Starting with the Headline

The Extreme Importance of a Headline in
Copywriting

–taken from Killer Web Copy, VOL. II Chapter 7

The headline of a sales copy is perhaps the most important part of the whole
piece. The headline is what grabs the reader’s attention and gets them to read
the rest of the copy. It is the first thing they see and can be the key to the whole
copy.

It is essential for every copywriter to fully understand what it takes to write a good
headline. It is also important for a copywriter to understand why the headline is
so important.

The headline should be so compelling that it makes the reader want to read more.
The headline serves the purpose of drawing in the reader and piquing their
interest.

Everyone has heard that first impressions are very important. You should think of
your headline is the first impression you give off about your business and your
product.

You want that first impression to be compelling, interesting and intriguing. You
want the reader to be impressed. You want them to want more.

Your headline should do three things. It should grab attention, communicate a
message and entice the reader to read on.

There are many different ways to write a headline. In fact, there are eight main
ways to write a headline. You can use any of these ways that works for what you
are trying to sell.

The first type of headline is a direct headline. This type of headline is blunt and
straight to the point. The reader should clearly know what is being sold and what
the great offer in just by reading the headline.

The second type of headline is an indirect headline. Unlike a direct headline, this
type of headline uses a subtle manner. Its main goal is to make the reader
curious so they feel they must read more. Commonly indirect headlines use
words with double meanings.

Killer Web Copy

The third type of headline is a news headline. This type of headline is an
announcement. It is something newsworthy. The idea is to be compelling.
The forth type of headline is a ‘how-to’ headline. This type of headline is very
popular. It works very well at selling almost anything. Basically, the headline
starts with the words ‘how to’ and goes from there.

The fifth type of headline is a question headline. It asks a question that is
something a reader will want to find the answer to.

The sixth type of headline is the command headline. This type of headline
basically tells the reader to do something. The trick to this type of headline is to
use strong words that will trigger action in the reader.

The seventh type of headline is the reason why headline. This type of headline
does not need to have the words ‘reason why’, but will usually contain a number.
It is going to highlight a certain number of things the reader will learn if they read
on, for example: ‘5 Ways to Lose Belly Fat.’

The eighth type of headline is the testimonial headline. The testimonial headline
is just like it sounds; you take something someone has said about your product
and turn it into a headline.

Once you figure out what style of headline you want to use, then it is time to get
writing. You have to make sure it is clear and well written.

No matter what style you choose, you have to use strong words and make sure
your point is getting across. Your headline has to have the following
characteristics:

It must offer something useful to the reader.
It has to make the reader feel as if they must read more.
It has to include something that tells the main point of the copy.
It should be specific.

Killer Web Copy

It is also important to not get carried away with a headline. If a headline is too
wordy, then a reader may avoid reading it at all. In general, headlines should
stick to a maximum of eight words.

The headline is so important to the success of copywriting that you should plan
on spending as much time writing it as you do writing the rest of the copy.
The biggest mistake a copywriter can make is to simply throw together a
headline. Good headlines require work.

You should be very dedicated to writing your headline. It is, after all, going to be
almost as important as the rest of your copy. It makes no sense to write a great
copy and have a terrible headline because the chances of your readers reading
the rest of the copy are slim to none if your headline doesn’t reel them in.