The Success Margin
Thursday May 15, 2008
How responsible is the headline for the success of any piece of copy?
At least 90%!
I have proven over and over again the indispensible role a headline plays. How? By testing every style
headline I could possibly create.
I’ve also invested over $100,000,000 of my own money on refining copy strategies along the way.
Besides headlines, these include sub-headlines, opening sentences, closing sentences, the all-important P.S., and the offer.
But headlines are in a special category of their own. The fact is, without a strong headline, the copy
simply will not work.
I have run numerous split tests, testing one headline against another. And it’s so important, presently I
continue to run comparative headline tests.
Powerful headlines are, in fact, a big reason why I’ve sold over 6 Billion Dollars worth of products
and services online and offline.
The fact is, I never “roll out” with an offer without several headline tests. Reason? With exactly the
same body copy, the winning headline alone can pull 8 to 15 times compared to the losing headline.
But, in spite of all the evidence and proof demonstrating the crucial importance of a powerful headline, most completely miss the mark.
The majority of headlines are woefully inadequate. And, most surprising, many are written by experienced marketers and copywriters.
Like shortcuts? This article is about a real shortcut to creating perhaps the most powerful headline you
I call it “the fill-in-the-blank method.”
I believe if you apply the simple steps which follow, you will increase your sales many fold.
There are 11 major headline types which I’ve identified. Each type, properly implemented, is extremely potent.
- How to (Blank)
- Secrets of (Blank)
- Stacked Benefits
- How to/Guaranteed
- Get Benefit Fast, Regardless…
- Solve a Problem…
- Visualize it…
- Ways To/Reasons Why
- Problem Solver…
Today I’m focusing on Problem/Solution. This method surprisingly is seldom used. But as you’ll see, it is extremely effective.
Here are several examples of a Problem/Solution headline:
No More Butterflies! No More Fear!Learn the Tricks Pros Use to Speak with Easeto Any Size Audience!
No More Wet Beds! An Amazing Technique from Europe for Training Your Child in Just One Week! Try it Risk Free – a 98.7% Success Rate!
No More Bad Hair Days! Here’s a Proven Way to Maintain the Perfect Look Any Day of the Week!
No More Lost Sales! Here is an Automatic System for an Effective and Timely Follow-Up with Every Prospect!
No More Job Worries! Here is a Proven Guaranteed No-Risk System to Earn Big Money in Your Spare Time Beginning Without Capital!
No More Confusion About Vitamins! Here is a Proven Doctor Approved System that Provides an Individualized Program Just for You!
Tired of Small or Sagging Breasts? Finally, a Natural Remedy for Stimulating and Tightening the Bust – Guaranteed!
Are you beginning to get the idea?
The strategy behind the Problem/Solution technique is this.
No more (major pain or anxiety.) Here’s a quick and easy (remarkably simple, little-known etc.) way to (achieve the ultimate benefit.)
If you, dear reader, like the Headline Shortcut method of learning, please let me know via email at
firstname.lastname@example.org. If enough subscribers request it, I’ll provide more Headline Shortcuts in future
issues of The Success Margin.
In the meantime, I’d love my clever subscribers to share their samples of Problem/Solution headlines.