Posted by: Carline Anglade-Cole
June 8, 2010
Issue #940

Three Powerful Headline Techniques That Grab Your Prospect By The Eyeballs!

Hiya CopyStar,

Read this or die.

Who in their right mind can resist this headline?

This was a blockbuster success for a promotion for Healthy Directions’ Alternatives newsletter almost a decade ago.

I wish I could say I wrote it – but that would be a lie. The credit (and royalty checks) go to a phenomenal copywriter named Jim Rutz. But let me tell you …

… seeing that headline was a turning point in my copywriting career. Here’s why …

Up until that time, I played it safe and mainly wrote traditional, benefit-oriented headlines. "Read this or die" changed my whole perspective and opened my eyes to seductive, mysterious and downright SCARY approaches to writing headlines.

It showed me that to break out of the "me too" crowd and get a blockbuster winner – I had to take calculated chances with my headline – and man, did I ever!

I’ve come up with some doozies since then and it’s made my clients a boatload of money!

So, in this issue, I thought I’d give you 3 headline techniques I regularly use to create winning headlines. The truth is …

… when I follow one of these techniques to write strong, compelling copy – I get a winner – and many times a KICK BUTT winner. No kidding!

So try them – and see for yourself. Let’s start first with the traditional …

Benefit Headline

This headline is what I call my "bread and butter." A benefit headline just lays it on the line and spells out the benefits – without a lot of hype and hoopla.

Here are some examples from my packages …

How to Save Your Bones from Osteoporosis

* * * * *

The Real Truth about Inflammation

* * * * *

Are you ready to become an EX-arthritis sufferer?

* * * * *

The New CoQ10 Breakthrough

* * * * *

Got Gas?

* * * * *

Nature’s Remarkable Energy Pill

* * * * *

Benefit headlines are a solid way to get your message in front of your prospect. But if you’re competing with other products that offer similar benefits – this may not be the best way to go.

In other words, unless your benefit is really unique or intriguing – you’ll probably need to do more than state the obvious benefit. If that’s the case, I’ll usually move on to …

Emotion Headline

This type of headline addresses the frustrations, fears and worries of your prospect. Most often, the headline doesn’t directly offer a practical benefit – it just taps into pure emotion!

A few examples from my recent projects …

Don’t be fooled by weight loss

Lies, Lies, Lies …

Calories Do Matter!

* * * * *

They laughed when Japanese scientists treated poor circulation with a simple bacteria …

But then they saw …

(Yep, "but then they saw …" was the headline. Crazy, right? But hey, it’s still a control today!)

* * * * *

Do you know what’s really making you fat?

* * * * *

If you could see your overworked liver …

(Take a look at how this headline worked with the powerful graphic on my website. It’s on the right hand side. Go to "samples of my controls" and scroll down. It’s under True Health: click here. Many people told my client this cover gave them "chills"!)

* * * * *

This doesn’t have to happen to you
(even if your mother had a hump)

(Honestly: this is a brand new test headline with a photo of an elderly lady with a noticeable "hump". Won’t have results for a few more weeks – but I LOVE the concept – hopefully the market will too!)

* * * * *

See why I love emotion leads? They just PLUCK at the heartstrings – or a sensitive nerve!

But remember this: You can’t rely strictly on emotion. You’ve got to follow it up with strong benefits. Do that and you’ve got a one-two punch for a kick-butt headline!

Having said all that, don’t forget about this next type of headline. It gives you the best of both worlds – and can quickly turn your package into a winner …

Benefit and Emotion Combo Headline

These present the key benefit and tie in an emotion right up front! I’ve had many successes with this approach.

For example …

They laughed when I wanted running shoes
for my 70th birthday … but when I won the 5K,
now my friends want to know …
What in the world are you taking?

* * * * *

Got Joint Pain? Allergic to Shellfish? No Problem!
Introducing the newest breakthrough in joint health …

* * * * *

Here’s how you can rediscover …

Good old-fashioned treatments and cures that STILL work better
than drugs and surgery!

* * * * *

If you’re taking Lipitor, Mevacor, Pravachol, Altocor, Lescol, Zocor, Crestor
or any other statin drugs …

Read this URGENT BULLETIN immediately!
The Shocking Truth about
Cholesterol-Lowering Drugs!

(Combined with the heart-stopping photograph, this was a powerful – and extremely successful promotion! Check it out my website. It’s on the right hand side. Go to "samples of my controls" and scroll down. It’s under Health Resources: click here.

* * * * *

How my enlarged prostate
saved me from going bald

* * * * *

Everyday Health Secrets for Dummies!
Everything you’ve always wanted to know to feel better … heal faster … and live longer!
(but were afraid to ask!)

* * * * *

Discover the remarkable remedy that …
Makes old hearts young again!

* * * * *

Are you shrinking?
Discover the surprising cause of bone loss!

* * * * *

See what I mean? Benefit and emotion are powerful tools – and combined, they can really rev up response! So don’t be afraid to try them. Trust me. They work!

A Few Quick Ways to Spruce Up Any Headline!

Now you’ve learned my 3 easy secrets for writing kick-butt headlines. But don’t just stop there! Take a look at a headline you’re working on. Can you jazz it up to increase your response? Most likely the answer is YES! Here are 3 more ways you can do it. …

1. Offer a transaction:

Let the reader know what he’s going to get when he gives you a few minutes of his time:

Get WHATEVER you want …
without sacrificing QUALITY …
for HALF price …
Or even FREE – Guaranteed!

* * * * *

Give me just 16 hours
and I’ll help you experience
a genuine health miracle …

* * * * *

2. Be VERY specific:

Give your headline even more credibility with a few well- chosen facts:

Little-known test finds breast cancer
12 YEARS earlier than mammograms!
And it doesn’t mash or squeeze the daylights
out of your breasts either!

* * * * *

The Hidden Illness that Zaps Your Energy
And how this simple 92-cent remedy
spots it QUICK!

* * * * *

3. Add intrigue and curiosity to your headline:

Find a catchy phrase or saying to grab your prospect’s attention. For example …

If you are sick and tired …

* * * * *

True or false?

* * * * *

It’s about time you know …

* * * * *

Urgent health advisory for your neighborhood

* * * * *

What did it?

* * * * *

OK, so now you know just as much as I do about writing killer headlines – and it didn’t even take you 20 years like it took me! Congratulations!

Now, before you go and put these tips into practice – let’s do a quick review:

When you’re writing headlines, remember:

• Benefit headlines are your "bread and butter". Try to have at least one benefit-oriented headline in your test panels!
• Emotions are powerful! Tug at the heart string, and the purse string will loosen!
• A combination of benefit and emotion can deliver a killer headline! Find ways to use them to strengthen your headline promise.
• Be specific! Add exact numbers, specific amounts or names of important people right in the headline!
• Make your headline tests really count! Avoid testing stuff that doesn’t matter or won’t give you a significant lift in response. For example, testing a different word … punctuation … or color border is probably not a good use of a test panel. It usually doesn’t give you the boost you need for a lift in response.
• Support your headline claims! Make sure your deck copy and lead deliver on your headline promise. "Read this or die" wouldn’t have worked if it was just left hanging on the page. It was supported by powerful deck copy.
• Write with conviction. When you’re passionate about your copy – headline ideas pop out of nowhere! Believe in your product and its ability to deliver a benefit to your prospect!
• Don’t be afraid to break the rules! If you’ve got a headline idea you feel strongly about but it doesn’t conform to "copywriting rules" – go with your gut. You’ll never get a home run if you don’t take a swing! Remember, "Read this or die" – that was a MAJOR rule breaking headline – and a kick butt success!

Now you’re ready to write your killer headlines, CopyStar – get crack’n!

Here’s to Creating Success Your Way!

Carline Anglade-Cole
Guest Contributor
THE TOTAL PACKAGE

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10 Comments »

1. Comment by Caleb Osborne — June 8, 2010 @ 8:51 am

   Your packages are fun to read Carline, that’s one thing I like about them …

   The headlines are crazy and the graphics always support them.

   Great tips!

   Best,
   Caleb

2. Comment by Fred Black — June 8, 2010 @ 8:58 am

   Carline;
   Great Tips… this brings together in one document a lot of the headline writing tips I’ve read in various places. The links to the samples on your site are very helpful too.
   Thanks,
   Fred

3. Comment by Carline — June 8, 2010 @ 9:05 am

   You’re welcome guys!
   I’m working on a package right now and was drawing blank on headline ideas. So, I re-read this article - and came up with 4 headlines! It’s nice to be the teacher and the pupil!
   And it shows that we all need some help at times!
   Carline

4. Comment by Deanna — June 8, 2010 @ 9:05 am

   Great headline tips, Carline! I have to admit … I’m always on the watch for promotions you’ve written. Reading them helps me be a better writer! Thanks for being a constant source of inspiration!

5. Comment by Rezbi — June 8, 2010 @ 9:34 am

   I’ve got to ask a question: When you say you’ve been writing 20 years, are you telling us the truth?

   I mean, you don’t look old enough.

   Anyway, it’s good to find out who actually wrote a lot of the ads I’ve read before.

   And, one thing jumps out at me from your headlines is that they prove the old formulae still work.

   Tried and tested is always the best way to go, especially for the inexperienced. But in the hands of a seasoned pro, they’re dynamite.

   Best,
   Rezbi
   http://commonsensedirectmarketing.com/

6. Comment by Timo Jäppinen — June 8, 2010 @ 12:02 pm

   Remarkable stuff, thank you. I end up bookmarking every article I read here. Keep them coming.

   -Timo Jäppinen

7. Comment by greg — June 8, 2010 @ 12:34 pm

   Carline- Nice tips ad tricks.
   For me an all time favorite headline is:

   Lose Weight, Now….Ask me how

   I am running a campaign for my real estate company with a twist on that headline….

   Make Money in Real Estate…Ask me how- My twisted headline has been very very successful. Where I am from (Ghana) people are always looking to make money and this campaign has gotten great feedback and leads for our real estate school.

8. Comment by Sean McCool — June 8, 2010 @ 2:59 pm

   Thanks Carline,

   Here’s a headline that worked really well for me over the past year:
   ***
   How to Buy U.S. Government Backed Silver for $1.25
   ***
   I guess that would fit into a transaction headline. It’s also a “How to” headline as mentioned in Bob Bly’s Copywriters Handbook.

   Thanks and hope to see you in Delray again this November.

   Sean McCool

9. Comment by Steve Gill — June 8, 2010 @ 10:39 pm

   Thanks Carline, this article has helped me immensely. I’ve printed it out and will use it to help me with all of my headlines.

   Steve

10. Comment by Carolyn Blake — June 9, 2010 @ 2:08 am

    Wow! What an education! I guess what has been stopping me is intimidation. I am definitely going to study this. Thank you for a mind shaking experience.