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

Part 2 of 5

by Kevin Hogan

7. The seventh type of headline is the reason why headline. This type of headline does not need to have the words 'reason why', but will usually contain a number. It is going to highlight a certain number of things the reader will learn if they read on, for example: '5 Ways to Predict Who Will Win This Weekends Games.'

8. The eighth type of headline is the testimonial headline. The testimonial headline is just like it sounds; you take something someone has said about your product and turn it into a headline.

The testimonial headline is one of the best!

Now, take your product, your potential customers needs, wants, desires and problems and play with all 8 headline types.

Once you figure out what style of headline you want to use, then it is time to get writing. You have to make sure it is clear and well written.

No matter what style you choose, you have to use strong words and make sure your point is getting across. Your headline has to have the following characteristics:

• It must offer something useful to the reader.
• It has to make the reader feel as if they must read more.
• It has to include something that tells the main point of the copy.
• It should be specific.

I don't like super long headlines. Think book titles. Short titles.

On my coffee table here I have next month's fiction. Here are the titles.

• "Event"
• "The Traveler"
• "Exile"
• "Day After Tomorrow"
• "Black Order"
• "The Lost Constitution"

Short and to the point.

THEY CAUSE YOU TO WANT TO READ THE SUBTITLE OR reviews on the back of the book.

KEYPOINT: The headline is so important to the success of copywriting that you should plan on spending as much time writing it as you do writing the rest of the copy.

The biggest mistake a copywriter can make is to simply throw together a headline.

Dumb, dumb, dumb.

Good headlines require work.

You should be very dedicated to writing your headline. It is, after all, going to be almost as important as the rest of your copy. It makes no sense to write a great copy and have a terrible headline because the chances of your readers reading the rest of the copy are slim to none if your headline doesn't reel them in.

And movin' on...

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

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

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