As with good ad copy, all successful headlines use specific formulas. Patricia Berry shares seven top headline-writing formulas in this document.
First you need to compile a knowledge base from past advertising campaigns and apply it to future headlines. This is a continual process of extracting what you've learned from the campaign before. If you don't document past successes and failures, you'd be writing your headlines on nothing more than a “trial and error” basis.
Since you and your readers can be from any one of a million different business categories, I'll list several possible formulas, one of which might apply to you. If you can't find one that directly suits your business, they might still help build your headline-writing skills.
Remember, if you don't have a killer headline, no matter how good your copy, people won't read it.
Use headlines to get a direct response from your reader. You're trying to invoke a “snake bite” reaction — you either grab them or you don't. In writing direct response headlines you're not trying to build a relationship or bond with the reader. You want their attention no matter how much their brain is telling their eyes, “Don't read this!” You must beat the reader's brain at its own game.
Here are seven, proven “eye stopping” headline techniques, with samples:
1. Power Words
Power Words are your most important factor in writing headlines. Without Power Words and Power Phrases, your headline has little chance of being read.
2. Testimonials
True stories create a powerful impact.
“I Was Down to My Last Cent. But Now I'm Making $1,000 a Week.”
“This Is How I Became Successful in Direct Marketing.”
“I Needed Extra Money — Now I'm Making More than I Ever Expected.”
3. Tests
Vanity and superiority are powerful marketing and sales tools. Testing is an effective use of these universal qualities:
“Pass This Test to Qualify.”
“Can You Pass This Small Business Survival Test?”
“If You Pass This Test, Your Dreams Can Come True.”
4. One and Two-Word Attention Grabbers
Examples of one-worders:
- Money
- Free
- Cash
- Opportunities
- Earn
- Success
- Profits
Examples of two-worders:
- Money Makers
- Free Sample
- Instant Cash
- Unlimited Opportunities
- Earn More
- Succeed Now
- Instant Profits
5. The “Don't Buy” Technique
This headline is effective because you're telling the reader something that they don't expect to see. Don't Buy? Check out these examples:
“Don't Waste Your Money; Read This Report First.”
“Don't Buy Until You've Seen Our Prices”
“Don't Spend Money Needlessly. Get the Facts First.”
6. The “You” Approach
Use the second person to speak to your readers, not at them:
“I'll Train You to Succeed.”
“If You Follow My Program, I'll Help You to Success.”
“They Thought I Was Crazy — After Reading This, Will You?”
7. Specific Targeting
Focus on the market segment you wish to reach:
“Attention: Stay-At-Home Mothers”
“To Part-Time Workers Who Want to Supplement Their Income.”
“Breadwinners, Coming Up Short Lately? We Can Help You.”
Each of these seven top headline-writing techniques has worked for me.
Do you know the all time, unbeatable, never-ending winner of headline grabbers? I'll bet you do. It's the Super Power Word “FREE” — the most effective single headline word ever written.