How often have you not continued with reading an article because the headline failed to move you? I bet that happens quite often. We’re all busy, and no one wants to waste time reading a piece that doesn’t deliver real value.
In a February newsletter, Bay Area-based direct marketing guru Ivan Levison took on the topic of headlines, first quoting the legendary advertising copywriter John Caples: “If you create a good headline, your task is more than half completed. It will be a relatively easy matter to write the copy. On the other hand, if you use a poor headline, it doesn’t matter how hard you labor over your copy because your copy will not be read.”
How true.
Here are eight suggestions from Mr. Levison to get you started (with my samples):
1. Begin with ‘Introducing’ or ‘Announcing.’”
Announcing a better way to wash dishes!
2. “Start with ‘Now.’”
Now, you no longer need to worry if you left the stove on!
3. “Start with ‘At last’ or ‘Finally.’”
At last, a fast, easy way to track your personal finances!
Finally, the skin care product you’ve been begging for!
4. “Start with ‘How to.’”
How to save time and money when designing your wireless network
5. “Start with ‘Why.’”
Why you should start every day with Krunchies Flakes
6. “Start with ‘Which.’”
Which pain reliever is both safe and effective?
7. “Start with ‘This.’”
This processor delivers twice the performance at half the price.
8.“Ask a question.”
Are you throwing good money after bad?
What I like about all these suggestions is that they are eminently practical and not beyond anybody’s reach. In fact, I bet the engineers on your team can come up with headlines that are just as good, if not better than those from the marketing professionals.
Leave a Comment