63 Proven Headline Formulas That Sell Like Crazy

63 Proven Headline Formulas That Sell Like Crazy

8 out of 10 people will read headline copy, but only 2 out of 10 will read the rest. This is the secret to the power of your marketing copy headlines and why it so highly determines the potency of the entire piece.

Remember this, every element of marketing & sales copy has one purpose — to get the next sentence read. And then the sentence after that, and so on, all the way down to your call to action. So it’s fairly obvious that if people stop at the headline, you’re already dead in the water.

Follow the 63 proven formulas to create headlines that sell:

1. Measure the size of your claim
2. Measure the speed of your claim (twice as fast)
3. Compares the claim (six times whiter washes)
4. Metaphors (melts away…)
5. The mind works best when you start with a metaphor it already has a relationship (understanding) with
6. Sensitive (sense, feel, touch, smell, hear, see) it
7. Demonstrates the claim by showing prime example (rolls Royce time clock loudest…)
8. Dramatizes the claim or result
9. As a paradox (bald headed barber saved by hair)
10. Remove limitations from claim
11. Associates claim with value with whom the prospect likes to be associated
12. Show how much work in detail the claim does
13. Offers information on how to accomplish claim (learn how to reduce production by 70%…)
14. Ties authority to the claim (hear what doctors recommend)
15. Before and after the claim
16. Stresses newness of the claim
17. Stress exclusivity of the claim (only company who has this data or technology…only service…)
18. Turns claim into a challenge for the reader (does she or doesn’t she….can you really make money…can you really benefit from a better list)
19. States claim as a case history question
20. Condenses the claim interchange the product and the product it replaces (pour yourself a new engine)
21. Parallel analogy (ocean becomes 1/5 as wide….float stress out of your body)
22. Offers information in the ad itself (read on to find out what every CEO needs to know)
23. Offer case history
24. Gives a name to the problem or need (sinus headache)
25. Warns reader about possible pitfalls if they don’t use your product (don’t invest unless…)
26. Emphasizes claim into two sentences… reiterate the claim
27. Shows how easy the claim is to accomplish (if you can count to ten…If you can ___, you can also do _____)
28. States the difference in the headline (the difference of ___ in the ____,)
29. Surprises the reader to know the former limitations have been overcome
30. Addresses the people who can’t buy your product (if you’ve already bought data don’t read this, it will break your heart)
31. Dramatize how hard it was to make the product/service (it took 21 years to perfect this…it took 80 engineers….it took a million dollars of technology to create this data)
32. Accuses the claim to be too good to be true (it should be illegal to make money this easily)
33. Challenges prospects present limiting belief (you are twice as smart as you think)
34. Have “YOU, YOUR” in your copy! (Nobody cares about your company)
35. Begin with “Announcing…” or verbally
36. Now, At last
37. Date
38. Price, when appropriate, if benefit
39. Feature a special offer
40. Feature Easy payment terms
41. Feature FREE offer
42. Offer information of value
43. Tell a story (stories can sell, Bibles build on parables)
44. Begin with “How to” “learn how to” Would you like to learn how to…
45. Begin with “Which of these _____ do you… results, opportunities, benefits, problems…
46. “Who else needs to ____ (solve their telecom problem..)
47. “you don’t know me but I want you to have this…” stress need for quick action
48. “To men and women who want to quit work one day”
49. Ask scenarios (are your tanks overflowing? Is your data not getting the response you would like? Are you a high percentage of returned mail?) They have a problem if they respond
50. Anticipates incredulity in order to overcome it
51. Can you really double your income in the next 80 days?
52. “The answer below may surprise you…” entices people to read on
53. “We think ___ is overpriced, that’s why we sell it for ____”
54. Send money I’ll explain later
55. Promises a reader a major benefit
56. Almost everybody has a ____, here’s how to solve that…
57. An easy way to ______
58. How to increase ____ without ______ (paying mailing more…)
59. Give reasons why something is happening (3 reasons direct mail is getting harder…)
60. State the claim as a question
61. NON-linear connect the dots
62. Let your market respond to you
63. People want the REASON why….the reason why your company does it better…the response will be better…the reason you charge more…the reason _____

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