Effective Headlines part two
Thirty-five proven formulas for writing headlines and direct mail
teasers
- Begin your headline with the word “Introducing”
- Begin your headline with the word “Announcing”
- Use words that have an announcement quality
- Begin your headline with the word “New”
- Begin your headline with the word “Now”
- Begin your headline with the word “At last”
- Put a date into your headline
- Write your headline in news style
- Feature the price in your headline
- Feature reduced price
- Feature a special merchandising
- Feature an easy payment plan
- Feature a free offer
- Offer information of value
- Tell a story
- Begin your headline with the words:
- “How to”
- “How”
- “Why”
- “Which”
- “Who else”
- “Wanted”
- “This”
- “Because”
- “If”
- “Advice”
- Use a testimonial-style headline
- Offer the reader a test
- Use a one-word headline
- Use a two-word headline
- Use a three-word headline
- Warn the reader to delay buying
- Let the advertiser speak directly to the reader
- Address your headline to a specific person or group
- Have your headline ask a question
- Offer benefits through facts and figures
- Have your headline ask a question
Tested
Advertising Methods —John Caples
Tips for writing body copy:
When a reader finally gets to your body copy, it should clinch the deal. Write
body copy that:
- Explains product or service customer benefits first, features second.
- Provides specific evidence of your claims
- Uses testimonials (if possible)
- Keeps the copy length relative to what a prospect wants and needs to
know
- Uses subheads if appropriate. Subheads should summarize benefits and
make key points
- Make Specific statements that are short and to the point
Newspaper
Ads that make sales jump
David Fowler