Sales Headline Copywriting ? Two Quick Steps to Success

Get a Good Start for Sales Success

The headline to a sales letter is like the doorway to a store. The purpose of both is to draw people in. To get people in the store, a doorway has to be both attractive and inviting. To get people to read the letter, the headline has to both make the prospect take notice and make them want to know more.

When you write a headline to sell something, make sure it does these two things:

1. Gets attention

2. Arouses curiosity

How to Get the Prospect's Attention

If you're out in the street and you want to get someone's attention, it's easy enough. Just yell at them, "Hey, YOU!" They'll turn and look at you to see what you want.

A lot of headline writers think they can do the same thing in print. The sprinkle "you" and "your" and "you'll" around and figure that's all it takes. It's not that easy.

What gets attention is something that truly interests the prospect ? it solves a problem for them or meets a compelling need.

For example, if you're addressing someone who wants to get rich quick and easy, a headline like this could work "You'll Make Millions Selling Our Christmas Cards Part-time." Now this headline has some problems that we'll address in a minute, but at least it would get attention if the prospect were interested in making millions.

Remember though: Interest ? like beauty ? is in the eye of the beholder. If you were sending a sales letter to monks and nuns, an appeal to their greed probably would not get attention. That's why it's so important to know your prospect. One way to do that is to research your product. Often asking what the purpose of the product is will give you insight into the prospect's thinking. That's because the product's designers were trying to solve a problem or meet a need.

Golf clubs designed with gigantic titanium heads appeal to golfers who want a tool to help them hit the ball farther. They could probably do better by spending the money on lessons but they want what they want the easy way. The headline can get their attention by acknowledging what they want:

"With Our Big Pig Titanium Driver, You'll Hit The Ball At Least Fifty Yards Farther ? Without Changing A Thing About Your Present Swing."

This headline will get attention because it appeals to the prospects interest. But it shares a problem with the earlier headline. Maybe you already know what it is.

The Missing Element ? Curiosity

The problem with both our headlines is that they don't arouse curiosity. In the first case, we're told how we can make the millions ? by selling Christmas Cards for the company. There's no mystery.

In fact, if I've had any experience selling Cards in the past, I'm liable to trash the letter because experience says it's not a good idea. Your sales letter will never get a chance to weave its magic spell.

The same problem exists with the second headline. We're familiar with the Big Pig Titanium Driver. We actually had a friend that bought one and it didn't help him increase the distance of his drives at all. Again, rejected before we have time to make our pitch.

How To Arouse Curiosity

You arouse curiosity by hiding, obscuring, veiling, hinting but never revealing. Let's change the first headline to read:

"Make Millions With A Joyful Product Everybody Needs ? And LOVES!"

Now we're going to want to read the letter to find out what the joyful product is. Our curiosity has been aroused.

And our second headline could be changed to:

"Hit The Ball Fifty, Even One Hundred Yards Farther ? Without Changing Your Swing!"

Wow, lousy golfer that I am, I'm going to read the letter and find out how I can do this!

The important of arousing curiosity is the main reason for the old copywriter's adage: Never Mention the Brand in a Headline.

Just Two Quick Steps to Headline Success

If you'll just apply these two simple steps, you'll be able to write great headlines. They'll get the prospect's attention and they'll pique his curiosity and make him want to read more.

That's the whole point of the headline ? to make them want to read more.

Ronald A Murphy is a Copywriter and Graphic Designer specializing in Direct Response, Internet and Multichannel Marketing. Murphy writes and designs sales letters, direct mail packages, inserts, web sales pages, direct email, newsletters for marketing, Internet articles, white papers, and other sales focused materials. He provides expertise to clients serving financial, business, technology, health, opportunity and fundraising markets.

For more information on copywriting and marketing, visit his site at http://RAMurphy.com. At the site, you can subscribe to this newsletter, R A Murphy's Copywriting and Design Tips. Murphy also writes a Blog at http://RonaldAMurphy.com

---

Professional Writing: Six Great Reasons to Hire a Writer

Most people can write. Some can even write well. But... Read More

7 Powerful Sales Copy Writing Techniques!

Your sales letter is the most important component in your... Read More

Writing Benefit-Driven Web Copy ? 4 Steps to More Sales

You've identified the benefits you offer your customers, but how... Read More

When Panic Attacks Writers

If you write for a living, you deal with deadlines.... Read More

Its the Headline, Stupid! - Writing Powerful Headlines

"It's the headline, stupid," is the sign that hangs over... Read More

Custom Writing Services: Market Overview

Market identification Custom writing services market is a sector of... Read More

Can Honest Copywriting Succeed?

I confess--I'm a marketing heretic! I've built my career on... Read More

A Little-Known Secret To Writing Sales Copy, For Serious Copywriters Only!

Have you ever wondered how your copy sounds to your... Read More

Top 7 Things To Do Before You Hire A Copywriter

Now that you've decided to hire a copywriter, how do... Read More

Art Of Writing Profitable Classified Ads

The art of writing profitable classified adsEverybody wants to make... Read More

Online Promotion Beats Traditional Ten-One

While traditional marketing can work for the book author or... Read More

How To Personalize Your Headlines For Increased Profits!

Personalizing your headlines to your target audience can significantly improve... Read More

A Quick Free n Easy Content Writing Course

I do not pretend that a one-stop shop solution to... Read More

8 Reasons to Outsource Your Copywriting

Thinking of hiring a staff writer? Think again. Below, I... Read More

Buy My Book for $27 and Ill Give You Bonuses Worth a Gazillion Dollars!

Subhead..How to bundle for valuable results without devaluing your productI... Read More

Fundraising Letters: Where To Find Creative Ideas For Your Appeals

How do you make your fundraising letters creative and fresh... Read More

Website Advertising: 10 Tactics To Make Your Ad Copy More Impactful

If your ad is not generating a lot of sales,... Read More

3 Keys to Better Online Copywriting

Doing the copywriting for your own website without the proper... Read More

3 Ways to Increase Conversion Rates

In a previous article I talked about a few similarities... Read More

Engage Your Customer ? Write About Benefits

Think quick. In 10 seconds, can you list the 5... Read More

13 Steps to a Slippery Slope Online Sales Letter

Many of the solo professionals whom I coach are people... Read More

Copywriting and Your Five Senses

In its most basic form, copywriting is, among other things,... Read More

How to Develop a Killer News Hook

When you are going to write a press release probably... Read More

11 Things You MUST Know Before Hiring a Copywriter!

If you're considering hiring copywriting help for your next brochure,... Read More

Who is Your Customer?

When you want to sell something?anything? you need to first... Read More

Freelancers Can Jump-Start Your Publicity Initiative

If you find that your progress is blocked by a... Read More

11 Reasons Not to Hire a Freelance Copywriter (and Why Theyre All Poor Excuses)

Think you can take the Copywriting Challenge on your own?... Read More

Revealed: The $12,500 Copywriting Formula

Have you heard of Brian Keith Voiles? Probably not, but... Read More

Its Not What You Say But How You Say It

Copy is all about words. Or is it?Copy is about... Read More

Hey, Client, This Is Me! Sell With Your Writing Voice

In a crowded market, clients will be seeking personality as... Read More

Progressive Headlines Guide Customers To Buy

Headlines are, without a doubt, one of the most important... Read More

Killer Business Headline Templates - So How Do You Write Killer Headlines in Minutes? You Cheat!

According to Branding and Advertising legend, David Ogilvy: 5 times... Read More

The Lost Art Of Fundamental Copywriting

What ever happened to good old fashion, fundamental copywriting? Has... Read More