By now, hopefully, you are absolutely convinced
that the headline by far is the most important
element in your copy.
Once you come up with a great headline, the rest
of the copy is relatively easy. You simply expand
upon and prove the headline promise.
As a long-suffering reader, you will recall I've
written ad nauseam that without a powerful
headline your copy will simply not work at all.
Today I'll discuss the headline formula I use the
most. Why? Because of its unparalleled and
successful track record.
I call this formula:
How To (Blank)
Here are some examples of successful headlines:
* * * * * * * * * *
How to Solve All Your Money Problems Forever!
* * * * * * * * * *
How to Make $87,000 Per Year as a Magazine
Writer!
* * * * * * * * * *
How to Easily Get All the Credit You Could Ever
Want!
* * * * * * * * * *
How to Increase Your Profit in Any Economic
Climate
* * * * * * * * *
How to Triple Sales to Your Existing Customers
* * * * * * * * *
How to Fight Cancer and Win
* * * * * * * * *
How to Form Your Own Corporation Without a
Lawyer for Under $75
* * * * * * * * *
You may recognize the last three headlines above,
which serve as ad headlines as well as book titles.
Please note: A book title is really the headline
for a book. Unless a book title is at least as good
as a headline in an ad, the book will almost always
be a dismal failure.
One of the reasons that 95% of the time books do
not even sell out their first printing is most book
titles are completely ineffective.
Indeed I have turned several failed books into best
sellers just by changing the title. This includes two
of my own.
According to Books in Print, right now there are
over 7,000 book titles in America that start off with
the words "How To." Reason? You guessed it. They
work!
Nothing engages and involves the reader as well as
the words "How To."
The "How To" fill-in-the-blank formula is
amazingly simple. And it will get you on your way
to writing fantastic headlines.
The "How To" headline formula is this: How To (Get,
Have, Acquire, Own, Profit From, etc.) the (Biggest
Benefit Your Product Delivers)
Just take any or all of the samples I've provided and
adapt them for your own use.
Fill in the blanks with appropriate descriptions,
expressions, action words or benefits that apply to
you.
Once you taste success with this amazing headline
formula, please share it with me and your fellow
subscribers. You will also be unleashing the
incredible power of the Law of Reciprocity in your
life.
Your correspondent,
Ted Nicholas
http://www.TedNicholas.com
Monday, September 22, 2008
Headline Shortcuts (Part IX)
Headline Shortcuts Part VIII
Recently I've been stressing the absolutely critical
importance of powerful headlines in all your copy.
Here is another Ted Nicholas headlines secret. I call
this headline style (number 8 out of 11 headline
types):
"If...Then"
Here are some examples.
* * * * * * * * * * * * * * * * * * * * *
If You Are Fed Up With Advertising Copy
That Doesn't Bring in Profitable Sales,
We Offer Proven, Results-Oriented Copywriters
and Guarantee Our Results!
* * * * * * * * * * * * * * * * * * * * *
If You're Tired of Your Old Sofa and
Thinking of a Change, We Offer a Superb
Selection, Helpful Design Consultants and a
Comfortable Shopping Experience - At The Best
Possible Prices!
* * * * * * * * * * * * * * * * * * * * *
If Your Car is a Wreck and You'd Love to Own a
Cream Puff, This Free Report Will Show You a
Guaranteed Way to Get the Best Price, and How to
Avoid Getting Stuck With a Lemon!
* * * * * * * * * * * * * * * * * * * * *
If You're Looking for One Convenient Source For
All Your Business Needs, We Provide a Huge
Selection of Office Supplies, a Fully Equipped Print
Shop - Even a Postal Outlet Right on the Premises
...Plus Ridiculously Low Prices Every Day!
* * * * * * * * * * * * * * * * * * * * *
If You'd Like to Dump Your Present Romantic
Partner, This Confidential Free Report Will Reveal
How to Do it Humanely While Exploring the Best
Source of Single Men on the Planet - All at a
Reasonable Guaranteed Price!
* * * * * * * * * * * * * * * * * * * * *
Here is the formula of how the "If...Then"
approach can be turned into a fill-in-the-blank
system.
If You're (describe the prospect's biggest want) We
Offer (Benefit #1) (Benefit #2) (Benefit #3)...
AND (bonus benefit)
When you begin achieving huge sales breakthroughs
with this valuable technique, please let me know
about it.
I'd love to feature your success story and perhaps
provide you helpful publicity as well on these
pages.
Your correspondent,
Ted Nicholas
http://www.TedNicholas.com
Headline Shortcuts Part VII
The Success Margin
Repetition has long been described as the mother of
knowledge.
It's so crucially important. That's why I keep
mentioning what the late, great and iconic
copywriter John Caples said -
"73% of all buying decisions are made at the point
of the headline."
It's an indispensable part of copywriting. That's
why I treat the writing of the headline with the
utmost importance and respect. So much so I've
created 11 different headline types that I choose
from on a daily basis.
Clearly without a "killer" headline, regardless of
how strong your body copy may be, your offer has
absolutely no chance of becoming successful.
Here in The Success Margin I have given you training
on six of the headline types which I use. Mastering
these headlines is a major reason for the success of
my copy in all media.
Previously I discussed these six headline forms:
1. Problem/Solution
2. Reason Why
3. Visualize It
4. Stacked Benefits
5. Get Benefits/Regardless
6. Problem Solver...
Today I'll review an extremely effective headline
type which I've not previously examined. As with
many powerful marketing principles, it's actually
very simple. I call it:
Secrets of (Blank)
Here are some examples:
* * * * * * * * * * * *
The Secrets of Living in Style
Without Any Money Worries!
* * * * * * * * * * * *
The Success Secret of the
Most Prolific Copywriter in America!
* * * * * * * * * * * *
The Secret to Getting All the Credit
You Ever Wanted - Even If You've Been Bankrupt!
* * * * * * * * * * * *
The Secrets of Not Only Surviving
But Thriving in Today's Tough Economic Times!
* * * * * * * * * * * *
The Secrets of Becoming a Popular
And Sought After Public Speaker!
* * * * * * * * * * * *
The Secrets of Becoming
The Most Popular Date in Town
While Not Compromising Your Personal Values!
* * * * * * * * * * * *
The Secrets of Dating the
Most Desirable Women in the World!
* * * * * * * * * * * *
17 Conversation Secrets That Will Help Make a
Favorable Impression on Any Important Business
Contact!
* * * * * * * * * * * *
Seven Headline Secrets That Will
Practically Compel Your Prospects to
Respond to Your Advertising!
* * * * * * * * * * * *
The fill-in-the-blank formula of this amazing
powerful technique is simply this:
The secret of (The ultimate benefit your product
delivers to the buyer.)
I challenge you. Don't waste another moment!
Create at least 3 headlines for your product or
service using "The Secrets Of" headline strategy.
Let me know what it feels like for you when you set
new sales records!
Your correspondent,
Ted Nicholas.
Headline Shortcuts Part VI
I've previously provided you, my dear subscriber,
no less than five ways to prepare headlines. (I
actually use 11 different techniques.)
Why are headlines so important? Remember, at
least 75 per cent of the buying decisions are made
at the point of the headline.
Without a powerful headline, your promotion stands
no chance whatsoever to be successful. Zero. Nada.
Indeed, it's absolutely crucial. Without a "killer"
headline, you may as well forget the promotion
completely.
Today I'm going to discuss another tested and
proven headline technique. I call it the Problem
Solver.
Basically, you state the prospect's problem as a
question. Then you offer a proven solution.
As you increase your understanding of headlines,
you also should be aware of the role of sub-
headlines.
** What is a sub-headline? **
Following a main headline which is presented in
large, bold print, you present two to five other
headlines in smaller print. These sub-headlines
entice the reader to read down into the text of your
copy. And then to the all-important close, call to
action and order information.
Here are some examples which best illustrate the
Problem Solver approach known by very few
people in the world.
******
Finding it Impossible to Keep Off Those Extra
Pounds?
Now you can stay in great shape and still enjoy
those foods you really love! (Sub-headline)
******
Worried About Losing Your Job?
Here is a proven time-tested way to get a new job
fast, even in today's tough times! (Sub-headline)
******
Stressed Out Every Month by Nagging Bills?
Here's a 100 per cent guaranteed way to live a
worry-free life and enjoy those things you felt you
could not afford! (Sub-headline)
******
Worried About Your Child's Grades in School?
Here's a guaranteed system for turning C's into A's,
improving concentration and transforming your
child's self-esteem! (Sub-headline)
******
Can't Find Quality Super Star Employees?
At last, here's a proven guaranteed system which
enables you to locate the truly outstanding
employees in your field (Sub-headline)
******
Has Expensive Credit Card Debt Got You Down?
Here is a step-by-step method that shows you how
to negotiate with credit card companies to reduce
both your obligation and usurious interest rates!
(Sub-headline)
******
Would You Sleep Better if You Had the Ultimate
Protection Available Against Losing Your Job?
Your best solution may be in starting your own
profitable home-based business in your spare time!
(Sub-headline)
******
Here is the Problem Solver step-by-step headline
formula:
State the prospect's problem as a question. Then
state the solution--
Here's a (proven, time tested, 100 per cent safe,
guaranteed) way to (get the ultimate benefit.)
******
Please keep me informed as to how your new
headlines have increased your Success Margin.
Your correspondent,
Ted Nicholas
http://www.TedNicholas.com
Headline Shortcuts (Part V)
how good it is otherwise, your promotion will fail.
Absolutely!
I don't care how terrific the body copy is.
You need a "killer" headline or the promotion
doesn't stand a chance.
It's so important I repeat it here once more.
Seventy-five percent of the buying decision is made
at the headline.
Hopefully, my dear reader, you are now 100 percent
convinced.
I'm emphasizing headlines like I never have before.
Why? Direct marketers, including new personal
clients of mine, almost always propose or use
headlines which are incredibly weak, boring or
confusing.
It's no wonder perhaps as many as 95 percent do not
work. In fact, when I see the actual response figures
they don't even come close.
I've already revealed to subscribers in The Success
Margin four of my headline types. Each one is
proven to work through numerous marketing tests.
Today I'll teach you another amazingly powerful
type. I call it "Get Benefits Fast, Regardless."
I really love the power of this one. I'd be willing to
bet you will soon fall in love with it too.
To use and dramatize a certain aspect involved with
many products you can really get that all-important
attention.
If it fits your product, this simple, yet powerful
concept can empower your headline like
nothing else can. The single magic word which
describes it is:
Speed!
In marketing your products and services nothing
meets the heavy burden your headline must carry.
Your headline must do lots of "heavy lifting."
Here are a few responsibility mountains your
headline must climb. It must:
- Attract attention
- Select the right audience
- Make a bold promise
- Dramatize the biggest benefit
- Appeal to your prospect emotionally
Here are a few examples of the Get Benefits Fast,
Regardless technique:
*******
Speak Street French in 28 Days - Even if You've
Never Taken a Single Foreign Language Class - 100
Percent Guaranteed!
*******
Discover How You Can Prepare Five Gourmet
Meals Your Friends Will Rave About in One Week
- Even if You Know Little or Nothing About
Cooking!
*******
Get Fit in 30 Days or Less No Matter How Out of
Shape You Are Now - Guaranteed!
*******
Discover How to Slash Your Cost of Living By at
Least 30 Percent Within 10 Days without Lowering
Your Standard of Living - Or Your Money Back!
*******
Free Special Report Reveals How to Instantly
Avoid the Catastrophe of Identity Theft Which Can
Take Years to Clear From Your Record!
*******
Within 24 Hours Discover Best Tax Avoidance
Secrets the I.R.S. Does Not Want You to Know!
*******
At Last, Within Seven Days You'll Meet at Least
One Person Who Tests Out as Your Ideal Romantic
Partner - Or Your Money Back!
*******
Here is the Fill-in-the-Blanks method for this
technique, Get Benefit Fast, Regardless.
(Discover, Have, Get, Be Enjoy etc.) the (Biggest
Benefit) in (Specific Time Period) Guaranteed. No
Matter What (Your Age, Condition, Bank Account,
Skill Level etc. Doesn't Matter.)
If speed is a crucial or indispensible part of your
product benefit this technique can really make sales
soar!
My dear reader, I'll look forward to hearing about
your many successful headlines.
Your correspondent,
Ted Nicholas
http://www.TedNicholas.com
Headline Shortcuts (Part IV)
five percent of the buying decision is made at the
headline.
Today's important Success Margin series featuring
Headline Shortcuts continues with an enormously
powerful category. I call it Stacked Benefits.
I use Stacked Benefits when I'm promoting a
product or service with several strong benefits of
nearly equal power and importance.
I've found in certain instances there is no single
benefit "superstar." So this Stacked Benefit is ideal.
Learn it. Apply it. And watch your bank account
grow.
Here are some examples:
*******
How to Grow Your Business, Gain More
Free Time and Profit Like Never Before
in Just Three Easy Sessions - Guaranteed!
*******
Discover 147 Time-Saving Ideas That Will Help
You and Your Staff Get Organized, Accomplish
More in Less Time with Less Effort - Guaranteed
or Double Your Money Back
*******
How to Get a Gorgeous Tan, Be Safely Protected
from Harmful UV Rays, While Gaining That
Natural Golden Look All Over... In Just Six Weeks
- Guaranteed - Or You Pay Nothing!
*******
How to Safely Lose 10 Pounds in 10 Days,
Maintain Your Energy Level and Avoid Sagging
Skin - Guaranteed or Your Money Back
*******
How to Earn Money in Your Own
Part-Time Internet Business, With
Low Investment, Without Major Stress
and Still Have a Life - or You Pay Nothing!
*******
How to Meet Three Qualified Single Men in 30
Days Who Have Been Thoroughly Pre-Screened,
Over a No-Obligation Cup of Coffee, Taking as
Little as 15 Minutes of Time - Guaranteed
*******
Here is my Fill-in-the-Blanks formula for the
Stacked Benefits technique.
How to Get (Benefit #1) (Benefit #2) and
(Benefit#3) (three is ideal) In Just (actual time
period required) Guaranteed or (Your Money Back,
Double Your Money Back, It's Free, or You Pay
Nothing, etc.)
Does your product offer several benefits to your
prospects which are fairly equal in power?
If so, your Stacked Benefit headline may provide
you just the Success Margin you need!
Ted Nicholas
http://www.TedNicholas.com
Headline Shortcuts (Part III)
marketer, you should too. And be aware of the
following truth.
"On average five times as many people read the
headlines as read the body copy. It follows that
unless your headline sells your product, you have
wasted 90 percent of your money."
Who said this? The late David Ogilvy, world-
famous founder of the ad agency Ogilvy & Mather
and author of the best-seller "Confessions of an
Advertising Man."
I call today's headline shortcut Ways To/Reasons
Why.
Here are some headline examples which illustrate
this powerful and underused technique.
*******
Seven Reasons Why Information Publishing is
Today's Best Business Opportunity
*******
11 Secrets I Wasn't Taught in School That Have
Put Millions in My Bank Account
*******
Ten Ways to Survive and Prosper
During the Current Recession
*******
Six Ways to Beat the Coming Tax Increase
*******
13 Inside Secrets to Getting the Best Deal
On Your Next Automobile
Car Dealers Do Not Want You to Know
*******
101 Little-Known Ways to Add
Perceived Value to Your Home
So it Sells Fast For at Least
98.5 Percent of the Full Asking Price!
*******
17 Ways to Make More Money From Home
With Your Own Internet Business
*******
There are Three Good Reasons an Internet Offer
Succeeds... And You Already Know Two of Them--
The Third Reason May Be The Final Piece of the
Puzzle That Makes Your Next Offer Click
*******
The main reason this wonderful technique works so
well rests on a very simple principle that is a
powerful motivator for all of us.
Curiosity!
Think about your own experience as a consumer.
When you see an ad that lists a number of ways to
do something beneficial to you, can you resist
checking it out?
I cannot. I'm always intrigued. I want to know the
"ways." Or "secrets." Or "reasons." And once into
the copy, if it's good, I often order.
Do you relate to this?
My experience has proven to me most consumers
feel the same way.
The formula for the technique Ways To/Reasons
Why is very simple. Here it is:
(Specific number) ways to dramatize (the big
benefit)
I look forward to seeing your highly charged
headlines and, as always, hearing about your greater
success.
Since the headline shortcut series began, so many
Success Margin subscribers have sent in beautiful
headlines. I'm considering a contest for the best
ones.
Your correspondent,
Ted Nicholas
http://www.TedNicholas.com
