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
Physiological - Basic human needs include hunger, thirst,
shelter, clothing and sex.
Safety (Security) - Human need for physical, emotional and
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 Increase Your Sales Up to 500% by Using This One Simple
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.
"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.
"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.
"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.
"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.
According to a Yale University study, the following words are the most
powerful words in the English language.
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
Lowery is the author of Ebook Starter - A complete ebook design kit.
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