If a copywriter sold $6 billion worth of products over the years would you listen to what he had to say about headlines?
I should think so.
Ted Nicholas is this kind of copywriter. Sadly, the last time I checked, his book Magic Words That Bring You Riches (my favorite) is out of print.
Anyway, Ted says the headline is 90 percent responsible for the success of any piece of copy.
Yeah, I know. In my last post I argued that openings are the bee’s knees, but let’s hear Ted out.
Most copywriters take shortcuts with headlines at some point, to the detriment of the sales letter.
One symptom of this is the long-winded mega headlines you see on many online sales letters. These often top out at 50-100 words or more.
Rather than take the wrong kind of shortcuts, Ted recommends his “fill-in-the-blank” shortcut for writing headlines.
Headlines fall into one of these 11 categories:
1. How to (Blank)
2. Secrets of (Blank)
3. Stacked Benefits
5. How to/Guaranteed
6. Get Benefit Fast, Regardless…
7. Solve a Problem…
8. Visualize it…
9. Ways To/Reasons Why
10. Problem Solver…
Here’s an example he gives of a Problem/Solution headline:
“No More Bad Hair Days! Here’s a Proven Way to Maintain the Perfect Look Any Day of the Week!”
The next time you brainstorm headlines for a sales letter, pull out this list.