08 Mar 2008 12:28:38 | /"Wild Bill/" Montgomery
As with good ad copy, all successful headlines are written by
following and using specific formulas. Where do you get these
formulas you ask? I'll get to that in a moment. First you must
have the information you need to apply to these formulas. This
knowledge base is the result of passing information compiled and
researched from past advertising campaigns, and correctly
applying this information to the following formulas in future
headlines. This "passing of information" is a continual process,
passed on from campaign to campaign. Each time extracting what
you learned from the campaign before. If you fail to document
past successes and failures, you would be writing your headlines
on nothing more than a "trial and error" basis.
Since you as the reader and marketer can be from any one of a
million different business categories, I will list several
different possible formulas and hopefully finding the one that
applies to you. If you cannot find one that applies directly to
your business, they may still help in your "Headline Writing
Skills".
Although having a successful headline is 75% of your goal, you
still must have good copy to go with it. But today we are
focusing on the headline portion. If you don't have a killer
headline, your copy, no matter how good or bad, will never be
seen.
Headlines are used to get a direct response from your reader.
You are trying to invoke a "snake bite" like reaction. You
either grab them or you don't. In writing direct response
Headlines you are not trying to build a relationship or bond
with your reader. You want their attention no matter how much
their brain is saying to their eyes, "don't stop", you must beat
the brain at it's own game. You must say it that much louder and
be that much more convincing, "STOP", "LOOK AT ME"!
Ok, I'm going to give you some well known "eye stopping"
headline techniques.
1) Power Words
For a reference list of the best Power Words check
Power Words are your most important factor in writing Headlines.
Without "Power Words" and "Power Phrases" you have little chance
of headline survival.
2) Testimonials in Headlines:
"I was down to my last cent, but now I'm making $1000 a week"
"This is how I became a successful in Direct Marketing" "I
needed extra money, now I'm making more than I ever expected"
3) "Testing Your Reader"
Vanity and Superiority are strong marketing and sales tools.
Testing is but one use of these universal qualities:
"Pass this test to qualify" "Can you pass this Small Business
Survival Test?" "If you pass this test, your dreams can come
true"
4) "One and Two Word Headlines are Attention Grabbers!"
Examples of one-worders:
MONEY FREE CASH OPPORTUNITIES HOMEWORKERS EARN SUCCESS PROFITS
Examples of two-worders:
MONEY MAKERS FREE SAMPLE INSTANT CASH UNLIMITED OPPORTUNITIES
HOME WORKERS WANTED EARN MORE SUCCEED NOW INSTANT PROFITS
5) The "Don't Buy" Technique
This headline is effective because you are telling the reader
something their eyes don't expect to see. Don't Buy?
"Don't waste your money, Read This Report First" "Don't buy
......, until you have seen our prices" "Don't spend money
needlessly. Get The Facts First"
6) Speak to the Reader, not at the Reader
"I'll train you to be a success" "If you follow my program, I'll
help you to success" "They thought I was crazy, after reading
this, will you"
7) Specific Targeting
"Attention: Stay at home mothers" "To Part-Time workers who want
to supplement their income" "Bread winners, coming up short
lately? We can help you"
What I have shown you here are the top Headline Writing
Techniques, all of which have worked for me in the past. I
didn't give this word it's due credit above. Do you know the all
time, unbeatable, never-ending winner of headline grabbers? I'll
bet you do. Of course it's the Super Power Word "FREE". This one
Power Word is rightly known as the most powerful headline word
past, present and future.
About Author :
"Wild Bill" Montgomery http://www.MakingProfit.com We've
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