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Creating Powerful & Effective Headlines
by
Betty Ann Wilkins © 1999
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No matter what you are advertising, you need to have a
Powerful & Effective Headline. You MUST capture the
reader's Attention. Isn't that why you are reading this
article?? My headline captured your attention & caused
you to want to know more about creating headlines.
An effective headline will capture the reader's attention
and create a desire to continue reading the ad, sales
letter or message. Because of this, your headline is
the most important part of your message. You will never
get anyone to read your message if your headline does not
drive them to do so. You may have written the most awesome
sales letter or ad copy ever written, but it will produce
nothing if your headline does not capture the reader's
Interest & Desire to act.
Your headline should also state a benefit that the reader
can expect to receive from your product or service. It is
the benefits that cause a person to buy a product or
service or even join an organization. Most of what we do
is determined by the benefits we will get.
You do not need any special talents, skills or experience to
write powerful & effective headlines. Anyone can learn to
do this by following a few simple steps & using some Power
Words.
The most used and best Power Words are:
Fast, Free, Easy, Proven, Guaranteed, Discover, How to,
Save, Increase, You, Your, Secret, More, 50% (any percent),
$29.95 (any dollar amount)
Here are a few examples that I took from the Yahoo classifieds:
¤ Earn $12.50 per Referral! FREE to Join!
¤ Millionaires' Secrets Can Make You Rich!
¤ PROVEN - Guaranteed Success in any program
¤ A POWERFUL Marketing Secret-FREE!
¤ RISK FREE - Your Own Home Business - ONLY $29
¤ Proven Advertising To Increase Your Sales!
Each of these headlines contain one or more of the Power Words
and states a benefit you can expect to get from the product or
service that is being offered.
Let's start creating your Powerful & Effective Headline.
(Be sure to write out each step - the act of writing down what
you are doing is very powerful and will help you stay on course.)
First, determine your audience. Who do you want to read your
ad, sales letter, article or message? This is your target
market - the people that will benefit most and be most interested
in your product or service.
Second, write down what makes your product or service valuable
to your target market. What benefits will they get from it.
Third, since your ad, sales letter, article or message will be
read by individual people, try to imagine one single person that
is part of your target market and will be reading your message
and be interested in your product or service. Continue writing
your headline and ad with this one person in mind. Write as if
you are talking to him/her.
Fourth, choose the most valuable benefits this person will receive
from your product or service. Narrow the list to one or two benefits. Now
write out a list of as many one line sentences that you can
think of about each benefit.
(Be sure to use some Power Words from above).
Fifth, Select the one most powerful statement from each list of
sentences you just created.
Sixth, Now, if possible, combine your most powerful statements into
one sentence, or you can select the best powerful statement from
all of your lists.
You have just created your first Powerful & Effective headline.
Your headline will now capture your reader's attention and interest
and will drive him/her to read your ad, sales letter, article or message.
Use these simple and easy steps each and every time you want
and need to create an Effective headline.
******************************************************
Betty Wilkins, Publisher/Webmaster
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