The headline is responsible for 80 percent of a successful advertisement or a sales letter. If the headline fails to attract the attention of your prospects, the rest of your ad or sales copy will not be read.
A good headline must accomplish three basic tasks:
1. It must stop the reader and immediately grab his or her attention.
2. It must make a big promise that interests the reader.
3. It must create enough curiosity combined with the great benefit.
The number-one job of your headline is to grab the reader’s attention. To accomplish this, your headline must make a claim or promise and at the same time stir up curiosity so that your readers want to read the copy to find out more. Here are two examples:
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A compelling headline must draws readers into body copy by providing the biggest and most important benefit of your offer.
Here are three effective headline templates you can use:
1. How-To Headline.
Try to tie “How-To” to a benefit your prospect cares about. Example:
2. Question Headline.
You can ask a question that creates a desire to know the answer. Example:
3. Secrets of Headline.
Everyone is curious to find out the secrets of something. Example:
By Paul Ziglar – 2019
Copyright © 2019 Allied Publishing
For additional articles written by Paul Ziglar, see alliedpublishing.com/copywriting. Paul Ziglar is the author of How to Write Successful Advertising Copy That Make Money published in 2019.