Marketing Articles

Ideas for Creating Powerful Headlines 
By Otto Collins


No Matter what you are writing, the headline is the most
important thing.

So, what make a great headline?

The job of the headline in any ad, poster flyer article or
anything else is to get the reader's attention. The headline
should be so compelling, so inviting that it makes the
reader say to themselves "I want to know more."

When I write headlines for an ad or article I find a quiet
spot and take out a legal pad and start writing possible
headlines. I don't write or experiment with one or two. I
don't stop until I have at least twenty or so.

Don't write headlines that just talk about features or give
information about what you're selling or promoting, make
sure you talk about benefits.

If you do Massage therapy, don't say-- "Come get a massage" when you can say "Spend an hour in heaven for only $75"

If you have a film developing business, don't say -- "come in for film developing" when you can say, "Photo Memories in an Hour"

If you are a Chiropractor, don't say "we specialize in
whiplash" say "Announcing, A Powerful New Treatment for Neck Pain "

When writing copy for an advertisement of any kind, the key
to creating great headlines is stressing the benefits of
what someone will get as a result of using your product or
services. People don't buy products or services. They buy
the benefits of the products or services you offer.

Use power words like--you, how to, save, proven formula,
announcing, just arrived, Introducing, remarkable, special
offer, Important announcement, secrets revealed, discover
how, etc for creating a powerful impact.

When trying to come up with powerful headlines ask yourself, what are the benefits of what my product or service offers.

Then construct your headline from that perspective.

When you've written your headlines ask yourself would this
headline motivate me to want to know more. Does it pass the, "So what " test? The "So What" test is when your prospective customer would be tempted to say "so What" after reading one of your headlines.

I spend a lot of time talking about headlines because they
are the most important element of your your advertisement or article. If the headline doesn't get the attention of the
reader no matter how good your product or service is, they
won't respond is you haven't aroused their desire to know
more.

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Otto Collins has studied the tools and techniques of the best Sales, Advertising and Marketing minds of the past hundred years. He has spent nearly twenty years successfully creating and selling advertising. He has worked in print, radio as well as television advertising. He's made thousands of sales calls on businesses of all sizes in dozens of different industries.  

Visit his website at http://www.smallbusinessmarketingcenter.com for ideas, strategies, information and products that will help you make more money.

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