Since a headline is an ad for an ad, wouldn't you agree that writing a good headline is the most important element in copywriting? 

No doubt, the headline is the most important part of any advertisement or sales letter. The reason is very simple. The headline is the first thing your prospect sees when he/she looks at your advertisement.

It's an advertisement for your advertisement. The only purpose of your headline is to get your prospect to continue reading your ad or sales letter. It must get your reader's attention and it must pull them into your ad.

Your headline must be so irresistible that your reader has to find out more. It doesn't make a difference how good your product or service is or how good your advertising copy is, if your headline isn't any good, your ad or sales letter won't get read.

It never ceases to amaze me how many advertisements I see that don't have headlines. All advertisements should have a headline.

10 Rules to follow when writing headlines:

1. First and foremost, your headline must appeal to your reader's self interest. Communicate the strongest benefit (or benefits) to your prospect. Everybody's favorite radio station is "WKFM," What's In It For Me? Your headline should answer this important question.

2. Attract the attention of the prospect you'd like to target. If your headline doesn't attract the right people, it has failed. Your headline must reach out to your prospect, grab them by the throat and say, "Hey!!! I'm talking to you!"

3. Your headline must deliver a clear and understandable message. Most people read only the headlines. Because of this, your headline must make a complete statement and compel the prospect to continue reading the body copy.

4. If you have news, such as a new product, be sure to get that news into your headline.

5. Don't try to be clever or humorous with your headlines. These type of headlines are ineffective and a waste of money.

6. Include the words "quick" and "easy" if it fits what you are communicating.

7. Use specifics in your headlines, not generalities. For example, "Make $7,274 In 30 Days" is a better headline than "Make Money Fast". Specifics are more believable.

8. Always test two headlines against each other to see which one pulls the best.

9. Use upper and lower case letters for your headlines. This is easier to read than all caps. Put quotation marks around your headlines. Studies have shown that quotation mark around headlines increase readership.

10. When it's time for you to write a headline for your ad, write at least 50 headlines. Some marketers spend days writing hundreds of headlines in search of the right one. To come up with selling headlines takes more than just a few minutes. You've got to commit yourself to sitting down and writing at least 50 headlines!

Testing Different Variables

You want to structure your A-B test to zero in on the one variable that will provide your greatest return. Here is a list of some variables that you can test:

Price A versus Price B. Test headlines, Test newspaper ads, Test left-side of the page versus right-side of the page, Test different direct mailings, Test different email campaigns, Test articles, Test different response forms, Test different sales pitches, Test different offers, Test different packages, Test different upgrades, Test different back-ends, Test different guarantees, Test different incentives.

Let's use an example: Pricing. Which price is proven more attractive to a prospect when a $10.00 item is tested as the price for two of the same item? 

$9.00 for one and $1.00 for the other. 50% off both items; $10.00 for one and one is free. You're basically giving them several options.

"Buy one and get one free" has been shown to outpull the other two approaches. Even though "Buy one for $9.00, the other for $1.00" and "Buy 50% off both items" are really the same thing. You find that out by testing. These are different offers.

If you're creating a email campaign, you create two different mailing pieces offering your product two different ways. "50% off both items" or "Buy one, get one free." You send them out and tabulate the response to determine the best price to use and set your marketing campaign with that chosen price.

You don't want to stop there. Send out one with one headline and one with a different headline. You keep testing. Test one piece at a time because if you change a headline, a price and a guarantee, and your response goes up or down, you won't know why.

HEADLINE FORMULAS THAT CAN MAKE YOUR BUSINESS A SUCCESS

Hidden Benefit.. The "HIDDEN BENEFIT" headline. 

This benefit I particularly like because it automatically gives the impression of "What's in it for me" and makes the prospect take action. 

An Example of this.....

"WHAT WILL YOU DO WHEN YOUR ASSETS ARE SEIZED?" 

The benefit here is "Reassurance" One of the most powerful headers is the fear of loss and this presses a strong emotional button making you take action to prevent this. 

The Stopper style headline creates an air of importance that makes it almost impossible not to want to read further.

"AMAZING NEW DISCOVERY LOSE 20LB IN 3 WEEKS! GUARANTEED!"

"DISCOVERED AT LAST THE CURE TO BALDNESS!"

"NEVER BEFORE PUBLISHED LOOK 10-20 YEARS YOUNGER WITHIN 30 MINUTES!! "

"NEW TIME MACHINE SO YOU CAN TRAVEL THE WORLD!!!"

I think you get the picture with these headlines how to construct your marketing copy to pull the prospects into taking action. There are many more types of headlines that make you want to take action such as.... 

Testimonial Style Headlines 

These are very effective for your sales. In actual fact, you are getting the previous customers to do the selling for you. The best type are the testimonials that state the immediate benefit while at the same time are addressing any concerns the customer may have about your product. 

"I now earn over $10,000 per month thanks to your program and to think that I almost did not order..." 

"I now work less hours and make more money. I even get to spend more time with my family."

"I lost 30lbs with your program in only 8 weeks after dieting hopelessly for years with other programs.." 

" You have been a god send to me. I now can go to work and have the confidence to face people once again..."

As you see all these type of headlines is entrusting confidence not only in you, but in your product also. These types of headlines are very effective. 

News-Style Headlines 

These types of headlines are the ones that look like newspaper headlines. Remember when I said earlier that we only glance at the paper to get a good meaty headline well, this is the one we are talking about now. 

"Boy aged 8 drives down motorway at 100 mph in wrong lane..." 

"Huge stock clearance for one day only..."

"Factory worker scoops $30,000,000 with first EVER lottery ticket.." 

The news style headline is meant to draw you immediately to take action and want to read further. 

How To Headlines 

These headlines are probably the most common used in marketing today. They can be very powerful if they can also convey a hidden benefit. 

"How to loose weight and still eat as much as you want..." 

"How To Make A Million In A Month Without Trying..."

"How To Pass Any Exam Without Studying..." 

"How To Easily Create The Life You Desire..." 

"How to Retire In 1 Year Like Me..." 

Using how to headlines can be worth while if you get the hidden benefit across. People want to learn about what you have to say "IF IT CAN BENEFIT THEM" do not forget this.

Question-Style Headlines 

Another very popular type of headline here but you must focus on your reader and not your company. This works well because it makes the reader think and he actually has to participate for a split second with you. He has to think if this headline is applicable to him by his own circumstance. He visualizes!! 

"Are you in a dead job?.." 

"Do you suffer from back pain?.." 

"Do you have trouble sleeping at night?..."

"Do you have the confidence you need to succeed?..." 

"Are you confident with the opposite sex?..." 

"Are you financially secure?..." 

As you read all these types of question style headlines you are getting an image of your own self worth and are asking questions of yourself. If the headline for your product can reach this level of emotional feeling within the reader and say yes! I do have that problem you are well on your way to making a sale. You are leading the reader into a "yes" frame of mind right to the order from. A good tactic indeed, you are on his/her side, you understand their needs.

Reason-Style Headlines 

These tell the reader the reason why they must act now to secure their "widget" 

"Here is the reason why you are not any getting richer..." 

"Here is the reason why so many never ever succeed..." 

"Here is the answer to everlasting youth..." 

"This is why we urgently need highly paid workers..." 

Then give them the reason in your ad copy as to why they should be doing business with you rather than your competitors. Tell them the benefits of your product in no uncertain terms and leave them in no doubt of what they are going to get out it personally. 

All these headlines have been proven to get a response. It is up to you therefore to convey that message across to the reader. 

The Sub Headline

This is to re emphasize the headline and keep the reader focused on what he is preparing to read. It may be an opening statement that is identical to the headline. It should have more benefit laden information that compliments the headline. 

The choice is yours to add what ever you wish. But remember, the prospect can click away as easily as he clicked on to your site in the first place so keep it flowing. 

Your headline is the key to your entire ad's success. If you don't tell your prospect what's in it for them, you won't get their attention. If you don't get their attention, they won't read your ad. And if they don't read your ad, you've wasted your time and money.

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