How to Write Headlines That Sell

Headlines are critical to your sales copy. In fact, according to many experts, it is the most important element of your sales piece. There is a great deal of competition for your prospect’s time — you need to catch your reader’s attention immediately.

Your headline has many tasks, including getting your prospect’s attention, drawing the reader into your copy, and defining your message – all with less than 15 words. Here are a few steps to get the job done.

Step One: Create a Plan. Before you sit down to write, ask yourself the following:

* Who is your customer?
* What is their biggest problem or complaint? (as it relates to your product or service) For example, if you provide dog training then their biggest problem may be urinating indoors, constant barking or aggression.
* What emotions are triggered by this problem? Using the above example, frustration, hopelessness and pride in a well-trained dog may be perfect emotions to tap into.
* What are the important benefits of your product or service?

Step Two: Write 10-20 possible headlines. Why so many? Two reasons, it’ll get the creative juices flowing and it’ll provide a few top-notch headlines to test for conversion and click through rates. Here are a few ways to write effective headlines:

1. State a benefit – For example, “How To Have The Best Trained Dog In Town.”
2. Highlight your offer in your headline – For example, “Award Winning Dog Training Ebook On Sale For A Limited Time.”
3. Use numbers and statistics – For example, “Housebreak Your Dog In 48 Hours.”
4. Make it newsworthy using words like new, introducing, or announcing – For example, “New Book Shows You How To Housebreak Your Dog In Just Two Days.”
5. Make a big promise. – see above!
6. Use a “reasons why” headline – For example, “10 Reasons Why You’re Not Losing Weight.”
7. Pique their curiosity – For example, “The One Dog Training Tool You Must Own.”

Step Three: Make sure you’re talking to your audience – use the word YOU. The word YOU let’s your reader’s feel as if you’re talking to them specifically and interested in solving their problems. Instead of using I, Me or We in your headlines, use You.

Step Four: Make sure your headline is active. Active language – language that shows movement and commands attention – compels people to continue reading. It pulls them into your copy.

Studies have shown there are essentially three areas your reader will quickly analyze first before actually reading your sales copy. They look at the headline, they look at the offer and they read the postscript, the ps, at the bottom of the page. If those three things compel, then they’ll often take action without even reading your sales letter. Make sure your headline is active. Use language that grabs, action verbs. For example, instead of saying, “lose weight” you might say “banish weight”.

Step Five: Choose the two or three most compelling headlines and test them for conversion rates (the number of people who actually make a purchase). You may want to ask associates which headlines are most compelling if you are unable to choose. However, you probably know your audience better than most so trust your instincts.

Writing selling headlines takes a bit of research, a bit of practice and a whole lot of testing and tracking. It can be quite fun and of course when the profits start rolling in, you’ll see your time was well spent.

Two additional resources that you might want to take a look at are:

Giant Headline Swipe File – Learn how to make more sales

How To Write Headlines Like The Master Copywriters

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