How to Write Truly Irresistible Headlines

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By Ford Saeks

Did you know that on average, five times as many people read a headline as read the content of your copy? So unless you consistently write killer headlines that sell your product on their own, you may be wasting 90% of your money!

For that reason alone I have no doubt what the single-most important element of your copy is… It has to be your headline.

It doesn’t matter how great your offer is, how compelling the body copy is, or what a bargain your price is. If you have a lousy headline, no one will read beyond it to discover the other stuff.

A powerful headline is one that sets the tone of the copy, and puts prospects in the right mindset before they read word one. For example, consider a headline like “How Bad is Your Lawyer Ripping You Off?”

Readers are likely approaching the copy with an expectation of finding out something their lawyers don’t want them to know. It creates an expectation of uncovering ways they can save money.

Assuming your product addresses these issues, your prospects are already predisposed to your offer before they start to read your body copy, and that’s a strong position to be in. 
A headline’s job is to grab the prospect’s attention. An engaging, interesting headline makes prospects want to read your message. And this is more important today than any other time in advertising history because your prospects have never been more distracted, more assaulted with information, and more overwhelmed with stimuli than ever before.

If you’re using classified ads, your ad is probably competing with hundreds of other ads (and that’s just counting the ads on the same page!). Even a four-color display ad in a magazine fights with dozens of other ads and dozens of pages of editorial for the prospect’s attention. 
There are probably as many permutations of headlines as there are copywriters. But the vast majority can easily be grouped into just a few categories. Each of the following categories serves its own purpose, depending on the product you are promoting.

The Question headline: Do You Make These Mistakes in English?
The News headline: Amazing New Medical Breakthrough for Fat Loss
The Benefit headline: Lose 30 Pounds in 30 Days
The Fear of Loss headline: If You Don’t Act Now, You’ll Miss this Chance Forever!
The Intrigue headline: Can You Pass the Prosperity Test?
The Testimonial headline: “My Hair Started Growing Back in two Weeks!”

Once you’ve mastered effective, attention-grabbing headlines, you’ll want to practice writing equally persuasive subheads that expand upon what you’ve started with your headline. You can bring in other elements, or simply continue what you started with the headline. Here are examples of intriguing subheads paired with two of our earlier headlines:

Lose 30 Pounds in 30 Days—
Wear your new bikini next month!
Can You Pass the Prosperity Test?
Or are you destined to remain poor your whole life?

The best way I know of to hone your headline writing skills is to practice, practice, practice. The more you write, the better you’ll become. Practice writing headlines using all six of the major categories discussed earlier. Then add interest-building subheads that “hook” your prospects into reading more. Once you’ve got the hang of headlines and subheads, go back and review your current marketing materials and website. How are their headlines and subheads?

Remember, practice makes perfect.

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