Do You Place Headlines In Letters?

6 replies
Just wanted to get your input.

Do you place big headlines in your letters?

I place subheads but not giant headlines because I send out
Lumpy Mail and the premiums I use work as a headline for me.

I should probably test this but I just wanted
to get your input on it.

I know Dan Kennedy and Jon Goldman use headlines but
There are a few DM marketers that are against GIANT headlines in letters.
#headlines #letters #place
  • Profile picture of the author Mark Pescetti
    Depends on the market.

    Generally no.

    But just like anything, test.

    Who cares what Dan Kennedy suggests. If something doesn't look right, like extra big letters, don't do it.

    There are no right or wrong answers. Only what ends up actually being effective - which you need to find out for yourself.

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  • Profile picture of the author Len Bailey
    As Mark said, it depends on the market -- as well as the offer, prospect, and a whole boat load of other factors.

    If the letter needs to have that 1-on-1 personal communication feel without a hard sale, then no... usually. (Direct Response Marketing Rule No. 2: Every rule has an exception, except Rule #1.)

    However, when I'm writing a letter that does have a hard sell, then I frequently will include a headline.

    So that brings me to Direct Response Marketing Rule No. 1: TEST EVERYTHING.

    PS: Having a headline doesn't mean the headline has to be "giant." I've often seen great results from a letter whose headline was only slightly larger than the body text.

    Len Bailey
    Feel free to connect on LinkedIn or Twitter

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  • Profile picture of the author Johnny12345
    Sometimes a big headline can look out of place.

    If you're trying to make it look like a personal letter, then I'd just make the first line (which would, effectively, become your headline) bold and/or underlined.

    But, to reverberate what's been said above, there is no right or wrong answer. If it doesn't seem appropriate for the recipient, don't use it.

    Otherwise, test a small segment, then roll out to the bulk of the list.

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  • Profile picture of the author MagneticKopy
    Great stuff guys. Thanks!
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  • Profile picture of the author AndrewCavanagh
    What you need to think through is what you're
    trying to achieve when they open that letter.

    If your letter is supposed to look like a private
    letter from a friend (handwritten name and address...
    stamp on the front) then you might just have a
    Dear [first name]
    starting your letter.

    There have been plenty of tests showing that having
    a headline in a letter like that works just fine so you
    don't need to be paranoid.

    One BIG tip:

    Nothing beats a headline that has the reader's
    name in it.

    Read this to find out why and you can also check
    out the letter I wrote that got a 70% response
    with a 40% success rate...
    Copywriting: 41%+ Response From This Headline Secret

    Kindest regards,
    Andrew Cavanagh
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  • Profile picture of the author James Clouser
    If in doubt, put the letter away and mail it to yourself a few days later.

    What was it like opening it? That will tell you everything you need to know.
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