HOW TO CREATE A CAPTIVATING HEADLINE
Copyright 1998-1999, By Bob Leduc
You're reading this article because the headline captured your attention. It sparked
your desire to know more about creating headlines. That's the mission of an effective
headline. It captures the reader's attention and provides a compelling reason to read
The headline is the most important part of any ad or sales letter. It determines
whether or not people will read your message. You may have the best written copy in the
world but you've wasted your time if your headline doesn't excite readers enough to read
Here are some examples of effective headlines I found in the classified ad section of a
* Lose 15 Pounds In 30 Days... And Keep It Off
* Submit Your Ad To 200 Websites With 1 Mouse Click
* Instantly Increase Your Orders By 29%
* How To Make $2,000/Month At Home With Your Computer
* Discover How To Reduce Your Fuel Bills By 43%
Each of these headlines clearly states the benefit I can expect to get from the
product, service or business opportunity promoted in the ad under the headline. If I am
interested in gaining the benefit, I cannot resist reading the entire ad to find out more.
A SIMPLE FIVE STEP PROCEDURE
I've used the following 5 step procedure many times to create powerful headlines. It's
simple and easy to follow. Even someone without special talent, skill or previous
experience can use it to create a captivating headline.
STEP #1. Define in writing the ideal prospect you want to capture with your headline.
Be sure to include the characteristics that make your product or service valuable to this
STEP #2. Personalize this ideal prospect by visualizing them as one person you want to
attract with your headline. Keep this vision of one person in your mind whenever you're
writing a headline. Your ad or sales letter will be read by one person at a time.
Therefore, you'll find it easier to produce an effective headline by visualizing just one
person and writing to that person.
STEP #3. Determine the most valuable benefit this person will gain from the product,
service or business opportunity promoted in the message under your headline.
STEP #4. Write as many one sentence statements as you can about this benefit. Use one
or more of the words from the following list in each statement. There are many other power
words you can use in your headlines. However, many years of trial and error have taught me
these 12 are the most effective:
You, Free, New, Guaranteed, Fast, Easy, Discover, Proven, How-to, Save, Increase, $7953
(any exact amount of money)
STEP #5. Select the most powerful statement on your list. If you have several that seem
equally powerful, try combining them into one statement and use that as your headline.
That's it! You've just created a powerful headline to capture your reader's attention
and provide a compelling reason to read whatever follows your headline.
Here are some examples of effective headlines I developed using this 5 step procedure.
* Easy Way To Increase Your Sales 60% or More This Month!
* Discover How You Can Reduce Arthritis Pain FAST!
* You Can Earn 50% More Commissions This Year - Guaranteed!
* How To Save $1,329 On Your Next Printing Job!
* NEW Free Report: 10 Proven MLM Recruiting Ads YOU Can Use
* How To Build Your Small Business FAST - Guaranteed!
Use this simple 5 step procedure the next time you want to create a captivating
headline. It's easy to follow and you'll create a powerful headline to attract your
reader's attention and compel him/her to read your ad or sales letter.
Bob Leduc retired from a 30 year career of recruiting sales personnel and developing
sales leads. He is now a Sales Consultant. Bob recently wrote a manual for small business
owners titled "How to Build Your Small Business Fast With Simple Postcards" and
several other publications to help small businesses grow and prosper. For more
information... Email: BobLeduc @aol.com Subject:
"Postcards". Phone: (702) 658-1707 (After 10 AM Pacific time) Or write: Bob
Leduc, PO Box 33628, Las Vegas, NV 89133