In the brand new course the “Power of Copy Unleashed, How To Create Offers Your Customers, Clients and Patients are Powerless to Resist” I give out my Top Ten Rules For Writing An Effective Headline.
While I don’t have time to go into all of them here, I’ll share the three rules that I see people getting wrong the most.
Before I do that thought I want to reiterate something you’ve probably heard before AND is soooooo important to really understand. Remember…Your headline is an ad for your ad.
It doesn’t matter how stellar your copy is or how wonderful your offer is. If your headline doesn’t pull in your prospect, it DOES NOT MATTER.
Many of the best copywriters in the world spend the majority of their time writing out and testing different headlines. Simply changing your headline can increase your response rate by 300% or more. That’s why yesterday I shared some of my favorite headline formulas. If you missed that just click here.
There are many different formulas for writing good headlines and in “The Power Of Copy Unleashed…” I share 18 of them. That said, you can still create your own formulas but they must follow a number of rules if you want to maximize your results. Here are the three rules I see people breaking most often and it’s costing them thousands or tens of thousands of dollars!
First…Your name as a headline is a deadline.
Don’t use your name or your company’s name as a headline. (Tweet this!) So many people say things like “Top Five Reasons to Shop at Dave’s Magic Shop.” This will absolutely kill your response when you compare it to a benefit oriented headline like “Top Five Things You Must Look For In A Good Magic Shop.” Now there are exceptions to this rule but in 99% of situations, avoid using your name, your company’s name or our product or service in the headline.
Second…Do NOT send out or hand out any piece of printed material, publish a landing page or have any advertisement that does not have a headline. Ever!
If you’re interested in making sales and having people actually read or listen to you, then you MUST have a headline. I’d encourage you to go to your mail pile right now and see how many ads actually contain a headline. Most will not. That’s why most people say get a .1% response rate is good. Good to most websites that are truing to sell something right now and look for a headline, again, most don’t have this. This is like sending out an e-mail without a subject line (which by the way is the headline for your e-mail.) Never…Ever…Ever have an ad without a headline. Print, online, video, radio, just don’t do it.
Lastly…“Quotation marks around the headline” have been shown to increase response.
Why? Who the heck knows? But it works so do it. I could share my theory here or why it works but in all honesty it really doesn’t matter why, only that it does. Now that doesn’t mean you shouldn’t test this, but most people aren’t going to test things so use best practices unless you find that for your audience something else works better.
Anyway, start with those three and if you’re really into learning more about creating messages that sell like crazy then check out “Power of Copy Unleashed, How To Create Offers Your Customers, Clients and Patients are Powerless to Resist” where among other things I go though all ten of my headline rules, provide 18 different headline formulas and much much more.
Until then this is Dave Dee signing off and saying “Kick Butt and Make Mucho DeeNero!”
Note: Get “The 10 Rules to Transforming Your Small Business into an Infinitely More Powerful Direct Response Marketing Business” for FREE. Click here to claim your customer-getting, sales-boosting tactics.