Introduction

Learning how to create attention‐grabbing headlines will help you motivate potential customers and close the deal.

If you've ever spoken with a copywriter, you've probably heard about the power of a great headline and how it can affect your bottom line. If you don't grab your reader's interest within the first moments (I'm not kidding. Moments!) of reading your material, you'll almost certainly lose them forever.

And that really means stopping them in the fast paced world of the internet and social media.

The 21st century is a world where people are accustomed to social media updates flashing across their screens all day, bombarding them with data, and you'll have to work extra hard to keep their attention long enough to persuade them to read your message. 

Consider the pressure that this places on copywriters. Your headline is so important that if you don't nail then in the one second or so that your reader sees it, you might never get another chance with that person. Period.

It’s all about attention.

Your headline’s only job is to get your reader’s attention. 

It is the most significant component of a good sales page because you either capture the reader’s attention or not. Period. There is no question about this.

An engaging headline grabs people's attention and persuades them to read the next line which is usually a sub-head. Think of that as a mini-second headline, although the sub-head is often longer than the main headline! (Don’t worry. I’ll show you.)

Some bad training material will tell you, (and I’m not making this up):

“The headline persuades visitors into becoming customers, and makes believers out of the skeptics. And if it’s done right, it has the power to transform a sales page into an incredible money‐making machine.”

The truth is, the headline’s only job is to stop the reader (or web-surfer) and convince them to read the next line. What’s the job of that next line? To get them to read the line after that, and so on through your sales letter or web page.

So there’s an art to writing a great headline and without that skill your ad copy suffers greatly!

And if you’re paying to get eyes on your ad, your headline can easily (easily!) be the difference between a profitable ad campaign and a huge loser.

The single most significant component in a marketing strategy, according to David Ogilvy, a business magnate known as the "father of advertising," was the headline of a sales page. “On the average, five times as many people read the headline than they do the body.” he said, summarizing the value of a great headline.

Are you starting to appreciate the value of a catchy headline that conveys your message and resonates to your target audience? 

A captivating headline is everything!

But here’s the good news… 

Creating powerful headlines that ultimately persuade someone to respond to your copy isn't all that difficult when you know how to harness the power of emotional and intellectual triggers that will prompt anyone (even the most jaded) to take action, despite the fact that many of us suffer from information overload and don't give much of anything our full attention.

In truth, you can't go wrong if you follow a tried-and-true formula for writing attention-getting headlines that’s used by the best copywriters both online and off line!

I have to admit. While I love people, I find human beings to be super-weird, still the fundamental human emotions work on everyone! And that’s great news for us as we create uber-effective headlines!

In fact, when you follow a proven formula for creating attention‐grabbing headlines, used by the most experienced copywriters online (and off-line!) your odd for success go way up.

And think for a moment about marketers (like me) who used to have to send all my sales letters by U.S. Mail. If a headline failed, and my sales letter didn’t get read, I lost the fifty cents it cost to print and mail the letter. Mailing 1,000 letters where half get thrown away because of a bad headline means I might as well throw $250 out the window on my drive to the post office!

I know from spending my own hard-eared money how important the right headline is!

This course provides you all of the information you need to get started - beginning with the fundamentals. 

Even if you're brand new to copywriting (that’s writing sales letters for online or off-line), I'll walk you through some of the most effective tactics for crafting successful headlines and sales letters.