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Formulas for powerful headlines
Posted on Thu, 06/19/2008 - 18:24 by Amy Black
I’m on copywriter Bob Bly’s email list. He sends out some great writing tips that aren’t on his website, so I can’t link to them, but he’s graciously allowed me to post some of them on our blog. Here are some of his recent tips for writing powerful headlines:
7 "formulas" that can help you write more powerful headlines
By Bob Bly
1) Ask a question.
But make sure it's a question to which the reader wants to know the answer.
Weak: "Do You Know What XYZ Company is Up to Lately?"
Here's one that was a strong control for Economics Press years ago:
Strong: "What Do Japanese Managers Have That American Managers Sometimes Lack?"
2) Tie-in to current events.
A news angle is especially effective when promoting financial publications and other products affected by current events on a daily basis.
Example: "Stay One Step Ahead of the Stock Market Just Like Martha Stewart - But Without Her Legal Liability!"
3) Create a new terminology.
You can literally create a brand or product category by expressing an old idea in a fresh and compelling way.
Example: "New 'Polarized Oil' Magnetically Adheres to Wear Parts in Machine Tools, Making Them Last Up to 6 Times Longer."
4) Use the words "new," "introduction," or "announcing" in your headline.
It works because people are interested in what is new.
Example: "Announcing a Painless Cut in Defense Spending."
5) Give the reader a command; tell him to do something.
Example: "Try Burning This Coupon."
The above headline was for an ad advertising a fireproofing compound.
The paper the ad was printed on was coated with the fireproofing chemical.
So when you followed the instructions in the headline and held a match to the ad, it didn't burn.
Result: An instant, on-the-spot demonstration proving the product works.
6) Promise the reader useful information.
Prospects are more likely to read your ad if they feel they can learn something useful by doing so.
Example: "The Secret to Richer, Moister Chocolate Cake." (Duncan Hines)
Example: "How to Win Friends and Influence People." (Dale Carnegie)
7) Highlight your offer.
If the offer is new, unusual, or especially strong, put it right up front.
Example: "You Can Now Subscribe to the Best New Books - Just as You Do to a Magazine."
To sign up for Bob’s email list or learn more about his copywriting services, visit his website.
7 "formulas" that can help you write more powerful headlines
By Bob Bly
1) Ask a question.
But make sure it's a question to which the reader wants to know the answer.
Weak: "Do You Know What XYZ Company is Up to Lately?"
Here's one that was a strong control for Economics Press years ago:
Strong: "What Do Japanese Managers Have That American Managers Sometimes Lack?"
2) Tie-in to current events.
A news angle is especially effective when promoting financial publications and other products affected by current events on a daily basis.
Example: "Stay One Step Ahead of the Stock Market Just Like Martha Stewart - But Without Her Legal Liability!"
3) Create a new terminology.
You can literally create a brand or product category by expressing an old idea in a fresh and compelling way.
Example: "New 'Polarized Oil' Magnetically Adheres to Wear Parts in Machine Tools, Making Them Last Up to 6 Times Longer."
4) Use the words "new," "introduction," or "announcing" in your headline.
It works because people are interested in what is new.
Example: "Announcing a Painless Cut in Defense Spending."
5) Give the reader a command; tell him to do something.
Example: "Try Burning This Coupon."
The above headline was for an ad advertising a fireproofing compound.
The paper the ad was printed on was coated with the fireproofing chemical.
So when you followed the instructions in the headline and held a match to the ad, it didn't burn.
Result: An instant, on-the-spot demonstration proving the product works.
6) Promise the reader useful information.
Prospects are more likely to read your ad if they feel they can learn something useful by doing so.
Example: "The Secret to Richer, Moister Chocolate Cake." (Duncan Hines)
Example: "How to Win Friends and Influence People." (Dale Carnegie)
7) Highlight your offer.
If the offer is new, unusual, or especially strong, put it right up front.
Example: "You Can Now Subscribe to the Best New Books - Just as You Do to a Magazine."
To sign up for Bob’s email list or learn more about his copywriting services, visit his website.
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The experts at Constant Contact share practical ideas, inspiring success stories, and breaking industry news. Stay ahead of the latest trends and best practices — and boost the effectiveness of your email marketing and online survey communications.
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Comments
Innovative Headlines.
Posted on Fri, 06/20/2008 - 13:06 by Source of Treasure