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Creating a great headline
Hi everybody!
I'm new here and also a newbie to internet marketing. I look forward to participating in this forum. I would like to ask for some help. I am putting together a simple one page website. It's basically a newspaper ad for the internet. Not really a salespage. Anyway, I have done some research and am a bit confused right now. From info overload I guess. Can anyone offer me some tips as to how I can go about creating a killer headline? Thanks. |
Get this book...
http://book: 'Great Headlines Instantly'
Here's ONE place you can find it (many other places offer it cheaper -- ex: ebay)... www.mastercopywriters.com/headline.htm |
Oh, and -- don't forget this...
The only way to see if the h'line you create is any good, is to TEST it against another h'line. Use a/b split testing to do that. Then keep trying new 'challengers' until you get better + better h'lines.
Testing is the ONLY real way to come up with the best h'line. -- TW |
Can You Create A Great Headline From A Formula?
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The book "Tested Advertising Methods" by John Caples has some excellent advice on creating headlines. These are all "split-tested" from his years in advertising. I don't have the book in front of me right now, but there are some general formulas that have been "proven" to work and get attention... A few of them are (from memory)... - Headlines with the word "New" - Headlines that contain news - Headlines that induce curiosity - Headlines that promise a benefit to the reader Here's a summarized list... http://www.leaseabusiness.com/index.php?detailed=4 At least some of these are from the Caples book... But check out the book for more details... Hope that helps! Cheers :) Dien |
"They laughed when I wrote a headline using a formula..." dno
ha!
-- TW |
"Do you make these mistakes in formula headline writing?" or...
"Who else wants to make money using formula headlines?"
or "Cleveland man swears under oath his headlines are not copied." or "Now you can make big money using formula headlines -- even if you've never typed a single word, and you don't even know English!" etc. etc. Cheers! -- TW |
Re: Creating a great headline
Thanks for all the great information! I do appreciate it.
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A headline can EASILY be the difference between...
...thriving or going out of business!
The importance of headlines cannot be overemphasized! Just ask the 'Chicken Soup for the Soul' guys (book titles are headlines too!). Cheers! -- TW |
The TRUTH about headlines THEY don't want you to know...
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To create a "killer" headline...you simply _____________. And you'll get about 1001 OPINIONS from the marketing/copywriting crowd. I can see how you can be easily confused from all the conflicting opinions. A winning headline (I'm not sure what "killer" means) is one that works. And you know it works because you test other headlines against it. But there is ONE secret, and in the vernacular of the so-called Internet Marketers: (get out the mop), I'll spill my guts and open the vault, I'll reveal my most closely guarded secrets, and it won't cost you a dime because I'm such a darn nice guy to boot... The one truth about HEADLINES that "THEY" don't discuss is.... TIMING. When your prospect sees your ad, and the state of their mind at the TIME they see your ad determines whether the headline has any interest to them or not. And that is the truth. Consider this. Sept. 11, 2001. IF you ran a "killer" ad that day, it didn't work. And it didn't work for the next couple of weeks. Why? You know. WE were preoccupied with more important things. Your promotion is competing with all the other things trying to get our attention, including news, drama, celebrity, contrived media importance (democratic primary???)...but, YOUR prospect has something on her mind. IF your message resonates with her preoccupation AT THE TIME she sees your promotion, you can throw up just about any headline you want...as long as it is able to break through her preoccupation and pick up an internal "conversation" (often right below the consciousness)...and join in, in a non-threatening, rapport producing, resonating sort of way. OK. Example: Young mom just picked up the kids from the sitter (she's feeling guilty for not being able to stay at home, she entrusts her valuables to someone else for the bulk of the day)...she has to get home and feed them, get dinner (probably stops somewhere and buys it)...gets the kids ready for Karate practice...and in the process she picks up the bills and that sets off an internal conversation, often subconscious... "We will be able to meet the bills this month?" type of process, figuring out her budget. IF within that pile of bills she sees an envelope that says: "Stay at Home and Make a Full Time Income with Benefits--Details Inside" and this is your promotion, you may have a good chance of getting her to open it later in the evening. If it lands toward the end of the month, money might be a higher preoccupation for her than in the beginning or right after pay. Likewise, if she is just checking email before she leaves for yoga, and you have one of those make money subject headers (which landed in her bulk/spam folder)...you just messed up your chances. If she later starts surfing and looking for 'Work from Home Moms'...then she runs across sites like WHAM (google it) and her preoccupation is now in synch with what she is seeing...and in just a short glance at a headline or two will help her to determine if this is what she is seeking. And since WHAM has a pretty decent alexa rating, this subject must resonate with more than a handful of people. Bottom line: create your headline after you fully understand your target's preoccupations as it regards your subject matter..and the TIME they will encounter it. TIMING is, in my lonely opinion, as important as the headline itself. Start by writing subject headers at forums that get read. Gordon Jay Alexander PS. Having a copy of Remote Influence wouldn't hurt you any. |
Re: Creating a great headline
Gordon,
I understand how timing would matter when sending an email, ezine or doing a direct marketing promotion, but how does that work when putting up a simple website? Also, I would like to run my headline by you. Just give me your opinion. Good, bad or otherwise. The webpage will be promoting a self help product and the content will be about quantam physics, attraction, abundance, giving, etc, etc. Just enough to peak their interest as long as this is the sort of thing they are interested in. Anyway, here's the headline. "Are You Using These Universal Laws To Achieve Financial Freedom And Independence?" :confused: |
Very good question. Here's my response.
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Timing and web sites. I've highlighted a couple of your keywords. Words that might be searched for. So let's search: From Google: Search; "attraction abundance", two keywords isolated, and the top competition: At #1: http://healing.about.com/cs/selfactu...attraction.htm #2: http://www.youtube.com/watch?v=KPUQigT7IGw A YOU tube thing. #3: http://top7business.com/?cat=Attraction-Abundance Interesting thing there are no ads when the quotes are used. Let's try it a different way, without quotes, we get TWO ads (same top 3): http://www.overnightcashexplosion.co...refsite=google A HYPE site that is trying to cash in on the "Attraction" angle. The other ad is from wisdomhunter.com and the link doesn't work, I've tried it in different browsers...there's a good use of ad money, eh? Then I searched this: quantum physics, law of attraction BINGO. All kinds of sites, all kinds of paid advertising. http://www.google.com/search?hl=en&q...f+attractio n It appears your product might be found in this category. Appears to be a good lake to fish in, lots of interest in the subject matter. So, let's look at the top sites and ads to see how timing fits in. Kate Corbin gets the top indexed site by using the Google friendly ezinearticles site. http://ezinearticles.com/?The-Law-of...sics&id=223148 Her site is coaching of the law of attraction, I'd think she'd be your competition? http://www.goldstarcoaching.com/ She is selling ebooks. #2 search result: http://www.scienceofrealitycreation.com/ This appears to be a google ads site, the owner trying to cash in on the interest in such things by setting up a site that has google ads on every page. Didn't go deep enough to see if it sells something specific. #3 search result http://www.myfavoriteezines.com/ezin...ttraction.html I didn't stay long enough to figure it out, maybe you will. And I'll include #4 because the Google returns a "headline": "Do you make these law of attraction blunders." This guy has a swipe file and buys into the "Halbert" school of advertising. The google link takes you to: another ARTICLE (HINT)... http://www.selfgrowth.com/articles/Doyle14.html and his website is: http://www.wealthbeyondreason.com/ Where he pitches you a membership. Join up and you're directed to this: "Go Ahead and Laugh...But These Principles Create Millionaires, Change Lives, And are At Your Disposal 24 Hours A Day." OK, I'll spare you the google ads, however, IF it were me doinng this project, I'd check every top 10 site out, both indexed, sponsored links top (premium paid to be there) and sponsored links right panel. That would give me an idea of what's out there. Maybe use alexa rankings and do some google searches to see who is getting traffic, and perhaps get a better idea of the market, and know how much they are paying for these key words. If you are a woman (the majority user of "The Secret" for finding love)...then the headline above would not appeal to you. Your search would be different, probably along the lines of "law of attraction love" and several variations. IF you are a man seeking a money making opportunity, then the above headline may appeal to you at the time you see it. Your target is SEEKING you out, therefore it is a central preoccupation at the time he meets your promotion, your web site. And he will spend a New York Second looking at it, and IF it catches his attention, IF it resonates with what is on his mind, maybe he'll stay and read it, you have a shot of converting a prospect to a customer. So it goes full circle to KNOWING your target, what he/she wants, how getting this "thing" will improve his/her life. KNOWING that, target information allows you to create the web site that has the strongest appeal to your market. Now regarding your headline. "Are You Using These Universal Laws To Achieve Financial Freedom And Independence?" OK, now that I've shared some of my research, let me ask you... What do you think? IF you follow it up IMMEDIATELY on the page with revealing what THESE laws are, then you stand a shot...however, if the first two laws the same old-same old "Secret" type and are the "I already know this" variety, you'd better have some dang compelling copy to go along with it. That's my OPINION. Good luck. Gordon Jay Alexander |
You don't need a Great headline - whatever that means. Just one that Resonates.
Gary,
Thanks for ASKing. If you've read any of the previous Threads about The Secret (or my questioning of Nan Felding when she was promoting Prosperity Thinking here ages ago) you'll know my stance on the matter - it's bunk. So this Work you have created has me ask one single question of you... Have YOU achieved financial freedom and independence? And now a Follow Up Question... when you write "financial freedom and independence" what do you Mean by that? Please define: financial freedom and independence. Michael Ross http://www.hotsheetcity.com Your source of quality How To information in a Concise and Easy To Read format called a Hotsheet |
Re: Creating a great headline
Wow! My head is spinning now! I understand the idea of searching for my competition, checking out their sites, adwords and using quotes when searching, but your insight on the way men and women look at a product differently, Gordon, is something that I really need to look into and I thank you for sharing.
You asked me what I thought about my headline and to be honest, I thought it was pretty good. After reading your post I think I should consider who I am trying to "attract" to my site. Michael, I understand where you are coming from. I am still reading and trying to figure things out and put together my own philosophy as to how things work. I do believe that nobody is going to attain any kind of success in life, whatever that may be, by sitting around chanting affirmations all day. You have to take action. The book that I am attempting to promote was very good in my opinion. Yes, there is definetly some things in it that you would not agree with, but there is also some information that I found fascinating. I have even found this information talked about in books by people who have no connection with the new age, new thought, metaphysical crowd. Anyway, that was a bit off topic and I was not trying to defend my position or anything. I just think the book has some information that could possibly shed some light on things for people and maybe even help them. I read a ton of books in any given year and nine times out of ten I can find at least one thing in a book that has made it worth while reading. Thanks for your input guys. I really appreciate it. There is a bunch of things for a newbie to think about when trying his or her hand at this biz. |
Re: Creating a great headline
If you're Thinking about Marketing stuff to women...
The following thread might come in handy... Afterall... Who decides on How all your Monies should get spent... :) Great resources and info on Marketing to women... http://www.sowpub.com/forum/showthre...eting+to+women Phil |
I'd forgotten I had written this one (just for fun)...
"They all laughed when I bought life insurance,
but when I got run over by a truck..." Cheers! -- TW |
"Do you make these mistakes in English?" and TIMING (link to Gordon's post)
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TW - after reading those headlines, I've whipped out my wallet and am ready to buy! ;) By the way, Gordon wrote a great post on the "Do you make these mistakes in English?" headline not too long ago... and the importance of its TIMING. I haven't seen this stuff anywhere else - it's very valuable stuff... Here's his post... http://www.sowpub.com/forum/showthread.php?p=19888 (Gordon's is the 2nd post in the thread.) Cheers :) Dien |
Re: Creating a great headline
Pick up a few back issues of your favourite newspaper, magazine, etc. and take notice of the advertising sections. Take note of which ads appear most often and repeatedly. Notice the headlines?
For example.. Free Hurry Up Now like these words.. All the best mate... |
How to TICKLE People So They Give You Their Munny
Dear Gary,
Thanks for starting an interesting topic. Since you only have the one web page to play with I suggest You use KISS. K-eep I-t S-imple S-owpub. Imitate the 3-Step Formula All The Best Writers Use. Do Exactly what Gordon Alexander has done in the sowpub forum recently. I - TICKLE People with a story II - Link The Readers Emotional Reaction to a Key Word or Phrase. III - Collect leads to send offers to. IV - Create or Control an info product to sell. (It doesn't sound like you control the book you want to promote, yet. Are you an affiliate?) ========= Why I've Been Chuckling Recently - Gordon has done something Special with his "Snakes, Mice & Spiders OH MY" post in this forum. How do I know...? I've spotted posts in several Other forums SUDDENLY with the Words "OH MY" in them! This is not an accident. Not a co-incidence. It's a process. A formula for successful selling with words. All of the best Copywriters use the SAME 3-steps. I Use The Same formula too. I've outlined it here for you. ======================== Gordon calls it Stimulus - Response. (Ted Nicholas calls this "The Hidden Emotional Benefit") Step I - You Tell an Emotional Story - STIMULUS Step II - You Link the Readers Emotion to a KEY WORD or Phrase - RESPONSE Step III - You Use that KEY word or phrase in the Title of your Product - RESPONSE (The key word triggers the Emotion Response) ======================== Gordon TICKLED our funny bones with a funny story. Raised our Emotions. Then Linked the emotion he created with his story to the words - "OH MY." I've written a 5 best selling copywriting books, manuals, Workbooks (Heroin-on-Paper) so I should know... You should Borrow Gordon's Stimulus-Response Writing System... Thanks, Glenn Osborn P.S. - Author of 26 New York Times #1 Sellers - James Patterson used to be President of an Ad Agency. He gave a 2 minute speech to all the new hires that passed his test. I - A little man would run up - HIT Patterson in the face with a Pie. II - Patterson would say, "There you have it. The secret to successful writing." A - Hit Your Readers in the Face with a PIE B - Then say something SMART. Then he left the room! ============ ============ Borrow Only From The Most Successful Writers. Their words have already sold Mega-Bucks of stuff. For example - I adapted my "TICKLE" Subject line from an author who has sold 29 million books. 3rd behind Dan Brown and J.K. Rowling. Tickle Copywriting really works. And it's fun too. IF You Don't Have FUN Writing Your Readers Won't Either. |
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