How To Write A Killer Headline

A killer headline grabs your prospect by the lapels. Your headline is the first thing seen by your prospect. It must reach out, grab him, and lead him into the copy.
The primary purpose of any headline is to get attention. Remember that you only have about five seconds to get your prospect’s attention. If you don’t get it by then, you won’t get it.
David Ogilvy, a legend of advertising, says the headline is the most important part of an ad. On average, five times as many people read the headline as read the body copy.
What is The Secret of The Four U’s? The Four U’s describe the four critical parts that can supercharge any direct mail bullet, any subhead…and any headline. Using them gives your headline more power, more strength, and more energy.
What are the Four U’s?
They are:
Urgency – the headline should give the prospect a reason to desire the sooner rather than later.
Usefulness – the headline should communicate something of value to the prospect.
Uniqueness – the headline should suggest that what it’s offering is in some way different from everything else of its type.  All claims should be uniquely associated with a certain product or service.
Ultra-Specificity – Vagueness should be avoided at all costs.  The prospect should know what specific benefits are in store for him.
What Else Can Your Headline Do?
It can…
1.  Grab your prospect’s attention.
2.  Select him as your target prospect by saying something meaningful to him.  It attracts the target audience and lets the rest of the world know the message isn’t for them.
3.  Stir curiosity.
4.  Make a promise.
5.  Introduce a compelling idea.
6.  Make an offer
7.  Challenge the prospect.   
What Your Headline Should Never Do
1.  Say something standard or conventional.  Your prospect will go somewhere else if he guesses where you’re going.  
2.  Mislead or trick the prospect.  If you make a promise and fail to deliver, you’ll lose the reader’s trust and the sale.
Some Final Words On Headline Writing
1.  Don’t try to be cute or clever.  Write direct, powerful headlines that clearly communicate your promise, offer, or idea.
2.  If you come up with a headline that’s new and creative, use it.  But don’t be afraid to use proven formulas.  They work.
3.  When using a question in your headline, be careful.  You never want to ask a question that can be answered in the wrong way.
4.  Use a testimonial for a headline if it fits.  When a prospect sees quotes, they realize that someone is testifying to the information which follows.  It provides instant credibility.
5.  Always use the Four U’s to strengthen your headlines.  At least 3-4 points every time.
Rod Besler
Rod Besler is a freelance copywriter, content writer, and marketing consultant with more than 10 years’ experience writing and marketing on the internet.
If you visit some of the sites he’s written copy and content for, you’ll quickly see he can write in whatever voice is required. Visit his website at www.Art-of-Persuasion.com [http://www.Art-of-Persuasion.com].
For more information about writing headlines go to: Writing Headlines [http://www.Art-of-Persuasion.com/writingheadlines.html].
Rod writes:
– sales letters
– buzz pieces
– website content
– ads
– e-mail marketing campaigns
– brochures
– articles
– press releases
– and e-books