OfflineBecause your headline can be 80% of your success or failure, spend at least that much or more of your copywriting time on crafting you headline. Develop at least 15 headlines for each letter, ad or web page you write. Be ruthless in your critique of what you write
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First, it needs to grab the reader’s attention. RIGHT NOW! All the ads, brochures, catalogs, flyers, direct mail pieces and web sites people see everyday are just a big blur to them. Your headline must be prominent and effective enough to pull the reader into the copy and lead them into reading further. To do that, it must cater to a specific emotion or a relevant condition one to which the reader can easily associate. Here is a list of triggers. Fear, Pain, Loss, Health, Love, Greed, Longer Life, Pride, Power, Ego, Ease, Anger