Formulas for Headlines That Sell

By Shelley Lowery
Wednesday, February 04, 2004; 2:30pm EST

We all know the importance of a powerful headline. However, writing a great headline isn't as easy as it sounds.

An effective headline will literally force your potential customers to learn more. It will instantly ignite a certain emotion and intrigue them to read on.

In order to write an effective headline, you must learn how to use specific words to achieve a specific reaction.

Before writing your headline, you must first learn a little bit about the basic human motivators. According to psychologist Abraham Maslow, human behavior is always the result of one or more of five basic needs. He listed these needs in a sequence that he refers to as "the hierarchy of human needs."

He believes that until a less important need is met there won't be any desire to pursue a more important need. Below are the five human motivators, beginning with the basic needs and continuing to the most important needs.

Physiological - Basic human needs include hunger, thirst, shelter, clothing and sex.

Safety (Security) - Human need for physical, emotional and financial security.

Social (Affiliation) - Human need for love, affection, companionship and acceptance.

Esteem (Self Esteem) - Human need for achievement, recognition, attention and respect.

Self-actualization - Human need to reach their full potential.

When you are aware of the basic human needs, you can incorporate these needs into your writing. A great headline will appeal to your potential customers' emotions. You must feel their needs, wants and desires and write your headlines with passion and emotion.

When writing your headlines, keep in mind, you only have a few seconds to grab your potential customers' attention. If your headline doesn't immediately catch their attention, they'll simply move on and never return. Below are several different formulas used by professional copywriters to write compelling headlines.

How to

"How to Increase Your Sales Up to 500% by Using This One Simple Strategy"

Headlines beginning with 'how to' are very successful, as the Internet is all about information. Internet users have a strong desire to learn. A headline beginning with 'how to' immediately grabs your potential customers' attention and forces them to read on.

Question

"Are You Sick and Tired of Working For Someone Else?"

Headlines written in the form of a question are very effective, as they appeal to your potential customers' emotions. When they read a headline written as a question, they'll answer the question in their mind. If the question identifies a specific need, want or desire, they'll read on.

Command

"Double Your Income Within the Next 12 months -- Guaranteed!"

A command headline focuses on the most important benefit your product or service has to offer. It instantly demands your potential customers' attention and intrigues them to read on.

News

"Announcing a Brand New Breakthrough in E-Publishing"

News headlines are very effective and used to announce new products and services. They are written in the form of an announcement or introduction and create curiosity.

Testimonials

"Internet Marketing Exclusive is Pure Genius -- Our Sales Have Increased by 40%!"

Headlines written in the form of a testimonial are very effective, as they instantly begin building trust.

When writing your headlines, certain words, when combined together, will literally draw your readers' attention to your ad. Below are of few of these "Power Words" that consistently work.

Breakthrough
Discover
Discovery
Easy
Free
Guaranteed
Hidden
Incredible
Love
Master
Money
New
Powerful
Profits
Proven
Results
Revealed
Scientific
Secret
Shocked
Shocking
Ultimate
Uncovered
You
Your

According to a Yale University study, the following words are the most powerful words in the English language.

Money
Discovery
Save
Easy
New
Love
Health
Proven
You
Results
Guaranteed
Safety

Just as certain words ignite different emotions, certain subjects have a broader interest than others do. Some of the most popular subjects include wealth, love, health and safety.

Take your time and try the different formulas according to your needs. Use a combination of the power words and write a headline that sells. By learning the art of writing headlines that focus on the basic human needs and emotions, you can increase your sales considerably.

Source of Article
Shelley Lowery is the author of Ebook Starter - A complete ebook design kit. Subscribe to Etips, for a wealth of quality information to assist you in Web Design, Internet Marketing & Ecommerce. All new subscribers receive a free copy of the highly acclaimed ebook, "Killer Internet Marketing Strategies." http://www.web-source.net/cgi-bin/t.cgi?l=bl1. Copyright � 2001, all rights reserved.