How To Write Headlines

.....Story at 11. 

The information that belongs in those little dots is called a lead or verbal headline. We are all familiar with the patter; 

'Short fortune-teller has escaped from prison and is a small medium at large, story at 11.' 

'Man jumped off of a Paris bridge, friends claim he's in Seines, story at 11.' 

'Do you feel stuck with your debt and unable to budge it? Help at 11.' 

It doesn't matter if the information is verbal or written, the headline should stop the thought process and peak the curiousity. You want the person to say to themselves, "What is this?" so that they seek the rest of the information. 

If your headline is an advertisement, you want the reader to go to your autoresponder or contact information for 'the rest of the story', so that you can get to know them, build a relationship, and ultimately sell to them. 

Let's take a minute to examine the last sentence, two important points were made here. 

1. Using a headline as your advertisement is very effective, because the reader must click the link to get the rest of the story, therefore they have just gone from a cold contact to a warm prospect. They have expressed interest in your market. 

Where did they go when you sent them to the rest of the story? 

2. As smart as you are, I'm sure, that you sent them to an autoresponder (http://tinyurl.com/5twp) so that you could not only send them a printable copy of the information that they requested, but collect their email address and follow up with additional information on the topic, or thank them for their interest with bonuses. Maybe you even gave them a complimentary subscription to your publication for more information in this
market (http://tinyurl.com/66i1). 

While it is common knowledge that the money is in the follow up, you must entice the prospect into your store with the headline first. Only then can you determine what they need and give it to them. 

So, how do we write a headline? There are many books on the matter, but simply put, you answer the following questions and combine the answers in a manner that is attractive to your market. 

1. How does the customer benefit from using your product or
service? (sell products and services world wide) 

2. How quickly can you get them to this benefit? (2 minutes) 

3. What are the results of reaching this goal? (increase sales and exposure) 

4. How many tips, secrets, or steps are involved in your guidance? (3 simple steps) 

The answers above are what I used when I made the headline for my web site at http://Targeted-Ad.Com. By combining these answers I came up with a variety of headlines: 

The Quick And Easy Way To Increase Your Sales and Exposure In Only Two Minutes! 

How To Sell Products Or Services World Wide ...In Less Than 2 Minutes! 

Four Simple Steps To Increase Sales And Exposure... 

How Often Do You Find Yourself Saying: "I Wish I Knew How To Sell Products Or Services World Wide"? 

Play with it until you get something that you like. 

Do you see how any one of the headlines above would be an effective advertisement? Add the URL to your favorite autoresponder to send personalized information and collect the interested party's email address to follow up. The power is in the headline. 

If you are not comfortable with the process or are not a word smith with a PhD in 'hypnotic' words or 'emotional triggers' Some of the classic headlines are at http://targeted-ad.com/headlines.htm. 

Answer the above questions as they pertain to your ad campaign or web site and see if you don't find that you have increased YOUR sales and exposure. 

If you've read this far, you know that you have a strong interest in making your marketing produce the kind of response and results you really deserve. All that's left is to take the action to do it.