REAL LIFE DON DRAPER SHARES HEADLINE WRITING WISDOM

The headline is probably the most important part of your sales letter.

To quote advertising legend David Ogilvy:

“On average, five times as many people read the headline as read the body copy. When you have written your headline, you have spent eighty cents out of your dollar.”

This makes sense if you think about it. 

But what it also means is that nothing is more important than writing a great headline.

If you’re struggling with this here are 6 tips that will help:

1. Keep it short.

Most people try to do too much in their headline. They write headlines that are far too long. The only purpose is to get attention. This means your headline should be short, sweet and to the point.

2. Make it punchy.

Use power words and phrases. Remember, some words are more powerful than others. Think about how the words you use make the reader feel. For example, instead of kill say slaughter.

3. Be credible.

Your headline needs to be credible and believable. You must give readers a reason to believe your claims.  Also try to quickly establish the credibility of the person who is talking to them.

4. Include benefits.

The headline should contain at least 1-2 product benefits. This gives people a reason to read the copy.

5. Use curiosity.

Curiosity is the most powerful human motivator. Use it as often as you can in your headlines.

6. Ask a question.

This is by far the easiest way to write a headline. The question should be something your market desperately wants to know the answer to.

Until next time.

Cheers,

Alastair Walton

P.S. One final tip I can give you is to write LOTS of headlines. You should honestly write at least a 100. Use every possible angle and keep going until something leaps out at you.