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Headline Layouts

by Splinter
6 replies
I was reading a book from Ed REvis who suggested a structure for headlines as follows:

(pre head) - problem
(Head #1) - reaction
(Head #2) - Solution

Example

Web Copy Not Converting?

It's Official! They Don't Read Online
Sales Letters Anymore

Discover How Just 3 Magnetic Messages Increased a Sickly
Sales Letter's Conversion Rate By 200% in 48 Hours.


Anyone care to comment if this is a good basic structure or is it not as simple as this?
#headline #layouts
  • Profile picture of the author David Raybould
    Something like that can work, but
    like much of copywriting, it's simply
    not that cut and dried.

    What works in one market may not
    work in others, and a thousand other
    variables will have an impact too.

    -David Raybould
    Signature
    Killer Emails. Cash-spewing VSLs. Turbocharged Landing Pages.

    Whatever you need, my high converting copy puts more money in your pocket. PM for details. 10 years experience and 9 figure revenues.
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  • Profile picture of the author Johnny12345
    Originally Posted by Splinter View Post

    Example

    Web Copy Not Converting?

    It's Official! They Don't Read Online
    Sales Letters Anymore

    Discover How Just 3 Magnetic Messages Increased a Sickly
    Sales Letter's Conversion Rate By 200% in 48 Hours.


    Anyone care to comment if this is a good basic structure or is it not as simple as this?

    Splinter,

    I would use your subhead as your headline. Currently, your main headline has no benefit or hook -- and very little curiosity factor. When I read it, my instant reaction was... "So what?" And then I yawned... not good.

    Your subhead, however, has a benefit, a hook ("magnetic messages"), and a pretty good curiosity factor. I would also put the words "magnetic messages" in italics. Your pre-head is OK as it is.

    Regards,

    Johnny
    Signature
    => Need A Persuasive Sales Letter? Click Here...
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  • Profile picture of the author Jon Steel
    There are three things I usually go for in my headlines (but it differs depending on the product and the market) --

    1) Jam Packed with BENEFITS - pretty much a promise to them on what they'll get
    2) Asking a qustion - to draw them in
    3) Mystery - catch their attention

    js
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    • Profile picture of the author Splinter
      Thanks all for the response. As you say David, it clearly is not as clear cut as Ed makes out based on responses so far.

      Johnny this copy was taken straight out from the book, but looking at it again, the bottom sub head does seem more catchy than the main headline.
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  • Profile picture of the author Johnny12345
    Splinter,

    If you're trying to learn copywriting, you might be better off studying the masters, first. I'm talking about people like Schwab, Caples, H.G. Lewis, Ogilvy, and Sugarman. I've been studying copywriting for over twenty years, but I've never heard of Ed Revis.

    Regards,

    Johnny
    Signature
    => Need A Persuasive Sales Letter? Click Here...
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    • Profile picture of the author Splinter
      I will check those names out Johnny. I am not really looking to master Copy writing as it, along with many other aspects of business, will be outsourced, but to have a basic understanding is more so what I am after. Over time and reading a lot on this forum I am sure I will get to grips with what is going on.... Cheers
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