Everyone tells you that you need to write “killer” headlines.
But hardly anybody shows you how to do it.
Here are the 5 steps. (Warning: The first one is a bit of a shocker.)
But hardly anybody shows you how to do it.
Here are the 5 steps. (Warning: The first one is a bit of a shocker.)
STEP #1 — Don’t try to write a “killer” headline
You don’t want to kill, impress, or even try to sell the prospect.
Yet.
You just want to get their undivided attention.
Here’s how...
You don’t want to kill, impress, or even try to sell the prospect.
Yet.
You just want to get their undivided attention.
Here’s how...
STEP #2 — Picture your ideal prospect
Their life, their hopes, their fears.
Remember, they have no time for you.
So your headline must convince them that what you have to say is more important than anything else right now.
And you have just seconds to do it.
So...
Their life, their hopes, their fears.
Remember, they have no time for you.
So your headline must convince them that what you have to say is more important than anything else right now.
And you have just seconds to do it.
So...
STEP #3 — Say something to stop them in their tracks
Something unignorable that is…
• Important to them (up the stakes if you can)
• Gets maximum results for minimum effort
• New and different
• Proven
Something unignorable that is…
• Important to them (up the stakes if you can)
• Gets maximum results for minimum effort
• New and different
• Proven
STEP #4 — Left swipe on the hype
Your headline should be welcome news — how the prospect can get what they want or avoid what they don’t.
Devoid of hype or BS.
Pretend you want to get your mother’s attention.
What would you say? (You would B.S. your mom, would you?)
Your headline should be welcome news — how the prospect can get what they want or avoid what they don’t.
Devoid of hype or BS.
Pretend you want to get your mother’s attention.
What would you say? (You would B.S. your mom, would you?)
STEP #5 – Punch It Up
Now read it aloud.
Does it roll off the tongue?
Or is it stilted?
Stilted: A discovery has been made by scientists of a new breakthrough for arthritis! (Passive tense & preposition overload)
Unstilted: Scientists discover new arthritis breakthrough.
Now read it aloud.
Does it roll off the tongue?
Or is it stilted?
Stilted: A discovery has been made by scientists of a new breakthrough for arthritis! (Passive tense & preposition overload)
Unstilted: Scientists discover new arthritis breakthrough.
In short…
Next time you're writing a headline, remember:
STEP #1 — Don’t try to write a “killer” headline
STEP #2 — Picture your ideal prospect…
STEP #3 — Stop them in their tracks
STEP #4 — Left swipe on the hype
STEP #5 — Punch it up
Next time you're writing a headline, remember:
STEP #1 — Don’t try to write a “killer” headline
STEP #2 — Picture your ideal prospect…
STEP #3 — Stop them in their tracks
STEP #4 — Left swipe on the hype
STEP #5 — Punch it up
Follow me at @daviddeutsch for more copywriting secrets.
And pick up a FREE copy of Copywriting from A-Z: 26 Ways to Increase Response at DavidLDeutsch.com.
And pick up a FREE copy of Copywriting from A-Z: 26 Ways to Increase Response at DavidLDeutsch.com.
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