The single most important component of your killer sales letter is your headline. Your headline will determine whether your prospects read the body copy of your killer sales letter. Tests have proven that a simple headline change has increased orders by 300% after the change even when the body copy of the killer sales letter remained the same. That’s a big job to put on the shoulders for what amounts to a few words.
Your headline functions as an attention grabber as well as pre-qualifying the right prospects for whatever it is you’re trying to sell. If you understand these functions of a headline, you’re well on your way to writing effective headlines for whatever product you may be selling.
There are several “headline types” that have proven to sell products and services over and over again. Below are four of the most powerful and the easiest to implement:
1. How to. Everyone loves a how to headline. How to Lose 10 Pounds in 10 Days Or Your Money Back. How to Write a Novel in 30 Days. How to Start a Paramedical Company.
These headlines are simple, easily understood and effective because they promise a solution to your prospects′ problems. If the how to is addressing a need, your prospects will feel almost compelled to read the rest of your killer sales letter to discover the solution to their problems.
Your prospects don’t know you and have never met you before – so you’ll need to give them reasons to listen to you. And those reasons must benefit them (not you) in some significant way before they will listen to you. The better the benefit, the more likely you′ll catch your prospects’ attention. (The benefits in the above headlines are losing weight, writing a novel in a month and steps to start a paramedical company. All of these can be powerful benefits).
2. Question. These headlines ask a question (obviously). If you want this headline type to work, it better ask a question that your customers want an answer to. Are you spending too much on your car insurance? Will your marriage fail? Are you ever tongue-tied at a party? To be effective, your question must create a curiosity in your prospects’ mind that will compel them to read your killer sales letter.
Whatever you do, don’t ask a question that only your business cares about. Something like: Do you know what our company has been up to lately? Again, focus on the benefit for your prospects.
3. Top ten reasons. It doesn’t have to be ten reasons or even the top reasons. But just as everyone loves how to headlines, they also love top ten reasons.
Four tips and techniques to hire the perfect wedding photographer. Five ways to stop a man from cheating on you. Seven warning signs that your house may be making you sick.
Again, your prospects see the benefits immediately and makes them want to read the body copy of your killer sales letter for more details. Plus, they know exactly what they’re getting - so many reasons for something.
4. Testimonial. This headline uses your customers′ words to sell your products or services. This works because people see proof up front that your product or service does what it’s supposed to do. If used correctly (meaning people believe it really is a testimonial from a real customer and not something fabricated) then this can be a very effective strategy.
If you choose this headline, put it in quotes so it’s obvious it’s a testimonial. And use the customers’ words as much as you can to make it sound authentic. Whenever possible, get permission from your customer to use his/her name. You may even want to consider adding a photo as well.
In summary, your headline serves as an advertisement for your body copy. Get it wrong and you will bomb – guaranteed. But if you get it right and you back it up with a well-written body copy, you’ll make a killing.
Copyright © James Lau
Do you know why a lawyer would give up his career to be an internet entrepreneur? To find out, go to internetbizmodels.com internetbizmodels.com
James Lau is a self learned internet marketer specialising in Resell Rights business. An engineer by profession, his other focus in internet marketing includes e-books, affiliate marketing and blogging.