SEVEN HEADLINES TO ENERGIZE YOUR ADS, SALES LETTERS, AND WEB SITE COPY.
Effective ways to get a prospect's attention, build
interest, and get the sale.
by Dr. Kevin Nunley

Every one of your marketing tools needs a headline.
Headlines get attention, make your message easy to
read, get your main selling points across, and lead
your customer to a sale. Use a short three word
headline for classified ads. Use headlines frequently
in your web site copy to help people get your main message
without having to spend a lot of time online.

Headlines range from newspaper "hit-you-in-the face"
to more subtle ones that don't seem like a headline at
all. A hard-sell direct mail letter might have your
headline in all capitals at the beginning:

I'VE GOT FIVE WAYS TO SAVE YOU MONEY--NOW!

Or your headline can be softer and less obvious, more
like an important paragraph in bold at the beginning
of your letter:

Here's something I know you will be interested in.
I've got five ways you can cut costs 20%--today!

Your headline gets attention when when it appeals to the
reader's interests. Use your headline to point out a
problem the reader has or something you know the reader
feels strongly about. Headlines aren't a good place
to list the features of your product or service. Instead,
headline the benefit the feature provides.

"Webbuster gets your site listed high on search engines.
Nothing drives a flood of eager customers to your site
faster."

Studies show headlines get even better results if they're
enclosed in quotation marks like the example above.
It's a good trick to use from time to time.

Seven Surefire Headlines

Over the years copy writing pros have found several headline
formulas that almost always work well. Try these headlines,
putting your product, service, or benefit in place of mine.

1. Ask a Question. "Are you worried about filing your tax
return this year?" A question headline gets the reader to
answer in their mind. You automatically get the prospect
involved in your message. Many people will read further
into your letter, ad, or web site copy just to find out
what answer or solution you provide.

2. Start your headline with "How to." "How to buy a car
without getting a lemon." How to headlines work like magic.
Almost all my articles start with "how to." People love
information that shows them how to do something valuable.
It works for reports or letters that provide helpful information.

3. Provide a testimonial. The recommendation of a satisfied
customer can go a long way in convincing others to buy from
you. "This product really works! I'm happier and less stressed.
Marina Monson-Central City." Always include the customer's
full name and the city they live in. Many readers won't believe
a testimonial where it's hard to figure out who the author is.
"R.A.,LA" doesn't work nearly as well as "Richard Allen-Big Town, LA."

4. Issue a command. Some classic headlines command readers to
"Aim High" and "Put a tiger in your tank." Turn your most
important benefit into a commanding headline. "Stop rushing
through life." "Make more money this month." "Feel better about
yourself."

5. Important news makes a good headline. This particularly works
well for big changes in your company or the introduction of hot
new products. "Richard Benson is taking the helm as our new CEO
with a powerful vision for the future." "Software Central introduces
the new Instant Forms 2000--professional web site forms in 20 minutes."

6. Headline a deadline for a special offer. Most of us are busy
and tend to put off taking action. If you don't get the prospect
to act now, you may never get the sale. "Save Money Now" and
"Get More If You Buy Now" offers increase response.

7. FREE offers often pull the best response. "FREE report on
boosting web site sales" is a powerful way to get lots of
interested prospects. There is a myth that affluent or professional
customers are turned off by free offers. Not true. Simply tailor
your free offer to match the style of your customers or industry.
You might subtly headline a "no-cost initial consultation" or
"a bonus Widget 2000 in each package."

Prospects are in a hurry. They are bombarded with hundreds of
ads, letters, postcards, and commercials every day. They tend
to skip or tune out any marketing message that looks like it
will take too much time or be too much trouble to figure out.
Headlines simplify the learning curve. A reader can scan down
your page, quickly digest your headlines, and figure out what
you're offering. Once the prospect knows you have something she
is interesting in, she will take more time to read your entire
letter, ad, or web page.

Spice your headlines with action words like save, act, run, feel,
and do. Cut out unnecessary words. Put subheadings in your copy
to break up stretches of text. If someone else is writing copy for
you, share some of these power headline ideas with them. In our
hustle, bustle world good headlines make your sales materials stand
out, easy to use, and motivating.
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Kevin Nunley provides marketing advice and copy writing for businesses
and organizations. Read all his money-saving marketing tips at
http://DrNunley.com/. Reach him at kevin@drnunley.com or (801)253-4536.