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Headline How-Tos

How To Write An Attention-Getting Headline, Part 7

January 26, 2009

The final element of a good headline is emotion. People buy based on emotion. (They also need logical reasons to back up their emotional decision, which are generally provided in the body copy.)
Headline Tip #7: Embrace Emotion
You’ve got to be careful with emotion, especially in this day and age. If you go overboard, your prospect’s [...]

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How To Write An Attention-Getting Headline, Part 6

January 25, 2009

The need to satisfy curiosity is a powerful motivator, which makes it an essential element for provoking your prospects into reading your message.
Headline Tip #6: Pique Curiosity
There are two primary ways to arouse your reader’s curiosity…
One way is to leave out a key fact (or facts) in your headline the reader needs to know in [...]

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How To Write An Attention-Getting Headline, Part 5

January 24, 2009

Vague language is the bane of marketing. It will put your prospect to sleep faster than watching C-SPAN after a big lunch. Consider common marketing phrases like “best customer service” or “highest quality products” or “state-of-the-art.” They say absolutely nothing because there is no specificity.
Headline Tip #5: Be Specific And Avoid Vague Language
If you want [...]

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How To Write An Attention-Getting Headline, Part 4

January 23, 2009

If there is a deadline to respond, or a limited number being sold, then you have a great opportunity to communicate some urgency in the headline.
Headline Tip #4: Have A Sense Of Urgency
For example, here is a headline I wrote for Eric Lofholm. It was for a limited promotion, and was to be mailed to [...]

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How To Write An Attention-Getting Headline, Part 3

January 22, 2009

People ultimately buy benefits. So it’s important to communicate a strong benefit in your headline…
Headline Tip #3: Communicate a Benefit or Implied Benefit.
I once critiqued a brochure with nothing on the outer flap except the words “Going Beyond The Paycheck.” It was for a company offering wellness programs for corporate HR departments. Once I understood [...]

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