Home
Store
Need a Speaker?
Biography

E-mail me

kevin@
kevinhogan.com

Copywriting: The Final Frontier in Using the "Written Word" to Speak To Your Potential Customer

Part 2 of 5

by Kevin Hogan

Start with the Headline

The headline of sales copy is perhaps the most important part of the whole piece. The headline is what grabs the reader's attention and gets them to read the rest of the copy. It is the first thing they see and can be the key to the whole copy.

It is essential for every copywriter to fully understand what it takes to write a good headline. It is also important for a copywriter to understand why the headline is so important.

KEYPOINT: The headline should be so compelling that it makes the reader want to read more. The headline serves the purpose of drawing in the reader and peaking their interest.

Everyone has heard that first impressions are very important.

KEYPOINT: You should think of your headline as the first impression you give off about your business and your product.

You want that first impression to be compelling, interesting and intriguing. You want the reader to be impressed. You want them to want more of what you can share with them.

Your headline should do three things. It should grab attention, communicate a message and/or entice the reader to read on. Your headline is the cover of today's copy of the Victoria Secret catalog.

There are eight main ways to write a headline.

1. The first type of headline is a direct headline. This type of headline is blunt and straight to the point. The reader should clearly know what is for sale and what the great offer is just by reading the headline.

I like direct headlines...

2. The second type of headline is an indirect headline. Unlike a direct headline, this type of headline uses a subtle manner. Its main goal is to cause the reader to be curious so they feel they must read more. Commonly indirect headlines use words with double meanings.

I like indirect headlines as well!

3. The third type of headline is a news headline. This type of headline is an announcement. It is something newsworthy. The idea is to be compelling.

4. The fourth type of headline is a 'how-to' headline. This type of headline is very popular. It works very well at selling almost anything. Basically, the headline starts with the words 'how to' and goes from there.

5. The fifth type of headline is a question headline. It asks a question that is something a reader will want to find the answer to.

6. The sixth type of headline is the command headline. This type of headline basically tells the reader to do something. The trick to this type of headline is to use strong words that will trigger action in the reader.

I like command headlines because they work IF you have established credibility with someone or a group.

Next up...

Continue: Page | 1 | 2 | 3 | 4 | 5 |

Kevin Hogan
Network 3000 Publishing
3432 Denmark #108
Eagan, MN 55123
(612) 616-0732

 • Biography •• Body Language • • Catalog/Store •• Tinnitus ••  Influence/Persuasion ••o