by Alexandria Brown
In the world of marketing communications, your first impression - It's important to realize that headlines work best when they appeal Over the years copywriting pros have used several headline formulas 1. The question. "Are You Worried About Your Financial Future?" A question headline automatically gets your readers involved in your 2. The How-to. "How to Get Thinner Thighs in 30 Days." How-to headlines work very well, because people love information that 3. The Testimonial. "Rob Smith's Consulting Is Pure Magic - Our Sales
your headline - can lead to either marketing success ... or failure.
to your reader's interests (not yours). And not only can they *grab
attention*, they can also make your message easy to read, convey your
main selling points, and lead your customer to a sale.
that always work well. Here are my fab five:
message, because they answer it in their minds. Many people will read
further into your letter, ad, or Web site copy just to find out what
answer or solution you provide. Again, make sure the question focuses
on the reader's interest, not yours. A *bad* example would be: "Do
You Know What New Product We've Created This Year?" (No one cares but
you! ; ))
shows them how to do something. (Thousands of book titles begin
with "How to....") Think of the benefits your product/service offers
and then try creating some "how to" headlines.
Have Increased by 30%!"
Why not let your clients do the selling for you? Their commendations 4. The Command. "Boost Your Business Today!" Turn your most important benefit into a commanding headline, such 5. The News. "Introducing Our New 'Rest-Assured' Tax Service!" This usually works best if you truly have something big to announce, Once your readers know you have something they're interested in, About the Author
Copywriter and consultant Alexandria Brown's FREE biweekly e-
can go a long way in convincing others to use your services. Tip: To
appear credible, always include your clients' full names and the
cities they live in.
as "Make More Time for Your Family," "Look Younger Instantly!"
and "Get 7 New Clients This Month." (By the way, throwing a number
into your headline is another good tactic. And readers seem to like
odd numbers as opposed to even.)
such as new products or big changes in your company. Don't try to
make news out of something that's not.
they'll take the time to read your entire article, brochure, letter,
ad, e-zine, or Web page. So put some TLC into creating headlines that
entice!
zine, "AKB MarCom Tips," gives how-to tips on writing compelling copy
for Web sites, brochures, and e-zines. Learn easy ways to "write to
sell" and attract new customers today! Subscribe now at
http://www.akbwriting.com or via mailto:AKBMarCom-
On@lists.webvalence.com