Ten tips on writing headlines

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I was writing a blog entry yesterday on the topic of headlines (specifically, which types of headlines are effective), and it occurred to me that there is no "one size fits all" advice regarding which type of headline to use. Not all types of headlines work well for every type of sales letter, and not all headlines that work well in one market will work well in every other market. For example, you might use a news announcement when selling a hot stock tips newsletter, but not when selling a trance music CD (this is discussed at length here: The Five Most Effective Types of Headlines « constantcopy )

While I don't think it's possible to recommend a single "type" of headline that'll work well in every situation, I do think that good headlines fall into a few basic categories (see above). I also think there is some general advice on writing headlines that you can follow in just about every case. Here are ten pieces of advice that I think fit that description.

1. If your unique selling proposition is truly unique or groundbreaking, either state it or allude to it in the headline. if you really are offering something that nobody else in the market even comes close ot offering, you should say so in your headline, either directly or by hinting at it.

2. Use alliteration, rhythm, or even rhyme to make your headline memorable. Might seem cheesy, but scientists have discvoered that the phonological loop (part of the brain responsible for recalling language) responds well to these patterns.

3. If your product or service offers a solution to a problem that causes a lot of grief for its sufferers, then state right off the bat that you will solve this problem.

4. Do not use negative language to convey information in a headline (so don't word your headline the way this sentence is worded!) Studies have shown that the brain does not process negative language very well. If you have a website called "the no pain, suffering, misery and agony website," most people will just associate the website with pain, suffering, misery and agony, and move on, even though you said that's what the site is NOT about.

5. Create a profile or "avatar" for your ideal customer, and think about this customer's preferences when you write the headilne. For example, if your ideal customer is a mid 40's wall street broker, write a headline that's heavy on facts and numbers rather than on feelings and emotions.

6. Make sure your headline is relevant to the body content of the sales letter. This might seem like common sense, but a quick scan of the main internet marketing discussion forum will show you that many people on WF will write headlines that have nothing to do with what they're actually selling.

7. Make your headline visually prominent. Use a bright color. use the impact font. Capitalize the first letter of each word (don't actually capitalize every letter in every word though, that will look too hyped up). If you have a long headline, break it up into several lines instead of letting it stretch across the page.

8. Look for inspiration when writing headlines. Check out other copywriters' stuff. Spend a few hours admiring some gorgeous scenery before you write. Go to an art gallery, use the work there as a source of inspiration; become the picasso of headline writing.

9. Use subheads to reinforce your message and direct your reader's attention. Insert a new sub-head whenever your sales letter takes a new direction (for example, when you're about to launch into the part of your sales letter, include a subhead that indicates you're about to tell your story)

10. Revise, revise, revise. Keep re-writing your headlines and sub-heads until your sales letter reads like a masterpiece. Have other people (preferably people who fit the description of your ideal customer) read your stuff and tell you whether it looks persuasive.

Here are some more resources that can tell you a LOT about headline writing, if you're interested in learning more about this important topic:

http://myws.sitesell.com/MYWS!.pdf (copywriting ebook for internet marketers)

How to Write Effective Headlines - Copywriting Tips for Designers and Non-Writers (simple about.com article on headline writing)

Write Magnetic Headlines With These 7 Tips | Michel Fortin on Copywriting, Marketing, Business, and Life (michael fortin on headlines)

12 Tips For Writing Headlines That Work! - SiteSell Blog (sitesell headline writing tips)

3 Tips For Writing Better Headlines | Vertster.com (very "fundamental" advice on headline writing)
#headlines #ten #tips #writing
  • Profile picture of the author Ross Bowring
    Hey Andy Button, thank you for the list.

    Regarding N#4... do not use negative lanaguge.

    "Lies, Lies, Lies!"

    Does that count as negative?

    Because the copywriter who wrote that has promise if he can maintain focus.

    If you're reading this Gary... and I know you subscribe to my posts, just keep at it fella. Keep putting the work in and you'll eventually find what I like to call, "your voice."

    --- Ross
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  • Profile picture of the author PsychoProfits
    Good tips. As for all writing, "Revise, Revise, Revise..." is always good advice.
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    • Profile picture of the author Azarna
      I would also humbly add:

      Make sure the headline is believable

      One of the biggest instant turn-offs is a ridiculously over-the-top claim for a headline - You Too Could Earn A Million Pounds Every Month From Just Ten Minutes Using Our New Software - While You SLEEP!!!!
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      • Profile picture of the author The Copy Warriors
        Originally Posted by Azarna View Post

        I would also humbly add:

        Make sure the headline is believable

        One of the biggest instant turn-offs is a ridiculously over-the-top claim for a headline - You Too Could Earn A Million Pounds Every Month From Just Ten Minutes Using Our New Software - While You SLEEP!!!!
        true dat. people who write headlines like that give us all a bad name.
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  • Profile picture of the author Smiling1
    Great stuff. And I recently ran across what I thought was a really good tip: "Read your copy out loud" to help you make sure it has the right tone...
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  • Profile picture of the author abugah
    Thank you for the post.

    I think no 3 is the winner. I have noticed that most writers are not able to tell readers what it is all about upfront. They assume that the reader will jump inside the copy to discover. Unfortunately it often doesn't happen. As David Ogilvy said as many as 5 times read the headline than the body copy. A headline is the maker of killer of your copy.

    I prefer writing 25 of them before I decide on the right one. On many occasions, it is never the first that I wrote that is the winner.

    You may want to read further tips on writing a headline on this post...
    http://www.warriorforum.com/copywrit...-mistakes.html
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  • Profile picture of the author zharfan
    the main part of this tips may be this is
    Revise, revise, revise. Keep re-writing your headlines and sub-heads until your sales letter reads like a masterpiece. Have other people (preferably people who fit the description of your ideal customer) read your stuff and tell you whether it looks persuasive.
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