Top 8 Ways to Create Headlines

- Nina Menezes

"The headline is the 'ticket on the meat.' Use it to flag down readers who are prospects for the kind of product you are advertising."
- David Ogilvy

You need a strong headline in anything you write, not only on your web page, but also on your postcards, newspaper ads and direct mail pieces.

Good headlines get your reader curious. Bad headlines cause your reader to move on, quickly. Your headline gets read five times more frequently than the rest of your copy. Here is what David Ogilvy, of Ogilvy and Mather advertising agency fame has to say about it: "On the average, five times as many people read the headlines as they read the body copy. It follows that, unless your headline sells your product, you have wasted 90 percent of your money."

The goal of your headline is to get them to read more. Prospects are in a hurry, they are constantly bombarded with information. Headlines make it easier to know what you're offering. Once you get your prospects attention with a headline, they will take the time to read the rest of your web page or ad. After all the purpose of the headline is to get the reader interested enough to read the rest of the body copy. Right?

1. Begin your headline with an announcement
New, Discover, Presenting, Introducing are some words you can use to make an announcement. Important news makes a good headline.

2. Ask a question
Asking a question always gets the reader to mentally answer. You get the reader involved in your message. They will then read further to find out what the solution is. Example: "What role does a targeted Web site play in getting to your targeted audience?"

3. Start your headline with "How to"
People like information, especially information that shows them how to do something valuable. Example: "How to write killer headlines" or "How to make elephants fly." Craft your headline to get your potential buyers' interest.

4. Use a testimonial as your headline
A satisfied customer can convince others to buy from you. Example: "Love this weight loss product. I lost 20 pounds in 10 days!"

5. Issue a command
Example: Earn millions of dollars from home! Click here to find out! This tells the reader what to do. Now most of us would like to write the following headline "For heaven's sake, please click here and visit my site because I need to sell you something! www.yoursite.com"

6. Offer something free
Offering something free gets your reader's attention. Example: "Download a free ebook." No doubt the internet has caused the word "free" to lose its credibility, but it can still be a strong magnet to attract attention. Make sure there is value in the free product or service you are offering.

7. Make a special offer
If you don't get the prospect to act now, you may never get the sale. E.g. "Purchase before November 30, 2003 and get a 20% discount"

8. Warn people NOT to buy
Yes, you read that right! You can warn people not to buy, not until they've read your ad or talked to you. Example: "Don't hire anyone to design your Web site until you visit www.interdream-designs.com."

Remember that the purpose of a headline is to get your readers to read your Web page or ad. People buy the result, the benefit - not the product or service. A good headline can make your web page or ad stand out from the rest and get you those prospective clients. Contact us for more information.

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