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Judy Cullins

What Makes a Great Headline?

Headlines are far more important than the copy beneath them. If you don't use headlines within your chapter or in your Web site sales letters and article titles, you will lose your audience's attention in a few seconds. And, that's serious.

Apply These Top Ten Headline Ideas and Prosper

Your Headline...

1. Needs to compel and propel the skimmer to stay and go to sales copy beneath if on your Web site. Your book chapter headlines should lead your reader by the hand to what he wants to know. They can be questions or statements, but make them clear, and if possible, sizzle.

2. Must be attention-getting. Use emotion in your copywriting because people buy because they connect emotionally, not because they need something.

3. Make it benefit-driven--how your product or service will solve your audience's problem, concern, or challenge.

4. Make an irresistible offer. Most eBooks that sell well offer special bonus reports they attach at the end of the document. People often buy just because of the bonus such as my "How to Get Testimonials from the Rich and Famous" for my book on writing a book.

5. Make a wild promise and pay up. Most people don't like hype, but will notice your promises in your benefit statements. Back it up with the how when they read the copy beneath the headline.

6. Keep it simple. Some headlines go on and on to include many problems and benefits. Stick to a one line for the best results.

7. Include one top benefit. The top headline of your Web or email sales letter should taut your number one benefit of your product or service. Show the big result and wow your readers. They are looking for answers.

8. Build curiosity/suspense. Would this attract you? "Overcome Writers' Block with Snake Dancing?" Sometimes the improbable can hook your readers attention, and that's what you want.

9. Must be "you" centered.

Instead of saying "I can do this for you" write it "You will get this benefit when you..." Check out your home page. Does it need a lift? If it has a lot about you, your mission, and your bio, you have missed the mark.

10. Think before you write your headlines. Leave the lackluster ones behind. To announce his seminars, one client put "Upcoming Seminars" in the email subject line. Who cares? Entice your market to act by making a specific, benefit-driven headline.

To prepare for great headlines, start with a list of great benefits. Before you post, check with associates for their reactions. They are a sample of the groups and individuals you want to attract.

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