't think anyone wrote his final salesletter and headline at the first attempt...
              Here's a question for everyone:

              Who knows the meaning of 'iterative'... without looking it up?
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              • Profile picture of the author Elion Makkink
                Originally Posted by Rezbi View Post

                Here's a question for everyone:

                Who knows the meaning of 'iterative'... without looking it up?
                Haha I translated that one in Google Translate. It's a common term used in qualitative research and science .

                Originally Posted by uswah View Post

                i think headline
                Because?
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  • Profile picture of the author Aunty
    The best copy is inspired copy. Inspiration does not obey rules and formulae. There have been times when I thought I had the headline and then the copy suggests a better one or a slicker variation on what I already had (- not exactly 'working headline' but close). Then there are the times when the copy has just come in a flow and the headline has been the hard work afterward. Best suggestion is forget the rules and literally 'go with the flow' - your own method will develop jus like your own style does.
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    • Profile picture of the author laurie390
      I think it is somewhat a matter of personal preference and it also depends on the situation. In some cases, the perfect headline might just come into your mind. But in others, it may be helpful to write the copy first and then go back and write the headline.
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      • Profile picture of the author ThomasOMalley
        You should just start writing your sales piece. Write down any ideas for your headline. But I don't think the order makes a difference. I often write a headline first to get the juices flowing. Other times, I write the call to action at the end of my sales piece first.

        I always follows John Caples' advice to write down my ideas on a separate piece of paper when I am writing copy. Then I look at my ideas later and put them in the sales copy if I think they help my copy.

        Best,

        Thomas O'Malley
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  • Profile picture of the author linxye
    I share the same opinion as Aunty. I had to do many works written when I was a student, with time and years I have developed my own style, I could not obey the pure, hard methodology because it was blocking my inspiration. Often it was only when the work was done that I find the subject. And yet, this is how I learned best, and I had better results! In my opinion, let yourself inspired and developed your own method.
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    • Profile picture of the author Rezbi
      Originally Posted by linxye View Post

      I share the same opinion as Aunty. I had to do many works written when I was a student, with time and years I have developed my own style, I could not obey the pure, hard methodology because it was blocking my inspiration. Often it was only when the work was done that I find the subject. And yet, this is how I learned best, and I had better results! In my opinion, let yourself inspired and developed your own method.
      Well of course you'd agree with your aunty.
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  • Profile picture of the author Susan11
    I basically start the body of the write-up then I think about the title. Actually it depends, sometimes you have something interesting to write and have few lines as idea to start with.
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  • Profile picture of the author Naimath
    Yes, it's always better to have the headline written first because it keeps you focused on the topic.

    @Rezbi: I think iterative probably means something recurring..
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    • Profile picture of the author Rezbi
      Originally Posted by Naimath View Post

      Yes, it's always better to have the headline written first because it keeps you focused on the topic.

      @Rezbi: I think iterative probably means something recurring..

      Thanks for this reply.

      What I'm trying to show is that you should stick to words you know people will know instantly, without puzzling over it.

      If you do that in your everday writing and talking, it will be easier to do so in copy.

      Never use a 'big' word where a smaller one will do, both in terms of size and meaning.
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  • Profile picture of the author matthewhell
    Personally, Spend days figuring out my offer and the body of my website or articles or what every I plan to write. I mentally figure out my headline, but it ALWAYS changes as I write my body content. The offer is what will get people to take action so I have to get that good first and then my headline comes. The headline is what makes people actually read your page and I usually add a "sub-headline" so they are even more interested in reading more. Every step or paragraph I write is leading people to read the next paragraph and to keep interest.

    A good headline will come from your offer I believe. I tend to make an out line of what I want to write and then I start writing. I free write at first as if I was talking to someone about my product or service I wish to promote. Then when I re-read my work, I can generally get a sense of a awesome headline that will best summarize my body content in a eye-catching way. That's just the way I do it. Hope this helps. Remember to target your heading to your target market thought. Make them "feel" something after reading it. So some research is due to properly do this. For example if someone wants to lose weight and your market is people that want to lose weight and have tried everything to lose weight but failed at it. a headline like this would work great.

    "Finally...The TRUTH about losing weight"

    That's just one example.

    Hope this helps.

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  • Profile picture of the author AdwordsMogul
    Here is my "secret formula"

    1. First I do $h!tloads of research to see what the market is talking and complaining about. That way, when I start writing it will be relevant.

    I make a lot of notes.

    2. Then I will figure out what the "magic pill" in the product is. You can think of this is the USP for the copy.

    3. I may write a head line or two but just to give me direction. These headlines won't be used.

    4. I write the copy.

    5. Then I write 10 to 50 headlines and choose the best. The number of headlines I write depends on how important the project is.
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  • Profile picture of the author Simu :P
    Originally Posted by Elion Makkink View Post

    Some copywriters claim that the headline should be written first, because it will be saying what you have to offer, or in short, what your salesletter will be about.

    What do you think about that? I usually do both, sometimes writing the headline first and sometimes after I finished the salescopy.
    Hey Elion,

    The thing that I believe is, using a big catchy headline is used in the beginning to grab the viewer's attention.

    Give him a clue of what he is going to read inside, basically get him excited and wanting more.

    But, I think, if you have an alternative to a headline, something that is

    1)Catchy

    2)Makes the Viewer Wanna Scroll Down and Read EVERYTHING!

    It can be used.

    Another thing I believe is using headlines in the middle as well, because even though many people 'read the whole page before buying, some of them get psychologically "discouraged" to read if there are no headings.

    Just my 2 Cents!


    Thanks
    Simu
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    • Profile picture of the author ARSuarez
      It's all about personal approach.

      I don't even think about the headline or the deck or any of that when I start. I just write from my outline. My goal is to make it look and feel like a letter. I can't get into that mindset with a headline glaring at me every time I scroll up or open the document.

      After I've written the copy, I usually go through it several times to try and find what had really "shined." Or, I'll summarize all the copy into 1 paragraphs and cull the eyebrow, headline, and deck from that material.

      It varies person to person. But! You should always write many headlines to have as possible candidates, just so you can brain dump all the ideas.

      Cheers,

      Angel
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  • Profile picture of the author Rozzie
    One of my copywriting mentors who is one of the best in the industry said to never start with writing the headline first because you are force feeding ideas into your head because you're trying to write copy that supports that headline. My mentor suggests that you write your copy based on speaking to the needs of your target market and the best headlines will come out of the body copy. I've used this approach and it seems to work best for me. However, I have had instances where I "think" I have this great headline first, but I just put it aside and try not to force my copy towards that headline. Once I'm done and if I go back to that pre-determined headline and it works, that's great, but I usually find a better headline will emerge from the copy and not the other way around. I'm sure that is also because that is the way I was trained by my mentor.
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    • Profile picture of the author Ross Bowring
      Originally Posted by Rozzie View Post

      One of my copywriting mentors who is one of the best in the industry said to never start with writing the headline first because you are force feeding ideas into your head because you're trying to write copy that supports that headline.
      This comment is worthy of exclamation: !

      Small "however" though...

      Many times the "big idea" in the headline will guide almost your entire letter. So it's best to have a headline a.s.a.p.

      That comes down to having disciplined project and time-management skills so that you gift yourself lots of time for mental fermentation.

      --- Ross
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      • Profile picture of the author Elion Makkink
        Originally Posted by Ross Bowring View Post

        This comment is worthy of exclamation: !

        Small "however" though...

        Many times the "big idea" in the headline will guide almost your entire letter. So it's best to have a headline a.s.a.p.

        That comes down to having disciplined project and time-management skills so that you gift yourself lots of time for mental fermentation.

        --- Ross
        The big idea can be written afterwards in the headline as well? Once you've finally finished your sales letter and have all benefits and bullets ready..
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  • Profile picture of the author Tuffy22
    It depends what my goal is. If it's more geared towards SEO, then yes, I'll spend some time time initially choosing the headline...then fine-tune it later. If it is based more on creating a more share-worthy piece, then I tend to let the headline be more inspired by the copy.
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  • Profile picture of the author mrelosa
    Sometimes, it is easier to go settle the headline to know the focus and main point. But sometimes, it is also easier to write the body first before creating an effective headline. Either ways, it is really up to your momentum.
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  • Profile picture of the author caspial22
    I agree - there is no right or wrong answer. You'll figure out your own preference from experience.

    I write copy with a "working" headline and then polish it last. Sometimes you reveal the best headline to yourself as you write the copy - often picked from a bullet or subhead.
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    • Profile picture of the author lemonarian
      When starting an ad I'd write a headline, but only as a placeholder to give me some direction. It wouldn't be used in the final copy.

      Typically I start with the bullets. It's really the bread and butter of an ad, IMO. Most of your headline ideas will come from there as well.
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  • Profile picture of the author annabelle07
    I personally like having a headline to start working with too so that you can build around it without straying too much. Once your copy starts taking shape, most often you do revise the headline several times over. The tricky part is to figure when you've gotten it perfect and realize that you can finally stop revising it.
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  • Profile picture of the author cpaking
    Spurts of creativity, then work around it.
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  • Profile picture of the author chunkymunky
    I write the headline first but usually change it when I've finished so it's a work in progress until that point.
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  • Profile picture of the author Dan Axelrod
    I've done it both ways, and here is what I do:

    If you are in the zone for a headline, go head and write a few dozen of them until you get a good one. The fact is a headline will usually take some real work before it's something that really grabs you and your audience.

    I often like to start with bullets, or even the intro itself, because we often begin writing "cold" and have trouble getting creativity flowing. When you think about it, if the headline is the most important part of the copy, do you really want to start writing it right out of the gates, or after a warm-up?

    I hear of big name copywriters spending hours and days on a headline and I've never really been able to do that, though I've had some pretty amazing ones come out when I absolutely commit to writing 200 headlines before picking the best.

    In short, write what's the easiest for you at the time when you sit down for your salesletter. If that's the headline, then great. Get it out of the way. If it's bullets, then great, come back to the headline when you're warmed up.

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    • Profile picture of the author Elion Makkink
      Originally Posted by Dan Axelrod View Post

      I've done it both ways, and here is what I do:

      If you are in the zone for a headline, go head and write a few dozen of them until you get a good one. The fact is a headline will usually take some real work before it's something that really grabs you and your audience.

      I often like to start with bullets, or even the intro itself, because we often begin writing "cold" and have trouble getting creativity flowing. When you think about it, if the headline is the most important part of the copy, do you really want to start writing it right out of the gates, or after a warm-up?

      I hear of big name copywriters spending hours and days on a headline and I've never really been able to do that, though I've had some pretty amazing ones come out when I absolutely commit to writing 200 headlines before picking the best.

      In short, write what's the easiest for you at the time when you sit down for your salesletter. If that's the headline, then great. Get it out of the way. If it's bullets, then great, come back to the headline when you're warmed up.

      --Dan
      Thanks. What also helps is to have a couple of great headlines in front of you, and use them for inspiration or even use the same format.

      For example:
      "How To Win Friends And Influence People"

      How-to headlines are really strong, and because the word 'and' is added it is even twice as strong!

      Convert to format:
      "How To [benefit] And [benefit]"
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  • Profile picture of the author LaunchBrain.com
    Drayton Bird, said it to me like this. "If you can communicate an capture someone's attention in a sentance (the headline) how the hell will you do it for the whole letter"
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    • Profile picture of the author Elion Makkink
      Originally Posted by LaunchBrain.com View Post

      Drayton Bird, said it to me like this. "If you can communicate an capture someone's attention in a sentance (the headline) how the hell will you do it for the whole letter"
      I think you mean can't instead of can?
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  • Profile picture of the author uebomoyi
    I like to do the headline first and build off of it in my copy. I try to link it all together and focus on listing benefits within my copy which stem from my headline.
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  • Profile picture of the author LaunchBrain.com
    Cheers Elion, your right that's what I meant. I had been up 18 and half hours when I wrote that ;-)
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    • Profile picture of the author Elion Makkink
      Originally Posted by LaunchBrain.com View Post

      Cheers Elion, your right that's what I meant. I had been up 18 and half hours when I wrote that ;-)
      Haha. I think good copywriters need some sleep as well before they start writing ;-)
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  • hi there

    the truth is that you could go either way but having the healine first will clarify in your mind what you are selling as you writw the letter
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    • Profile picture of the author Elion Makkink
      Originally Posted by Quality Copywriter View Post

      hi there

      the truth is that you could go either way but having the healine first will clarify in your mind what you are selling as you writw the letter
      Work Samples | Creative copy that converts
      Yes, I think we all agree it can be done with both ways.
      But that the headline and copy are strongly related to each other, and if not, your copy will fail to fulfill the promise made in the headline.
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  • Profile picture of the author Mitt Ray
    I normally start off with two. A main headline and a sub headline. After I finish writing the entire copy. I go back to the headline and I take a close look at it. I then spend sometime making sure that it's good enough.

    If I'm not happy with it I change it and I make it sound better. You always need to make sure that your headline is good enough. It's the main part of the copy. It's the first thing the reader sees. Your reader decides on reading copy only if they like the headline.
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    • Profile picture of the author Neil AM
      I'll normally do the first draft of the copy before the headline, but then I'll need to go through the whole letter to make sure it plays off the headline properly. I think, especially in a long letter, if you mentioned a benefit in your headline you're not properly talking about for 1500 words, you've got to remind the prospect that it's coming.

      The very first bit of copy I write is normally the bullets, mostly because I find it far easier to guide the prospect's thinking if I've got some idea of where I'm going.

      And like a load of other people have said, there's not really a 'should'... I don't think I would, but if you write the headline first and the sales letter gets high conversions, no-one can say you did it wrong.
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  • Profile picture of the author Colin Theriot
    I need a headline to get started, but I never get it right the first time. I come back and re-write it at the end, because once I get rolling, the angle/tone of the letter often changes and it no longer matches. However, most of the time the "good" headline ends up being right there in the intro section. Just pluck it out and use it like a pull-quote. Works great.
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  • Profile picture of the author Viramara
    Yes, headline comes first (in squeeze page case). Unless I write a rich content website. Because that's the part that will entice reader the first and foremost. Sometimes from headlines I can generate ideas what should I put next (bulletpoints, subhead, call to action). It's like a chain reaction and headline started it.
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  • Profile picture of the author morrow66
    It all comes down to personal preference I think. I try to mix it up and write a load of headlines. Then pick which one I like best for the sales letter.
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    • Profile picture of the author Elion Makkink
      Originally Posted by jenifer smith View Post

      i think having a well framed head line from the beginning gives me direction on my writing.
      Exactly, the better your sales copy will be.

      Originally Posted by morrow66 View Post

      It all comes down to personal preference I think. I try to mix it up and write a load of headlines. Then pick which one I like best for the sales letter.
      Picking one that suits your salescopy the best? I think the other way around is better though. But ok, we now have enough feedback to say that a combination of both or a doing it both ways is good. Depending on your writing style.

      As long as they fit together, both ways are good.
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      • Profile picture of the author Shadowflux
        What I usually do is write a headline that I feel encompasses everything in the fewest words possible. I'll then write the rest of the copy, read it, revise it and then come back to the headline.

        I think having a headline while you're writing is good because it will keep everything within a certain frame. It also represents the raw and unedited emotion you want to communicate in the copy.

        I think about it like this: What if you only had one sentence to say everything you needed to sell this product or service? That should be the headline. Sometimes it will be rather broad in the beginning, before you've refined all of your points.

        The final headline I go with will encompass everything I've written about and match the tone and style of the copy itself. This is why I always come back to it at the end.

        Sometimes I will come up with a line of copy that I really think is great and I'll try to incorporate that into the head or subhead as well.
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  • Profile picture of the author sammib01
    I think the headline is of upmost importance... daaaa as we all know. But it is as important to grab you viewer in the first few seconds of your video. I do marketing for international companies mostly in Europe and am not in the internet marketing scene here. We always try do do something to knock the viewers off balance and make them keep guessing what will happen next. A bit of humor, a shocking picture or just something that will make them saying... "WHAT the ...". You have to change the picture and the mood every 5 to 10 seconds in short ads because people today are so flooded with interruptions and disturbances you need to disguise them as content.

    I feel the Headline can not be complete until you know what you are going to say in the text, message, sales copy or what ever you want to call it. This is not a rule but maybe a guideline. You polish the headline until it shines and attracts attention. I have changed headlines as much as 20 or even 50 times and was still not happy but as the Music Studio and Producer guru Brue Sweden said "it is better to be finished than to be perfect, because perfect never comes".

    Just a thought, but all headlines are there to make you stop and think... mostly to STOP.
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    • Profile picture of the author Elion Makkink
      Originally Posted by sammib01 View Post

      You have to change the picture and the mood every 5 to 10 seconds
      Hmm don't you think your ad will become too 'shocking' or less serious?
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  • Profile picture of the author ASCW
    Everyone has their own methods. So don't be afraid to try and find your own.

    Here's what works for me.

    1) I'll bust out the old headline swipe file, and start adapting and swiping. Seeing if I can model a hook that I like. Often the hook and the offer go hand in hand.
    1a) Once I've got a firm grasp of the offer. I'll write a working headline and the coupon in tandem. So I'm essentially writing the end and the beginning at the same time. Sometimes the headline emerges first, sometimes not.

    Regardless, If I've got the time, I'll spend a full day or few actively tweaking the headline.
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  • Profile picture of the author ejunkie
    Nice thread.

    My personal preference is headline first.

    I collect all the info & details at the outset. But i usually start with the headline.

    I write around 5-15 headlines. Until & unless i am convinced I nailed the headline... i usually do not start writing the copy.

    For me it all flows from that all important headline.
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  • Profile picture of the author eugenedm
    Initially, it would be good to write a draft headline and then write the body of the content based on the draft headline. After you are done with the content body, go back to your headline and spend some time to see if the headline is catchy enough. If you're not too happy with the headline, give yourself at least 10 minutes to come up with a better headline.
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    • Profile picture of the author Hugh Thyer
      The Results Are In.

      All the responses have been compiled and analysed.

      The answer to "Should you write your headline first" is....

      ...maybe.
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  • Profile picture of the author msu
    I use a mix of both approaches.

    I start with the title - to keep my mind focused on the aim of the blog post or article I'm writing - and then usually rewrite it to make it sharper before publishing.
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    • Profile picture of the author Elion Makkink
      Originally Posted by msu View Post

      I use a mix of both approaches.

      I start with the title - to keep my mind focused on the aim of the blog post or article I'm writing - and then usually rewrite it to make it sharper before publishing.
      This sums it all up

      You should write 40-50 headlines before publishing.
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  • Profile picture of the author jessegilbert
    Banned
    thinking of the biggest benefit to the potential buyer is probably not a bad way to start. and the ones you don't use could be used as subheads...
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  • Profile picture of the author trobo
    Everyone will have their own unique way of doing this. I once saw an interview with Ted Nicholas, where he said some of the most powerful headlines he ever used were ones that captured a "hidden benefit". In other words, a benefit that is not immediately obvious to the prospect at first, but nonetheless is bound to have a big impact on them.

    Another thing I've always heard: The first sentence of copy needs to be almost as powerful as the headline itself, to grab hold of the reader without letting them go.

    As for the order which all this should be written, I don't think it matters so much, just as long as you end up with a great piece after all's said and done.
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