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Author: George Dodge Article source: http://www.msjsoftware.com/. Used with author's permission.
Most professional copywriters would say that headlines
account for 80% percent of more of the effectiveness of an
ad or sales letter.
After all, it's the headline that gets your reader to stop
and read further into your sales copy. If the headline
fails, then the entire ad or sale copy fails.
So with headline creation being of such importance, are you
giving your headlines the time and effort they are worth?
Writing good headlines is a skill that can be learned and
mastered if you are willing to put the time into studying
good proven moneymaking headlines.
One way of learning how to write killer headlines is to
study the masters. Read the works of the past greats, such
as Claude Hopkins, Robert Collier, John Caples, David
Ogilvy, and Eugene Schwartz, among others. There works are
available in libraries, used book stores, and in some cases
there works have been reprinted and are still available on
the market.
A second method is to study the headlines in the super
market tabloids and magazines that you find near the check
out counters. Tabloids such as 'The Globe', 'The Star', and
'The National Enquirer' or magazines such as Cosmopolitan,
Redbook, Readers Digest, and Vanity Fair.
These publications are placed near the cash registers for a
reason. While you are standing in line waiting to check
out, you scan their headlines and many people become
interested and purchase these publications on impulse. And
the sell millions! They have some of the highest
circulations of any publications in the country.
So, what gets them to sell so well? Certainly not the title
of the publication! It's the headlines. They jump out at
you. They get you to stop and look. They arouse your
curiosity. Even if you don't buy, I'll bet on more than one
occasion you've picked up the publication and scanned it for
an article mentioned on the cover. I know I have.
The headline writers for these publications are some of the
highest paid writers in the country and the circulation
numbers reflect it.
Ok, so these publications have great attention grabbing,
curiosity arousing headlines. How does that help you?
As you read and study these headlines, see if you can see a
pattern that you can use. Many of these headlines can be
used to develop killer headline templates where just by
modifying or substituting a word or two can also work
wonders for your own advertising and promotion campaigns.
Yet another technique is to look through direct response
type ads and advertorials in publications related to your
industry. Go to the library and check a number of back
issues of these works. If you consistently see the same ads
running over and over again, you know they are making money.
Some profitable ads have consistently run for as long as 40
years! Without being changed!
Professional copywriters constantly collect good headlines
and create what they call "swipe files." These headline
swipe files serve as models for good headlines and are great
idea generators as they work to develop their own winning
headlines.
When you discover ads that are being run over and over,
study their headlines, and copy them into your own swipe
file and when you are trying to think about creating some
new headlines of your own, dig out the swipe file, review
your collection of headlines and see if you can't use some
of them as models for your own. Model success.
In another article, I'll tackle creating and working with
headline templates. Until then, keep pumping out those
winning headlines. George Dodge has been working on the Internet since December 1994 and has developed, and served as webmaster for, numerous government and commercial websites for the past ten years. Examples of his commercial sites include Seven Days To Profits that is an information product site revealing several methods for how you can get an online business up and running quickly with minimal resources and http://www.Headline-Creator-Pro.com which is a software site where you can get your copy of the amazing headline generating software tool that enables you to create winning headlines quickly with push button ease. Headline Creator Pro can generate 100 winning headline ideas in just 17 seconds flat!
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