SECRET FORMULAS FOR WRITING HEADLINES THAT
By Shelley Lowery
We all know the importance of a powerful headline. However, writing a great
headline isn't as easy as it sounds.
An effective headline will literally force your potential customers to learn
more. It will instantly ignite a certain emotion and intrigue them to read
In order to write an effective headline, you must learn how to use specific
words to achieve a specific reaction.
Before writing your headline, you must first learn a little bit about the
basic human motivators. According to psychologist Abraham Maslow, human
behavior is always the result of one or more of five basic needs. He listed
these needs in a sequence that he refers to as "the hierarchy of human
He believes that until a less important need is met there won't be any
desire to pursue a more important need. Below are the five human motivators,
beginning with the basic needs and continuing to the most important needs.
Physiological - Basic human needs include hunger, thirst, shelter,
clothing and sex.
Safety (Security) - Human need for physical, emotional and financial
Social (Affiliation) - Human need for love, affection, companionship
Esteem (Self Esteem) - Human need for achievement, recognition,
attention and respect.
Self-actualization - Human need to reach their full potential.
When you are aware of the basic human needs, you can incorporate these needs
into your writing. A great headline will appeal to your potential customers'
emotions. You must feel their needs, wants and desires and write your
headlines with passion and emotion.
When writing your headlines, keep in mind, you only have a few seconds to
grab your potential customers' attention. If your headline doesn't
immediately catch their attention, they'll simply move on and never return.
Below are several different formulas used by professional copywriters to
write compelling headlines.
"How to Increase Your Sales Up to 500% by Using This One Simple Strategy"
Headlines beginning with 'how to' are very successful, as the Internet is
all about information. Internet users have a strong desire to learn. A
headline beginning with 'how to' immediately grabs your potential customers'
attention and forces them to read on.
"Are You Sick and Tired of Working For Someone Else?"
Headlines written in the form of a question are very effective, as they
appeal to your potential customers' emotions. When they read a headline
written as a question, they'll answer the question in their mind. If the
question identifies a specific need, want or desire, they'll read on.
"Double Your Income Within the Next 12 months -- Guaranteed!"
A command headline focuses on the most important benefit your product or
service has to offer. It instantly demands your potential customers'
attention and intrigues them to read on.
"Announcing a Brand New Breakthrough in E-Publishing"
News headlines are very effective and used to announce new products and
services. They are written in the form of an announcement or introduction
and create curiosity.
"Internet Marketing Exclusive is Pure Genius -- Our Sales Have Increased by
Headlines written in the form of a testimonial are very effective, as they
instantly begin building trust.
When writing your headlines, certain words, when combined together, will
literally draw your readers' attention to your ad. Below are of few of these
"Power Words" that consistently work.
According to a Yale University study, the following words are the most
powerful words in the English language.
Just as certain words ignite different emotions, certain subjects have a
broader interest than others do. Some of the most popular subjects include
wealth, love, health and safety.
Take your time and try the different formulas according to your needs. Use a
combination of the power words and write a headline that sells. By learning
the art of writing headlines that focus on the basic human needs and
emotions, you can increase your sales considerably.
Copyright © 2001, all rights reserved
About the Author:
Shelley Lowery is the author of Ebook Starter. A complete ebook design kit
that takes you step by step through designing, creating and marketing your
own ebook. Give your ebook a professional look in just a few simple steps
with over 100 ebook interface and cover templates.