Most marketers make the disastrous decision to tack on a headline on top of their sales letter as soon as they complete their letter. This is a move that is almost certainly going to result in decreased response for your sales piece.
You see, the headline is what is going to get your target audience’s attention. You cannot simply “skimp” on the headline. Because if you do, people aren’t going to read your ad and you’re going to lose sales.
So to make sure your headlines are going to jump out and grab your target audience by the lapels and force them to read your ad, here are several tips you can use to write better headlines.
Tip 1: Make sure your headlines contains your unique selling proposition.
This is extremely important because most people, “bury their USP” in the body copy and a lot of prospects miss it.
You went through all that trouble defining your unique selling proposition…what makes you stand out from the competition. Why would you bury it in the body copy so people will miss it?
So make sure your unique selling proposition is in the headline…as it conveys the advantage prospects are going to get by doing business with you over your competition.
Tip 2: Make sure you have a “specific” in the headline.
This specific could be a number, a percentage, or a specific claim.
For example, instead of saying, “Who Else Wants To Increase Their Income?” you should say, “Who Else Wants To Increase Their Income By 15.4%”
Assuming this is the typical result, being more specific will get your reader’s attention more than the more general headline.
Tip 3: Make sure you write 25 headlines before you choose the one you’re going to use.
This is a very powerful technique. Because what happens is you’ll write 3-4 headlines that are just “OK”. Then as you warm up you’ll start writing better and better headlines until you find one that just jumps off the page!
It’s like a track runner who warms up before a race. Your mind needs to “warm up” a little before the creativity really starts to shine through. And the best way to do this is to write 25 headlines before choosing the one you are going to use!
So take action on these tips ASAP when you write your next headline. Chances are you’ll get a huge advantage over your competition!