This includes all ads, sales letters, websites, press releases, etc. And yes, I did say websites. Some people don't realize that their website is an advertisement. I come cross far too many websites that don't include a headline telling me why I should stay and browse the site!

Why should all your marketing materials have headlines?

First, competition for your reader's attention is fierce. Everyday, people are bombarded with advertising of all sorts: TV and radio commercials, billboards all over town, newspaper and magazine ads, numerous forms of advertising on the Internet. Even grocery stores are overflowing with ads - special prices, new and improved products, low-fat this, and sugar-free that… and the list goes on.

People are becoming numb to this excessive exposure to advertising. And if you want even the slightest chance of selling your product or service, you'd better have powerful headline to grab their attention.

Next, you only have a split second to catch your prospect's attention. If you don't have a headline that commands immediate attention, the rest of your copy goes un-read. Which, of course, means you won't get the lead or make the sale.

Also, the headline is what gives your prospect a reason to read your ad (or other marketing piece). People don't just read what's put in front of them. They read what interests them and can benefit them in some way. This applies to websites too! With so many websites failing to use this basic, highly effective marketing tool, your site will stand out in the crowd with a compelling headline.

Types of headlines

Here are some of the most common types of headlines you can use:

1) Promise of a major benefit

2) Solution to a problem

3) Flag headline

4) Warning headline

5) Testimonial headline

Often times, good headlines use a combination of these, and I'll discuss each of them in detail.

1) Promise of a Major Benefit

This is the safest, most widely used type of headline. And for it to be as effective as possible, it must display the #1 benefit your prospect will receive buy purchasing your product or service.

The most effective way to determine this benefit is to survey your customers - by phone, email, or postal mail. Ask them the top 3 reasons for purchasing your product or service, and have them rank them in order. It's a good idea to offer your customers an incentive for providing you with this information. A free report related to your product or service is easy to write, and will give you leverage in getting more responses. Once you get 10 (preferably 20 or more) responses, the #1 benefit will be clear. Then simply incorporate this benefit into your headline.

If you don't have any customers to survey, you may have to do the work yourself. Write every benefit a customer would experience with your product or service. If you really spend some time on this, you may be surprised to find that what you thought was the #1 benefit was actually secondary. List everything you can think of, and don't hold back - a minor benefit may spark a new idea - revealing the most important benefit. This process can make the difference between an ad that flops and an ad that brings in record-breaking sales.

Once you have the #1 benefit, you're half way there. Use some of the following techniques to craft a winning headline for maximum profits.

2) Solution to a problem

This type of headline is a slight variation of the #1 benefit headline. The problem solved by your product or service is the #1 benefit - it's just presented in a problem/ solution format.

Example:

"Now You Can Melt at Least 3 Inches of Fat from Your Waist in 30 Days or Less - Guaranteed!"

This headline presents the benefit of reducing fat in the waist as the #1 solution to the problem of having excess fat in the waist area.

Note: When you use a problem/solution headline, be sure you're providing a real solution or cure to a problem, and not just a way to "prevent" a problem. Solutions are a hundred times easier to sell than prevention. People tend not to worry about problems until they actually exist.

Want proof? Just look at how much fast food, tobacco, and alcohol today's society consumes. And look at how many people are out of shape these days. These people don't seem to be very concerned with preventing heart disease, lung cancer, obesity, etc. But when they begin to experience the negative side effects, people want a solution fast.

Yes, it is unfortunate. But when you've got the solution to an overwhelming problem, you're in a powerful position to create a win/win situation. You provide the solution in exchange for money in your bank account.

3) The Flag Headline

A flag is a phrase calling for the attention of a particular person or group. Use a flag headline to attract your target audience - those most likely to buy your product or service. For example…

Attention: New Mothers!

New Exercise Safely Burns the Fat You Gained During Your Pregnancy in Less than 60 Days - Guaranteed!

You can also use the flag headline to increase response by catering your offer to readers of the publication you're advertising in. Example…

Attention: Newborn Journal Readers!

New, Exercise Safely Burns the Fat You Gained During Your Pregnancy in Less than 60 Days - Guaranteed!

4) The Warning Headline

This type of headline can yield tremendous results when use properly. There are a few ways to use this approach. Your headline can propose a warning to read your message before making a purchase. Or you can use the warning to flag a specific audience. The following example uses both of these techniques.

* Warning: Dieters *

Don't eat another reduced calorie meal until you read this startling message… Why Your Current Eating Habits May be Doing More Damage to Your Body Than Good!

5) The Testimonial Headline

This is simply a satisfied customer testimonial used as a headline. Here's an example:

"Big Boulder Protein Powder helped me pack on 11 pounds of muscle and reduce my body fat by 6.4% in only 37 days, without changing my exercise routine, and I'm convinced it can do the same for you too."

The quotes around the headline signify that it's an actual quote from a customer, giving it added validity.

When using this method, it's important that the testimonial has a strong impact. It must make a significant claim related to a major benefit of your product or service. Don't just use an "average" testimonial, or it won't have the desired effect.

A note about using numbers: Specific beats general.

In the example above, notice that I used:

"11 pounds of muscle" instead of "over 10 pounds" and…

"reduced my body fat by 6.4%" instead of just 6% and…

"in only 37 days" instead of "less than 6 weeks".

These specific numbers make the statement more believable and will bring better results.

Another key point: Notice that I used the phrase "without changing my exercise routine". This shows the reader that the product itself (not the workout routine) was solely responsible for the results. It's crucial that your product or service is "easy" to use and get the desired results. People buy simplicity, not complications.

Power Words for Stronger Headlines

Here are some power words that will make your headline irresistible:

You
Free
Discover
Guarantee
New
Announcing
Now
How/How to
Easy
Health
Love
Proven
Save
Safety

Incorporate these words into your headline, where appropriate, and watch your response rates soar.

Headline Mistakes to Avoid at All Costs

If you want your headlines to sell (and of course you do), don't waste your time or advertising dollars on these common mistakes.

1) Don't be a comedian (even if you are one)

Don't use headlines that try to be clever, cute, or use a play on words. This is definitely NOT the way to get attention and entice readers to take action. Stick with the proven methods discussed earlier.

2) DON'T USE ALL CAPITAL LETTERS

Capitals will not make your headline more effective. People are just not accustomed to reading words in all capital letters. This just makes it more difficult on the eyes and harder to read. Occasional words may be capitalized for emphasis, but not your entire headline.

3) Don't use excessive punctuation!!!!!!!!

Besides looking amateurish, it screams "hype" from a mile away. A big turn-off.

4) Don't let graphics (or anything else) take attention away from your headline.

The headline is the most important part of your sales piece. Any distractions will hinder results. You can use graphics to enhance your sales piece, but not to distract from its purpose.

5) Don't try to get "everyone's" attention with your headline

If you advertise with the mindset that your product or service is for everyone, you've already lost. Only a specific group of people will respond to your offer. And you should only attempt to reach that specific audience with your headline (and all your other marketing materials). This is a basic marketing principle known as "target marketing" (a great topic for a future article).

Now you have a solid foundation for crafting powerful headlines. You have 5 of the most effective headline types… power words that will make your headlines irresistible… and common mistakes to avoid. Use them in all your ads, sales letters, and web copy to attract more prospects and win you more sales.

Michael Buck of http://www.WealthMagnet.com and http://www.FitnessMarketer.com, is a copywriter and creator of "Magnetic Advertising". He specializes in writing responsive ad copy and implementing proven marketing strategies that get results. Visit us on the web for more info about Magnetic Advertising and a free email subscription to the Profit Report.

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