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To be successful, a headline needs four qualities: it must be Useful, Urgent, Unique and Ultra-specific (the four “U’s”). It must contain Useful information. It must have a sense of Urgency – read article now, not later. It should be Unique and not sound like every other headline on page. And it must be Ultra-specific: full of detail.
“How To Win Friends And Influence People” “Nevada Doctor Discovers Amazing Anti-Aging Serum” “If You’ve Got 20 Minutes A Month, I Guarantee To Work A Financial Miracle In Your Life”
“How-To” headlines are very effective, as are headlines that look like news. But always remember to make your headline believable. Put some kind of proof into it – Nevada Doctor, for example. Another way is “If… Then” headline, which asks for some kind of effort (however slight) on your prospect’s behalf before she will achieve benefit you promise. Effort makes benefit seem more believable.
It takes practice. Good copywriters say they spend as much as half their writing time just on headline. But when a change in headline alone can increase response by 300% or more, it’s certainly time well spent!
Lisa Packer, author of "How To Dramatically Increase Your Business... Without A Blockbuster Budget" and "7 Ways To Get A Pay Raise From Your Web Site" is an independent Copywriter and Marketing Consultant. Find out how to get these two reports, plus more helpful articles like the one you just read at www.dramatic-copy.com. Dramatic Copy: Copywriting That Dramatically Increases Your Business.