Do Your Headlines Suck?
The Success Margin
Tuesday, February 22, 2005
Nearly every day some client asks me to critique
a piece of copy.
It could be a proposed sales letter, e-mail, space ad,
card deck or website.
Often the body copy is at least fair. In some
cases it's very well written and powerful.
But, in almost all cases, even by experienced
marketers, the headlines are weak. In fact, they
are so bad they...
It's shocking. But true.
The importance of strengthening headlines simply
cannot be overstated.
No piece of copy has the remotest chance of being
successful without a strong headline.
A great headline is over 90% of success in direct
That's why I treat the art of headline creation as
almost everything. So much so, I often prepare
over 100 headlines, while most copywriters
create one or two. And I've turned failed ads
and sales letters into winners just by changing
Tip (1): Resist the temptation to write a word
of body copy before first preparing a super
Tip (2): Prepare as many headlines as you can and
select up to three to test.
Tip (3): Many of the headlines you don't use can
be used as subheads or as bullet points within
Tip (4): One good headline test is this. Would
your proposed headline stop a reader of a
magazine long enough to read the article, or at
least a few sentences? If not, don't use the
headline. Immediately go back to the drawing
Today I'm going to discuss seven proven headline
techniques along with successful examples I've
used. These can be of invaluable help in vastly
improving not only headlines, but all your copy
from now on.
1. Offer a Free Report. Prepare a special report
full of useful information along with an offer for
Free Special Report Reveals How to Legally
Slash Your Taxes to Little or Nothing.
2. Ask an intriguing question oriented to your
What Makes a Consultant Successful?
3. Use a one-word attention-getting headline.
4. Emphasize your guarantee.
Double Your Advertising Results
In 90 Days Guaranteed
Or Our Service is Free
5. Compare your selling price with something
Your Entire Investment Each Day In
This Income-Producing System is
Less Than a Cup of Cappuccino
6. Give your prospect a headache (and then sell
Lack of Documentation Could Cost You
Your Car, Home, Life Savings, and Even
7. Add a time element.
Form Your Own Corporation on The Phone
In 7 Minutes or Less
The above headline examples have made fortunes
for myself and clients.
And that's not all!
The most successful headline technique I've ever
discovered I teach only at my private seminars.
I've originated it and developed it. It can
earn you millions.
If you haven't already booked your seat
at the upcoming Double Birthday Bash on
March 18-21, what are you waiting for?
Experience all the speakers, the latest
information for online and offline marketing,
the VIP celebrities, and the fun in beautiful
For complete details on this incredible event,
which is filling up fast, go to:
© Copyright 2005 Ted Nicholas