I wanted to take this opportunity to provide a bit of help to you in the area of writing advertising copy. We all know that one of the most important skills in internet marketing is writing easy to read, informative, articles and web content. In this post I want to focus on headlines.

You may already have a talent for writing powerful headlines. More likely, you will be in the majority of people who have trouble writing a headline that draws. Here are some simple methods, you can use, to help you write effective headlines. 

The only purpose of the headline is to make the reader read on. No more, no less. Once your reader moves on to the content of your article, your headline has done it's job. If he moves away your headline has failed, at least with that reader.

The very first thing you need to do is research what others are doing with their headlines. Every time you see a headline that catches your eye, and creates a desire to read more, save a copy in your "swipe file". Swipe files are files in which copywriters "swipe" other copywriter's good marketing ideas. They check out the swipe file when they are ready to work on their own material.

Often, the best headlines are already written. If can find a headline that works, you will have no need reinvent the wheel. Use the best ideas that you come across every day in your normal reading. I'm constantly coming across headlines that drive me to read on. Does the headline shock you? Is it exciting, strange, unbelievable? Maybe it just made you curious.

There are lots of very compelling headlines you can use just by filing in the blanks. You can work on a person's curiosity with, "Are You _______"? Examples such as: "Are You Ashamed of Your Children's Behavior?", or in today's economy, "Are You Worried Your Paychecks Will Stop?".

This one will send the message that the reader will learn something of importance. "How to _______" uses two of the most powerful words in a headline. Examples are: "How to Build a Fence", "How to Make a Million Dollars", or "How to Compose a Compelling Headline".

Another headline is "If You Are_________ You Can ________". Examples being: "If You Are a Non-smoker You Can Save 15% on Homeowners Insurance", and "If You Are Short on Money You Can Qualify For $10,000.00 Cash". This headline starts by focusing on a particular group and solves a problem for them.

You're not trying to sell anything with a headline. You just want to get enough interest from the reader so he will continue to read the rest of your letter or article. If you were a door to door salesman, this would be like putting your foot in the door, holding it open long enough to get your pitch out.

Make your headlines bold, punchy, and interest grabbing. Use them to bring your reader to the sub headline, or first paragraph where you will make your case that he needs to read on.

Thursday, October 23, 2008 9:58:48 AM (Eastern Standard Time, UTC-05:00)      Comments [0]